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QR code fail

by Phil Barrett

I’m thrilled to see an accelerated adoption of 2d codes (most usually QR codes) in the Canadian marketplace. They’re popping up everywhere and at this rate they may actually replace SMS shortcodes as the most common way of engaging consumers in the “wild.”

Having said that, I’m also seeing many poor executions of the codes in marketing campaigns.

Today I was at a local burrito spot near my work hood when I spotted this LCD screen near the check out counter (pictured above).

There are a few things they missed that makes this execution a fail in my books:

  1. No instructions on how to get a free QR code reader if the user doesn’t have one
  2. The call to action is weak – why would i click on the QR code for more info? Who cares? What’s in it for me? Tell me there is a special offer, coupon, access to information etc…
  3. I actually scanned the code and it brought me to their website… which is not optimized for mobile. If you’re going to have a QR code, at least ensure the end experience is made for the platform you are driving people to.  Better yet, make sure the experience is built specifically for the mobile context.

Do you have other examples of QR code fails in the marketplace? If so, feel free to comment & share

  • http://jonathandunn.ca/2010/06/25/frictionless-mobile-marketing/ Jonathandunn.ca | Frictionless Mobile Marketing

    [...] recent examples documented by mobile dude Phil Barrett at Burning the Bacon and pop culture academic Sidneyeve Matrix at CyberPop! drive this point [...]

  • http://topsy.com/www.burningthebacon.com/2010/06/25/qr-code-fail/?utm_source=pingback&utm_campaign=L2 Tweets that mention QR code fail — burning the bacon with barrett — Topsy.com

    [...] This post was mentioned on Twitter by phil barrett and Jonathan Dunn, digitaljoy. digitaljoy said: RT @phryl: QR code fail http://shar.es/mIDF1 like anything… a little knowledge is a dangerous thing [...]

  • http://twitter.com/EricaGlasier Erica Glasier

    Totally agree; the mobile experience you're being brought TO is 80% of the reason to hassle the user to use QR in the first place!

    I'm super excited to see the adoption, though, because QR has so much potential—here in Winnipeg QR codes aren't being spotted in the wild yet, but soon :)

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  • http://calibergroup.wordpress.com/2010/09/03/breaking-qr-codes-for-marketers/ Breaking QR Codes for Marketers « Caliber Pulse

    [...] Other campaigns have been falling flat. As hard selling services or products on Twitter typically doesn’t work, using QR codes for non-unique content doesn’t work any better. For example, some companies are asking customers to scan the QR code to see a video about the service or product. But, if the video is simply imagery easily found on the website or elsewhere, there is no need for the effort. [...]

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