Nestle, the world’s largest food and nutrition company, has begun using QR codes for their latest marketing campaign in Denmark. The codes come from Paperlinks, an ambitious mobile marketing startup based in California. Paperlinks has designed a custom QR code to be used for the campaign that transforms the code’s traditional black and white blocky pattern into one that is more esthetically alluring. Nestle will be using the designer QR codes at a number of events that will be held throughout Denmark.
The marketing campaign aims to promote the company’s new Hjem-IS ice cream products that are being launched into the European market. Hjem-IS – Home Ice Cream in English – is one of the most popular brands of ice cream in Northern Europe. Nestle is leveraging QR codes for this campaign to test how successful the barcodes will be in engaging consumers. If the codes prove to be useful, the company may choose to expand its use of the codes in the future.
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The codes resolve to a mobile website where consumers can buy Hjem-IS products via mobile commerce. While the codes are being used for a marketing campaign in Denmark, they are available to all who wish to scan them. U.S. consumers can purchase Hjem-IS products by scanning the codes, though shipping may be an issue, as most Hjem-IS products are, in fact, ice cream.