While QR codes are generally misunderstood by the masses and sometimes not used to their full potential, there are certainly some examples of some really innovative and creative uses of QR codes. Maybe some of these awesome QR code campaigns will convince people of the value and potential of QR codes…maybe. So, I now present to you a sampling of 11 really unique uses for QR codes across the world (in no particular order):
1. Flash Mobs are so Yesterday…How About a Human QR Code?
In 2012, Taiwan formed a human QR code with 1,369 people carrying umbrellas. They formed the QR code on the square of Taipei City Hall in an effort to promote the country and their image. Inside the QR code, the word “Hi” was spelled out and underneath it stated “from Taiwan”. Smartphone users could take a picture of the QR code or scan it with their QR code reader on their smartphone and be directed to the Sayling Wen Cultural & Educational Foundation’s website which highlighted events going on in the country.
2. QR Codes Can Play Vinyl
A Hamburg, Germany based company, Kontor Records, used QR codes to promote one of their artists, Boris Dlugosch. The company sent advertising agencies a vinyl record which was packaged in a specially created envelope, called the Office Turntable. This was no ordinary envelope. When folded out, the envelope turned into a turntable which could then be “played” using a smartphone. How? The record is placed on the turntable markings on the envelope and then the user activates a QR code on the smartphone and places their phone over the record to play the track. To top it off, the record works with any smartphone and it does not require a download. The campaign was extremely effective with 71% of the 900 turntable QR codes activated, that’s 64% more than the average QR code response rate.
3. Be Green and Never Lose the Manual
Do you have a huge bin of owner’s manuals for every possible electronic and device in your house? Or are you the type that loses the manuals (or throws them away) and is lost when the machine breaks? Briggs and Stratton, the world’s largest gasoline engine producer decided in 2012 to put QR codes on all of their engines. When scanned, the QR code takes you to a mobile site which contains the operator manual for the engine, an illustrated parts list and a GPS dealer locator. You can even directly dial customer service right from the site. And, its green! Save trees, save frustration and always have the manual at your fingertips.
4. QR Codes are Invisible Too
In 2012, scientists discovered a way to print an invisible QR code on a sheet of paper. The QR code is made of “a high-tech ink containing fluorescent nanoparticles” and is put on in a 50 micron layer, reports Fast Company. The code is invisible until it is hit with a near-infrared laser which makes the QR code glow either green or blue. The invisible ink is strong enough to withstand day to day wear and tear on bank notes which means that it could be customized and used as an anti-counterfeiting indicator.
5. Make Swimsuit Models Come to Life with QR Codes
Lexus ran an ad in the Sports Illustrated Swimsuit edition this year which included a number of QR codes. When you line up the QR code reader on your smart phone with the advertisement, Sports Illustrated models appear on your smartphone and come to life.
6. Captive QR Code Audience… in the Bathroom?
Why not print QR codes on toilet paper? That’s clearly what went through the minds of the Italian HIV awareness charity, Sieropositivo. The company placed toilet paper in the ladies room of posh nightclubs in Rome and Milan. The toilet paper was printed with the questions: “When you use a public restroom do you fear diseases? What about when you have sex?” In addition to the questions, there was also a QR code on the TP which led to the #ToiletThink website. Got to give it to Italy, you did find a captive audience at the very least.
7. QR Codes: Saving Lives, One Mercedes at a Time
Mercedes-Benz began putting QR codes on their cars to assist emergency responders. They put one behind the fuel door and one on the opposite side of the car on the roof support. When scanned, these QR codes bring up the schematics of the vehicle so emergency responders can determine a safe way to save someone in the event of an accident.
8. Drink Beer, Reveal a QR Code
Guinness and BBDO New York developed a beer glass that shows a QR code when a Guinness is poured into it. You can’t see it when the glass is empty and you can’t see it when lighter beers are poured into the glass. Theoretically, you could see it when a similar dark beer was poured but Guinness won’t tout that in their ads. When you scan the code, it “tweets about your pint, updates your Facebook status, checks you in via Foursquare, downloads coupons and promotions, invites your friends to join you, and even launches exclusive Guinness content”, reports Ad Week.
9. Buy Groceries with QR Codes
Too busy to shop? Not in Korea. Tesco, a supermarket chain in Korea made shopping for groceries a mobile experience using QR codes. They set up displays all over the country in places such as subway stations which contained visual representations of their actual store aisles with real products. Each product had a QR code on it. This enabled busy Koreans to scan QR codes for the products that they needed on the go and on their smartphone. The items would then go to their shopping list. When done shopping, users could pay for their items on their phone and have them delivered to their home.
10. Say “Merry Christmas” with QR Codes
In 2011, JC Penney debuted a campaign called “Who’s Your Santa” which allowed everyone who bought a gift to receive a unique QR code gift tag (or as JC Penney called them “Santa Tags”…how festive!). You could then scan and record a personalized voice message for the gift recipient. Then, just peel and stick the gift tag onto any gift and the recipient can scan the QR code to hear the personalized message.
11. 3-D Sun Activated QR Code
Called the K-Mart of South Korea, Emart launched a campaign in 2012 in an attempt to increase sales during lunchtime. The “Sunny Sale” increased lunchtime sales for the company by 25% by presenting customers with a promotion only available during the hours of 12-1pm. They installed a three-dimensional shadow QR code which used the sunlight and shadow from 12-1pm to display the QR code; making it only available to scan during that hour. When scanned, the QR code takes you to the “Sunny Sale” mobile page which offers special coupons and discounts.
Bet you never knew QR codes could do so many things. The possibilities for QR codes are truly endless. Now, we just need to fully understand them as consumers and as marketers to best utilize them.
