Hennessy, the world’s premier cognac house, recently undertook a foray into the world of mobile marketing. A growing number of brands are beginning to take notice of the ever expanding popularity of mobile technology among consumers. As technology changes, so too must the marketing efforts from companies interested in staying viable in the shifting landscape of business. Last July, Hennessy adopted QR codes, and has announced the results of their campaign this week.
QR codes have become a very popular tool amongst marketers due to the enchanting effects they seem to have on mobile consumers. Few recognize the codes, but can hardly help themselves when told to scan them with their smart phones. More companies have become wise to this phenomenon as of late, hoping to make use of consumer’s curiosity.
Hennessy’s campaign, which saw QR codes plastered on their limited edition Cognac bottles, was the company’s first, albeit tentative, step in using QR codes to promote their product. According to the company, the campaign has been a resounding success. To date, more than 1.6 million people worldwide have visited the special mobile website set up by the company for the campaign. The majority of that traffic was driven by QR codes.
The success of the campaign shows that consumers may be more interested in the codes than some marketers may think. Hennessy may choose to expand their use of mobile marketing techniques after the success of their campaign.
