I’m all for innovative QR code use. I include one on my business card to link to a page here on my site. Whenever I see one in public I’ll usually take the time to scan it just to see how companies or individuals are using them. Tonight while fast forwarding through commercials during The Office I saw a QR code fly by in a Schnucks ad. I made the rare move of actually watching the ad, pausing it at the end to try to scan the QR code.
Only one problem, I couldn’t scan it.
Even though I knew it was coming after fast forwarding through it the first time around, it was only on the screen for a mere five seconds. Anyone watching live wanting to scan it would have to hurry and get their phone out, load up their favorite QR code scanning app, go up to their TV and then try to scan the QR code before it disappeared. Even if you paused it, like I did, the progress bar on your DVR most likely blocks part of the QR code.
My DVR hides the progress bar after letting the TV idle for a minute, so after waiting I was able to scan the QR code. It linked me straight to http://peaceofmindquality.com. Two more problems with that:
1. The link embedded in the QR code takes you straight to Schnucks’ site. They seemingly have no way of tracking how many visits are as a result of scanning the QR code in their ad. They would need to use something like bit.ly or another service to track how many visits were made using the URL. Schnucks has no way of knowing how effective or ineffective the QR code is during their TV spots.
2. It takes you to a non-mobile formatted page that includes a flash slideshow as their main content. Both are two surefire ways to annoy and turn people off of whatever content you’re trying to promote.
Would it not be easier to just include the URL instead of the QR code in your ad, Schnucks? I think so. Anyone (most) who doesn’t go through the ridiculous steps of scanning the QR code to visit what looks like a custom site specially made for this ad campaign misses the opportunity to learn more about their message. QR codes might be the hip, new thing in advertising, but in this case it was overkill and unnecessary.
What do you think? Is there a better way Schnucks could’ve included a QR code more effectively in their ad? Share your thoughts below.
I’d love to see Schnucks using QR codes within the store. Perhaps scanning codes could generate a coupon, or allow you to compare apples to apples (literally).
As Ashlyn said within the store would be great. To go along with the “Quality” portion of the campaign they code have had the QR codes at certain produce sections that the customer could scan to learn about the farmer that produced the apples, tomatoes, corn …etc. There has been a huge push to get farmers in the social media realm and this could have really helped.
Thanks for reading,
Adam Hallas
@MrHallas:twitter
What agency told these companies that using QR
codes on TV are a good idea? I just don’t get it. I saw a QR code in a
Lowe’s ad this morning. At least it was at the top of the screen and
stayed on longer, but still not a good use of the technology.
Did you see the Old Navy ad using Shazam? Genius!
I actually would like to know the force behind that thought in the Schnucks ad. I have seen that Old Navy ad. That is good work.
I don’t see QR codes ever working on TV ads. It’s just not a very functional format for them.
I saw the ad live. Thanks for telling me what I missed. I love QR codes, but this is a failed attempt to use QR technology properly.
qr as marketing / incentivizing tool? good. qr in the hands of marketing tools? less good. this falls squarely into the pointless novelty bin.
personally? i think there’s a time and there’s a place. right now QR’s and snaptags are embroiled in a promotions and marketing tastemaker feeding frenzy – people will jam these things everywhere and anywhere, regardless of whether or not the placement trashes good design or its reason for being there is properly explained.