QR codes can be useful, and there are some great examples of QR campaigns that worked well.
However, there are many more examples of dubious uses as marketers fail to consider the placement of QR codes.
Here are ten examples of QR codes that are either impossible, very difficult or even dangerous to scan...
For a QR campaign to have a chance of being effective, it should match the following criteria:
- The code should be easy to scan. I.e. somewhere where people can reach, and have the time and an internet connection.
- It should give people a reason to scan it. Curiousity is not enough. Let people know what they can expect when they scan, or even offer a reward.
- It should lead to a mobile-optimised landing page. People are scanning QR codes on mobile, so they need to view the web page, video or voucher on mobile. Sounds simple enough, but it's a common mistake.
On a side note, did you know that QR codes were originally developed by Toyota subsidiary Denso-Wave in 1994 to track automobile parts? You do now.
The following ten examples fail at the first hurdle....
QR madness on the motorway
Not only it is dangerous to scan, but it doesn't really give you any reason to. Rather than wasting this space on giant QR code, the company could have just put a URL there..
(HT:@rhodri)
Please don't try to scan this one
Crazy...
(via Grapple blog)
Towed by airplane
Tricky...
(via WTFQRcodes)
On a billboard, high above the freeway
Impossible, and dangerous.
(via Antony Juliano)
Spinning QR code
Only scannable by giants...
(via creativeguerillamarketing)
Urinals
Not the kind of place you want to get your camera phone out...
(via Tnooz)
How is anyone going to scan this?
Try to put QR codes where someone can scan them without breaking their neck...
(via themobilisits)
On a coach
At least the lorry had a code big enough to scan.
(via jlwatsonconsulting)
On the inside of a beer bottle
It might have worked on the outside..
(via bopuc on Flickr)
On airport luggage coneyor belt
Bonkers.
(via copyranter)
QR codes aren't all bad though. Here are eight creative and useful QR campaigns, while we discuss ther pros and cons of QR here.
Reader comments (37)
Marketing exec at Berghaus
12:43PM on 5th October 2012
I never understood it on TV adverts - you'd never get your phone out in time! However, I'd be pretty tempted by the beer bottle one - it's a bit more secretive. if it had some enticing CTA then I'd give it a go.
1:42PM on 5th October 2012
surely QR codes have become a 'thing' unto themselves, that we expect them to be put in stupid places to have a geeky chuckle at?
Unless it's printed clearly and not going to move (ie newspaper, shop window, back of cinema stub) what advantage does a QR have over a 'friendly' short URL you could recite to your mum over the phone?
my $0.02
3:31PM on 5th October 2012
@David - While the beer bottle one might be enticing, it's impossible to scan. It is VERY tricky to scan a QR Code that is on a curved surface to begin with, add in the reflection from the glass, and the added distortion of the code being behind 2 layers of glass = completely impossible.
@David - You are 100% correct. When companies don't think the campaign through to the very end, the result is these collections of "fails". QR Codes have gained popularity for all the right reasons - easy for consumers to adapt to, cheap to produce. But they are going to fail if marketers don't smarten up. Not only does the placement of the code matter - a flat, non-shiny surface that isn't moving, but the destination is just as important! When you present something to someone with the sole purpose of connecting with them on their mobile device, the content your deliver NEEDS to be mobile friendly!
3:33PM on 5th October 2012
Sorry - the 2nd one is @Scott
4:15PM on 5th October 2012
I wonder who will drive and scan the code on the billboards and cars. Hrmmm GREAT IDEA!
Digital Marketing Executive at Koozai Ltd
4:26PM on 5th October 2012
Believe it or not the one on the tube line actually works! I tried it when I saw it (albeit sceptically) but it worked! If I recall, it didn't take me to a mobile optimised site though....Bounce!
4:49AM on 8th October 2012
@Nicole
I think the logic behind the code on the back of the label, is to peel the label off and scan, not scan it though the glass....
Marketing Communications at Immediatag, LLC
6:17AM on 8th October 2012
@Andrew - If it's your first beer, you may have enough logic to think that through, but it does not mean you'll have the skill to accomplish it :)
Head of Editorial Client Services at Sticky Content
11:23AM on 8th October 2012
A QR code actually has quite a narrow window of opportunity - ie where it's genuinely the most effective way to share content. And Matt above is absolutely spot-on - too many of them lead to a homepage or some other irrelevant content cul-de-sac. In practice, they've too often been a real usability damp squib.
The most ill-thought-out QR usage I ever saw was when I received an unsolicited marketing email from someone who was so keen for readers to visit their site, they'd helpfully included the QR to it in their email signature.
Digital Marketing Executive at Koozai Ltd
11:26AM on 8th October 2012
Rather than the actual link to the site they wanted you to visit? That's mad!
Chairman at Nett Sales LLP
11:36AM on 8th October 2012
@Chris - I'm impressed you got the tube one to work. Tube is not known for it's great web availability!!
Digital Marketing Executive at Koozai Ltd
11:42AM on 8th October 2012
Well, I saved the URL rather than expected it to load down there. The point is that I got it to read which I was impressed with!
Chairman at Nett Sales LLP
11:43AM on 8th October 2012
True - but I guess you are the exception rather than the rule Chris.
Digital Marketing Executive at Koozai Ltd
11:44AM on 8th October 2012
Always! Haha
Head of Editorial Client Services at Sticky Content
11:47AM on 8th October 2012
@Chris. Yep. To be frank, my mind is still boggling at the logic.
Field Marketing Manager at bemoko part of SDL
1:17PM on 8th October 2012
excellent post cheered my monday up , I will make sure that all these elements are covered in our next marketing meeting on where not to use QR codes! I agree with the comment if you are pushed to a non mobile site then it was a waste of a possible lead. However if you are struggling to scan it from the ground or on a moving lorry then you need to sack your agency or marketing team #epicfail
2:56PM on 8th October 2012
The QR in the toilet is useful, some pubs in my country have ads in the restrooms and probably is the only place that you have pay your attention in a wall more than 5 seconds.
5:00PM on 8th October 2012
I'm very surprised to not see the "booth babe" spokesmodels from last weekend's Eurogamer Expo on here - they had QR codes temporarily tattooed onto their backsides. Not only impractical (and a bit weird looking) to read, but also entirely creepy if the girl wearing the code didn't know what QR codes do!
Editor at Econsultancy
5:02PM on 8th October 2012
@Amanda Perhaps it should have been 11 examples, that is bad.
7:29AM on 9th October 2012
Even if they are not easy to scan but they are still able to advertise them either way.
Anyway good collection...
9:09AM on 9th October 2012
Some great examples there of how NOT to do it. On the subject of QR codes - I can't believe people still think it is stylish to have one on their business card. Yuk!
11:52AM on 9th October 2012
I think some companies can get carried away with the latest fads just to look cool and cutting edge.
It sometime's quicker to type a url into your phone than scan a QR code.
4:02PM on 10th October 2012
Every time I see one of these posts I am not sure whether to laugh or grab the person responsible for such thoughtless uses of QR Codes and strangle them.
The QR Code is the easiest way to bridge the offline and online worlds and lead users and potential customers to an interactive experience. When we in the QR business say interactive we do not mean breaking your neck trying to scan a code or waving our hands in frustration when a code leads us to a site that is not mobile enabled.
Enjoyed this post and it should be read by all businesses in order to teach what NOT to do with a QR Code.
Of course I would love to see a post on 10 examples of QR Code genius.
4:32AM on 11th October 2012
Hilarious examples! Always interesting with companies who doesn't even take 2 seconds to think about how their customers will interact with their message. Which in this case happened to be QR codes, something that makes the mistake very obvious.
I find it common that the same mistake is applied in many situations, QR codes or not.
Lead Management & Nurturing Coordinator at GFI Software
3:08PM on 16th October 2012
The worst is when you scan a QR code takes you to a youtube video which is great but then you get a message that this video is not available for a mobile phone.... why i ask? do people carry other devices to scan QR codes???
5:15PM on 18th October 2012
Although QR code gets the message done, the target is missed bit...There need to be done more if the impact is to be felt again...
2:00PM on 22nd October 2012
I even saw M&S get in on the act a couple of months ago with a huge QR code in a flagship store window with no call to action. even the biggest brands are getting it wrong.
Digital Marketing Executive at Koozai
5:10PM on 22nd October 2012
Some of these are crazy! I have never understood a QR code without a CTA, let alone one that puts you in danger of you try to scan it!
Head of Digital at Digital Media Managers
3:21PM on 29th October 2012
QR Codes after seeing these some are Plane crazy, others could give you a headache and some are just taking the p.. Well some are very clever.
10:15PM on 31st October 2012
Getting it right really is important so that's why we publish the Do's and Don't's for using QR codes. Check out our GetQR8ive Page at QR8it.net. We try to educate our business partners so they can get the best from their mobile marketing and our system provides full analytics so you can see how your QR code is performing. Also pointing the device to a mobile friendly page is ranked no.1 on the list when using QR codes.
The good news is, smartphones are on the increase so QR codes will be around for a long time. We just need to be QR8ive :)
8:40PM on 6th November 2012
I want to add a QR code to a t-shirt and have it link to campaign landing page. (This is my first attempt with utilizing this technology, so please forgive a dumb question.) We had created the code last year, but couldn't follow through. I'm just now picking the project up again, but the code doesn't work any more. Do QR codes only last so long? We plan to add the URL as well for people who don't have smart phones, but since a t-shirt can last quite a while, I don't want to bother with adding a QR code if it only works for 6 months.
3:32AM on 18th November 2012
I build mobile websites for a living and I often have to explain to new clients what QR codes are and how they could be useful. Thanks for this article. I'm going to send them here to see these QR codes and how to NOT use them as much as how and when to use them.
5:00PM on 13th December 2012
Then we are asking our selves why QR codes wouldn't be able to make it.
Problem are not QR codes, but communication agencies that really don't understand how to use them.
I've seen many of these examples around the world.. QRs in subways (with no internet signal there) is another good subject.
We must help Ad guys to learn the best practices for a successful QR campaign.
Thanks so much for this article. Now this is a good starting point!
12:39PM on 14th December 2012
The content is good and very informative and I personally thank you for sharing the QR codes articles with us..
1:08PM on 17th December 2012
This blog was... how do you say it? Relevant!
! Finally I have found something that helped
me. Kudos!
8:53PM on 19th December 2012
Meadows Publishing Solutions has released an updated version of their 2D Bar Code Module for Adobe InDesign, with a free license option for producing QR Codes. This new software module is designed to generate QR Code, Data Matrix, and PDF417 two-dimensional bar codes directly in any Adobe InDesign document.
To help introduce the product, Meadows is currently offering a FREE license of the new module, which is limited to the production of QR Codes. The free license can be obtained by visiting www.meadowsps.com/free2d
7:59AM on 18th April 2013
I think some of these examples are just places where they didn't want to pay for the alternate design to remove the QR code then the extra logistics of ensuring none QR code content got to the right billboards and vice versa. Easier to send out the same ad to all billboards ...
some poor examples of poor QR codes !
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