Step 7: Good/bad Cases for using QR code to promote

a) Good cases for using QR code to promotion event (Walter, 2013)

 For promotion

1) Mountain Dew and Taco Bell partnered on a promotion in which customers scanned QR codes on drink cups to get free music downloads. The campaign earned the companies more than 200,000 downloads.

2)  Verizon’s ScanLife Droid app promotion received more than 150,000 scans of its QR codes that linked from a whole variety of materials to its app download page.

3) Verizon’s “Win a Smartphone” promotion led to a 200% sales increase with only $1,000 of investment. Store customers used the QR code to share their purchases on Facebook, and if one of their Facebook friends then bought a Verizon mobile, the original customer would win a smartphone.

4)  Bollinger Champagne ran an international competition called “Life can be perfect” with QR-coded classified ads in various newspapers worldwide that led to a competition entry site. The prize was an invitation to a private event at a secret venue in Paris to celebrate Bollinger’s 50th anniversary.

5) Scandinavian Airlines launched its “Couple Up to Buckle Up” QR code promotion based on the idea that couples often book travel together. To get the couples’ discount code, the two side-by-side QR codes had to be scanned simultaneously on two smartphones.

For event

1)  New York’s Central Park “World Park” campaign wanted to reach out to a younger audience for Arbor Day, so they turned the park into an interactive board game using QR codes positioned around the park that linked to a wide range of information.

2) Heineken’s U-Code campaign enabled festival goers at the Heineken Open’er Music Festival to create their own QR codes to wear on clothing and help break the ice when meeting new people. The QR code took fellow attendees to the creator’s own unique message when scanned.

3)  SXSW had several QR code-based incentives last year. For example, RightNow ran a scavenger hunt with some great prizes involving finding runners with QR codes on their T-shirts, which led to further QR clues.

4) (normal one) The Mall of America ran a Black Friday sales event centered around a 50-by-30-foot MOA logo made up entirely of QR codes. 300 guests scanned the codes at certain times to win prizes from gift cards to a shopping spree. Shoppers had more chances to win by scanning codes placed around the mall for the entire holiday period.

5) The Association Media & Publishing conference aimed to be a paperless event last year and used QR codes in a wide variety of places, saving attendees from carrying round large volumes of literature and handouts. Organizers used the codes to give information about the speakers and events, link to local restaurants, receive feedback and display the schedule. Other events also included QR codes on name badges, which act as a virtual business card (with photos, websites and contact details), saving people from collecting hundreds of card

a) Successful case study 1: Government use QR code

According to (Department of Business Innovation &Skills, 2014)), a good example illustrates that government use QR code to make people’s lives more convenient

Fact 1

The Government has been working with the energy sector to explore the possibility of putting machine readable images on bills since April 2012, following an agreement announced by the Deputy Prime Minister. Under this agreement the energy sector agreed to explore the possibility of putting QR codes on energy bills, by spring 2013 (Department of Energy & Climate Change. (2014).

Fact 2

Big Energy Saving Network (BESN): •The Government funded Big Energy Saving Network launched last year with £900,000 to support eligible third sector organisations and community groups to deliver an extensive programme of outreach to vulnerable consumers, focussed on helping them to reduce their energy costs through assisted action on tariffs, switching and take-up of energy efficiency offers. The funding has been extended for 2014/15 to an additional £1million, which will enable Government to continue supporting and growing the Network of volunteers this year (Department of Energy & Climate Change, The Rt Hon Gregory Barker and The Rt Hon Edward Davey, 2014).

Aim

The purpose of this feasibility report is to provide an assessment as to whether it is likely to be commercially and technically realistic to increase and improve consumer engagement with the energy market through the use of QR codes on bills, for scanning by smartphones.

Main content

The report looks at what a QR code solution would look like and what size of potential base of the energy market it might apply to. It then assesses the commercial, technical, cost, benefit, marketing & communication, barriers, risks and opportunities that need to be considered in deciding on a course of action

Advantage of QR code

It is expected that switching sites in particular will invest in smartphone applications that read QR codes as the technical cost is relatively low and the benefit is high.

Disadvantage of QR code

Any QR code proposal has two key barriers to overcome. Firstly, the lack of engagement by consumers with the energy market and secondly, the somewhat limited engagement of consumers with QR codes themselves.

 Recommends on QR code utilizing for energy bill 

The fact that QR codes continue to be used by major companies despite low levels of takeup is evidence in itself of their importance. The low level of investment needed means they can be used as just one channel to consumer engagement, with the necessary break even take up very low because of their low cost.

This is also how QR codes should be seen in the energy sector. It is recommended that they be seen as an interim, low-cost step, amongst others, that may increase consumer engagement. In fact, messages that the industry is moving forward in trying to find alternate methods to make engagement easier may be the most important benefit of QR codes, regardless of actual takeup.

QR codes may have a limited lifespan and appeal. However, as a low cost channel they are just one way of engaging. Whilst we need more ways to engage, QR codes could play a role for certain customer types. Given the intended use in energy, there is no direct or analogous available research that might serve as a true indicator of uptake.

On balance, using QR codes on bills, given their relatively low cost, does appears to be a reasonable choice, particularly if a decision is taken to implement in the short term.

 c)Successful case study 2: Organisation use QR code for marketing

1) CIPR- Cymru Wales- Best Digital Campaign – Gold WinnerCarmarthenshire County Council

http://www.recycleforcarmarthenshire.com is a useful tool for the residents in the Carmarthenshire area. The objective was clear, and the QR code was a smart way of promoting the URL. Including it on their own corporate website clearly worked, with residents being directed to the new site. With strong outcomes and a successful product this is a brilliant campaign.

 

2) 2012 marked the 60th anniversary of the Pembrokeshire Coast National Park’s designation. The Park Authority used this milestone as an opportunity to promote the Park to UK residents and international visitors(cipr, 2104)

Strategy

Using an illustration style inspired by the old railway posters of the 1950s, the campaign comprised x6 commissioned pieces of artwork that captured the heritage, charm and feel of the area. Art Direction focused on capturing a ‘moment’ that personified what it feels like to be in the Park, while the colour palette and emotive headlines such as ‘Fall in love again’ were used to enhance the mood of the visual and reflect the changing season, and provide stand-out against competitor tourism communications.

The campaign was supported by a tactical media strategy that concentrated display at UK mainline railway stations and the London Underground. QR Codes were incorporated into the design to encourage people on the move to access the Authority’s website via tablets and other mobile devices.

Evaluation

QR Code drove a 348% increase of site access via mobile/tablet (20,000 visits)

d) Bad cases of using QR code (Charlton, 2012)

Reference

Cipr. (2012), Best Digital Campaign: Case study. Available from: http://www.cipr.co.uk/sites/default/files/17740138.pdf   [Electronically accessed 1st April, 2015.]

Cipr. (2014). CIPR Pride Awards 2014 Outstanding In-House Public Relations Team Pembrokeshire Coast National Park  Authority. Available from:

http://www.cipr.co.uk/sites/default/files/40517277%20-%20USE.pdf [Electronically accessed 1st April, 2015.]

Charlton, G. (2012). 10 examples of QR code madness. Available from:  https://econsultancy.com/blog/10818-10-  examples-of-qr-code-madness/[Electronically accessed 1st April, 2015.]

Department of Energy & Climate Change. (2014). Implementing proposals to amend domestic energy supply licence  conditions – requiring provision of key energy data in a machine readable format. Available from:

https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/352685/QR_codes_-_Govt_Response_-  _Final_Template_version_dotx.pdf[Electronically accessed 1st April, 2015.]

Department of Energy & Climate Change, The Rt Hon Gregory Barker and The Rt Hon Edward Davey. (2014). Power to the  people – government boost to community energy. Available from:https://www.gov.uk/government/news/power-to-the-  people-government-boost-to-community-energy[Electronically accessed 1st April, 2015.]

Department of Business Innovation &Skills. (2014). Feasibility study on the use of QR codes in the energy sector.

Available from:

https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/276198/bis-14-519-midata-programme-  feasibility-study-on-use-of-qr-codes-in-energy-sector.pdf[Electronically accessed 1st April, 2015.]

Walter, E. (2013). Guest Blogger Top 30 QR code uses. Available from: http://smartblogs.com/social-  media/2013/01/03/top-30-qr-code-uses/

[Electronically accessed 1st April, 2015.]