Have you ever considered using QR codes in advertising? These quick response codes (commonly known as QR codes) can become a valuable tool for creating interactive experiences. By simply scanning these black-and-white squares, customers directly get to the desired content linked to the code:
- Landing page
- Social media pages
- Special promotions
- product details
QR codes act as a bridge between the digital domain and the physical world. For example, you can place QR codes in print ads or on product packaging and link them to your landing page. As a result, you drive traffic to your site, allowing customers to learn more about your company.
But why should you care about QR codes? Aren’t they losing their impact? In fact, they aren’t. In 50 countries with the greatest scan rates worldwide, the number of QR code scans increased by 57%. The reason behind such growth is the rising reliance on mobile devices.
QR codes bring numerous benefits to businesses. They’re cost-effective. They boost engagement by offering interactivity and broader opportunities to explore more about the brand. In the following sections, we’ll share tips on incorporating QR codes in marketing, along with successful real-world examples. Read on!
Table of Contents
Understanding QR Advertising
What Is a QR Code?
QR codes (quick response codes) are two-dimensional barcodes storing critical information not only in a horizontal line like traditional barcodes but both horizontally and vertically. This allows for greater storage capacity. That’s why QR codes are now more about continued engagement rather than checking out goods in a retail store. QR codes can hold various types of information, including:
- Website URLs
- Contact details
- Product information
At first, QR codes were developed by Denso Wave (a company controlled by Toyota) in 1994 and served to track automotive parts. Since then, they have shown their true value and capacity as powerful marketing tools across various industries.
They offer a way to quickly and efficiently share information with consumers. A simple scan with a smartphone camera is enough to continue the experience online, directing users to interactive content.
Once prospects land on the attached page, they start engaging with it, moving closer to a purchase compared to aimlessly browsing your website or social media. To secure more sales, you can also compile a conversion rate audit checklist for marketers to identify areas where you can win over more customers.
QR codes are available in two main variations:
- Static: Once generated, the information is fixed and cannot be
changed. It’s ideal for straightforward uses like linking to a website or
providing contact information.
- Dynamic: You can edit and update them even after having them printed, track scans across multiple devices, and integrate your QR code campaign with Google Analytics. For example, you can measure how many times a code is scanned, the location of the scans, and the types of devices used. Based on the result, you can further tweak your marketing strategy to improve the crucial metrics and brand engagement.
How Do QR Codes Work?
Visually, a QR code consists of black-and-white square patterns. That’s how QR codes encode information. People scan the QR code using a smartphone or another scanning device, which decodes the pattern into readable information, such as a URL or a contact detail.
This process is incredibly easy for all users. Often, they don’t even need to install any apps. Most modern smartphones have QR code readers built into their cameras. Users simply open their camera app, point it at the QR code, and a notification pops up with the encoded information. This makes QR codes an incredibly user-friendly tool for connecting with potential customers.
In addition to smartphones with QR-code-friendly cameras, there are numerous QR-code scanning applications available for both iOS and Android devices:
- QR & Barcode Scanner;
- NeoReader;
- QR Code Reader & QR Code Scanner.
They offer enhanced features such as batch scanning and history tracking.
What Do Statistics Say?
Utilizing QR codes in marketing efforts may seem a bit outdated, like using flip phones and pagers. However, that’s not true. The use of QR codes in marketing has seen significant growth.
One of the main reasons for their steadily gaining traction was the COVID-19 pandemic when contactless transactions and digital menus in restaurants became big things. According to a survey by Statista, the number of QR code scans in the U.S. increased by 26% from 2020 to 2022 and equaled approximately 89 million in 2022.
It’s anticipated that the number of Americans using mobile QR code scanners will increase consistently, surpassing 100 million by 2025. In a June 2021 study of American consumers, 45% of respondents said they had used a QR code to access promotional or marketing materials.
QR codes don’t belong to niche industries alone. They’re quite widespread among renowned brands like Nike, McDonald’s, and Starbucks, placing QR codes in their physical locations, packaging, and direct mail campaigns.
A Striking Example of QR Code Advertising
If you’re looking for creative QR code advertising, take note of Heinz. The company used this tool on its restaurant bottles to promote its “Join the Growing Movement” campaign. By scanning QR codes, customers were directed to a landing page where they could learn about environmental issues and make a pledge. Heinz, in turn, helped plant a tree with The Nature Conservancy for every promise made.
Top use cases for QR codes in digital ads include:
- Attracting website and foot traffic
- Boosting app downloads
- Promoting events and increasing attendance
- Growing social media followers
- Simplifying user journeys to a landing page.
Real-World Successful QR Code Advertising Examples
Nike
Image credit: Unsplash
Nike actively leverages QR codes, with some of the most noteworthy campaigns are as follows:
- “Scan and Try-On” campaign. QR codes on mannequins or apparel led to product information on available sizes and colors. Customers could request to try on the goods. For Nike, the benefits were the ability to find out about the most popular items based on the number of scans and try-on requests.
- Personalized shoes. Adding QR codes to the Nike app to customize shoe colors and designs and buy individualized products.
- Poetry campaign. Nike used QR codes on T-shirts, linking them to custom poetry on the Nike website. This campaign generated over 250,000 scans, significantly boosting brand exposure.
- “Off-Court” campaign in China. QR codes provided a direct line to online content, integrating digital marketing with physical products.
- Boosting social media engagement and app downloads. QR codes led users directly to Nike’s social media pages or app download links (App Store QR code).
Red Bull
Image credit: Unsplash
Another case in point is Red Bull. The brand incorporated QR codes into its packaging to promote a new gaming app and, as a bonus, give consumers access to exclusive content. After purchasing the app, winners got free tickets to Red Bull events, allowing the brand to retain customers and keep them interested.
For the Cliff Diving World Series, Red Bull used QR codes to develop a WebAR experience. The link showed a life-size diving platform and a diver performing a spectacular dive, generating excitement for the event.
Lacoste
Image credit: Unsplash
Lacoste utilizes QR codes to reach its marketing objectives in several creative ways, such as:
- Shoppable TV ads during the French Open finals (lawn tennis). QR codes appeared on the screen during key moments of the match, allowing viewers to shop the Lacoste X Novak Djokovic Collection in real time.
- Lacoste Superheroes. It was an augmented reality (AR) game where participants scanned QR codes to unlock NFTs and prizes like iconic Lacoste Polo shirts and fragrances. The campaign targeted Gen Z and integrated social media, online video, and retail POS to create a holistic and immersive experience.
- Print ads in magazines. QR codes linked to Lacoste’s mobile site. Users could scan them, watch videos, browse lookbooks, and purchase items directly from their smartphones.
Adidas
Image credit: Unsplash
Now, let’s take a glance at how Adidas employed QR codes in its campaigns:
- Pulsebeat HD shoes. This strategy blended QR codes on the shoe’s tongue with personalized Spotify playlists tailored to the customer’s location. Its clever integration provides a personalized touch along with exclusivity. So, this strategy is bound to elevate customer satisfaction and build lasting loyalty.
- Billboard Run campaign (Stockholm). Runners scanned QR codes on digital billboards to start and finish a race. The fastest times were displayed on the billboards, and participants had a chance to win Adidas gear.
- “QR to Qatar” campaign dedicated to the FIFA World Cup™. Adidas collaborated with brand ambassador Ranveer Singh to create QR codes that granted fans a chance to win tickets to the World Cup.
Blue Apron
Screenshot taken on the official Blue Apron website
A subsidiary of food delivery startup Wonder Group, Blue Apron has utilized QR codes to improve customer experience and sustainability efforts. How? First, QR codes appeared on its food packaging, linking to valuable information on recycling the boxes. The downloadable PDF contained recycling information and nearby stores that accept recyclable items.
Second, Blue Apron partnered with Stella Artois to create a special edition box for the Super Bowl. QR codes were again on the packaging. This time, they were connected to interactive content and exclusive giveaways. The results? Higher engagement rates, with customer surveys and box ratings showing positive feedback.
Finally, Blue Apron included QR codes in their direct mail campaigns. Scanning these codes enabled recipients to instantly redeem offers, amplifying engagement and conversion rates.
Wrap-Up
QR codes are versatile, providing exciting ways for businesses to employ them in marketing campaigns. Whether on a print ad in a magazine or product packaging, a QR code enhances the user journey and provides access to a broader range of brand content.
Your product may seem fine. But what if you could immerse prospects into an interactive video ad showcasing the goods’ benefits and features? A QR code provides a direct link, facilitating this possibility.
Integrate QR codes that match your brand style, make them part of your experience, and drive traffic to your landing pages, app, or social media channels. We wish you elevated app downloads and high-converting digital marketing strategies.