Yesterday, the excellent London Freeze event posted a QR code onto our Facebook page.
No problem with that. It’s great use of Facebook, but we found the image they posted interesting – a QR code, with the instruction to get out your smart phone and scan it to get a 10% discount on tickets.
Confusing black lines or exciting new idea?
Isn’t it a waste of time using a QR code online?
All QR codes are simply a link to a URL, so why didn’t London Freeze simply post the link to the discount? Presumably more people would take up the offer. It certainly seems counter-intuitive to ask a user to hold their phone up to their laptop screen then view the link on their phone.
Here’s the upside:
– Anyone actually using QR codes on their mobile is an early adopter
– If they’re an early adopter, they are likely to be an influencer, who can create invaluable word of mouth support
– It also positions the London Freeze as a cool brand using sexy technology
Most people don’t understand what QR codes are, but if the use of it generates desire, then that’s a marketing job well done.
By Iain Martin
3 comments
Jaakko says:
Sep 9, 2011
I´d still say the use of a QR code online is silly.
I see it as fashion over function, whereas it should be the other way round. Maybe also underestimating the so called early adopters a bit..
Nick says:
Sep 12, 2011
I’ve used them and they are good if used properly. Link you say using them as a link is poor. Using them as a app download onto my phone is good, Useing then as an electronic ticket is best. I’m sure they are here to stay.
iain says:
Sep 15, 2011
“fashion over function” – you may have a point, Jaako. I still feel that it’s worth it from a positioning point of view.