Sweet Baby Ray's BBQ Sauce
Appearance: 2
This QR code is not only black and white, but also extremely small.
Incentive to scan: 7
This advertisement features a QR code inviting you to scan it "For the latest recipes, chatter, and the occasional coupon." This is a very effective incentive -- except the word "occasional." Although companies may offer a coupon only occasionally, customers will be turned off by the word, thinking it is a waste of their time to scan the code to receive a coupon only every once in awhile.
Where the code leads: 8
After scanning the code, the consumer is led to its Facebook site. This is a very good tactic to use via mobile because then patrons are easily able to "like" the company right from their mobile device. This is especially effective now that Facebook is being accessed more from mobile devices than from computers.
Overall execution: 6
Overall, Sweet Baby Ray's used great tactics to promote its QR code. The only thing that set it back is the small and boring QR code: Had its code been customized or colored, the coupon would have seen more participation.
White Castle
Appearance: 4
Here we are shown what is referred to as a "Naked QR Code." This means it is just a black and white code with no instructions on where scanning it will take you. Apart from being "naked," the QR code is decently sized and easy to scan.
Incentive to scan: 2
This QR code does not inform the reader on where they will be taken if they scan the QR code. The consumer may imply from the advertisement that it will take them to CraverNation.com, but they cannot be positive about that assumption.
Where the code leads: 9
After scanning the QR code, you are led to mobile-friendly site, CraverNation.com. Here the consumer is able to sign up to receive coupons and enter contests to win prizes like concert tickets.
Overall execution: 5
White Castle definitely has a fun and mobile-friendly website to provide to its consumers, but it failed in promoting it the correct way with the "naked" QR code. The company should have given it a fun appearance and included a few words to allow readers to know where the QR code is going to lead them.
FragranceNet.com
Appearance: 4
The appearance is much like the other QR codes featured -- black and white. It is a good size for scanning, though.
Incentive to scan: 6
Here, the consumer is not exactly sure what they are getting by scanning this QR code. It looks like they might be receiving the coupon via mobile. There are no instructions or information letting the customer know what they will receive if they scan.
Where the code leads: 5
The QR code leads to the site via mobile and applies the 15 percent off coupon to your online account. Although this could be a good idea, most people are not shopping for perfume via mobile. Many shoppers find it easier to enter their credit card information from the comfort of their own home on their own computer.
Overall execution: 5
Overall, this execution is not terrible. Carrying coupons around in your wallet can be a pain, so scanning a QR code to receive a coupon is a good idea. After scanning, the QR code coupon is automatically inputted into the mobile shop. Many consumers will not be purchasing fragrances via mobile.
