The popular energy drink brand is trying a new form of mobile marketing in international markets.
Red Bull has announced that it has started printing QR codes on some of its product packages as a part of a new trial of the mobile marketing technique within a number of international markets.
It has attempted to use the black and white mobile barcodes in a way that is interesting and unique.
Among the versions of the QR codes that are attracting the most attention is the limited edition 4 Pack of Red Bull energy drinks that is used to promote the first ever Flugtag competition by the brand. These will be taking place on the same day, September 21, 2013, in Long Beach, Miami, Chicago, Dallas/Fort Worth, and Washington D.C.
The QR codes are promoting this unique homemade flying device competition in the various cities.
The QR codes are used to plug a competition in which the participants try to fly human powered machines off the end of a pier that is 30 feet high, over (and possibly into) the sea. When the barcode is scanned, it resolves to a competitive mobile game that offers users the grand prize of an opportunity to fly their own creation within the competition.
The mobile game available through the QR codes gives players the opportunity to create their own digital flying machines, with their own choice of wings, tail, cockpit, and propeller, in addition to various other ways to personalize the experience, such as neckpieces for the pilot, hats, and even facial hair such as a moustache.
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The winner of the grand prize will be decided based on a number of achievements that are accomplished following the scanning of the QR codes. The factors to be considered are primarily creativity and the distance that is flown within the game.
On the other hand, UK Red Bull is using QR codes in a different way in their promotions. They are utilizing them as a part of a limited edition can that features Travis Pastrana, the stunt rider who is known around the world. That barcode provides mobile users with exclusive video content, in addition to a prize draw for the opportunity to watch Pastrana perform at a live show.
QR codes are also being printed on New Zealand and Australian versions of the Red Bull cans. Those resolve to the mobile commerce website of the brand.