We’ve established that QR codes are back, and we know what makes them so powerful. We also know the pitfalls that led to a decrease in use, and how to (hopefully) get it right this time. QR codes are most successful when they offer unique experiences for their customers, so let’s see what some big-name brands have done with their QR-powered campaigns, and explore what made their use cases so powerful.
Taco Bell is no stranger to QR-based campaigns. They had two very successful campaigns–the first being the Taco Bell and ESPN Bowl Championship collaboration. People who purchased a drink could scan the QR code on the cup to view the schedule for the bowl games, and view exclusive content that fans loved. The cup campaign paid off, with Taco Bell and ESPN engaging thousands of customers with a total of 225,000 scans throughout this campaign. They didn’t stop there–the next QR campaign was centered around a partnership between Taco Bell and Mountain Dew. Customers that scanned a QR code located on a Taco Bell cup would receive a free music download, and the incentive paid off big time; Customers scanned the code 197,106 times. In both of these cases the relevant, engaging content was key in making the campaign so successful.
During New York Fashion Week in 2012, L’Oreal decided to display QR codes in taxis. Taking advantage of the fashionistas jetting between shows all week long, the QR code led people riding in the taxi to the L’Oreal website, where they could peruse and purchase. L’Oreal saw a 7 percent conversion rate and an 80 percent increase in app downloads across just five days. The innovative location of these QR codes allowed the cosmetic giant to take advantage of a large event–fashion week–and its many attendees–most of whom were cosmetic connoisseurs–to see maximum results.
One of the retail giants, Tesco, makes it easier than ever for people to shop for their groceries. We all know a person (or, maybe you are that person) who is constantly on the go, rarely having a moment to slow down. So what if a brand had the power to reach that busy-body when they’re forced to slow down and wait? That’s exactly what Tesco is doing. The grocery brand placed QR codes in commuter-heavy areas–on billboards, at subway stations, and at bus stops–essentially, anywhere that busy commuters have to take a moment to slow down and wait. The QR codes allow users to order groceries for delivery, making going grocery shopping even easier for those on the go.
I love writing about IKEA. They have so many innovative and exciting ideas (plus the meatballs are pretty great). But what I love most of all is that they’re all about the customer. This time, they have been testing QR codes in France. IKEA has many larger items for sale that can be cumbersome to get scanned at the checkout, but they’re tackling this friction point with the help of QR codes. Where you used to have to scan each piece individually and create a backup in the checkout line, you now can simply scan the QR codes located on the furniture to create a list of what is in your cart as you shop, and then pay after scanning the single code. Hassle-free, frictionless, and a new experience–driving success with a simple scan.