While it is possible to leverage a small portion of a QR code to incorporate brand elements it is not the most aesthetically appealing execution for a brand. Also, QR codes currently require an application or software to read. While Near Field Communication or NFC is evolving it is still not widespread.
One additional issue is that QR codes are hardcoded upon generation. In order to manage the response destination changes would need to be made on the response side of the campaign such as changing content at the point of delivery or redirects to the desired response destination or use a premium QR management service.
As I look to execute campaigns that require enhancing product packaging, point of purchase, etc… I want a solution that is going to drive the maximum engagement potential with a low barrier of activation.
Initially I was an advocate of QR codes. I Provided POV's on how to leverage the codes to drive engagement with mobile apps, sizzle videos, social destinations, etc…
Now I am looking to SnapTags more and more to drive that level of engagement for brands that I work with. A SnapTag is an aesthetically pleasing execution that provides multiple engagement options with the brand at the center of the experience.
What I like about SnapTags is that the user has multiple options to activate and engage. They can simply text an image or e-mail an image of the SnapTag to drive the text or multimedia response.
The beauty of the SnapTag is that you are not locked into a single response destination. SnapTags support the ability to change the response as they are served via a database vs. hardcoded into the tag. This means that you can change the destination of the response without messy redirects off of the original response.
This is an ideal benefit if you want to drive different levels of engagement throughout the lifecycle of the tag.
Also, by driving activation via text or e-mail the SnapTag adds a CRM element to the campaign that can then drive a mobile opt-in vs. simply sending a user to a pre-determined location via a QR code.
From an analytics perspective instead of just simply tracking # of scans SnapTags offer media performance and consumer behavior tracking as an added benefit. Which is key when mapping back to the original brand objectives.
So when it comes to driving 2D digital activation I am leaning towards the SnapTag execution more and more as it provides a more robust model that is scalable with the campaign.