QR Codes (Good Bad Ugly)

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

Wednesday, June 29, 2011

Best Practices of QR

The Beginning

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.



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 Capability
While 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/



QR Best Practices



Inform Behavior
Although 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 Content
Scanning 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 Purpose
It’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 Matters
Your 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 Matters
Make 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 Short
Longer 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/
Same Link using bit.ly URL shortener
pranav_mistry_the_thrilling_potential_of_sixthsense_technology.html



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 Share
QR 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 codes
Dick’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 deals@dports.mobi.
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



Effective QR codes
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

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



Effective QR codes
Macy’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 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

Olympus Mobile Site Outdoor ad for Olympus Pen



Effective QR codes
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
Newspaper ad for Martha Steward @ Home Depot
brand
Multiple ways to experience mobile content
Clear call to action
Consumer education on scanning codes

Martha @ Home Depot Mobile Site


Thanks for Reading!

Thank you! Hopefully this
presentation has been informative
and will help in planning your future
QR campaigns.



About the Author
Ian Beacraft is a Mobile and Digital Strategist at DigitalAdAgency.com
His passion for all things mobile began four years ago after seeing his
ﬁrst 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 the
mobilized content rule.
Whoops!


QR Codes (Good Bad Ugly)

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