After all our talk of QR codes and Stickybits and barcode marketing, we’d be remiss if we didn’t take a second to pat ourselves on the back here at Upshot.
As part of Pacifico’s sponsorship of the US Open of Surfing, we rolled out a program via QR code for the event’s attendees. Better yet, we made sure we were delivering compelling content according to the recommendations from our QR code Smartshot webinar, in which we advised that QR codes should deliver convenience, entertainment, or exclusivity.
Fortunately, the Pacifico code nails all three at once.
On the convenience side, the code offers a Pacifico tap finder for USOS attendees, enabling them to map out their route to the nearest bars (which, presumably, will also quickly lead to entertainment). Speaking of entertainment, the mobile site also offers a calendar of events surrounding the USOS (viewable to the right), so that attendees can catch concerts and parties after the day’s work is done (and, yes, this doubles as convenience as well). Finally, the mobile site offers exclusivity by also directing users to Pacifico events during the USOS, providing access and benefits that are unavailable to people who haven’t scanned the codes.
This campaign shows that checking off the boxes for convenient, entertaining, and exclusive content doesn’t have to be so complicated. In fact, it brings to life our mantra here at Upshot: simple ideas, brilliantly activated. Good marketing is just that easy.
If you haven’t already, please don’t forget to vote for our SXSW 2011 panel, accessible here. You’ll need to create an account to vote, but we promise that it takes less than a minute. Voting closes Friday, August 27th, and we appreciate every bit of help we can get!
Pingback: Tweets that mention Pacifico Quenches Our Thirst for QR Codes « The Awesome Blog (.net) -- Topsy.com
Nice! Showing the nearest bars with Pacifico on tap is a great idea! Convenience is great, but it doesn’t alway translate into value. This does. It considers where and how the consumer interacts with the product and then helps them do that in a natural way.
How did you get the ads out? Out-of-home? Mags? A booth at the event?
Hey Luke, thanks for the response.
We spread the word via banners at the event site (the top image above), as well as calendar booklets that were distributed to the attendees (the booklets also included the codes). This was the first time Pacifico was available on tap in the region, so it really helped spread the word about the release.