Prestigious automaker Porsche has decided to take up QR codes in their latest marketing campaign. The new campaign sees the automaker teaming with a number of airlines to place the codes on the back of plane tickets. QR codes have been growing in popularity within the auto industry for their ability to connect with consumers at any given moment. Noting the increase in smart phone ownership around the world, Porsche is keen to take advantage of a growing mobile consumer base.
The codes will be linked to a wealth of promotional information regarding Porsche. There will be two versions of the code for the initial campaign. One, when scanned, will take smart phone users to a mobile website where they can learn more about the latest Porsche models. The other will link to a video featuring the cars in action. The most attractive feature of the campaign is that the codes can also be used to request a test drive of Porsche’s vehicles.
There are some hurdles to overcome when using QR codes in marketing which Porsche will have to confront to be successful. One such hurdle is whether consumers will notice the small QR code posted on the back of their boarding pass. Another challenge lies in making the codes worthwhile for consumers. Given that Porsche’s codes are neither prominent nor linked to any kind of discount program, the automaker may still yet have a lot of work to do before the campaign can be launched.
