This video, The World Park Campaign, illustrates an excellent use of QR to not only drive a marketing result but reward users’ participation with something delightful. The focus of the campaign was an immersive marketing experience to drive wider participation and learning within a NYC park.
Bjork fans with iPads or iPhones (there’s no Android version yet) can download a main app for Biophilia that’s free. You tap on it and open up to a black background with white, glowing starlike objects. Using your fingers to swipe and tap, the universe expands and turns, and bits of music and songs emerge.
Each song has its own star. You tap on it, and you can buy its app for $1.99 from the iTunes Store. Each one has essays about music and science, and each interacts with its song in a different way. Take “Thunderbolt,” whose arpeggiated bass line you can change by tapping on a lightning icon.
“You change the speed of the arpeggio, or the range,” Bjork says. “Basically, you’re like this crazy lightning bass player.
I thought this kiosk flyer below, which I found pinned to a wall somewhere in Estes Park, Colorado, is a novel use of QR.
What I like is how the purveyor has conveniently arrayed the subject matter. As a tourist, I especially liked the choices put before me and the prospect of interacting in an interesting way with the “place” the QR took me. And it is on this latter point where I was let down. The “Arts” QR simply took me to a website, listing a series of events with more links to click. Understandably, having this list of links is definitely a convenience and I would not have visited the site but for the QR. However, I cannot help but think that an opportunity was missed that could have “rewarded” or “delighted” or “surprised” me with some experiential marketing. For example, the QR could have landed me on a page inviting me to play a video that has interviews with local artists and events organizers…let me feel their passion, let me understand their love for their community…grab my engagement by letting me know the impact of my participation. Then I’d be much more likely to click the links related to each event. Further, since these arts events are seasonal, this is a process one can repeat. In real estate one could use QR in a similar manner by showcasing a homeowner interview, interviews with shop owners, or a narrated neighborhood tour. How do you/would you use QR?