We’ve previously mentioned that 2010 is poised to be a big year for QR codes, as big carriers and big brands have big plans for the technology.
It certainly doesn’t hurt that Verizon is now calling attention to the ScanBuy barcode reader in their TV, print, and in-store ads (thanks to Kyle Bruner for the tip). As more consumers are exposed to these codes (and, more importantly, how to use them), we can expect QR codes to become more ubiquitous in marketing applications. Of course, this means that if you’re going to wait around and see what happens, your competitors are bound to beat you to the punch.
Case in point: Heineken has started rolling out their “Plug Into Summer” campaign, and QR codes are playing a prominent role on the packaging. By no means are we touting our rival’s work, but we think you should know that consumers who scan the code have the opportunity to download three Heineken smartphone apps: a music trivia game, a sobriety test, and an app for finding a cab. Taken as a whole, if you’re having trouble remembering who’s the lead singer of the Rolling Stones, you can test your (non-) sobriety and realize that, yes, you need cab. Or at least I think that’s the gist of the campaign.
But while brands are slowly coming around to the QRevolution, retailers (and retail-relevant services like Cellfire) have been dabbling in this technology for much longer. Now, the Norma Kamali boutique in NYC is taking this technology a step further. In addition to tagging her clothes with videos that provide more information about each product, Kamali’s QR codes also enable nighttime shoppers to purchase the items even when the store is closed, just by snapping the QR code through the window. For those who are wondering how brick-and-mortar will compete with online shopping in the future, this appeal to the digitally-enabled shopper is one big weapon in retailers’ arsenals.
