We have talked about how it is important to create a plan that actually incorporates QR codes® into your marketing mix and are not just added as an after thought to your printed pieces. Today, we are going to share with you a an excellent example of how an organization not only incorporated the bar codes in their message well, but actually used them as an avenue of interaction between the brand and the target audience and ultimately were able to collect additional consumer information.
The South Carolina Aquarium decided to create a campaign about their new albino alligator exhibit. So they created a campaign that was built around the fact that Quick Response Codes allow your target audience to easily interact with your brand. The campaign’s main focus was a contest called “Be Rare,” which was essentially a city-wide scavenger hunt contest that utilized the swift, immediate and interactive attributes of QR codes® to bring awareness to their new unique exhibit. The aquarium printed posters with an Albino alligator and a QR code on the front and were distributed in cities nearest to the South Carolina Aquarium. If someone saw the post card, all they had to do was scan the code. Each time a person scanned a code, they would get a point, at the end of the campaign, the individual with the most points, won a year membership and got to meet the alligator!
Not only was this campaign inexpensive, it generated a lot of traffic to their website and exhibit. But, what’s more, is how much information they were able to gather from the campaign. In order for a person’s points to be kept, they had to create an account – an account which included names, email, and other general interests.
What a great way to not only generate awareness and traffic for your campaign, but also to help build more personalized campaigns in the future because of the information they were able to collect.
Quick Response codes are extremely powerful tools, but as you can see from this example, the campaign needs to be well thought out and should use multiple channels of distribution to achieve the success you desire. For more information on incorporating Quick Response codes in your marketing campaign or for information on building consumer databases, click here.
“QR Code is a registered trademark of DENSO WAVE INCORPORATED”.
Interested in why we are included this new annotation? Click here.