Innovative Ways Brands Use QR Codes for Marketing
QR Codes help marketing by unifying online and offline experiences — everyone knows this.
But you know what? It’s 2024 already, and the same old QR Code ideas won’t cut it. You need to use QR Codes as your wand to turn boring marketing campaigns into exceptional ones.
As a marketer, I have done way too many research studies on QR Codes for marketing. Some brands and their iconic QR Code campaigns stood out during this phase. And that’s exactly what I want to discuss.
Let me share some of the most unique and innovative QR Code marketing campaigns of the last decade and the actionable lessons I learned.
6 Awesome Ways to Use QR Codes for Marketing
I was particularly impressed by the QR code marketing campaigns of NutriChoice, Rocket Mortgage, Nestle, Addidas, Coinbase, and Yuengling.
Let’s get to the details.
NutriChoice Newspaper Video Ad Campaign
Britania recently launched its Mixed Reality campaign for the product line NutriChoice. Here’s how this newspaper video ad campaign is designed: a user scans a QR code on their smartphone, leading to a Ranveer Singh video. Upon scanning, the static images get converted into a video that tells the core USP of NutriChoice digestive biscuits.
This newspaper ad campaign combines an innovative mix of AI-enabled mixed reality cameras with an app that’s activated via QR Codes. By leveraging image-tracking technology in the 3D space and your phone camera, it generates mixed-reality 3D content.
What I liked?
The fact that QR Codes have been integrated with advanced AI technology to generate mixed reality instantly intrigues me. With AI being the game-changer since last year, it is about time that brands have to find a way to integrate AI with QR Codes to create something exceptional. And this campaign by Britania is a great starting point.
Innovation score — 8.5/10
Rocket Mortgage X StockX, Super Bowl LVI
I always look forward to the Super Bowl ads for new QR Code ideas. Rocket Mortgage’s 2022 Super Bowl ad with Anna Kendrick was one of this brand’s all-time best. The ad shows how Rocket Mortgage helps Barbie to find her dream house against all odds. Kendrick and a group of kids help Barbie on this journey.
In the middle of the ad, you will spot one of the kids wearing a T-shirt with the QR Code of StockX on it. As you scan the QR Code, you’ll be redirected to StockX’s giveaway landing page, where this sneaker reselling brand shares all the relevant details.
What I liked?
There was no mention of StockX throughout the advertisement apart from that one cameo. It was an intelligent move of StockX to promote their giveaway without being all “salesy” about it. It was a smart way to feature the giveaway and get noticed by StockX’s potential users.
Innovation score — 7.5/10
Love Break Lingo campaign by Nestle
Who doesn’t love chocolate as a gift? Nestle took this idea a step ahead on Valentine’s Day 2023 with its campaign — #LoveBreakLingo. Each pack of KitKat (a product line by Nestle) came with a QR Code.
Considering different types of relationships (couples, best buddies, BFFs), the goal of this campaign was to let the customers share their personalized messages with their loved ones on WhatsApp with the hashtag #LoveBreakLingo.
Upon scanning the QR Codes on the KitKat pack, you will be redirected to a platform where you can type your message for your loved one and share it with them over WhatsApp. The #LoveBreakLingo hashtag will be automatically added.
What I liked?
QR Codes are supposed to personalize the end user’s experience, and I love that this Nestle campaign does precisely that. It channelizes the power of one personalized message that could easily change the dimension of a relationship and showcases the power of QR Codes in strengthening personal bonds. It is also fascinating how this campaign also focuses on the overall virality aspect, and for each message, the hashtag is automatically added to contribute to the virality factor.
Innovation score — 7.5/10
Addidas ‘QR to Qatar’ Campaign 2022
Addidas has been bringing us innovative campaigns for a long time, and the ‘‘QR to Qatar’ campaign during FIFA World Cup 2022 was another addition to that list. Featuring Bollywood movie star Ranveer Singh, this campaign arranges a live raffle for the consumers.
To access the raffle, scan the QR Code. The lucky winners will win a four-day, all-expenses-paid trip to Qatar to catch the FIFA World Cup live.
What I liked?
I liked the campaign’s name the most. Just a glance at it tells you what it is about. Also, Addidas’ use of QR Codes is a perfect example of bridging the gap between online and offline experiences.
Innovation score — 7.5/10
Coinbase Super Bown Ad, LVI
Another Super Bowl ad that hooked me in 2022 was this bouncing QR Code by Coinbase. This one-minute ad, part of Coinbase’s “Less talk, more Bitcoin” campaign, consisted of QR Codes that changed colors and bounced all over our screens. The bouncing DVD logo game of the 2000s inspired the ad.
Upon scanning, the users were redirected to Coinbase’s giveaway page, where the brand offered a limited number of users $15 worth of free Bitcoin after signing up. Customers also had the opportunity to enter a $3 million giveaway.
The ad went viral, and Coinbase’s app crashed due to huge traffic.
What I liked?
Despite having a solid brand identity, Coinbase avoided placing its logo anywhere on the screen. None of the QR Codes were personalized; looking at them, you could never figure out they belonged to Coinbase.
I like how Coinbase didn’t play it safe and added a hint of mystery to the ad. This was probably the trigger point that convinced many customers to scan the QR Code and see what they were about. Nudging on their curiosity paid off here.
Innovation score — 8/10
Yuengling’s World’s Largest QR Code
In 2022, one of the US’s oldest breweries, D.G Yuengling & Son, Inc., unveiled the world’s most extensive QR Code, grown from crops. Yuengling attempted to show respect to the farming community by growing QR Code from live plants.
Upon scanning, you’ll be redirected to a charity page to donate to Yuengling’s long-term charitable partners, Team Red, White & Blue.
What I liked?
This is hands down the most innovative QR Code I have ever seen. The fact that it is grown out of crops and has been created to promote a novel cause makes me believe in the inclusivity aspect of QR Codes.
Innovation score — 8/10
Conclusion
These were my top picks for brands actively using QR Codes for marketing. To help you make an informed decision, I have added an innovation score for each brand.
The one thing common about all these brands is their out-of-the-box thinking. Observe how none of these brands have restricted their QR Code campaigns. Whether Coinbase’s bouncing QR Codes or Nestle’s Valentine’s Day campaign, each brand has pushed its boundaries to use QR Codes in a way no one has used before.
If you are looking for ideas for using QR Codes in a never-before-used way, think outside the box and take inspiration from these brands. Also, don’t forget to use a QR Code generator to take your marketing campaigns to the next level.
