QR codes & advertising
At mag, we’ve always seen the value that QR codes used in advertising could hold, but they’re not new technology, having been invented in 1994 by Japanese company Denso Wave. ‘Quick response’ (QR) codes work similarly to barcodes; they can be scanned to read information.
However, their strength is that they’re able to hold much more information than a traditional barcode, and can be translated by smartphones as well. Their usual uses are fairly mundane and before the pandemic hit, most consumers would have recognised QR codes , but would rarely actually use them.
But now, following the pandemic, we’re seeing innovative & inventive new examples of how the tech can be used in advertising.
The opportunity has always been there, and now marketers and brands are leaping at them.
Below is an example of just one of our past campaigns that have used QR codes :
The pandemic; bringing QR codes back into the mainstream
In the UK as well as other countries like New Zealand, QR code technology has been used for the governments’ COVID-19 tracking apps. People visiting restaurants or other indoor venues had to sign in by scanning a QR code.
This one simple use of the technology has led to a significant increase in awareness among the general public about what QR codes actually are.
The technology itself has also become easier to user in recent years, since now most smartphone cameras will automatically recognise and scan QR codes, opening up a doorway of ease for both the marketer & consumer.
Why use QR codes in advertising?
A few of the best reasons in favour of using QR codes in advertising are to build direct connections with customers & to collect first-party data.
Since scanning QR codes does not require downloading an additional app, marketers, and brands intrigued by the idea of running proximity marketing campaigns without an app can turn to QR codes.
The use of QR codes in advertising campaigns, especially OOH, means that audiences who come into direct contact will have easy and direct access to wherever the campaign is directing them.
As they become used more and more frequently, there are many possibilities for campaigns to take a really creative approach with them; it’s another level of potential for advertising.
Bonus: QR codes can help businesses with brand awareness
By curating a unique shopping experience for shoppers, stores can start attracting and engaging with more customers. From redirecting customers to their social media page or asking them to leave a review, there’s a whole host of actions that a store can gently nudge their customers towards:
Use it as a virtual business card to share contact information.
Direct users to the app store to download an app.
Use QR Codes as a contactless menu at restaurants.
QR Code payments.
Use it reveal discounts or coupon codes.
Send location coordinates using Google Maps or Waze.
Add an event to the calendar along with a reminder.
Automatically connect to the store’s Wi-Fi.