When the QR Code is scanned, the reader of the ad is linked to, are you ready for this, a mobile optimized landing page. At the top of the page, there is product information for the company's new collection of iPhone 5 cases, which reinforces and coincides with the copy mentioned in the print ad. As the reader of the ad scrolls down the page and gets to the bottom, there is a "Shop Now" button, which brings the reader to a shopping page. Gee, a mobile site which provides the ability to shop, what a radical concept. If the reader of the ad continues to scroll past the "Shop Now" button, there are widgets to share the site socially via Facebook or Twitter, as well as more product choices categorized by collection name.
As good as all of this may sound, there's a glitch which I don't fully understand. When the logo at the top of the scan resolve page is touched, the reader of the ad is brought to a mobile optimized web site. Great, glad to see it. But, when the reader touches on the "view main site" button found on the product shopping pages, he/she is linked to the desktop version of the company's website. Not so great. Maybe this is an oversight, maybe from a coding perspective it needs to be this way, I'm not certain, but it seems as though a lot of thought and attention went into this campaign, so it strikes me as strange that the navigation should be off and revert to a desktop site/page.
Regardless of the above, I believe OtterBox has done a great job with this campaign. While it may not be apparent as to the campaign's value proposition, in my mind, the value comes from the ability to shop the product right then and there via the code. The value comes from saving the consumer the time and effort to seek other means by which to shop the product.
Lastly, one minor note...I'm not sure why the company chose to generate the QR Code with a long URL, as opposed to a shortened one. With a long URL generated code, scanning the code could be difficult and, from an aesthetic perspective, it's less pleasing to the eye than a shortened URL generated code.
2D Bar Code Litmus Test: PASS