QR Code / Mobile Game on Labels

By | August 24, 2015

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.

HeinzI 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.

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