QR Codes. Back from the dead

Originally published in EXP magazine

Like that favorite soap-opera character you swore perished in a fiery plane crash over the Amazon, QR codes (surprise!) have risen from the ashes. Sparked by the pandemic and the need for touchless everything, these forgotten little boxes have newfound acceptance.

And for marketers, this resurgence brings opportunity. From branding to lead generation, QR codes are engaging consumers in innovative and effective ways.

So, as you stare into that matrix of shapes, here are a few thoughts for consideration.

When placing a QR code, don’t simply slap it on. Think of your brand. Think of the experience you wish to create. And think about motivating a response. You can customize your QR code to include your logo, tagline, a message and/or color palette. You can offer consumers meaningful next steps – from exclusive savings to educational videos to app downloads. As an example, look at what Burger King served up last year during the VMAs.

Embrace the distraction-free path. QR codes can seamlessly bridge the offline to online world. Whether it’s on a train billboard or in a Connected-TV commercial, the code can easily and directly transport a consumer to the destination of your choice. No search bar needed. No SEO wars to battle. And straightforward measurement.

Take it one step further with Dynamic QR codes. These special bits of coding can process things like time of day and location. Based on that information, they can direct scanners to different web pages, promotional offers or videos. You can create geographically tailored landing pages or share time-relevant offers all with the same QR code. Think one code for your breakfast, lunch and dinner specials.

Find inspiration in others’ efforts. To hype Pop Smoke’s latest album, promotors took an old school poster approach, only hidden in the images were new video snippets viewable via Snapchat. Campbell’s soup has enlisted QR codes to drive consumers to a music and cooking microsite. Tik Tok used QR code billboards to showcase unsigned artists. Greeting cards, direct mailers, even gravestones now feature QR code options. I know, QR codes in cemeteries may sound tacky, but imagine if every time you visited your mom there was a different video of her still reminding you to “clean up your room” or “eat your vegetables.” It could be amazing.

The road to acceptance has been a strange one, but consumers are all-in on QR codes. So, take another look. And when you do, think about the experience you want to create.