Have you wondered what these coded boxes are on ads, billboards, and fliers and why people seem to be so interested? They’re called Quick Response (QR) codes and forward-thinking marketers are incorporating them into their campaigns, providing a cool new way to engage consumers.

These two dimensional coded boxes contain mobile phone- readable barcodes. When you scan the code with a SmartPhone containing QR decoding software such as RedLaser, you can immediately link to digital content on the web or activate phone functions such as email and SMS (short message service). Imagine pointing your SmartPhone at this recent Calvin Klein ad in Times Square and magically being directed to a racy Calvin Klein video!

QR codes have been around since 1994 but they have really begun to take flight in the US in the past year. Invented in Japan by Danso Wave, a subsidiary of Toyota, for tracking car parts, the use of QR codes has hit cult status in Japan. They are so widely used in Japan, in fact, that all SmartPhones sold there have decoding software pre-installed.

In 2008, the fad spread to Europe with the first launch of a European QR campaign by Pepsi, placing QR codes that linked to games, videos, website and other forms of entertainment directly on the product. In April 2009, three film festivals (Port Townsend, Edmonds International and New Hampshire) launched the first U.S. campaign linking SmartPhone users to film trailers, video interviews and websites. Today, 72% of U.S. SmartPhone users are likely to recall an ad featuring QR code ¹, likely due to their unique design, interactive capabilities and because we all want to participate in something new.

Where do these magic boxes come from? There are a number of sites that generate QR codes, and the best part, it’s absolutely free! Kaywa and Delivr are two popular sources. QRStuff.com not only generates QR code, but allows you to customize the color and provides basic analytics (source of the PowerMark QR code above).

Some marketers have even “beautified” their code by softening the hard edges with rounded corners and placing an image in front of the code. In addition, up to 30% of the QR code’s data can be missing or obstructed and still be scanned. This allows some creative license and an opportunity to create a truly unique QR code design. Word of caution however: If you are going to apply a design technique, test for scannability with multiple QR readers before you deploy to ensure that it works. Here are just a few samples of “beautified” QR code from some major brands:



Here are some examples of how QR codes can be incorporated into your next marketing campaign:

1. Direct mail – redirect potential customers to a product landing page or product video
2. Conference events/trade shows – place on name tags to share contact information, and next to conference sessions providing description, speakers bios and seating availability
3. Imprinted on products – provide product information and selling features, product instructions and links to customer testimonials
4. Collateral pieces – include on brochures and sell sheets to link to company website and informational videos
5. Business cards – provide directions to your place of business
6. Print advertisement – link to a product data sheet or e-store to facilitate sales

QR codes are a simple, inexpensive way to intensify interaction by providing direct access to the information of your choice. No more long URLs to remember, more eyeballs where you want them, and direct interaction with your consumers, all right in the palms of their hands. That’s Magic!

¹The MGH Modern Marketing Blog, March 23, 2011

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