Presentation covering the interactive QR Code campaign that we did for a recent trade show. The campaign acted as a lead generation campaign - but also as an interactive campaign that had a gaming aspect to it. Each QR Code related to a location and held a marketing message and a points value. More information can be found at http://david.baldaro.me.uk/2010/11/using-qr-codes-to-capture-leads-%E2%80%93-an-xmpie-marketing-campaign-at-mediapro-2010/

1. MediaPro 2010 XMPie Campaign
Location-based cross media QRCode Campaign

2. Copyright 2009 XMPie. All Rights Reserved. 2
General Concept
 General concept is to teach people about how they can ‘navigate’
themselves to success using cross media campaigns
 This will be achieved by using various QRCodes around the show
– Several A2/A1 posters placed in physical locations (XMPie booth, partner
booths)
– Several t-shirt design being worn by people walking around the show
– Numerous A5 sized postcards being handed out and placed around the show
 Each QRCode will bring people into the campaign – each with a
different ‘point’ value associated with it. Effectively the more points a
customer gets – more likely they are to win the iPad.
17-Jun-09

3. Copyright 2009 XMPie. All Rights Reserved. 3
General Concept
January 30, 2015

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Walkthrough
January 30, 2015
 Users accessing http://mediapro.xmpie.com without scanning a QR
code will be brought into a static webpage providing information
about the campaign

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Walkthrough – Stage 1
January 30, 2015
 First time a customer scans a QRCode they are brought into the
campaign – they effectively register to win an iPad, by finding more
QRCode locations and scanning them.
 Points are rewarded for each QRCode scanned

6. Copyright 2009 XMPie. All Rights Reserved. 6
Walkthrough – Stage 2
 If the customer, after registering does nothing else they will receive
an SMS reminding them to continue, with the location of another
QRCode
 Reminders are sent after 1, 2 and 3 hours of inactivity via both email
and SMS
January 30, 2015

7. Copyright 2009 XMPie. All Rights Reserved. 7
Walkthrough – Stage 3
January 30, 2015
 Subsequent scans of a QRCode will bring customers back into the
campaign. Campaign will recognise the user if they scan the same
QRCode more than once.

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Walkthrough – Stage 4
January 30, 2015
 Upon finding another QRCode customers will be brought back into
the campaign. The marketing message will vary depending on the
QRCode scanned.
 Points awarded will also vary depending on QRCode scanned
 More points are available if the users answer additional questions

9. Copyright 2009 XMPie. All Rights Reserved. 9
Photos
January 30, 2015

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Observations
 The campaign itself was a success and people interacted mainly
because of the ‘gaming’ element.
 QR Codes are still in the hands of the tech-savy, early adopters:
– A personal observation was that less than 50% of the shows audience actually
knew what a QR Code was.
– Less the 25% of the people that we engaged actually had a QR Code reader
on their device.
 It was essential that we had people walking the floor engaging
people about the campaign and getting them started into the
campaign.
– There is not understanding of QR Codes in the public to rely on public
engagement alone.
January 30, 2015

11. Copyright 2009 XMPie. All Rights Reserved. 11
David Baldaro
david.baldaro@xmpie.com
http://www.twitter.com/davidbaldaro
http://david.baldaro.me.uk