QR codes have won a valuable spot in the world of marketing. The barcodes are largely responsible for the take off of mobile marketing, allowing advertisers to engage mobile consumers wherever they may be. Despite their associations with mobile technology, QR codes are quite static, which can be problematic when marketers are vying for the sometimes fickle attention of mobile consumers. Marketers have had to come up with some creative strategies using QR codes to catch the attention of consumers.
Red Bee Media, a media management company based in the UK, has made the world’s QR code that is embedded within a live animation broadcast by the BBC. The code is part of a marketing campaign focused on promoting the BBC’s new fantasy/horror drama The Fades. A simple, skull-like design is featured in the code’s pattern but does not interfere with scanning in any way.
Before the code can be scanned, a short clip of the new TV series is shown in the background of the code’s design. After scanning the code with a smart phone, mobile users are taken to the BBC’s website where they can find more information on the series, such as air dates.
Using QR codes in such a way is certainly a first and may prove successful with consumers that are constantly looking for new ways to interact with mobile technology. QR codes are becoming more common in TV entertainment, which is helping to spread awareness of the codes and get people more comfortable with scanning them.
