As Starbucks embraces QR codes for a second time, they have partnered with Lady Gaga to host a two-week interactive scavenger hunt. Starting Thursday, Starbucks cafés around the country will have banners, magnetic chalkboards and posters emblazoned with a small QR code. When scanned, customers will receive a number of clues guiding them through the company’s seven-round scavenger hunt.
Dubbed SRCH, the event pits players against a series of cerebral challenges in order to advance through the stages. Participants will have to decipher clues in order to successfully traverse the Internet to reach the next clue. As players progress through the clues, they become increasingly difficult. Many of the clues have been designed to encourage group play. Each round is scheduled around certain dates, with the third coinciding with Lady Gaga’s latest release, Born This Way.
On the 23rd of this month, the famous artist will take control of the Starbucks Digital Network. Through the network, Gaga will give participants access to exclusive videos and other digital content. Alex Wheeler, director of digital strategy for Starbucks, expects that the SRCH event will be a massive success, due in part to the legions of fans eager to connect with Lady Gaga.
This is the first major QR code project Starbucks has undertaken since renewing their support of the barcode. In 2008, the company discontinued its use of the codes after lackluster performance. Equipped with a better understanding of mobile marketing, the company has embraced the codes once again.
