Bollinger, the famed Champagne house in France, has launched their new mobile marketing campaign. The campaign, called “Life Can Be Perfect,” makes use of QR codes which are integrated into the historic logo of the company.
The codes have been appearing in a number of classified ads in several newspaper publications throughout Europe and Australia. QR codes are not often seen in the classified section and Bollinger’s have drawn a significant amount of notice. The ads promote an international competition to mark the 50th anniversary of the company’s most prestigious products: Bollinger R.D.
The Bollinger code resolves to a mobile website set up for the competition. Participants are invited to enter into the competition by filling out a few personal details and sharing a story, either real or imagined, that pertains to the theme of the campaign (Life can be perfect). Participants will be considered for one of 5 open invitations to a private event held in an as yet undisclosed location in Paris, France.
This marks the first time Bollinger has entered the mobile marketing arena, but the company has studied the success and implementation of QR codes for quite some time. While not the first of its kind to use the codes, Bollinger’s effort is certainly the most modest thus far. The advertisements in which the codes appear are little more than a footnote amongst others that crowd the pages of newspapers.