Sperry Top-Sider uses QR Code, Poorly

Sperry Top-Sider, the nautical shoe company, is running this print ad which features a QR Code.

What's interesting about the use and display of this QR Code, which I have yet to see elsewhere, is that it includes a shortened URL address (bit.ly generated), as opposed to a traditional URL address (see image below). This makes sense, and is considered a mobile bar code best practice, because it provides smartphone and feature phone users the ability to access and interact with the scan resolve content. No mobile audience gets alienated this way. Also, for feature phone users, a shortened URL is a lot easier to type than a traditional URL. In this regard, the campaign scores well, but in another regard, an even more important one, the campaign scores less than well.

When the QR Code is scanned, it links to a 30-second video, which showcases and promotes the Sperry Top-Sider lifestyle. When the video finishes playing, the consumer is left with no alternatives, options or incentives. Nothing. So, I ask, as you might too, what's the point? Why no store locator, or product pages, or mobile coupon, or shopping page, etc. to move the potential customer that much further along the purchase decision path? Time and again, I see this lack of thought and consideration and I can't imagine why? The company has already captured the consumer's attention, why not take advantage and, at the very least, provide something, anything, of use and value?

It seems as though someone was smart enough to include a shortened URL, but then what happened. Did that person leave the room as the rest of the campaign was being developed?

2D Bar Code Litmus Test: FAIL 

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