QR Codes by the Glass
I recently read about BBDO’s use of QR codes for their client, Guinness (the beer, not the list of world records). I thought we would take a look at the campaign and talk about the pros and cons, how it might be different, and provide our take on what we may have done differently to raise the bar (and the glass) for Guinness.
- Creative – The QR code is woven into the design of the glass. It is elegant, stylish, and creative. Kudos to the BBDO creative department.
- Contrast – The QR code only works when the glass is full of Guinness beer (or presumably, another dark beer). Since QR codes need a contrasting color to work, the QR code must have a dark background, i.e. Guinness.
- Size – the QR code is big enough to be functional and not require a lot of futzing around with your scanner.
- Placement – the QR code is high on the glass and doesn’t wrap around the glass itself. This also greatly improves scanability with a good angle and reduced distortion.
- Privacy & Security – The QR code shown here is a Bitly QR code. The problem is that the stats are public. If this is indeed the “final product,” then we will all be able to watch the stats roll in to see what kind of traction it is receiving and from where. All of Bitly’s stats are public. Surprised? Check out this link to see for yourself.
- Destination – The QR code currently points to a dead website (livepint.com?).
Sure, they can log into Bitly and change the URL, but i (A reader notified us that Bitly will not let you edit a link or QR code destination once it has been created. (what?!!!) ) If you’re going to take a publicity shot, why not give it a little value rather than pointing to a GoDaddy landing page? As of this posting, there are over 3,800 clicks/scans. That’s a lot of wasted traffic.
- If this were one of our clients using our Capture platform, I’d recommend that they use our Intelligent Link Routing technology to automatically route every scan based on Country, State, Device, and Time of Day. This makes it more fun and changes it up for different people in different locations.
- I would also brand it with the Guinness logo. There’s no call to action on the glass. Sure, there’s a bit of curiosity when I see a QR code, however without a call to action, I don’t know who is behind the code. Is it the bar? The beer? An advertiser? Give me comfort in knowing who I’m engaging with after the scan.
- If Guinness or BBDO were using our Capture platform, they would also be able to tell how many individuals were scanning the glasses, how often they scanned, and if they clicked on any of our other media (Twitter, Facebook, Emails, Offline Signage, etc). Since we can stitch all of these activities together under a single device, we can quickly tell how many unique people are engaging with this campaign along with every other mobile touchpoint that Guinness is running.
All in all, I’d give this campaign a 3 out of 5. Kudos on creative, but it’s falling short on use of technology. Granted, I haven’t seen one of these in the wild yet, but if I do and it works just like this, someone should lay off the Guinness for a while until they get it right.