QR Codes continue to get better. That is, the content on the back end of them, anyway. I want to share with you the last three QR Codes I’ve seen on products, and all of them were very well done.
Cybex Elliptical: The first was on an elliptical machine at Planet Fitness. It was right on the front of the machine by the controls. When scanned, it took me to a mobile landing page with instructions on how to use the machine. There I found information I couldn’t find on the machine itself, such as the max range for incline and resistance. It also provided detailed information on the different workout options which, again, were not available on the machine.
This was a smart use of QR Codes. Does it sell products? Not directly, but it provides value for the gym’s members, increasing their likelihood of using the equipment. Equipment usage is critical to gym membership renewals, so education about the usage and value of specific pieces of equipment is a smart business move.
Otterbox: The second was on the instruction booklet that came with my new Otterbox. There the landing page invited me to sign up for the Otterbox newsletter, which allowed Otterbox owners to “find out first” about new products, new color cases, and any new releases before anyone else. It also offered the opportunity enjoy “random distractions,” such as consumer reviews on hot new mobile apps. Finally, it invited Otterbox owners to become “influencers” by filling out occasional surveys with their thoughts on things like colors, styles, and future case projects.
Again, a smart use of these codes. The easier to make it to sign up for a newsletter, the more likely people are to do it. Great timing, too. What better time to ask people to sign up than when they first buy the product? The placement of this QR Code on the in-box packing materials was a smart choice.
These are smart uses of QR Codes that show that marketers are starting to understand how, when, and where to incorporate them. These are different uses than we’ve seen in the past, but perhaps it’s a good thing. Marketers are really starting to figure this out.