3 brands that failed with QR codes

Roger Marquis
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Mobile Posted on June 13, 2012

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Buick

Automobile company Buick launched a print advertisement that featured a QR code. When the QR code was scanned, the reader of the advertisement was linked to a short video, which explained how the car's eAssist technology works.

Great! Product information that is easy to understand, useful, relevant, valuable, and informative. But then what?

When the video finished, the reader of the advertisement had no place to go. Buick did not provide a link to the company's main website, the product page for the particular car being advertised, or even the product page that discusses its eAssist technology. Nothing. Also, there was no link to a dealer locator, customer product reviews, pre- or post-sale incentives, etc.

Why expend the time, energy, and resources to potentially warm up a lead and then let it get cold again? Isn't it a goal of advertising to warm up the lead and have the prospect move one step closer to making a purchase decision?

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Steve Briggs June 18, 2012 at 6:37 PM

You're exactly right that when a QR Code links to a video there should be a call to action. The problem is that companies are thinking of online videos as being the same as a TV commercial, where you CAN'T click on the ad. They need to realize that when you're watching a video online as opposed to TV, there CAN be followup actions and that potential should be taken advantage of.

Chiao Hahn June 13, 2012 at 2:59 PM

Maybe Goldman was afraid to drive people to a site where they could render their opinions, not the most popular company on the planet. Might I saw probably one of the least popular companies. I guess I'd be surprised that they cared though.

mazar ali June 13, 2012 at 11:45 AM

offers a new and different way by which they can connect and interact with an existing or prospective customer on a truly personal level. And they can do so via the first screen

mazar ali June 13, 2012 at 11:39 AM

However, there is a vast difference between simply placing a 2D bar code in a campaign and having that same bar code deliver results that truly mean something to the targeted audience, as well as to the advertiser themselves