Yesterday, we were out for a burger and I saw something interesting on a bottle of catsup. It was a QR Code that led to a game of mobile Trivial Pursuit to help us pass the time until the food arrived.
I scanned the code, and instead of taking me to the game directly, it took me to a text link. I clicked the link and it took me to a mobile page for Heinz Table Games. There I was invited to input the ZIP Code and locate my individual store for customized discounts (or skip if I wanted to) and then access the game.
The game allowed me to spin a 3D, animated die, which twisted and turned like a real die, and then randomly selected the categories for us to play. We were able to answer questions, which triggered responses from the game. There was a variety of other animated elements that proved to be very engaging.
This was great QR Code application for a variety of reasons:
- It was clear to the restaurant patron what the value was to scanning the code.
- It provided value on a number of levels (entertaining game, way to pass the time waiting for food, accessing customized discounts for the restaurant in the future).
- It provided the opportunity for the individual restaurant at which the game was played to increase customer loyalty by offering customized discounts to that particular location.
I regularly hear that QR Codes are dead, and yet when I am out and about, I see more and more of them used on labels, packaging, direct mail, marketing collateral, and other documents, and when I scan them, I find increasingly smart and effective uses of them.
Call me crazy, but QR Codes seem to be alive and well, and this is a great example of how to use one.