A lot has been written about QR codes in the last two years. Quick Response codes are 2d barcodes containing information and links to web pages which can be scanned by phones with the appropriate software (and a camera).
Described by some as the missing link between print and online information, dismissed by others as a passing fad that is too complicated.

Like with most things, the truth lies somewhere in between: done right they can add functionality and value, but if they are done badly, people will be disappointed. Tech friendly marketers need to remember that not everybody will jump at the opportunity to test a new gadget. If they do and it doesn’t work, or if it gets too hard or just not quick enough, they will move on and only re-try the technology so often.

Below are some examples of codes seen recently:

Good (and large):

Madison square garden

A very large billboard at Madison Square Garden, linking to a movie trailer. The massive display invoked curiosity when QR codes where still a novelty in the US.  

Successful:

The campaign for Hennessy produced more than 600.000 scans, most of them from IPhones. Details on the usage numbers can be found here.

The code itself shows that 2D codes don’t all have to look the same. Due to the redundancy in the data there are quite a few design possibilities to make QRs stand out.  

Another media dimension:

A QR in Berlin, linking to a short video that shows the historic area in the mid twentieth century.

The video loaded quickly and the QR immediately added another dimension to the displays.

Political QR:

Another QR in Berlin, here the green party shows their affinity to modern technology by linking to their candidate in the local elections.

Not so good: Outdated QRs:

A QR on the back of a book, linking to … absolutely nothing. That’s because the book is a few years old, and has been re-printed digitally as a short run. With publishers maintaining the long tail and books not going out of print anymore, references to time limited events like this code need to be taken off the artwork – or the URL has to be kept alive.

Completely useless: Linking to a protected landing page:

A QR in a vodka promotion, but Usher’s advice links to … a page secured by a facebook login. Much too hard to follow, most people will just not type in their login and password for a promotion, especially without clear incentive. Scan to find out more just does not cut it.