Some marketers called 2011 “The Year of the QR Code”, and some say same about 2012, predicting that mobile tagging will become mainstream. Those little black and white tags are popping up everywhere: in billboards, magazine ads, and even tombstones.
QR (or quick response) codes (What is a QR Code?) carry the potential of connecting the offline world to the online world, giving a call to action to just about anything. And they use technology that is now in everyone’s pockets (well almost).
Yet, as with any new technology, QR codes are merely a means to an end for marketers. They are enablers to big ideas. They aren’t the big ideas themselves. Some brands are merely riding the novelty of QR codes, rather than doing anything interesting with them. Brands need to give a reason for consumers to go through the trouble of scanning a mobile tag and exploring whatever destination the brand has in mind.
I like how New York City’s Central Park created a rich experience with QR code tagging. The following video clip shows how they linked famous TV show and movie footage to the very spot where watchers are standing.
Any call to action has to be meaningful to the consumers, not just to the brand. It may be easier than ever to give consumers an extended brand experience. But it’s also easier than ever for consumers to ignore you.
What’s your view on this?