The use of QRC codes to enhance marketing communications direct to consumers is now being utilized in the beverage industry. Not only is this valuable to bring the next generation of soft drink 'under-the-cap' promotions, but this allows for a higher degree of consumer understanding and targeting. Plus with the codes showing up all over alcohol packages, the possibilities for engagement with captive (and buzzed consumers) could make for some very interesting promotional campaigns!
http://www.bevindustry.com/articles/84948-decoding-mobile-beverage-technology
1 comment:
QR codes are a great example of a technology at the beginning of the adoption curve- niche adoption but with great potential. I think brands are still learning how to really harness the power- what needs to be in the copy adjacent to the code to get the consumer to pull out their phone and scan the code ( beyond the novelty)? After capture, what in the linked content is driving revenue (beyond buzz and brand awareness)? For example, some credit card companies include a qr code in the application they send you when trying to acquire a new customer. In reality very few consumers want to make a secure, financial transaction with a QR code. However other companies like Starbucks leverage QR codes as a way to pay for their "usual" coffee. In that scenario, the code facilitates convenience and has a purpose for the consumer.
I think it's a cool technology, that brands are experimenting with, and we haven't cracked the code on what's going to make them ubiquitous.
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