We have previously seen multiple examples of QR codes being used by Indian brands in their campaigns. Adding to that list is Delhi-based club Turquoise Cottage which implemented a campaign through digital agency, Webchutney, to use QR Codes as admittance stamps on Christmas Eve. What’s different about this campaign though, is that the implementation has been made in way not just to reinforce the brand but to make it actually useful for the target audience. The QR code stamp, called Buddy Stamp, offered useful information related to the club to the club-goer, when scanned through a smartphone with a QR code scanner.
Time-based Information: What Turquoise cottage did was that it provided information based on the time of day the QR code was scanned to the user on his mobile phone. For instance, the club offered info on bar discounts in the first couple of hours in the evening, it later offered info on call-a-cab services towards the end of the night and, provided tips on curing hangovers in the following morning. The club claimed that it received a good response to this campaign with 85% of the smartphone users opting for the QR code stamp instead of the regular one, as depicted in the video below.
As we have said before, offering interactivity and cross-media campaigns are fine but the digital platform offers more opportunities which haven’t been explored by Indian brands yet. With the campaign, it seems like brands are finally taking advantage of this new medium and we will hopefully see more immersive campaigns in the future.
Other QR Code campaigns: Mid Day had previously used QR codes to offer rich media content to users on their phones, car manufacturer Ford used QR Codes in its print ads for its hatchback vehicle Figo, media company Cybermedia had also integrated QR codes into its PCQuest magazine and World Wide Media Group has been continuously been using QR codes in its entertainment magazine Filmfare to point users to videos of behind the scenes footage of photo shoots that appeared in the magazine.
Outside the country, McDonalds has used QR codes in Japan to provide nutritional and ingredient information for specific menu items. Global supermarket giant Tesco made use of QR codes to open virtual stores at places with high footfalls such as train subway stations, which enabled people to scan the QR code on any specific product by using their smartphones and purchase it online.