December 19, 2024
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Before we get into how businesses can use QR codes most strategically, let’s define what a QR (quick response) code actually is. Put simply, it’s a barcode that can be scanned using a mobile device’s camera — and there’s no special QR code scanner required. Upon scanning, the QR code leads users to the intended destination — whether it be a contest page, signup form, promo offer, website, video, or other digital content.
QR codes can be leveraged across a wide variety of platforms, including print ads, flyers and other printed materials, broadcasts, in-person and virtual events, and more.
Contesting, like giveaways and sweepstakes, is often a game-changing layer to the success of QR code activations because it motivates audiences to engage with the code. Encouraged by the chance to win, consumers scan the QR code and provide data like email addresses, phone numbers, and/or ZIP codes, which can all be helpful for lead gen and audience insights.
As with any marketing message, clarity is essential when it comes to QR codes. The call-to-action for why consumers should scan the QR code — and what they should expect as a result — should be clear and straightforward. If there is a contesting incentive, make sure that it’s prominently featured and explained.
How you integrate QR codes into the design of an ad or sign can also impact their success. It’s best to keep the creative as uncluttered as possible to ensure the code doesn’t get lost. When it comes to in-store signage or video, QR codes that are large and easily scannable from a distance work the best.
Tracking scans and opt-ins — and even A/B testing different messaging and design strategies — can be helpful as you optimize your campaign to see what is resonating most effectively with audiences.
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Because offering an incentive or value proposition can be a significant driver of QR code engagement and success, let’s look at a few examples of how contesting tools — like giveaways — could come into play for your QR code strategy.
Here are just two examples of how you can activate incentivized QR codes into a standalone or fully integrated strategic marketing campaign.
Bringing a QR code activation to a new storefront is an excellent opportunity to engage customers while boosting lead gen and building zero-party data. Media companies often find this works well for their advertisers and sponsors, who have the goal of converting in-person audiences to online followers.
In this Grand Opening Giveaway, customers walk through the door and are greeted by a sign with a QR code to enter to win a $100 giveaway. This seamless campaign uses odds-based logic and conditions to execute a highly engaging and interactive experience that takes less than 30 seconds for the customer to take part in.
For local restaurants that want to increase reviews — while boosting their lead gen and social media growth — QR codes are exactly what you should have on the menu.
In this Local Restaurant Survey activation, patrons are incentivized to leave a rating for a chance to win gift cards and merch. In return, the restaurant gets the value of more reviews while gathering email addresses from their customers. There’s even an opportunity for bonus entries with the completion of a survey to further increase customer engagement and valuable data.
Content creators who stream video and podcasts on YouTube may have a following on that platform yet may want to build on that engagement across other platforms, convert them to email subscribers, sell products, or gather additional zero-party data. That’s where a QR code comes in! The QR code can be displayed during the podcast with a CTA that features a value proposition for viewers, whether it’s to save on merch, enter a giveaway, or download a white paper. A poll or a quiz during the podcast is always a great engagement tactic, too.
One of the biggest challenges some brands face when selling products through retail stores is the visibility of their customers, who they are, why they are buying, and how often. Not having this visibility limits growth and retargeting capability. But including a QR code on product packaging with a strong CTA (like a giveaway!) can be a viable solution to these challenges. This case study proves it!
The store opening giveaway and local restaurant survey are just two of the many ways that QR codes can bridge the gap between offline and online interactions.
A media company’s sales team can easily monetize these types of activations as contract add-ons or standalone advertiser campaigns.
If you’re wondering how to create a QR code and launch a QR code campaign, Audience can help. We know how effectively and efficiently QR codes can transform offline audiences into active digital participants while driving brand loyalty and sales. Our Scan activation tool doesn’t just create a QR code. It generates in-person engagement while increasing conversions, collecting valuable zero-party data, and giving you access to understand your customers better.
Our fully customizable QR codes-builder also allows you to edit backgrounds, colors, shapes, image uploads, and more, so you can ensure your QR codes are on brand and generate as much engagement as possible.
Real-time data insights likewise enhance your campaign’s performance so you can optimize and reach your goals. Learn more here.