A white paper I put together looking at QR codes and their different uses and some best practices.

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Q U I C K R E S P O N S E C O D E S
Q R
C O D E
E X P L A I N E D Q U I C K LY
Last Updated: June 2012
American Greetings :: Shay Merritté

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C O N T E N T S
0 3 | B A S I C D ATA
1 4 | B E S T P R A C T I C E S
2 0 | A LT E R N AT I V E S
2 5 | E X A M P L E S

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B A S I C
D ATA

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W H AT T H E Y A R E
A QR (Quick Response) code is a 2-D
barcode that can be scanned by a smart
phone’s camera and transfer information.
Based on the type of code it is, it might
direct the viewer to a website, make a phone
call, deliver an event and more.
Standard barcodes stores data
in only one direction.
QR codes store data in 2
directions allowing for
more information.
http://www.denso-wave.com/qrcode/qrfeature-e.html
http://www.betterresponseblog.com/index.php/industry-trends/anatomy-of-a-qr-code/
http://en.wikipedia.org/wiki/Qr_code

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READABLE FROM
360 DEGREES
QR codes can be read from
most any angle because QR
readers can automatically
recognize and orient the
image with the 3 finder
patterns.
ERROR
CORRECTION
QR codes have
some redundancy
built in allowing
some error
correction for
missing pixels,
shadows, etc.
A LOT OF
CONTENT
QR codes can hold
up to 4,296 alpha
numeric characters,
for comparison, a
standard barcode
can hold a maximum
of 35 numeric
characters.
F E AT U R E S
http://www.denso-wave.com/qrcode/qrfeature-e.html
http://www.betterresponseblog.com/index.php/industry-trends/anatomy-of-a-qr-code/

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QR codes were invented in Japan by a Toyota subsidiary, Denso
Wave, in 1994 to track vehicles and parts during the manufacturing
process. This was an improvement over the precious use of barcodes
because they held a lot more information and could still be read if
they were dirty because they contained error correction. By 2002
Japanese marketers began using the technology because consumers
there had much more technologically advanced and internet enabled
mobile devices. In the US, QR codes began making an appearance in
2007 / 2008 with the advent of app enabled smartphones.
Q R C O D E O R I G I N
http://en.wikipedia.org/wiki/Qr_code

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FIND QR
CODE SCAN ACTIVATE
LINK
SEE
CONTENT
H OW T H E Y WO R K
1 2 3 4
QR codes can be produced and implemented as simply as
searching for “QR code generator”, typing in a web address,
putting that code somewhere, downloading a QR code reader to
a smartphone and then scanning the code and activating the link.

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Website
URL
Maps
Location Twitter Facebook
Linkedin Appstore Plain
Text
Phone
Number
Videos SMS
Message Email Event
http://www.qrstuff.com/
T Y P E S O F Q R C O D E DATA
While most marketers use QR codes as a way to create a physical
hyperlink to online mobile content, QR codes can be created to link to
numerous other kinds of content. For examples of each of these please
look in the examples section at the end of this document with sample QR
codes for examples of each content type.

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EASY TO CREATE
QR codes can be produced and implemented as simply as simply as
searching for “QR code generator” and then typing in a web address or
specific GPS address, taking the generated QR code JPEG and putting it
somewhere.
CHEAP
QR codes have an open patent and can be created for free without a
license, and many QR code management applications and companies are
very affordable. Really the only expense in QR codes is creating the actual
content that the QR code is linked to.
TRACKABLE
QR codes are also very easy to track, by simply creating different codes for
the variables you are trying to track, and then get other ancillary information
like where the code is scanned, at what time and what location.
INSTANT ENGAGEMENT
Probably the most useful aspect of QR codes is that it creates instant
engagement with content, once a user scans a QR code they will have at
least a few moments of uninterrupted engagement. If the content is relevant
and engaging enough, it can hold the consumers’ interest for a long period
of time.
W H Y T H E Y A R E U S E F U L

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WORTHLESS CONTENT
Scanning a code is cumbersome and costs the consumer time and effort,
plus the value is oftentimes unknown before scanning. Scanning a code that
just takes the consumer to your facebook page frustrates the consumer,
wastes their time, and creates negative sentiment.
CONSUMER AWARENESS
The biggest problem that QR codes have is that consumers consistently
have demonstrated that they don’t have a clue what they are and/or don’t
know how to use them. An ArchRival study of college students found that
on top US college campuses, 78.5% didn’t know how to scan a QR code.
LOCATION, LOCATION, LOCATION
QR codes are showing up everywhere, on everything, with seemingly zero
thought about context. For example: QR codes on billboards are nearly
impossible to scan and those in a subway are also impossible to scan since
there likely isn’t any data reception.
AESTHETICS
QR codes are ugly and they all look the same. The little boxes of white
and black squares clash with most advertising and marketing designs,
furthermore since almost all of them are the black and white squares that
look similar, there is little information to inform or incentivize the consumer
to scan the QR code.
http://mashable.com/2012/05/17/reasons-qr-codes-are-broken/
W H Y Q R C O D E S FA I L

11. 11http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/
http://www.comscore.com/Press_Events/Press_Releases/2011/8/14_Million_Americans_Scanned_QR_or_Bar_Codes
Q R C O D E S TAT S
2 0 .1
MILLIONMobile consumers scanned
at least one QR code in the
previous 3 months.
40%
Women
GENDER
INCOMEAGE DISTRIBUTION
36.8%
25-34
19.6%
35-44 12.4%
45-54
4.1%
55-64
3.0%
65+
16.6%
18-24
7.4%
13-17
8.3%
<$
25k
18%
$
25k-$
49k
19.1%
$
50k-$
74k
18.6%
$
75k-$
99k
36%
$
100k+
60%
Men

12. 12http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/
W H E R E A R E Q R C O D E S U S E D
An important aspect to remember when using QR codes is to think about
when and where consumers are scanning the codes. Specifically, make sure
to think about what medium the QR code is being presented on and also
where in that world that medium will live. ComScore released data from
their research of QR code use in the fourth quarter of 2011, and found that
most people scan their codes at home or in a retail environment and they
usually scan a magazine, newspaper, product packaging, or a website.
28.5%
Magazine &
Newspaper
20.3%
Packaging
15.8%
Website
13.4%
Poster / Flyer
7.70%
Other Prints
7.37
%
Store
Front
6.75%
TV
59.4%
At Home
44%
Retail
26.6%
Grocery
Store
21.4%
At Work
11.2%
InPublic
9.8%
Restaurant
LOCATION MEDIUM

13. 13http://www.archrival.com/ideas/13/qr-codes-go-to-college
In October/November 2011, Archrival, a marketing agency that targets
youths did a large study of young people’s awareness of QR codes at 24
large college campuses across the country. The basic findings were that
students were highly aware of what a QR code was and had phones that
could scan the codes, but most did not know they needed a specific app
to actually scan the codes, and even then weren’t sure how to actually use
the apps, and most were unlikely to scan a QR code in the future.
81%
of students
owned a
smartphone
80%
of students had
previously
seen a QR
code
21%
of students
could
activate the
QR code.
75%
of students
said they
were probably
unlikely to
scan a QR
code in the
future.
/
L OW Q R K N OW L E D G E

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B E S T
P R A C T I C E S

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M A K E T H E M B E A U T I F U L
QR Codes are most commonly presented as something that looks like a
checker board, but they don’t have to. As long as there is a high contrast
between the QR code pixels and the background, the QR will still work.
QR codes also have built in error correction so removing some pixels to
replace with aesthetic accents, can still allow for scanning. By making them
more attractive, the QR code can be better integrated into marketing
materials, extend the brand and tell a better story.
Magic Hat Facebook QR Code: Created by
designers at QR Arts using Magic Hat bottle
caps and coaster, fully functional and more
interesting and enticing for users to scan,
even if it does just link to their facebook
Fillmore Mobile Site: This QR code for the
Fillmore music hall incorporates images
of musical instruments and the Fillmore
logo with branded colors to create a more
custom QR experience.

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P R OV I D E VA L U E
One of the reasons consumers don’t use QR codes, is that benefit for
them is often not worth the 1-2 minute investment it takes to take out their
phone, find and open the scanning app and scan. Most brands usually just
link their QR codes to their websites or Facebook, not a real incentive for
the consumer. eMart, a Korean retailer experimented with QR codes to
great success at driving midday sales, by creating a QR code that could
only be read between 12-1 and offered consumers a large financial discount
coupon to scan and shop during this time.
This QR code will link to the
promotional video of how the eMart
QR promotion works.

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M A K E T H E M E A S Y T O U S E
QR codes already requires a fair amount of investment on the part of the
consumer to scan and activate the code, so the codes should be as easy
to use as possible. If consumers have to scan a code more than once or
twice and it doesn’t activate, they will usually move on. Making QR codes
easier to use includes making the QR codes a little larger to accommodate
the wide range of mobile devices in the market and their diverse camera
resolutions, as well as including some white space for better target
acquisition. Furthermore, it is helpful to include instructions with the
codes that they should actually say “Scan with your mobile device” and
also provide direction to where a QR code reader can be downloaded if
they don’t have one on their phone. Finally to improve the chances that a
user will scan the code, it is best to allude to what will happen when the
code is scanned. Consumers don’t necessarily like to be surprised and
providing them with an idea of the benefit that they’ll get by scanning.

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L O C AT I O N , L O C AT I O N
Many QR marketers don’t think about how and where the consumer will
actually be using the codes, for example: locating them in advertisements
on subways where they can’t get internet access. It’s important to think
about the location and what consumers will be doing in that location, and
how the QR factors into the consumers experience of that location.
This QR code will link to the
promotional video of how The
World Park Campaign works, which
used the location of QR codes very
effectively .

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P E R S O N A L I Z E
Because QR codes are so easy to make and deploy and that there is a
relatively high barrier to action on the part of the consumer, a great way to
drive interaction is by personalizing or customizing the content of the QR
code for the individual user. By doing so it provides a greater incentive and
payoff for scanning the code.
This QR code will link to a video of
JC Penney’s Santa Tags QR Code
campaign from Winter 2011.

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M O B I L E
C O D E & TA G
A LT E R N AT I V E S

21. 21http://en.wikipedia.org/wiki/High_Capacity_Color_Barcode
http://tag.microsoft.com/manageads.aspx
http://tag.microsoft.com/community/blog/t/microsoft_tag_announces_one-stop-shop_for_marketers_tag_qr_and_nfc.aspx
M I C R O S O F T TAG
Microsoft created this mobile tagging convention, which uses clusters of
colored triangles instead of square pixels. Hi-Capacity Color Barcodes
(HCCB) can contain a 8, 4, or 2 color palettes, which can result in content
density of 3,500 characters per square inch. Microsoft Tag is the consumer
implementation of the technology which requires the use of a proprietary
code reader. Microsoft Tags have several advantages over traditional QR
codes; they can be read much faster, hold a lot more information per area,
be used for augmented reality applications, and have built in analytics.
However, the technology adoption has been mixed due the proprietary
reader, but many brands use the technology and it is the second most
commonly used mobile tagging technology.

22. 22http://blippar.com/
http://econsultancy.com/us/blog/8063-blippar-a-qr-code-killer
BlippAR is an image recognition mobile app aimed at bringing to life
real-world newspapers, magazines, products and posters with exciting
augmented reality experiences and instantaneous content (including
mobile coupons, m-commerce, 2/3D overlays, videos, games object and
image recognition). The company launched in the UK in the Summer
of 2011 and will be expanding globally throughout 2012. BlippAR allows
for highly customized content. However the content and deployment is
expensive to produce and requires the use of the proprietary BlippAR
reader, which isn’t widely adopted. But that hasn’t stopped brands like
Unilever, Nestle, Heinz, Diageo, Xbox, Samsung, Cadbury, Domino’s and
more from running test campaigns with the technology.
B L I P PA R
This QR code will take you to a
promotional video form BlippAR
showing some examples of the
technology.

23. 23http://www.readwriteweb.com/archives/google_goggles_experiment_merges_online_offline_ad.php
http://mashable.com/2011/06/20/htc-google-goggles/
http://www.nytimes.com/2010/11/16/business/media/16adco.html
G O O G L E G O G G L E S
Google Goggles is built into the Google search mobile app allowing users
to search by taking a picture. For example, you can take a picture of the
Washington Monument and Google will return information and other
pictures about the monument. In 2010, Google launched a beta test
of using Goggles as an advertising platform and QR Code competitor.
Goggles allows the consumer to take a picture of an ad, or part of the ad,
which will then link the consumer to online content. Currently Google has
removed the ability to upload and link ads to content, but it still links a
company’s website to a picture of the ad.

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SnapTags from Spyder Lynk are encoded circles that can be combined
with any image that can be read with a SnapTag reader or sent via MMS to
number to activate the content. SnapTags have all the same functionality
of a QR code with the added benefit of a cleaner design and easier
aesthetic customization. The downside is that consumer knowledge of
SnapTags is rather low, however the upside is that without the imperative
to download an app to use the technology, it is much more easy to use and
the barrier for the consumer is a lot lower.
S N A P TAG S
http://www.spyderlynk.com/snaptag/what-is-a-snaptag/
This QR code will take you to a
video case study of how Toyota
leveraged SnapTags.

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Q R C O D E
E X A M P L E S

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W E B S I T E
http://www.qrstuff.com/
Any website’s URL can be turned into a QR code, and this is the most
common use for the technology. The longer the url, the larger and more
dense the QR code will be, unless a URL shortener is used.
This QR code will take you to the
American Greetings homepage,
depending on the device and scanning
program it may or may not be the mobile
optimized site.

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M A P S
http://www.qrstuff.com/
QR codes can link to specific points on a map that can be defined by
either using an address or the actual longitude and latitude. Depending
on the QR code generator and map software used by different mobile
devices, this data could be displayed slightly differently.
This QR code will take you to a map
to the location of American Greetings
Headquarters in Google maps.

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T W I T T E R
http://www.qrstuff.com/
Twitter can also be encoded into QR codes. There are a couple different
options for what kind of information this can be. You can link to the
person’s actual online Twitter profile for example. Another option allows
for the code to actually post a tweet from your account just by scanning
the code, but you will have to be logged into your twitter account first.
This QR code will take you to a Twitter
post composition page with a tweet about
American Greetings already written and
ready to be submitted.

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FAC E B O O K
http://www.qrstuff.com/
Facebook can be integrated into QR codes in a couple different ways. A
QR code can link to a specific Facebook profile for example. A QR code
can also be created that links directly to a FB brand page’s like button.
This QR code links directly to a like
button for the American Greetings
Facebook page.

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L I N K E D I N
http://www.qrstuff.com/
Linkedin can be integrated into QR codes in a couple different ways. A QR
code can link to a specific Linkedin profile or page. Another option allows
for the code to actually post a Linkedin status update from your account
just by scanning the code, but you will have to be logged into your Linkedin
account first.
This QR code will take you to a Linkedin
post composition page with a update
about American Greetings, already
written ready to be submitted.

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A P P S T O R E
http://www.qrstuff.com/
QR codes can link directly to the download link for another app. Separate
codes (or one larger code) needs to be created for the different apps for
different operating systems and platforms. The QR code for an app, is
actually one of the more logical uses of QR codes, since the direct payoff
results on the mobile device, and can lead to direct interaction with the
app and saves the consumer the time of trying to find an app in the store.
This QR code will take you to the Apple
app store download page for the Just
Wink app.

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P L A I N T E X T
http://www.qrstuff.com/
QR codes can encode large strings of plain alpha-numeric text, up to 4,296
characters, which is about a page or two of text.
This QR code will present some text in
your QR reader.

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P H O N E N U M B E R
http://www.qrstuff.com/
This QR code will automatically dial your
phone to call a time and weather call-in
service.
QR codes can activate a mobile device’s phone application and
automatically dial a number.

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S M S M E S S AG E
http://www.qrstuff.com/
This QR code will automatically text
Google’s SMS answer service to provide
the weather conditions for Cleveland.
QR codes can automatically fill in a message and text a phone number, or
group of numbers with a maximum of 160 characters.

35. 35http://www.qrstuff.com/
QR codes can link to most video formats, including youtube and vimeo
videos. If the respective video app is installed, depending on the operating
system, the app will be loaded to view the video.
YO U T U B E V I D E O
This QR code links to a Yakety Yaks
introductory video on YouTube.

36. 36http://www.qrstuff.com/
E M A I L
This QR code will compose an email
to request more information about QR
codes.
QR codes can be used to compose and send emails when the QR code is
scanned, and an email app is available.

37. 37http://www.qrstuff.com/
E V E N T S
This QR code will add a luncheon event
to your calendar on Monday July 16th
from
11:30 AM to 12:45 PM.
VCalendar information can be embedded in a QR Code that can add a
calendar event to most users’ mobile calendar. This information is very
dense and causes a larger QR code, but can be useful in simplifying the
addition of an event to a calendar.