Recently, Scandinavian Airlines launched one of the most innovative QR Code-based promotional campaigns that I have yet to see.
As part of the company's "Couple Up to Buckle Up" 2 for 1 travel campaign, Scandinavian Airlines displayed two QR Codes, side by side, on a variety of mediums (e.g., email, banners, print advertisements, etc.). The copy accompanying the QR Codes instructed consumers to scan the left and right codes simultaneously with two different mobile phones and to then bring the two phones together. When the scan resolve video played, the separate left and right mobile phone screens essentially made one split screen, which then enabled the two participating consumers to view the video properly and discover the special 2 for 1 promotional code (see video above). If played individually, the left or right scan resolve video content would be close to meaningless.
Creative? Yes. Original? You bet. Will this campaign generate a great deal of media attention for the company, as well as QR Code (2D) technology? Most certainly. But there's another reason why I love this campaign so much. Research. From what I understand, the company conducted market research and discovered that when couples book their travel plans, they often do it while sitting side by side. So, instead of using a single or standalone QR Code in the campaign, the marketing/creative team decided to use two codes and have them dependent upon one another in order for the message/interactive experience/campaign to make sense. Brilliant.
But, should we be so impressed learning that research data was used to help create this campaign? No, not really, because this is marketing (i.e., research is done, findings are used, campaigns are developed and implemented, response rates measured, and the whole process starts over again). Marketers may see this as fundamental when it comes to traditional advertising, but there is no reason why this should not be the case with respect to 2D-based advertising. The same fundamentals remain.
Although I often site value and benefit as the main criteria for passing the Litmus Test, this campaign passes on sheer imagination and originality. What campaign will be next?
2D Barcode Litmus Test: PASS