Wednesday, January 18, 2012
Creative? Yes. Original? You bet. Will this campaign generate a great deal of media attention for the company, as well as QR Code (2D) technology? Most certainly. But there's another reason why I love this campaign so much. Research. From what I understand, the company conducted market research and discovered that when couples book their travel plans, they often do it while sitting side by side. So, instead of using a single or standalone QR Code in the campaign, the marketing/creative team decided to use two codes and have them dependent upon one another in order for the message/interactive experience/campaign to make sense. Brilliant.
But, should we be so impressed learning that research data was used to help create this campaign? No, not really, because this is marketing (i.e., research is done, findings are used, campaigns are developed and implemented, response rates measured, and the whole process starts over again). Marketers may see this as fundamental when it comes to traditional advertising, but there is no reason why this should not be the case with respect to 2D-based advertising. The same fundamentals remain.
Most Innovative Use of QR Codes Yet
Posted by JOlmsted at 6:34 AM