Market research.com 2816922

MARKETER’S PRIMER SERIES
QR Codes: What You Need to Know

© Heidi Tolliver-Nigro
www.digitalprintingreports.com
Q4 2010

Marketer’s Primer Series:
QR Codes & Other 2D Codes

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TABLE OF CONTENTS
Introduction 5

Section 1: How QR Codes Work 7
What’s in a Code? 8
Creating QR Codes 9
Reading QR Codes 9
Non QR “QR” Codes 10
Proprietary Codes 10
Section 2: How QR Codes Work 13
Marketing Benefits of QR Codes 13
Drawbacks to QR Codes 14
No Excuses 16
QR Codes in Action (Try It Out) 16
Section 3: Top QR Code Applications 17
Marketing Collateral 17
Billboards 18
Book Publishing 19
Ticketing and Couponing 19
Packaging 19
Posters and Advertising 20
Magazines and Newspapers 20
Point of Sale 21
Email 21
Business Cards and Corporate Identity 22
Television 22
Everything Else 23

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Section 4: QR Code Case Studies 24
Letterbox Deals Direct Mailer 24
CrawfordTech E-Newsletter 25
Microsoft Tag in Publishing 26
Digiturk 26
Hurriyet 28
Get Married 28
Millmar Paper’s “Ball It Up” Challenge 29
“Stone Age Meats” (Bosch) 30
Other Examples From Around the Industry 31
Retail 31
Airlines 32
Books 32
Direct Sales 32
Film 32
Music 33
Sweepstakes and Prizes 33
Entertainment Promotion 33
Social Networking 33
Newspapers 34
Section 5: Best Practices for QR Codes 35

Section 6: Conclusions 39
Differentiate Between Marketing and Testing 40
For Further Reference 41
About Heidi Tolliver-Nigro 43

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INTRODUCTION
You are starting to see them everywhere. They look like jigsaw puzzles,
sometimes in color but most often in black-and-white. You see them in
magazine advertisements, on posters and billboards, on business cards, and
just about everywhere else. They are quick response (or QR) codes,
sometimes called QRCs. They act as mobile shortcuts to websites, discount
coupons, videos, and other content.
Whether you are a
marketer doing a sales
promotion or a college
student sending people to
your Facebook page,
what makes these codes
so compelling is that they
are an immediate
response mechanism.
If viewers see something
they like (an
advertisement, the front
of your t-shirt), they
simply snap a picture of
the QR code with their
cellphones.
The phone is
automatically directed to a
Pepsi’s Maximillion campaign. Image source:
webpage, video, discount,
interlinkONE
or other content. Static
content suddenly turns into
a dynamic, interactive medium.
QR codes are particularly appealing in the world of marketing because they
use the cellphone as the response mechanism.1 This way, they capture
viewers’ interest at the very moment it is piqued. You don’t lose eyeballs by
asking people to manually input URLs or scribble them down onto a piece
of paper that might get lost.

1
They can use other readers, as well, such as webcams, but the focus is on cellphones.

5


It is no wonder so many of today’s top brands are using QR codes. These
include GMC, Ford, Google, Pepsi, Ralph Lauren, The Weather Channel,
Best Buy, Chevrolet, Starbucks, Facebook, and countless more.
• Section 1 looks at what QR codes are and their different flavors and
varieties.
• Section 2 looks at how QR codes affect marketing, both their
benefits and their drawbacks.
• Section 3 looks at QR code applications. Think you know how QR
codes are used? From direct sales to music downloads to ticketing,
the variety may surprise you.
• Section 4 looks at a number of detailed case studies using QR codes.
• Section 5 looks at the best practices for QR codes.
• Section 6 draws final conclusions and provides references for more
information.
Welcome to “QR Codes: What You Need to Know,” part of the Marketer’s
Primer Series.

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SECTION 1: HOW QR CODES WORK
What are QR codes? “QR” (or quick response) codes are two-dimensional
codes very similar to those you see printed on your mail or on products in
the store. Instead of looking like a series of bars like postal and UPC codes,
however, they are square and use a series of smaller squares or other
patterns to create attractive puzzle-like images.
QR codes can be “read” by many different types of devices, but the focus is
on cellphones. Consumers simply snap a picture of the code and access a
discount code, view a video, or are directed to a website where they can
interact with the brand by doing things like shopping, viewing images or
watching videos, playing games, or entering a sweepstakes.

Image source: interlink ONE

QR codes can even be created to send people to their own personalized URLs
(for more on personalized URLs, see the companion primer “Personalized
URLs: Beyond the Hype”).
In their most basic form, these codes have been around for years. But their
use for marketing has been growing the fastest in Europe and Japan. Now
their use is now exploding in the United States. Mainstream software
vendors like Fuse, interlinkONE, XMPie, Printable, MindFire,
AmazingPrint have all added QR codes to their 1:1 printing, personalized
URL, Web-to-print, and integrated marketing campaign solutions.

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What’s in a code?
Most QR codes are black-and-white, but they can be in
color, too. QR codes can be massive in size (large
enough to be hung on a billboard) or as small as 1.25
inches square.2
One neat feature is that they work even when the
pattern is broken. This means that if the substrate is
damaged (ripped, faded, or even if a piece is
missing), they can often still be read. This also
Source: allows marketers to include versions of their logos
BeeTagg.com inside the code.
Nearly all the applications being discussed today
involve going to websites. But QR codes can store a lot of information in the
codes themselves, too.
They can store:
• 7,089 numbers
• 4,296 letters and numbers
• 2,953 bytes (binary characters)
This means, theoretically, they could store short newspaper articles,
marketing copy, and other content that can be viewed without taking the
viewer to a website. But you need to be careful. The more information the
code contains, the more complex the code and the more difficult it will be
for the phone to read (see examples below).

Source: interlinkONE
2
There are also “micro-codes,” which have a very small footprint and were designed to encode
small amounts of data, such as a serial number, but they are not the focus of this report.

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Creating QR codes
Creating a QR code is simple. There are a variety
of QR code generators on the market. Among QR codes are
them: designed to be
• Kaywa QR Code Generator readable, even
when a certain
• Zing QR Code Generator
percentage of
• Nokia data loss. Some
• QR Stuff can still be
• Zxing read with 7%
data loss, 15%
To create the most basic codes, you simply go to data loss, or
the site, input the URL to which you would like
the code to point, and hit “generate code.” You’ll
even 30%,
get back a .png or .jpg image you save and insert depending on
into your print or online materials. how the code is
Yes, it’s that easy. set up.
Using more complex software, you can also create
personalized QR codes (say for generating personalized URLs); codes with
embedded logos; or provide extremely detailed tracking and multi-channel
integration capabilities. Some are even “smart codes” that can customize the
content the viewer sees based on information (date, location, model of
photo) being read. These are generally available through 1:1 print providers,
integrated media, or marketing companies.
For a more complete list of more specialized generators, visit the 2D code
site (http://2d-code.co.uk/qr-code-generators).

QR code readers
QR code readers are the software used to decode the QR code and launch
the application. Some phones come with readers installed. Others require
viewers to download them.
Among the most popular readers are:
• I-nigma
• Neo Reader

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• Blackberry reader
• IMatrix
• Kaywa Reader
• QuickMark
For a more complete list of readers, visit the 2D code site (http://2d-
code.co.uk/qr-code-readers/).
Non-QR “QR” codes
“QR” is a generic industry standard that can be
produced by just about anyone. There are other
standards, however, such as Datamatrix, which
uses triangles rather than squares to create the
pattern (see code left).
Hypothetically, QR codes can be read by any
of a variety of generic readers. In reality (as we
see in the world of Internet browsing), some
readers work better than others for different
codes and on different phones. There are some
heavy users of mobile applications who may
have five or six code readers on their phones just in case.
There are also readers (called “multi-code readers” that are designed to read
multiple codes.
Proprietary codes
There are proprietary formats, as well. These include Microsoft Tag,
BeeTagg, and ScanLife (although ScanLife is reportedly moving in the
direction of QR codes). These require proprietary software to create and
read. Because they don’t have to be all things to all people, proprietary
codes work more reliably and predictably than QR codes.

10


Microsoft Tag is a four-color
code that uses triangles rather
than squares. These codes are
said to be readable in lower
light than other codes.

Instead of using squares,
BeeTaggs use elements that
look like honeycombs. The
center space allows
companies to add logos and
images without interfering
with the code.

There are also infinite variations of custom-created QR codes that may use
anything from hearts to small photographs (see example below) to create the
codes.
There are a number of
multi-code readers
designed to read both
proprietary and QR codes
(such as those offered by
ScanLife and BeeTagg).
As with generic QR code
readers, they do not work
as reliably and predictably
as proprietary-only
readers.

Example of a custom QR code.
Image source:
http://marksprague.wordpress.com/

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Different codes have taken hold in different industries and different markets.
For example, in the U.S., we see QR codes in advertising and marketing
collateral, while Datamatrix is often used for identification and serialization.
The Aztec code is used for airline ticketing, and so on.
This report will focus primarily on marketing and publishing applications,
but it’s important to keep in mind that they are but one of many uses for
these codes.

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SECTION 2: QR CODES IN MARKETING
From a marketing perspective, what’s the big deal about QR codes? Why is
their use literally exploding all around the world? Let’s take a look at just a
few of the reasons.
Marketing benefits of QR codes
1. QR codes are free.
In their most basic form, QR codes are free to generate and cost nothing
extra to print. Just add them to your materials like any other image.
Your printer or marketing firm may charge you a small fee to add thee
codes, which usually comes with basic testing of the code’s functionality,
but the actual generation of the code is free.
2. QR codes provide an immediate response mechanism.
As soon as an advertisement or marketing pitch catches their eye,
consumers snap and view. There is no delay between the interest and the
response. This eliminates the drop in response rates that comes when
people are required to type in URLs by hand or write down information on
a piece of paper. Think of this as the marketing equivalent of an impulse
buy at the retail store.
3. They capitalize on today’s mobile culture.
Today’s cellphone has been described as today’s laptop. People’s entire
lives are stored on their phones, from contacts to family photos. The
cellphone is the one device that is with people all the time.
A jogger is running in Central Park and sees a QR code on a billboard of
interest. She stops, snaps the code, which is stored on her phone for later,
and continues running. While at a friend’s backyard BBQ, a teen sees a new
CD by his favorite band. By snapping the QR code on the back of the jewel
case, he is instantly directed to a mobile version of the album where he can
listen to audio clips, purchase tracks from the album, or buy tickets to the
tour. He can even access links that automatically Tweet the information or
post it on his Facebook account.
4. They are highly trackable.
Not only are QR codes trackable themselves, but they provide tracking for
other types of media such as billboards or magazine advertisements that are

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not otherwise trackable. Because QR codes can be set up to record the type
of phone used to read the code, they also give you passalong information.
With the proper back-end tracking, if five different people access the code,
the advertiser will know it.
5. They turn static media into interactive media.
Print of any kind is a (mostly) a static medium. Adding QR codes creates an
immediate, interactive experience. By adding QR codes to articles,
newspapers can direct readers to additional video or images for feature
stories. Celebrity magazines can provide readers with exclusive interviews
with movie stars or other key personalities. Readers picking up the latest
Harry Potter book could scan a QR code on the cover to find out when the
movie will be released. One applications developer is working with
restaurants to add QR codes to their children’s menus, allowing children to
continue the game experience online. (Don’t worry, the restaurant is still
giving out paper and crayons!)
6. They get viewers actively involved with the brand.
The ability to immediately respond to what they see gets people actively
involved with a brand. QR codes can send people to blogs or other
communities where they can take surveys or post feedback to articles,
events, or images. Many codes offer the ability to immediately Tweet or
post to Facebook pages, enabling the campaign to go viral.
7. They make the content portable.
Once the information is on the cellphone, it goes wherever the user goes. This
has tremendous benefits for shopping, event tickets, coupons, and more.
Drawbacks to QR codes
There are drawbacks to QR codes, too, but many will diminish with time.
1. Low level of market awareness
Relatively few consumers, except for those already in marketing,
publishing, or tech-savvy industries, are familiar with these codes.
Gradually, awareness is growing, but the addition of QR codes to marketing
and advertising materials is growing in advance of (and is a pre-requisite to)
consumer awareness.

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The good news is that it doesn’t cost anything to add basic QR codes. The
more marketers begin adding QR codes, the more people will begin asking
questions about them and begin to use them.
2. QR code reader installation
Not all cellphones come preinstalled with QR code readers. The first time a
person snaps a code, he might have to take the extra step of downloading the
QR code reader. Whether he does depends on the value of the information to
him. A case study out of Australia suggests that, if the deal is sweet enough,
people will do just that. LetterBox Deals, a catalog company, enticed
recipients of a direct mail piece to enter a sweepstakes for a new computer
using a QR code. Sixty-percent of people responding to the offer
downloaded the reader in order to participate in the offer. Whether people
will download a reader in order to view an ad is another question.
3. Lack of standardization in mobile phones
It’s been said that understanding your QR code audience means
understanding their phones. That’s because it’s not just who is operating the
phone, but what the phone can and cannot do.
Different phones have different screen sizes, screen formats, and different
browsing and viewing capabilities. Your mobile content will not always be
viewed the same way through every phone.
Furthermore, not all readers work well with all codes and all phones. There
is a lack of standardization that leads to some inconsistency in readability.
Hence the value of proprietary formats, although this does require people to
have multiple readers on their phones.
4. Need for mobile websites
Although today’s larger screen sizes and better browsing capabilities make
it easier for people to surf even non-mobile sites, a best practice is to
develop mobile-specific content for mobile marketing campaigns. Even with
the best phones, mobile sites make it faster and easier to navigate them.
So while it may be free to add a QR code to your promotional piece, you
may want to point these codes to mobile-specific landing pages to maximize
readability. If you aren’t already optimizing for mobile content, this adds
another layer to the campaign.

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4. Low level data plan usage
In order for users to access the pages to which the codes point, they must
have a data plan on their phones. While the percentage of cellphone users
with data plans is growing, it’s not yet mainstream.

No excuses
None of these drawbacks are to suggest that QR codes should not be used or
are not ready to be used as part of a well-planned marketing campaign. They
are simply factors that should be taken into consideration in your planning.
Especially if you want to reach a broad audience, for example, you don’t
want a QR code to be the only way to respond. But certainly incorporate it
into your overall marketing strategy where it makes sense.

Try QR Codes — In Action!
For a terrific example of QR codes in action, see this example by author Nick
Bilton. If you were to scan the QR code in Nick Bilton’s new book, I Live in the
Future and Here’s How It Works, this is what the mobile landing page will look
like and what it will say (this example uses Beetag format):

http://nickbilton.com/future/0/.
As you watch it, imagine how and why this is appropriate to a mobile audience.
• They don’t have to read anything.
• They can see examples of the book’s main points in action.
• They get Nick’s key selling points succinctly, in a format they can
absorb quickly and easily in a cab, in a colleague’s office, or the
bookstore.
This example demonstrates the best of what QR codes are about.

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SECTION 3: TOP QR CODE APPLICATIONS
How can QR codes be used? What are the most common and successful
applications? Since QR codes are, for the most part, shortcuts to websites,
asking this question is a bit like asking how the Internet itself is being used.
They are so versatile that it’s difficult to categorize them.
Still, let’s try. We’ll list them here, then go into more detail with case
studies in the next section.
Marketing collateral
QR codes provide an immediate response and tracking mechanism for all
types of printed media, from marketing collateral to billboards. Marketers
are sending recipients to specific offers, sweepstakes, or coupons. Real
estate agents are adding QR codes to direct mailers and “for sale” signs,
sending prospects to pages with mobile-optimized videos and 360-degree
views of key properties.

Image source interlink ONE

17


Billboards
We are seeing more and more QR codes on billboards these days. In the
example below, someone interested in renting space in the building can
click the QR code to go to
the realtor’s or builder’s
site to view specifications,
pricing, and other
information.
In retail applications
(below), a viewer might be
taken to a site displaying
the full product line,
including sizes, styles, and
colors. Even discounts.
Because these codes can
be tracked, the marketer
can determine which
billboards in which
locations are the most
successful by which QR
codes are used to access
them.

Image source: interlinkONE

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Book publishing
Publishers are adding QR codes to
book jackets, sending readers to
interviews, videos, reader
communities, and other content that
supports the book. HarperCollins,
for example, has added QR codes to
its teen releases L.A. Candy and The
Amanda Project. In the case of L.A.
Candy, the code allows users to
watch a video, read a portion of the
book, share it with a friend, or buy
the book.
The idea of QR codes is also
To view a video on Editoras’ Living creating experimentation with new
Book made 100% from QR codes, just product lines. One marketer,
snap the code! Don’t have a QR code Editoras, for example, created an
reader or mobile Internet access? Use entire book out of QR codes, with
this link: http://tinyurl.com/nxzjvy content that updates on a daily basis
based on content drawn from
Twitter. Every time the reader scans the codes
on the book’s pages, different content is
displayed.
Ticketing and couponing
No more lost tickets or coupons. Just show the
discount code or coupon on your phone.
Packaging
A teenager trying to decide whether or not to
purchase the latest video game might snap the
QR code on the packaging to see a video of the
game in action. A mother buying a new brand
of rice might snap the code for an intriguing
new recipe. Or a product requiring installation
might include a QR code taking buyers to a
“how to” video. Imagine how that would
reduce calls to tech support!

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Posters and advertising
In the movie industry, for example, QR codes are being added to posters,
magazine ads, and other promotional materials
to send viewers to video clips or other
interactive media that promote the film. Not
only can people see an ad for the latest film,
but if they snap the QR code, they can view
the trailer, too.
In 2008, in advance of the U.S. Open, Ralph
Lauren used QR codes to send people to
websites promote its tennis merchandise at the
peak of their interest.
For real estate, codes can be used to provide
more information on the home, office, or land.
Even launch 3D tours.
Magazine and newspaper
publishing
QR codes provide an immediate response
mechanism for magazine advertising. They
also provide an excellent tracking mechanism
for proving, not just that people are
viewing the ads, but that they are Image source: interlink ONE
responding to them.

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QR codes can also provide an interactive experience not possible with print.
Entertainment Weekly, for example, recently added Microsoft Tags to its
Summer Movie Edition to allow readers to view trailers for 16 featured
films. Codes directed readers to YouTube videos of movies like Sex and the
City 2 and Ironman 2.
QR codes are also giving media companies another source of revenue. The
codes send readers to additional content online, but before the content plays,
the viewer is exposed to an advertising trailer. This gives magazines yet
another revenue stream. (See Digiturk case study.)
Publishers can link readers to additional editorial coverage, such as images,
articles, or videos, creating additional value to the print publication.
Point of sale
QR codes added to the point of sale can take viewers to immediate product
information. Prices, styles, additional colors or options can be accessed
instantly. In one example, provided
by Tappinn the QR Code Galaxy,
shows a QR code in use by Spazio
24 at a jewelry show.
The code to your left takes you to a
YouTube video where the reporter
shows the QR code used in a POP
display in the jeweler’s case. The
reporter snaps the code, which takes
him to the jeweler’s website with
the full product line and pricing.
Watching the video shows just how
powerful these applications can be.
Non-QR-code enabled readers can use this link: http://tinyurl.com/276thc3.
Email
QR codes are not just for print. Case studies regularly show that, even when
people are sitting in front of their computers, they will snap a QR code with
their cellphones. This allows marketers to use QR codes as a direct
response mechanism for e-newsletters, direct e-mail marketing, and more.

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Business
cards and
corporate
identity
QR codes can
be used to
hold contact
information
and make
great
additions to
business
cards and
corporate
identity
materials.
Image source (above and below): interlink ONE The viewer
snaps the
code and the marketer’s contact information (name, address, phone
numbers, URLs, Twitter ID, and more) is automatically added to the
phone’s contact database. Similar concepts can be applied to name tags for
industry conferences and events.
Television
Yes, television. The code at left
was designed to run in a
television ad promoting season
three of True Blood. The ad was
a 30-second spot that aired
during ABC’s last episode of
Lost. The code only showed
briefly because the campaign
was intended to make use of
DVR devices like TIVO, which
allow viewers to freeze the
commercial so they could scan
the code.

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Everything else
Really, the applications are endless.
Scan QR codes on train or plane
tickets to check flights and
departures. Add them to travel
brochures so travelers can see the
inside of hotel rooms,
accommodations, get walking maps,
or see attractions. There is even a
Japanese company creating
tombstones with QR cavities that
open to reveal a QR code that, when
snapped, takes you to photos of the
deceased during happier times to
help family and friends remember.
For “101 Uses of QR Codes,” check out the blog post through the QR code at
left. If that doesn’t get your creative juices moving, not much will!

(If you cannot snap this code, log into http://tinyurl.com/24ujcwp.)

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SECTION 4: QR CODE CASE STUDIES
If you do an online search for “QR code case studies,” you’ll find a lot of
examples of how marketers, including large brand marketers, are using QR
codes. But these aren’t really case studies in the sense that they don’t
provide the kind of detail (or metrics) that allow someone to really
understand how these campaigns work or how successful they are.
In this section, we’ll look at a few true case studies using QR codes, along
with conclusions that can be drawn from them. Then we’ll provide a list of
some of many additional examples available that illustrate how these codes
are being used well.

Letterbox Deals Direct Mailer

Image source: Insqribe

This case study comes from the blog of Insqribe, a real-time analytics
platform. One of its clients, Letterbox Deals, a premium quality coupon
catalog, used QR codes to launch its first print catalog in the Sydney,
Australia, market.
The campaign objective was to build awareness of the Letterbox Deals
brand by giving away Dell notebook computers. Recipients had the
opportunity to enter a competition either by website or QR code. The
results?

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• 21.3 million households received Letterbox Deals catalog
• Thousands of competition entries were received (the actual number
was not disclosed)
• 25% of entries were submitted via the QR code
• 60% of consumers downloaded the QR code reader (via the Insqribe
service) in order to enter
• High percentage of the QR code scans occurred within people’s
homes
Because 60% of entrants downloaded a QR reader in order to enter the
campaign, Insqribe suggests that not having a reader pre-installed on the
device is necessarily a big barrier to QR code use. It must be remembered,
however, that this campaign had a strong incentive — the chance to win a
computer. QR codes used on most marketing collateral will not offer such
an incentive.
It is interesting that one-quarter of competition entries came from people
from scanning their QR codes at home, where they could easily have used a
home computer. This tells us that, even when a computer is available,
people will still snap QR codes on their phones. Why? Is it immediacy?
Convenience? They just like using their phones? Whatever it is, this trend
has been confirmed by other campaigns.
Crawford Technologies E-Newsletter
CrawfordTech works with large companies to reduce process costs
associated with delivering bills, statements, and other mission-critical
transactional communications.
Part of CrawfordTech’s brand positioning is its understanding of the
technology and business implications of information management. For this
reason, it wanted to educate its customers on the use of QR codes and to
encourage them to incorporate QR codes into their print production. It also
wanted to test the readiness of the U.S. market for QR codes.
To do this, it discussed QR codes in the March 2010 issue of its digital
newsletter, Crawford Courier. It discussed QR codes in the content of
newsletter and incorporated a QR code on the first page. The code took
respondents to an online form pre-populated with their contact information
that they could update, if necessary. They could also click through a link to
find out more about QR codes.

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A total of 14.2% of recipients scanned the QR code and 9% responded to the
company’s request to provide information. The QR code application also
allowed Crawford Technologies to update the records of thousands of
clients and partners at a minimal cost.
One of the lessons the
company took from the
campaign was that, not only is
the U.S. market ready for QR
codes, but because this was a
B2B application, it was most
likely being read in recipients’
offices. In other words, once
again, people were willing to
scan these codes even when
they were sitting right in front
of their computers!
On a related note, this leads to
the observation about the
success of QR codes for email.
In case study after case study,
we see people willing to scan
QR codes, even when in front
of a computer screen.
Microsoft Tag in
Publishing
Following are four short case studies provided by Microsoft Tag. What is
interesting is how they each show off a different benefit to publishers.
Digiturk
Digiturk provides television, radio, and interactive digital music
programming to millions of customers around the world. Its monthly media
and entertainment guide, Digiturk, reaches 2.5 million subscribers and
regularly exceeds 300,000 copies in sales.
Digiturk contains information about the company’s media and entertainment
offerings. These include foreign programs, movies, documentaries, and
family entertainment. To connect its magazine with these products, Digiturk
adopted Microsoft Tag.

26


Starting in 2009, Digiturk began using Tag to deliver trailers of its
programming to the magazine’s readers. This accomplishes two things: 1) It
provides an interactive experience for Digiturk’s readers. 2) Before the
trailers play, Digiturk shows its advertisers’ commercials. This makes the
publication more attractive to advertisers and helps the publisher generate
additional revenue.

Future plans include using Tag to deliver privileged and exclusive services
to VIP customers.
Hurriyet
Hurriyet, a Turkish newspaper, began including Tag in its pages to lure
younger readers. It added Tag to its editorial during the final half of 2009,
giving readers the ability to access additional editorial content such as online
photo albums and videos related to news stories. It also allows them to
interact with the publication by taking part instantly in digital surveys and
commenting on news articles.

27


PAGINE Si!
In October 2009, PAGINE Si! became the first company to use Microsoft
Tag systematically in a yellow pages directory and to integrate Tag into an
advertising package.
Initially, PAGINE Si! targeted the companies that were already represented
in its phone directories. It began offering premium ad packages that feature
Tag. Whether or not advertisers already have a Web Site, PAGINE Si!
provides those who purchase Tag-based listings with a mobile Internet
landing page that links directory users to additional information, offers,
discounts, and coupons.

Get Married
As part of a new approach to wedding planning, U.S.-based Get Married
Media is integrating its expertise and proficiency in TV and Internet
production with a new print publication, Get Married magazine. With Tag,
Get Married enables brides to connect instantly to videos, websites, photos,
and information by using their mobile phones.
Throughout Get Married magazine, select editorial content and
advertisements are accompanied by Tag. Brides can scan any Tag and their
phones are immediately linked to interactive content. To increase the
likelihood that readers will see and interact with Tags, for its first issue
(which launched in October 2009), the magazine offered free Tag
placements to advertisers on full- and half-page ads.

28


Millmar Paper’s “Ball It Up” Challenge
Millmar Paper introduced a new cover sheet, Xtreme Coated Cover,
designed for printing on digital presses. Because toner (especially heavy
coverage of toner) can crack when the paper is folded, Millmar considered
this stock a game-changer because it doesn't crack under pressure.
Millmar knew that the best
way to get the message across
is for people to experience
this for themselves. But how?
Millmar came up with the
“Ball It Up Challenge.” It
added a QR code to an insert
for The Canvas magazine (a
publication for print sales
reps), an event poster, and to
its e-newsletter. The headline
read, “Challenge your clients
to a game of 1-on-1!” It
encouraged people to snap the
QR code, which took them to
a landing page discussing the
product and gave them an
opportunity to request free
sheets of Xtreme Coated to
“ball it up.”
Those entering the
“challenge” were sent five
6x9 cards printed on 8-pt. extreme coated cover. The cover design looked

29


like a basketball printed with, “Ball It UP!” Recipients were then invited to
ball up the sheet and play hoops. When finished, the print-outs asked the
player to unball the paper and see that it had not cracked on the fold.
Those without QR code readers were provided with a link to download one.
This not only made it easy for not-yet-QR-enabled readers to play the game,
but also for the company to track how many people were willing to
download the reader in order to participate.
In addition to the fun of taking the challenge itself, respondents were entered
into a drawing for a $100 American Express Gift Card.
Separate QR codes allow the company to track where the hits are coming
from and to track each medium separately.
On the The Canvas campaign alone, Millmar Paper got a 9% response rate
(percentage of people scanning the code who requested samples), and the
data again showed preference for mobile over desktop computers. Only 31%
of respondents typed in the URL to the campaign manually on a desktop
computer. Between 65% - 69% of respondents used their mobile phones to
scan the QR code in order to enter.
Bosch’s “Stone Age Meats”
This
campaign by
DDB Berlin
is designed to
promote
Bosch’s new
VitaFresh
refrigeration,
which keeps
vegetables,
fish and meat
fresh for
“extremely
long
periods.”

Image source: 2d code

30


As part of the campaign, Bosch created “food dummies” with tasty dinosaur
legs, mammoth steaks, and even Sabre Tooth Tiger filets (complete with
tusks). The food dummies were placed in the freezer departments of six
grocery stores throughout Germany for six days and were promoted in store
flyers and even over the store PA systems. On the new refrigeration
packaging were adhered stickers with outlines of the “Stone Age” animals
from which the “cuts” were taken and a QR code for more information.
Surprised and curious shoppers examined the packaging and many snapped
the QR codes, which resolved to the Bosch corporate site and provided more
information on the packaging.
According to DDB, the campaign resulted in 75,000 contacts in six days.
Analysts at the 2d Codes site
criticized the campaign for violating
all the rules of QR codes — it
resolved to a non-mobile site, the
site was dull, and there was nothing
interactive or intriguing about the
content. But here’s the funny thing.
The results of the campaign were
announced in late June 2010. By the
first week of July (the week this
report was first released), the
YouTube video had nearly 20,000
hits and discussion of the campaign
was tearing up the blogosphere.
Perhaps DDB knew what it was doing after all. (View the campaign —
above.)
Other examples around the industry
Let’s do a quick scan of other applications from a variety of vertical
markets.
Retail: Dick’s Sporting Goods promoted its new mobile site (“Dicks Has
Gone Mobile!”) with a QR code displayed on the jumbotron in the new
Cowboys Stadium. Ralph Lauren used QR codes to invite visitors to the
U.S. Open tennis tournament to shop for U.S.-Open-inspired tennis apparel
during the U.S. Open.

31


Airlines: Continental Airlines allows travelers to check in with a QR coded
boarding pass — just scan the code. No lines or paper necessary.
Books: Editoras created a “living book” of QR codes from Twitter users
relating to the terms “love” and “hate.” Each week, the static QR codes
point to a different quote (a basic programming adjustment for Editoras),
creating endless content in the same book.
Direct Sales: Starbucks lets customers pay with their Starbucks card using a
QR code displayed on their iPhone. The code doesn’t hold credit card
information; it just stores their Starbucks card number.
Restaurant: In Japan, McDonalds is adding QR codes that link up with
nutritional information. Want to know the calorie count on that burger?
Guilt is just a snap away. Many restaurants are also adding QR codes to
window decals that allow passersby to view their menus.

Image source: interlinkONE

Film: When the Tri Star pictures “District 9” and Tim Burton’s “9” were
released, consumers were able to scan QR codes on movie posters and
magazine advertisements to see exclusive clips from the movies,
commentary from the directors, and link to the films’ websites.

32


Music: When Green Day released its new album, “21st Century
Breakdown,” the band used QR codes in magazine ads, posters, stickers, and
other locations to direct users to a mobile site where they could download
exclusive image and videos.
Sweepstakes and Prizes: Pepsi used QR codes to market its Pepsi Max
using online games and sweepstakes.
Entertainment Promotion: Atlantis, Paradise Island resort in the Bahamas
used QR codes on its advertising posters. The QR code takes viewers to the
Atlantis website and a user agent detection device directs mobile devices to
a video on YouTube for mobile. (See p. 35 for image.)
Social Networking: YouTube is now using QR codes to enable viral
sharing. If you access the mobile YouTube site through an iPhone or
Android, you can generate a QR code that embeds a link to the video so that
you can share it, bookmark it, or embed the code on your blog or Twitter
account. Mozille has reportedly begun to offer an add-on for its Firefox
browser to generate QR codes, as well.


33


Newspapers: TIAA-CRAF used a QR code in a New York Times ad with
the headline, “Is your financial relationship suffering from a lack of
communication?” It was marketing its ability to tailor how it delivers
information the way its customers want to view it — including QR code.

This advertisement appeared in the October 8, 2009 edition of the
New York Times. Image source: interlinkONE

34


Section 5: Best Practices for QR Codes
Like any marketing technology or application, QR codes work best when
certain best practices are followed. Let’s look at a few of them.
1. Optimize for mobile sites
Because people will be snapping these codes with mobile cameras, you may
want to make sure the content to which you are driving them is optimized
for mobile viewing. Mobile phones will vary in characteristics such as
screen size, screen format, ability to support client side scripting, and the
ability to support various image formats.
It’s true that many of today’s newer phones make viewing traditional
websites easier than ever, but not everyone has one of these phones. Not
everyone has a data-heavy Internet plan, either.
2. Make the codes easy to read
Although QR codes can still function with some data loss, you want to
increase your chances of readability. Here are some tips.
1. Keep the URLs simple.
BeeTagg recommends keeping them 60 characters or less. One way to do
this is to use URL shortening like TinyURL.

Image source: 2d code
35


2. Stick with black-and-white.
If you are going to use color, use a high-contrast color like dark red or dark
purple. Low-contrast colors will reduce readability.
If the URL is less than 25 characters, it can be too simple and, again, reduce
readability. Some experts recommend using all caps. This makes the code
easier to read.
If you’re going to be placing QR codes in permanent locations, think about
things like reflections or shadows that might impact the camera’s ability to
read the code. For the same reason, glossy stock for direct mail and other
print should be avoided.
3. Keep a white border around the code.
This reduces interference with other elements around it. It is not necessary
with BeeTaggs, as long as you keep the black border.
3. Test, test, test
Treat QR codes like Web pages. Test them before deploying them, and test
them on a variety of readers and with a variety of quality phones. Newer,
more highly featured phones can handle a lot more than less expensive
phones sold by discount retailers. So use both newer and older, less fully
featured phones when testing readability.
4. Make the QR code worth decoding
Why are people going to the code? Make it worth decoding. Provide deep
content. Sweepstakes. Coupons. Music. If you are selling something, send
people to review sites. Fan pages. Make it worth their time.
One large marketer used a QR code on its newspaper advertisement, only to
send people to a dry, technical site that few — if any — people really want
to read. “These [pages] are about as exciting as watching paint dry,” the
commentator wrote. “Where is the engagement? Where is the climate
change and energy supply game/quiz with prizes, for example? If someone
has gone to the trouble of decoding your QR code, the last thing they want
to see is bland content. Instead, give them something valuable.”3
Ford was similarly criticized for its attempt in The India Times and other
publications to promote its new Figo hatchback with an ad sporting a QR

3
http://2d-code.co.uk/three-rules-of-qr-codes/

36


code. The process of launching the reader and reading the code was
cumbersome (as attested by the YouTube videos, which were admittedly
painful to watch.) Even for those persistent enough to get the code to work,
the pay-off was meager. The code sent them to a video clip they could have
seen on television. Especially if the user had to pay data charges to view it,
bloggers argued that experience was more likely to spark anger than
engagement. It’s true, Ford could have sent people to online reviews, its
Figo Facebook fan page, or even its Twitter account and probably been
more interacting and compelling.
This drives home the point that valuable doesn’t need to be interactive or
even monetary. It just has to be relevant to the target audience. A wine store
might add QR codes on shelf talkers next to key wines, for example. You
might see a QR code beside your favorite Merlot, scan it, and it will take
you to several recipes that complement the wine. It might even take you to a
page that has a $1.00 off coupon for the meat in the recipe. (Of course, you
need to make sure any third-party participants have image scanners.)
5. Use the code well
As in the example above, not only should the code be worth decoding, but it
should serve a specific purpose. It should be well matched to the goals of the
campaign and meet the needs of its intended audience.
In other words, the addition of QR codes to business cards and corporate
identity materials can be fairly straightforward, but when QR codes are used
for marketing, it needs to become much more strategic.
• What is the code intended to accomplish? Curiosity? Convenience?
Interactivity? To make products relevant to a younger audience?
• What is the intent on the back end? To gather information? Conduct
a survey? Get the person to interact with the brand through a game or
sweepstakes? Get them to buy? Provide additional value?
• Who is the audience for the code? A specific demographic? If so,
what content are they most likely to respond to? How do they want
to interact with the code? Is a discount sufficient? Does there need to
be some kind of interactivity?
• Is the campaign intended to go viral? If so, what components are
necessary to accomplish that?

37


The more you understand your target audience and what motivates them, the
better you’ll do with QR codes. (Witness the terrific use of QR codes by
Nick Bilton in the example on p. 16 of this report.)
6. Include multiple paths to response
When you are getting into QR codes, it’s tempting to focus on the code not
just as the primary response mechanism, but the only response mechanism.
It’s important to remember that there may be people who would respond to
the campaign . . . just not with the code.
Sure, you want people to use the codes. That’s the point. But if you can
bring in another 5%, 10% response (or more) by adding another response
mechanism, why not do so? This may not be appropriate for all campaigns,
but where it makes sense, add additional response mechanisms. A GenX
might respond by QR code, but a retiree may not. By including multiple
paths to response, you will likely draw more responses.
This includes adding a short URL to the same landing page (or non-mobile
version of the landing page) or enabling people to send a text message to
retrieve desired information, such as coupon codes.
After all, it’s not about getting people to respond to a QR campaign. It’s
about getting them to respond to the campaign period.
7. Include instructions for using the code.
This isn’t going to be appropriate for all campaigns, of course, but when
appropriate, you may want to include short instructions for using the code
and downloading a reader if necessary. Part of success with QR codes is
user education. You can’t just expect the not-yet-QR-code initiated to figure
all this out on their own.

38


SECTION 6: CONCLUSIONS
Where do QR codes fit into a marketer’s toolbox? How are they best to be
used? This starts with understanding your audience, what motivates them,
and your campaign goal.
In today’s world, it’s all about spontaneity, instantaneous gratification,
mobility, and interactivity. It’s easy to envision a world in which all
marketing and corporate identity materials and packaging include QR codes
by default just as they include URLs, email addresses, and Twitter IDs.
Imagine a world in which
consumers routinely snap the
information on the way out the
door to work. Grab a breakfast
bar and snap a code for the road.
Today, however, especially when
it comes to marketing campaigns,
QR codes are still finding their
place. Other than anyone with an
Internet-enabled phone, it’s
impossible to define “the target
audience” for QR codes. The
audience currently is limited due
to marketplace awareness, but the
more QR codes are used, the
greater awareness will grow and
the wider the audience will
become. QR codes are already
everywhere. Expect critical user
mass to arrive quickly.
The younger the audience and the
more non-essential the product,
the more we see QR codes
resolving to sites with games and
interactivity. They become a
conduit to mobile
entertainment—brand building by
Image source: interlinkONE exposure and association.

39


For older, more professional audiences, we see more practicality,
convenience, and interactivity that often serves a more utilitarian purpose.
This might be viewing additional photos in a magazine article, accessing
coupons while standing in the aisle at the grocery store, or taking an
immediate visual tour of a piece of real estate.
Differentiate between marketing and testing
In these early
years as QR
codes get
established for
marketing, QR
codes can also
be their own
draw.
Marketers are
adding QR
codes and
inviting
consumers to
snap them
simply to find
out how open
consumers are to
Image source: interlinkONE the concept.
People will often
snap them just to see what they will do. Just like the marketers, they are
learning. But that curiosity-driven experimentation won’t last forever.
There is a lot of QR code testing going on right now, so it’s important to
differentiate between true QR code campaigns — marketing campaigns
designed to capitalize on the lasting benefits of these codes — and
campaigns designed to test the waters and capitalize on their newness.
What are examples of campaigns capitalizing on newness? Bulletin boards
with nothing but QR codes. Editoras’ all-QR-code book. QR codes in emails
that are interchangeable with hyperlinks.
Also Bosch’s Stone Age Meats. Although the Bosch campaign was unique
and entertaining in its own right, the fact that the QR code resolved to
nothing of particular value to the viewer suggests that the QR code itself

40


was the draw. But the QR code created a hook for bloggers and industry
watchers that certainly is giving the campaign viral traction it would not
have otherwise had.
Examples of campaigns utilizing the full benefits of QR codes? Music CD
cases with QR codes that take consumers to websites where they can listen
to audio clips and purchase music. Travel brochures and real estate
billboards that take viewers to visual tours. These campaigns capture users
at the spontaneous moment of their interest and allow them to immediately
engage with the product in a meaningful way — something that might not
have occurred if the viewer had to wait until later.
There are also times for games, sweepstakes, and interactivity. It’s about the
campaign, the demographic, and the marketing goal. QR codes simply give
marketers one more tool in the arsenal.

For further reference
For more examples of all of the applications covered by the Marketer’s
Primer Series (digital, 1:1, personalized URL, Web-to-print, green printing)
in action, check out the following resources and information portals.
20 Interesting Things: QR codes. Great gallery of QR code campaigns.
http://www.slideshare.net/Stutts/20-interesting-things-qr-codes
101 Uses for QR Codes. Terrific blog entry that will spur your creative
juices! http://tinyurl.com/27b45o7
2D Codes for Global Media. LinkedIn group dedicated to technology and
marketing of QR and other 2D codes. www.linkedin.com
2D Codes website. All codes, all the time. Great blogs, YouTube videos,
and commentary. http://2d-code.co.uk/
DMX Direct: www.dmx-direct.com/What_are_QR_Codes.pdf
Letterbox Deals Case Study. http://bit.ly/CAq0P.
Print’s New Role Using QR Codes. Downloadable PDF white paper from
Warbasse Design. http://www.plushms.mobi/apala/Prints_New_Role_
Using_QR_Codes_APALA.pdf
QR Codes: Introduction and Case Studies from Global Thinking.
http://tinyurl.com/24yyaes.
Scanbuy. http://www.scanbuy.com/web/. Collection of press releases gives
a wide array of examples of cutting-edge QR uses.

41


Smart QR Codes White Paper. From Enfosmith.
http://www.post2m.com/Whitepaper_Smart_QR.htm
Tappinn the QR Code Galaxy Facebook page. http://tinyurl.com/2ap9qqq
Understanding QR Codes — blog post by e-business consultant Mark
Sprague. More technical detail than most discussions.
http://marksprague.wordpress.com/about/understanding-qr-codes/
Using QR Codes to Reach the Busy, Mobile Consumer from
interlinkONE. http://tinyurl.com/2e84gb5.
White papers and case studies for Microsoft Tag.
http://tag.microsoft.com/resources/resources-home.aspx
Use this report for employee and customer training!
Did you know that you can license the content of this and other
Marketer’s Primer reports for distribution in employee training? By
purchasing a distribution license, you can distribute the content of this report
internally (both print and electronically) for your sales and marketing teams,
your CSRs, and other training and education efforts.
For more information, visit the Digital Printing Reports website at
www.digitalprintingreports.com.
Like this report? Check out the following related reports:
“Marketing Primer Series: Digital Printing”: Digital printing is more
than outputting short-run documents on a digital press. It has profound
implications for the document management and marketing models of
businesses of all sizes. A look at the technology, applications, and business
model changes supported or impacted by this technology.
www.digitalprintingreports.com/marketer_primers_digital_print.htm
Marketing Primer Series: “1:1 (Personalized) Printing: Boosting Profits
Through Relevance”: Today’s digital printing technologies enable print to
be personalized to every recipient, much the same way Internet “cookies”
enable Web pages to be personalized to every shopper. This report looks at
the best practices of this marketing approach, a plethora of examples of the
various types of personalized printing, and factors critical to success.
www.digitalprintingreports.com/marketer_primers_1_to_1_print.htm

42


“Personalized URLs: Beyond the Hype”: There is a lot of hype surrounding
Personalized URLs these days, but once we move beyond the hype, what makes
these applications tick? What are the best practices that marketers should
embrace? This report analyze the dynamics of this marketplace, with conclusions
drawn from real-life case studies from the earliest days to the present, and
provides a no-nonsense look at the real deal behind these popular applications.
www.digitalprintingreports.com/personalized_urls_primer.htm
“Marketing Primer Series: Web-to-Print”: Like digital printing, Web-to-
print does more than take print ordering online. It facilitates fundamental
changes in document management and marketing that can radically change
business and marketing models. In addition to production efficiencies, Web-
to-print facilitates closer relationships with customers and the ability to
customize and personalize documents faster than previously thought possible.
www.digitalprintingreports.com/marketer_primers_web_to_print.htm
“Greening Print Marketing: A Practical Guide”: Web-to-print does more
than take print ordering online. It facilitates fundamental changes in
document management and marketing that can radically change business
and marketing models. In addition to production efficiencies, Web-to-print
facilitates closer relationships with customers and the ability to customize
and personalize documents faster than previously thought possible.
www.digitalprintingreports.com/marketer_primers_green.htm
About Heidi Tolliver-Nigro
Heidi Tolliver-Nigro has been a commercial and digital printing
industry analyst, feature writer, columnist, editor, and author for
nearly 20 years. Her industry commentary can regularly be
found on What They Think's Digital Nirvana and in top
industry publications.
She is known for her meticulous research and no-nonsense
perspective. Her Marketer's Primer series is well respected for
its comprehensive, authoritative, and forward-looking approach
to critical industry topics.
Heidi was also one the faces of the well-respected industry research firm The
Industry Measure (TrendWatch Graphic Arts) before its closure in 2007. In her
more than 13-year tenure with the firm, she wrote countless reports on digital

43


printing, 1:1 (personalized) printing, Web-to-print, personalized URLs, and other
hot industry applications.
Heidi Tolliver-Nigro is currently a paid blogger for The Inspired Economist and
Wausau Paper's DigitalSpace on “green” topics related to print marketing. She is
a long-time contributing editor and columnist for Printing News, for which she
writes two monthly columns: “Personal Effects,” which features monthly analysis
of 1:1 (personalized) printing case studies, and “Creative Connection,” as well as
a regular contributor to The Seybold Report and Graphic Arts Magazine on topics
related to digital and 1:1 printing and leading-edge technologies like QR codes.
She is also the editorial director and copywriter for Great Reach Communications'
1:1 Market Builder program, which offers newsletters, e-grams, 1:1 postcards,
and other marketing tools for printers.
Heidi Tolliver-Nigro is the author of three titles for the
National Association of Printing Leadership:
Designer's Printing Companion, Ink & Color: A
Printer's Guide, and Diversifying Via Value-Added
Services.
As a small, niche publisher (Strong Tower
Publishing), she is also active in utilizing these
technologies in her own business.

44

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