Mobile Focus: QR codes

We can see that increasingly more brands (and some bands) are using QR codes in their marketing campaigns. There are some very good examples, such as the Red Hot Chilli Peppers promotion of their new album I’m with You. By scanning the QR code on album posters you get a link to a mobile friendly website where you can pre-order the CD, listen and buy the new single, watch a YouTube video and share content on Facebook. (Scan the QR code: http://tinyurl.com/3t9l6mj)

QR codes can not only lead the user to a landing page, but also prompt them to download an app or drive traffic to a Facebook page. Tesco’s in South Korea utlised QR codes to create a virtual pop up shop in a subway station in Seoul. This enabled an easy way to do your daily shopping while commuting home. (http://tinyurl.com/3tex42d)

Despite the QR code hype we would warn anybody thinking of using them that UK penetration is still relatively low and varies across age-groups. We had a look at the latest stats from Comscore Mobilens to get a better understanding of QR code usage.

Scanning QR codes still remains a minor activity as only 5% of total UK audiences engage with them (in comparison to mobile internet usage which amounts to 44.6%). The same refers to smartphone users only – 10% of them engage with QR codes while 78.5% access the mobile internet.

Using QR codes are not the best solution if you want to assure wide reach across all age groups. Younger people, 13-34 year olds, are more likely to engage with QR codes, so using them in marketing campaigns targeting this group is more relevant (especially  in the case of 18-24 year olds).

You should also think where you want to place a QR code on your marketing communications – putting it on websites, product packaging, posters or flyers seems to be most effective. The size of the QR code must be big enough so that people can scan it easily, especially when it comes to outdoor billboards or tube stations. Some campaigns risk failure because the QR code is not visible enough on the creative.

Surprisingly, people scan QR codes mainly at home, so you have to consider that they will engage with them more often when sitting on a comfy sofa then when out and about.

QR codes are useful when you want to lead consumers to product or event information, you can also consider using them when distributing mobile coupons and driving app downloads.

We are confident that QR code awareness and usage will grow, so even if for the moment it is a niche tool, it will sooner or later appeal to the mainstream audience, just like in South Korea!