The QR Code Invasion

 

Click here to see the complete 
graphic representation of QR code data
as designed by JumpStart and posted by Mashable

Physical and Digital Worlds Collide with QR Codes

We love infographics. But what are these crazy looking things that are showing up in more and more places? A confused crossword puzzle? A psychedelic postage stamp? A bar code gone wild?

This is how a QR code, or Quick Response code, may appear to some people. You may have noticed these black-and-white squares showing up in restaurants or in pages of magazines. Thanks to our growing addiction to our smart phones, you'll likely be seeing more of them.

How do QR codes work? A person with a cellphone with a QR enabled code-reader application takes a picture of a QR code. The app will recognize the code and automatically open the link, video or image in the phone's browser.

When you take a picture of the QR code you'll be brought to the specific cellphone-optimized web page that the company's web marketer wants you to see — usually where you'll find special promotional content. 

In retail, Ralph Lauren is using QR codes to direct their buyers to a website for taking clothing orders directly from their phones. A recent issue of Wired magazine included an ad by watchmaker Tag Heuer that contained a QR code that led users to images of its latest collection. Magazine ads are using QR codes to promote everything from hair-care products to sheepskin boots to diamonds.

Another retail example is the use of QR codes on billboards. Since Calvin Klein's controversial billboards are often met with requests for censorship, the company decided to censor itself for the Calvin Klein Jeans Fall 2010 campaign. 

Calvin Klein Jeans replaced three of its billboards — two in downtown New York and one on Sunset Boulevard in LA — not with another racy montage of scantily clad models, but with a bright red QR code under the words “Get It Uncensored.”

Passersby used their smart phones to snap a picture, pulled up an exclusive, racy and uncensored 40-second commercial featuring (relatively) busty model Lara Stone and a quartet of male models. After the spot plays, viewers can then share the code with their Facebook and Twitter networks. (see the commercial below)  



QR codes are increasingly appearing in advertisements as a way to increase engagement with consumers. Although already common in Japan (where they were originally invented), they do not appear in many advertisements in that country — much less take up an entire billboard.


A few fun facts from the invasion:

• 52% of mobile users have seen or heard of QR codes; of those, 28% have scanned one.
• iPhone users scan by far the most, at 68% (versus 26% of Android users and 4% of Blackberry users).
• QR code scanning rose a whopping 1,200% from July to December 2010.
• Starbucks started a scavenger hunt in partnership with Lady Gaga this week —"SRCH by Starbucks featuring Lady Gaga," as the initiative is called. When customers scan QR codes on in-store banners, magnetic chalkboards and posters, they'll see the first of many clues in the coffee retailer's seven-round scavenger hunt. Both Gaga and Starbucks will benefit — Gaga in album sales and exposure, and Starbucks in netting the allegiance of Gaga's almighty Little Monsters.

Sources:

1. Umike Pidaparthy, "Marketers Embracing QR Codes, For Better Or Worse," CNN, March 28, 2011

2. Katie Hintz-Zambrano, "Calvin Klein QR Code Billboards Mask Racy Ads - But You Can 'Get It Uncensored'," Stylelist, July 13, 2010.

3. Jolie O'Dell, "Who's Really Scanning All Those QR Codes?" Mashable, March 4, 2011
4. Jennifer Van Grove, "Starbucks & Lady Gaga Team Up On Scavenger Hunt," Mashable, May 19, 2011