FINALLY! A Well Implemented QR Code Campaign
While many in the marketing community jumped on board the QR code bandwagon, I’ve been very skeptical of the value they can and do deliver. I’ve been critical of how and where they are used. I’ve been critical of the way in which they are used. I’ve been critical of campaigns that send consumers to dead web pages, out of date coupons & websites that are not optimized for mobile.
I’ve been on a crusade to find a well planned and executed QR code campaign. My habit is to scan a QR code whenever I see one. Every time I scan a new QR code, I’m filled with curiosity, trepidation and skepticism – hopeful that this may FINALLY be a well thought out campaign; a campaign that will showcase the possibilities of the technology and highlight a compelling business use-case.
Well. I found it.
Last night, I took the family to Red Robin (Yummmmm!) to celebrate my 6 year old son’s excellent report card (his choice). After dinner, we paid the bill and received our receipt, along with this:
Being the curious type, I scanned the code immediately and was quickly whisked away to the following series of screens.
I like this campaign for several reasons.
The code is presented at the most optimal time – the restaurant is seeking feedback on your experience. What better time to capture that feedback than while you are right there in the building.
There is an incentive to scan it. A chance to win $1000, hell yes I’ll scan it!
The experience was clearly optimized for mobile. Simple. Short. To the point. Answer just a few short questions. Get in. Get out.
A Better Way
This is an improvement over other alternative methods of collecting the same feedback. The team did not just slap up a QR code on a flyer because it was cool or trendy. I HAVE to think the response rate on this feedback survey is WAY UP over the previous iteration where a long url or phone number is printed on the receipt. I’ve NEVER taken a survey that way. Ever. I also have to think the feedback is more reliable because it is happening right at the point of sale rather than if/when the consumer got home and remembered to bother making a call or navigating to the internet.
I even like the last screen where they are giving you additional shots at winning money if you share with your friends. That’s another nice touch.
In my humble opinion, this is a well thought through campaign from end to end. What say you?
Featured image courtesy of lydia_shiningbrightly via creative commons on Flickr.