There have been many interesting uses for QR codes in the past. Regardless of how innovative the ideas might be behind some mobile marketing campaigns may be, they all rely on one simple thing: Participation. Without participation, QR codes are little more than black and white blocks taking up space.
Consumers have gone beyond the point of rewarding their attention to companies that use QR codes, due partly because people now know what they are. Given this knowledge, companies have to find ways to return the favor by rewarding consumer participation.
Trekk Cross-Media, developers of marketing communication programs, is doing just that with their client, The NewPage Corporation. NewPage is the largest coated paper manufacturer in the country. The duo have been attending a series of Trade Shows recently in order to promote NewPage’s products. Trekk Coss-Media has been using QR codes to draw in the crowd, promising prizes to those that stay at the booth.
At NewPage’s booth there are signs emblazoned with a large QR code. When scanned, Trade Show attendees are taken to a mobile website where they are prompted to create a username. After doing so, they are entered into a contest. A screen at the booth displays the top ten scanners of the code along with a countdown. Scanning the code boosts your position in the list.
So far, the initiative has been a success. At one show alone, nearly 14% of all attendees participated in the contest, showing that consumers are more likely to engage in activities that reward their participation.
