Last week, Mobile Marketer handed out awards for the best mobile advertising campaigns for the year. Hennessey, maker of cognac, received the “Mobile Campaign of the Year” for its innovative use of QR codes:
LVMH-owned Hennessy’s promotion of its collaboration with the artist Kaws for a limited-edition bottle resulted in 1.3 million scans of the QR code that was created as part of the campaign.
“Why mobile? It is a medium that has proven very effective for us in other programming for the brand and it is overall a great way to build a network around a project like the Hennessy/Kaws collaboration,” Mr. Paretti said.
QR codes were placed on the bottle itself and also on the press release for the wires, which is a first for a spirits brand.
The fact that the QR code for the press release was custom-created, using colors from the bottle and an image of the actual product as well, is also notable.
The Hennessey campaign resulted in over 1.5 million QR code scans.
While innovative, and certainly one of the larger QR code campaigns of the year, this was just one of many instances of effective use of QR codes on product packaging; an effort that extends the customer base, appeals to consumers in a variety of locations, and enhances the product’s brand.
In fact, though it may seem counter-intuitive, studies reveal that heavy mobile users are also heavy users of print — and QR codes effectively leverage both.
“After looking at all this and more, it’s apparent that print isn’t dead in the eyes of this highly technology engaged smartphone group.”
Engagement with print can take many forms, according to InsightExpress. InsightExpress investigated the different behaviors based on newspapers and magazines and found that magazines tend to encourage more engagement than newspapers across most activities and groups.
Looking at smartphone owners who do six or more activities daily, their engagement with magazines is significantly higher than other groups. Based on this, publications and brands should consider expanding their mobile offerings to include things like QR codes and SMS.
Of course, placement of QR codes in magazines, while effective, are just one vehicle to boost awareness. A recent U.S. Cellular mobile promotion offered tailgaters at college football games a chance to win instant prizes by scanning QR codes on branded Segways.
At Fanggle, we help businesses, non-profits and government agencies effectively use QR codes to promote their product, campaign or an event. While QR codes certainly work on printed materials such as direct mail, print advertisements and flyers, among others, QR codes can be even more effective when creatively applied on a variety of appealing product packages. Here are a few more clever examples:
A Lays potato chip contest, with the QR code prominent
The contractor placed QR codes on sale signs and select products.
Coke is a big believer in mobile marketing, using apps, QR codes and other innovations.
There are far too many examples to list here. A study earlier this year by comScore revealed that 14 million mobile users in the US scan QR codes — each month.
According to the study, 60% of code scanners were male and just over half — 53.4% — were between the ages of 18-34.
QR codes can, of course, reach every demographic, particularly when cleverly implemented!