QR Codes (Good Bad Ugly)

QR Codes: The Good, The Bad, and The Ugly

Wednesday, June 29, 2011

Best Practices of QR

Created by Denso-Wave in 1994, the QR code

is one of the most popular types of two-

dimensional barcodes. The QR code was

designed to allow decoding at high speeds and

and allow a successful read when partially

distorted.

Originally used to track parts and shipping, the

barcode has found widespread use for

marketing purposes.

The Beginning



Types of Mobile Tags

There are literally dozens of variations on the mobile

tag, From the minimalist Beetag, to the novelty of the

Shotcode and intriguing colors of the Microsoft Tag each

Mobile Tag functions as a portal to augment content in a

way that adds dimension to the medium it rests upon.

This presentation focuses exclusively on the QR code

given it’s popularity, however there are merits to many of

the tags.



QR CapabilityWhile most QR codes resolve to a website, there

are a number of possible actions that can be

associated with a QR code. Here is a list of the most

popular actions.

Source: http://keremerkan.net/qr-code-and-2d-code-generator/


http://keremerkan.net/qr-code-and-2d-code-generator/

http://keremerkan.net/qr-code-and-2d-code-generator/


QR Best Practices



Inform BehaviorAlthough QR codes are becoming more commonplace

it is necessary to provide instructions for those new to

the code in order to ensure a positive experience.

Training consumer behavior is one of the hardest

hurdles to overcome with any new technology, but with

consistent adherence to this best practice more

consumers will begin to scan QR codes



Mobilize Your ContentScanning barcodes is an inherently mobile experience.

Your customers will be using their mobile devices to

scan barcodes so your content needs to be optimized

for a mobile environment. All too often consumers scan

a barcode only to be taken to a desktop website

requiring a lot of work on their end to interact with.

Most users will disengage from the experience

altogether. Ensure the effectiveness of your campaign by

creating a mobile specific site to which you can direct

consumers.



Make the Content Valuable

Give your customers a reason to scan your QR code. In

this example Chick-fil-a entices consumers to scan the QR

code in order to receive free food. Mobile exclusive offers

encourage consumers to experiment with the technology

and engage the visitor in a way that makes decoding the QR

code worth their while. A positive experience with your

brand will lead to repeat scans and scans of future

promotions.



Context and Relevance are Key

QR codes serve as an excellent way to augment

the experience of whatever activity a consumer is

engaged in during that moment. Providing a more

engaging experience creates more touch points

between them and your brand, however, proper

execution requires that the experience is relevant

to the context of what the consumer is doing at

any given time. As seen in this picture, providing a

lone QR code with no call to action or specific

relevance to what a consumer may be doing, the

QR code seems completely out of place.



Have a PurposeIt’s easy to fall victim to Shiny Object Syndrome and

create a QR code just because it’s cool. Instead, use

your QR code to augment or create new

experiences. Advance customer engagement by

providing meaningful content that reflects the goals of

your marketing strategy.

By defining the important metrics for your campaign it

should be easy to track its effectiveness. The content

users encounter should be geared fit those goals. This

QR code was created to enable consumers with

smartphones to donate to Japan relief efforts without

much more than a simple QR scan. Focused and

effective.



Size MattersYour QR code doesn’t have to fill a billboard, but it

should be big enough to receive notice amongst all

the other elements in your print work, and be at

least large enough for QR scanners to read clearly.

The minimum size should be 1.25" by 1.25”; the

code will become difficult to scan at smaller sizes.



Placement MattersMake sure to put your QR Codes in a place

people can use them. This means thinking through

where people will be scanning your codes and

making sure the code is easy to access.

In this scenario the QR code is often in motion

and requires consumers to scan the tag while

driving, a dangerous activity at best. Making only

infrequent stops, most likely at storage facilities

with few people to take notice, this QR code is

poorly thought out.

Other poor ideas:

On a high traffic retail doorway

Tail end of a TV commercial



Keep the URL ShortLonger URLs increase the complexity of the QR

code, requiring larger image sizes for proper

scanning, and decreasing the amount of error

correction that can be stored on a standard

code. This can negatively affect the user

experience, making the barcodes harder to scan.

When possible, use a URL shortener in order to

enhance the scannability of your code, and add

tracking capability for analytics packages. If a

branded short URL is not available, commercial

URL shorteners like bit.ly and goo.gl will work

well.

Link to: http://www.ted.com/talks/lang/eng/pranav_mistry_the_thrilling_potential_of_sixthsense_technology.html Same Link using bit.ly URL shortener


http://www.ted.com/talks/lang/eng/

http://www.ted.com/talks/lang/eng/


Keep your promotions up to date

Nothing will agitate your fans and customers more than

investigating a novel technology only to be disappointed

by a broken link, expired promotion, or unrelated

content. Since QR codes do not expire there is a

strong possibility you will see scans coming in long after

a promotion has ended. Provide a worthwhile

experience for these customers by keeping pages up to

date, or, as shown here, providing a link to relevant

content they will also find engaging.



Make it Easy to ShareQR codes are inherently mobile, and mobile is

inherently social. Give visitors to your mobile property

the tools to spread your message. By providing easy

access to social networks via your mobile content

visitors are more likely to share experiences they find

engaging with their network, increasing the exposure of

your mobile marketing.

People spread awesome. Make it easy for them to do so.



Have a Backup Plan

There are a number of factors that can interfere

with scanning your QR code: broken cameras, no

cell reception, low battery, no smartphone, or any

number of other technical complications. Provide

consumers with alternative methods to view your

mobile content through short URLs they can

manually input to a browser or a shortcode that

can be sent via SMS. By making things easy for as

many people as possible you’ll be maximizing the

number of exposures to your mobile content.



Test, Test, Test!!!

All the planning in the world means nothing if your campaign

doesn’t execute properly. Test your QR code using multiple

decoders, both online and with multiple phones. Make sure to

test the QR code once it has been printed on the material to

be used for the marketing collateral. Scanning a QR code on a

monitor can provide very different results than scanning it on

paper. Do as much as possible to replicate the factors that will

be encountered by those who scan your code.



Examples of Poor Execution



Poorly Executed QR Codes

Quite possibly one of the worst QR code

implementations we’ve ever seen, it fails nearly every

test. Without the required proprietary reader, the

barcode resolves to the message displayed on the right.

Those who take the time to type in the URL find that

the app will only work on iOS devices running version

4.0 and later.

Without a clear call to action or any indication of what

content may be on the other side of the scan, this code

is a text-book lesson in what not to do.



QR Codes can be used to effectively augment

existing printed material, however, stuffing a

brochure full of them is going a bit far. Given the

close proximity of each code there is an

extremely frustrating user experience where

scanning the intended code requires covering

other barcodes with your hands and strategic

placement of the phone’s camera. Scanning QR

codes should not be a chore.

Verizon’s “interactive” rate plan guide




Hailed as a first in both Nascar and QR history,

Tissot placed a QR code on the hood of Danica

Patrick’s Chevy pace car. There are a few problems

inherent in this design:

• Scanning a moving object is difficult

• Most fans in the stands will never get close

enough to scan the barcode

• Unless the camera closes in on Danica’s car

with an unobscured view of the code for

lengthy periods of time, television viewers will

be unable to scan the barcode

New and novel is only good when it’s also effective.




While the QR Code resolves to a mobilzed website, the

content is less than exciting, giving way to the “Climate

change and energy supply” section of Seimens mobile

website. The navigation within the site is also confusing at

times leading to a frustrating overall experience.

Give consumers a reason to scan, browse, and share your

mobile content. In a perfect world, consumers should want

to revisit your mobile properties.




Examples of Effective QR Codes



Effective QR codesDick’s Sporting Goods launched their mobile ecommerce

site via a QR code on the worlds largest HDTV at the

Cowboy’s stadium in September of 2009. At 25,000 square

feet it was hard to miss. The announcer instructed sports

fans to scan the code with QR code readers to redeem a

special offer, while those without smart phones were given

the option to receive the offer by visiting dsports.mobi or

emailing a photo of the jumbotron to [email protected].

Those who scanned the code or fired up their mobile were

treated to a mobile specific website for Dick’s Sporting

Goods.

Highlights:

Excellent placement

Multiple calls to action (visual and audible)

Mobile optimized content

Multiple avenues for engagement


mailto:[email protected]

mailto:[email protected]


Effective QR codes

For more info check out http://theinspirationroom.com/daily/2010/zoo-records-hidden-sound-in-hong-kong/

Leo Burnett Hong Kong turned Zoo Music’s guerilla

marketing campaign into an all-out urban scavenger

hunt with some of the most engaging and novel

experiences to be associated with a QR code. From

the creative QR images superimposed over animals to

the collectable nature of the mobile content Zoo

Music’s campaign is a shining example of what a QR

campaign can be.

Highlights:

Clear and creative call to action

Highly engaging experience

Collectable content

Mobile optimized website and media


http://theinspirationroom.com/daily/2010/zoo-records-hidden-sound-in-hong-kong/

http://theinspirationroom.com/daily/2010/zoo-records-hidden-sound-in-hong-kong/


Effective QR codesMacy’s scored big with their QR campaign for Bobbi

Brown’s Backstage Pass, From the intriguing branded QR

code to the exclusively mobile content, this campaign was

excellently engineered from every angle. Macy’s primed

their content for sharing on social networks by delivering

lots of value to women who scanned the code and gave

visitors easy access to sharing tools via their mobile site,

ensuring further spread of their mobile content.

Highlights:

Custom branded QR code

Valuable mobile exclusive content

Easy access to social networks for sharing

Content informs future behavior for in store

mobile promotions



Effective QR codes

Olympus Mobile Site Outdoor ad for Olympus Pen

Olympus took advantage of the unoccupied time of

metro travelers by providing a QR enhanced billboard

on subway platforms throughout London. WIth a clear

call to action and mobile optimized content Olympus

gave those waiting for the next train an entertaining and

engaging way to spend their time while increasing brand

affinity.

Highlights:

Effective placement ensured high scan rates

Mobile optimized content provides entertainment

and product education



Effective QR codes

Martha @ Home Depot Mobile Site

Newspaper ad for Martha Steward @ Home Depot

Another well-designed QR campaign, this example

combines multiple avenues to experience the mobile

content, clear call to action, and a promise of high value

to be delivered by scanning the codes.

Highlights:

Mobile exclusive content from Martha Stewart

brand

Multiple ways to experience mobile content

Clear call to action

Consumer education on scanning codes


Thanks for Reading!

Thank you! Hopefully this presentation has been informative

and will help in planning your future QR campaigns.



About the AuthorIan Beacraft is a Mobile and Digital Strategist at DigitalAdAgency.comHis passion for all things mobile began four years ago after seeing hisfirst QR code. Since then he has relentlessly explored many channels of mobile including mobile web, prototyping, app design, tagging, QR codes, augmented reality, and pretty much anything else with the word mobile attached to it.

You can connect with him by scanning the QR code below!

Okay, so it breaks themobilized content rule.

Whoops!


QR Codes (Good Bad Ugly)

Technology

Transcript of QR Codes (Good Bad Ugly)