Every agency with a free weekend and free QR code generator is printing QR codes as fast as they can to be as hip and cool as possible. Well, to avoid going from "hero" to "zero" there are a few basics every company should follow:
1) Start with the end-user in mind. Provide value, information, deals, surprises—all of which needs to be compelling and have a payoff. Don't just stick a QR code on a page and think someone will scan it "just because."
2) QR codes are barely here. Many have seen them, but few know what they are truly capable of. In fact, while there are millions of Smart Phones, only a small percentage have a QR Code reader app. You might want to provide instructions or a link to an app.
3) Function over form. Several QR code readers cannot read codes less than 1" square. Don't be so "cool" that your QR code doesn't work for those that make the effort.
4) It's a small playing field. Remember, most QR code executions happen on a small screen. Simply linking to your Website or first-screen format can be counter-productive. Think your campaign through beginning to end.
5) Make it really useful. Convincing the world to take action with QR codes puts the onus on us marketers to make it worth the work. Don't ruin it for everyone. A great example of an innovation was a premium wine company using QR codes for each year and type of wine, so connoisseurs would capture amazing depth of story from each label.
For more QR do's and don'ts watch this sweet XtraNormal production:
Or to see QRazy in action. See this brand stunt using a live tattoo stream tied to a QR code:
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