The Resurrection Of A QR Code

Are BBDO New York missing a trick with their year old QR Code on a Guinness beer glass campaign? The campaign was a gold winner at the 2011 John Caples International Awards but has recently been resurrected on the social networks and gone viral.

According to Caples at the time of the award “Even though the glasses were only available in a small number of bars, the QR Code campaign was a success and created thousands of social media impressions”. Maybe that is true but we can know for certain the scanning history because the QR Code was encoded with a bit.ly URL. The charts below show that from March 2011 up to the end of April 2012 the QR Code was scanned 473 times but so far in May 2012 alone the code has been scanned 2,715 times.

Unfortunately the original landing page livepint.com has been taken down by BBDO and the QR Code now resolves to a parking page on domain registrar GoDaddy.com, disillusioning thousands of QR Code scanners all over the world.

Wake up BBDO 🙂

Guiness QR Code glass campaign and current landing page
Total QR Code scans since March 2011
QR Code scans May 2012

2 thoughts on “The Resurrection Of A QR Code”

  1. Sorry to say it, but you’re right. Both Guinness and BBDO have really missed a trick on this one.

    Goes to show that even a top-notch ad team like those at BBDO still have yet to fully grasp the mechanisms — and the true power — of on-line marketing.

  2. “user experience has a direct impact on the acceptance and repeat use of 2D barcodes.” PRINT2D

    You can get big PR out of limited advertising with QR Codes. The IRON MAN 2 QR Code was a limited run. So was 9 the movie. But, out of those campaigns we received a lot of exposure.

    However, there is a greater opportunity missed here. The author writes – “the code now resolves to a parking page on domain registrar GoDaddy.com, disillusioning thousands of QR Code scanners all over the world.” PRINT2D offers an important solution called barcode parking which addresses this delima. We believe that from a psychological perspective, keeping codes active becomes very important, because user experience has a direct impact on the acceptance and repeat use of 2D barcodes.

    It’s called barcode parking(TM). It is a mobile hosted solution that enables you to keep the campaign up even after it has ended – at a much reduced rate. Look into it here http://www.print2d.com/dt/platform_hosting_parking.shtml and see how we did it for IRON MAN 2. http://2d-code.co.uk/iron-man-qr-code/

    Sincerely,
    Philip Warbasse
    PRINT2D

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