Unlocking Marketing Potential: Exploring Examples of QR Codes in Marketing

In today’s digital age, where smartphones have become an integral part of daily life, QR (Quick Response) Codes have emerged as a powerful tool for marketers to connect with consumers.

These pixelated black-and-white squares may seem simple at first glance, but their versatility and effectiveness in marketing campaigns are remarkable. 

Let’s delve into some compelling examples of QR Codes in marketing and how they are revolutionizing marketing strategies across various industries.

1. Restaurants and food chains

Amid the COVID-19 pandemic, the hospitality industry faced the challenge of minimizing physical contact while ensuring a seamless dining experience. 

QR Codes came to the rescue by enabling restaurants and food chains to digitize their menus. Customers can now scan a QR Code placed on their table using their smartphones to access the menu online. 

This not only enhances safety but also provides opportunities for dynamic menu updates and promotions.

Starbucks has always been at the forefront of utilizing and dominating the newest technological advances! 

It appears that the brand is pursuing QR Codes now that it has established standards for loyalty programs. 

In an effort to boost coffee sales, Starbucks has recently begun using QR Codes in print advertisements and other promotional activities. 

Additionally, they are utilizing QR Codes to enable cashless smartphone purchases for coffee. In order to publicize its QR initiatives, the business has also teamed with magazines. 

Another example is of McDonald’s, the world’s leading fast-food chain, which has always been at the forefront of implementing creative marketing methods.

One effective strategy they used in their digital marketing campaigns was the use of QR Codes.

McDonald’s used QR Codes as part of its marketing strategy on its packaging. Customers who scan the code may receive exclusive promotions, discounts, and information about new menu items. 

This increased client participation and excitement throughout the eating experience. Back in 2013, McDonald’s added QR Codes to their packaging. From carry-out bags to drinking cups, all featured a QR Code.

In Apr 2023, Shake Shack launched an out-of-home (OOH) campaign to promote its white truffle menu through 500 billboards featuring QR Codes. 

Scanning the QR Code offered customers a chance to win USD 2,000 and other promo codes to claim at the restaurant.

2. Product packaging

QR Codes on product packaging serve multiple purposes. They can provide additional product information, link to instructional videos or user manuals, offer discounts or loyalty rewards, or share customer reviews and testimonials. 

Brands like Coca-Cola and Pepsi have utilized QR Codes on their packaging to engage customers with interactive content and promotional campaigns.

In Sep 2023, Coca-Cola added Al-powered QR Codes on the packaging of its limited-edition drink. 

The QR Code re-directed customers to a landing page where they could use a camera to filter photos of their current location and envision what it would look like in the future.

During Super Bowl LVI in 2021, Pepsi successfully utilized QR Codes. When the show concluded, an ad including a QR Code was shown, inviting viewers to scan it to gain access to the exclusive show app, which allowed users to share augmented reality photos.

Another example of Pepsi’s successful use of QR Codes was when it collaborated with Beyoncé. 

A range of limited-edition cans with her photo and QR Codes, which directed fans to behind-the-scenes material and sneak peeks at her music videos, were launched by the well-known singer.

In Jan 2023, the American snack maker Welch Fruit Snacks rolled out a QR Code CTV ad—allowing viewers to enter a contest and win prizes. 

Additionally, the brand aimed to gather customer data by requiring the participants to enter their name, age, and email address.

Last holiday season, the Little Potato Company provided the chance to win $1,000 in groceries from a variety of businesses in an effort to ease the effects of rising food inflation on families throughout the world. 

In Aug 2023, the chocolate company Hershey’s added QR Codes to its gift packages during the festive season in India. 

When scanned, it initiated a series of questions about the customer’s siblings. Upon responding to the question customers received a personalized Al-generated message that could be shared with their siblings.

In November 2023, Kraft Peanut Butter introduced an AI-powered platform to scan the remaining particles of peanut butter at the bottom of the jar.

We’re all aware of Decathlon’s status as a retail behemoth. They also started employing QR Codes, most likely a long time ago. 

The business placed QR Codes on the price tags of various products and introduced an app to help users avoid long lines. The app’s “scan and go feature” was introduced. 

People could buy a product, pay with a QR Code, and then leave the store without having to wait in line. 

3. Event ticketing and check-ins

Event organizers have embraced QR Codes for streamlined ticketing and check-in processes. 

Attendees can simply scan their digital or printed tickets at the entrance using their smartphones, eliminating the need for paper tickets and manual verification. 

This not only reduces wait times but also enhances data collection for post-event analysis and marketing purposes.

Coachella Valley Music and Arts Festival, a famous Californian music festival, is known not just for its headlining performers and exuberant ambiance, but also for being a pioneer in the use of modern technologies.

Coachella worked with a ticketing company in 2015 to integrate event tickets with QR Codes. The results were positive. 

Attendees could breeze past the entrance, optimizing their event experience. This resulted in a 50% reduction in entry wait times. 

The use of event ticket QR Codes also reduced ticket fraud. Counterfeit ticket incidents have decreased dramatically, protecting income and ensuring justice.

4. Digital marketing campaigns

QR Codes seamlessly integrate with various digital marketing channels, including social media, email, and websites. 

Marketers incorporate QR Codes into their campaigns to drive traffic to specific landing pages, facilitate app downloads, or encourage participation in surveys and contests. 

In Jan 2023, Volkswagen tested its upcoming electric vehicle by camouflaging it with QR Codes that redirected to Volk-swagen’s landing page-prompting users to enter their email to receive exclusive information and photos of the new model, with a share function for social media.

In Jan 2023, Indian automobile manufacturer Mahindra & Mahindra launched a print ad featuring a QR Code. 

The QR Code redirected users to YouTube, where they could view the commercial and learn more about Mahindra’s CSR initiative.

From Mar 2023, the mobile gaming platform WWE Supercard started to release QR Codes on social media platforms to engage fans with extra rewards. 

The platform has continued to release social media QR Codes periodically to ensure continued fan engagement.

In Dec 2023, the Netflix movie ‘Leave the World Behind’ featured a QR Code during one of the scenes. It was added to the map of the US. 

The code was linked to the location of an abandoned amusement park. The QR Code created a lot of curiosity among viewers.

5. Interactive print advertising

Print media remains a relevant platform for advertising, and QR Codes breathe new life into traditional print ads. 

Magazine ads, posters, and brochures can include QR Codes that link to multimedia content, such as product demonstrations, behind-the-scenes footage, or interactive experiences. 

This fusion of print and digital enhances engagement and provides measurable results for advertisers.

In Dec 2023, the cosmetic company L’Oréal Paris installed a QR Code billboard above the Sephora store in Times Square, New York to promote its new product. 

Beauty enthusiasts could scan the QR Code on the digital billboard to launch the real-time AR experience showing the new hair oil pouring forth from the ad and covering the Times Square.

Additionally, viewers could claim a free sample at the nearby Sephora location creating a seamless and immediate brand connection across the digital and physical worlds.

In Nov 2023, Disney partnered with global telecommunications brand Verizon to provide an AR experience named ‘Wish on a Star’. 

It allowed the audience to scan a QR Code for an AR experience featuring a constellation, representing the wishes of needy children. 

Audiences could donate by clicking on a star to benefit these children. The goal of the campaign was to promote Disney’s upcoming movie ‘Wish’ while using lighthearted strategies to promote community engagement.

Certain brands of high-tech sneakers like PUMA provide AR experiences right on the shoe.

It is possible to scan the unique QR shoe design to access several augmented reality filters. 

In Oct 2023, the Indian real-estate developer Mahindra Lifespace used drones to cast a QR Code in the sky to provide a Metaverse experience. 

On scanning the QR Code, customers were transported to their future homes in the Metaverse.

They could also interact with elements within the homes and design interiors to their liking.

In Sep 2023, Coca-Cola added Al-powered QR Codes on the packaging of its limited-edition drink. 

The QR Code re-directed customers to a landing page where they could use a camera to filter photos of their current location and envision what it would look like in the future.

In Aug 2023, Coca-Cola released Al-powered QR Codes at movie theaters, stadiums, and theme parks as part of their OOH campaign to promote their music platform ‘Coke Studio’. 

The codes redirected the audience to the video created for the campaign. As per the brand, the aim was to boost engagement by providing aesthetically attractive &interactive QR Codes.

In Jun 2023, home furnishing brand Ikea created a 19-foot tall 3D Big Blue Bag sculpture with a QR Code that toured in the US. 

The code allowed the scanning audience to get an AR experience where Ikea products seemed to be flying out of the bag.

The audience also received discount coupons to redeem at the store.

In Feb 2023, the luxury womenswear brand Martina Spetlova added QR Codes on the labels of each apparel placed at luxury department stores in the US. 

On scanning this code, customers could access a digital twin of the item that could be worn in video games and Metaverse worlds.

6. Tourist attractions and historic sites

QR Codes are increasingly used in tourism to enhance visitors’ experiences at attractions and historical sites. 

Plaques or signage with QR Codes offer access to audio guides, virtual tours, or detailed historical information, enriching visitors’ understanding and appreciation of the location.

In Oct 2023, QR Codes were added to several locations across Tucson city enabling people to access AR features such as 360-degree videos, 3D objects, historical photos, oral histories, multilingual poems, and more.

In Sep 2023, Oceanside’s lifeguards in California added QR Codes to all lifeguard towers to alert beachgoers of current conditions. 

The QR Code redirected scanners to a website with real-time beach information such as weather, water temperature, surf height, lifeguard tower status, and other safety information.

In Jul 2023, QR Codes were installed on all floors of the Eiffel Tower allowing visitors to learn about the secrets and stories of the monument.

The goal was to honor the engineer behind the tower’s construction while enhancing the overall visitor experience.

In Jul 2023, Lorain County in Ohio, US added QR Codes at various natural pre-des. The QR Codes redirected visitors to a website detailing restoration work and the location of notable sights.

In Jun 2023, Universal Studios, Orlando started adding QR Codes to the on-ride photo service. This allowed visitors to view their on-ride pictures by scanning the QR Code.

QR Codes are used by Canada’s National Arts Centre for interactive displays, artist bios, and educational tools.

This has resulted in a simple technique to disseminate information to a big audience without requiring significant additional resources or costs.

The Royal Ontario Museum of Canada has launched a smartphone app called ScopifyROM. Visitors might use this program to scan QR Codes posted adjacent to exhibitions. 

Scanning the QR Code provided visitors with an in-depth description as well as the opportunity to interact with the relic.

Randy Ark, a Vietnam war veteran from Springfield, Ohio, added QR Codes to the city’s Memorial Park. 

Randy has teamed with Dodds Monuments of Springfield to carry out this effort. Visitors can learn more about the monument by scanning the QR Codes. 

Visitors will also have an opportunity to learn more about the fallen heroes and veterans.

In May 2023, Dubai’s Department of Economy & Tourism (DET) mandated holiday home owners to install QR Codes at the entrance to provide visitors with essential information about the operator and the DET. These codes also helped DET with easy inspection of the holiday homes.

In Apr 2023, the city of La Paz in Mexico started implementing QR Codes in rental cars to ensure the safety of tourists. 

When scanned, the QR Code revealed Mexican driving laws through a bilingual information page in Spanish and English.

Fab Hotels, an Indian company that provides affordable hotel stays in over 50 cities, uses QR Codes not only to direct clients to download their app but also on their properties. 

Fab hotels print QR Codes on welcome cards in their guest rooms. Guests who scan the QR Code will gain access to the wifi password. Airbnb rentals similarly employ QR Codes. 

Not only that, but many of India’s prominent hotel chains employ QR Codes to distribute event access passes. If you own a hotel, you can do the same.

Back in 2010, the World Park hosted a tour of Central Park in New York. QR Codes were placed in various sites across Central Park. 

Scanning the QR Code enabled visitors to learn little-known information about the famed park.

7. Future of QR Codes in marketing

As technology advances, so does the role of QR Codes in society. The possibilities are expanding with innovations such as dynamic QR Codes that may be modified or updated after production, as well as QR Code incorporation into augmented reality (AR) experiences. 

As businesses and consumers become more accustomed to QR Codes’ simplicity and versatility, their impact on the digital world is expected to rise.

According to a 2023 report by Statista Market Insights, the AR and VR market is expected to grow at a CAGR of 10.77% from 2024 to 2030. 

While augmented reality (AR) enables users to experience the digital realm in the physical world, virtual reality (VR) enables users to explore and interact with a virtual environment in a manner that approximates reality. 

When combined, these technologies give users fully immersive experiences. These technologies have also brought a whole new world of Metaverse into life. 

Reports suggest that the Metaverse market is expected to grow at a CAGR of 10.77% from 2024 to 2030. 

The same report indicates that the market for Metaverse products and services has much potential across different verticals.

QR Codes create an ideal connection between the digital and real worlds. Popular companies have already adopted QR Codes to provide immersive experiences to their clients. 

As more companies follow suit, it is anticipated that the global digital revolution will lead to a significant rise in QR Code usage.

Al-generated designs can significantly enhance creativity, providing a competitive edge over others. 

Generative Al systems possess the ability to generate QR Codes with distinct patterns-including personalized images, colors, and shapes. 

Al-generated QR Codes can improve engagement, tailor marketing, and collect useful data for companies. 

This year the early adopter brands introduced Al-powered QR Codes for better customer engagement. 

With further adoption of the technology, it is expected that brands will leverage Al-generated QR Codes for personalized branding and enhanced customer experience.

8. FAQs: Examples of QR Codes in marketing

1. What exactly is a QR Code?

A QR (Quick Response) code is a two-dimensional barcode that can store a variety of information, such as text, URLs, or other data. 

When scanned with a smartphone or QR Code reader, it instantly directs the user to the encoded content.

2. How are QR Codes used in marketing?

QR Codes are utilized in marketing to enhance engagement, facilitate interactions, and provide seamless access to digital content. 

They can be found on product packaging, advertisements, business cards, event tickets, and more, linking consumers to websites, promotions, videos, or other relevant information.

3. Are QR Codes still relevant in marketing today?

Absolutely. QR Codes have experienced a resurgence in recent years due to increased smartphone adoption and improved scanning technology. 

They offer a convenient way for marketers to bridge the gap between physical and digital media, providing instant access to information and driving consumer engagement.

4. What are some creative examples of QR Code usage in marketing campaigns?

Examples include using QR Codes on product packaging to provide additional product information or promotions, incorporating them into event ticketing for streamlined check-in processes, and integrating them into print advertisements to offer interactive experiences or exclusive content.

5. Are there any risks associated with using QR Codes in marketing?

While QR Codes are generally safe and secure, there are potential risks, such as directing users to malicious websites or scams. 

Marketers should ensure that the content linked to QR Codes is legitimate and trustworthy to maintain consumer trust and prevent any negative experiences.

6. How can I create and track the performance of QR Code campaigns?

There are numerous online tools and services available for creating QR Codes, many of which offer analytics and tracking features to monitor scan rates, location data, and user engagement. 

These insights help marketers evaluate the effectiveness of their QR Code campaigns and make informed adjustments as needed.

7. Are there any best practices for incorporating QR Codes into marketing materials?

Yes, some best practices include ensuring that QR Codes are large enough to scan easily, providing clear instructions for scanning, testing QR Codes across different devices and scanning apps, and offering valuable and relevant content to incentivize scanning and engagement.

Conclusion

In conclusion, QR Codes have become indispensable tools in the modern marketer’s arsenal, offering innovative ways to engage consumers, streamline processes, and measure campaign effectiveness. 

As technology continues to evolve, we can expect QR Codes to evolve as well, opening up even more possibilities for creative marketing strategies across diverse industries. 

Whether it’s enhancing customer experiences, driving sales, or building brand awareness, QR Codes are here to stay as a cornerstone of effective marketing campaigns.