The QR code has had quite a history, from origins in the vehicle manufacturing process (circa 1994) to a resurgence in 2020. Standing for “Quick Response,” QR codes are also synonymous with ease of use and rapid, measurable results. Simply place a QR code on your TV ad or brochure, and viewers will be sent to your website. Simple, right?
Using QR codes strategically is a little more nuanced than that. In this article, we’ll discuss how to use the QR code in smart ways that attract interest and boost engagement with your brand.
The State of the QR Code
In the peak of the COVID era, QR codes were everywhere. They were ubiquitous on restaurant menus and outdoor ads, inviting viewers to use their QR code-friendly smartphone cameras to scan them. But is the QR code really a relevant practice in 2024? Are they showing signs of stagnation?
- 59% of survey respondents believe QR codes will be permanently part of their smartphone usage
- 75% of respondents are eager to use more QR codes in the future
- QR code scans reached 26.95 million in 2023—a 433% increase over the past two years
- 48% of Americans use QR codes several times a month
- Eight QR codes are generated per minute, demonstrating widespread adoption
- Globally, a 22% increase in QR usage is expected by 2025
Statistics via QR Tiger and ProfileTree.
When You Should Use a QR Code
Clearly, QR code use is omnipresent and will continue to be, but that doesn’t mean they should be used by default on every marketing material you create. Use QR codes only when:
- You know they’ll provide value (not clutter)
- You know your target audience has a smartphone at hand
- Your customer is at the right point on the buyer’s journey
- You want to collect key data (like how often the code was scanned and demographic details about the people who scanned it)
- You want to deepen brand storytelling and create mystery (aka advertising FOMO—scan this or miss out!)
Inventive Ways Brands Have Used QR Codes
1| 19 Crimes
Snoop Dogg, the pop culture icon that he is, has partnered with wine brand 19 Crimes on a couple of special varieties. For his Cali Red, bottles were labeled with a QR code that gave users access to the Doggfather himself through augmented reality (AR). This not only makes the most of a huge celebrity endorsement—it also positions 19 Crimes as a must-buy product that gives you access to premium wine as well as memorable experiences.
Via 19 Crimes on X
2| Sephora
Beauty giant Sephora is often lauded for finding new ways to use QR codes to interact with customers, including using them to treat customers to a virtual try-on feature. But our favorite Sephora QR code moment is their “empties” campaign, through which customers can turn in empty makeup containers for loyalty points. Customers bring empties in and scan the QR code near the drop-off area to collect their points. The used makeup containers are recycled into new products, establishing Sephora as a green-minded business while getting customers back into the store.
Bonus: this influencer content discussing the empties drop-off program is also the perfect platform from which to talk about favorite products that you always empty because you love them so much. Win!
3| Kinder
The beloved chocolate brand used QR codes to send kids and parents into an interactive “Jump into Africa” portal, a fun and educational AR experience. The code is accessed while customers are in-store, turning a simple trip to Target into something the family is sure to remember. And we’d bet the kids will be asking for more Kinder chocolate experiences the next time they want to get out of the house.
Crush 3 Common Marketing Challenges with QR Codes
At Element, we like to “keep it real"—so, let’s talk about some ways to use QR codes to meet current, real-world marketing challenges.
Challenge: Talent Shortage
Forbes reports that a staggering 75% of employers are struggling to fill roles, which has transformed recruitment marketing from a “sometimes” thing to an “always on” requirement.
QR code solution: Gamified Applications
Design QR codes into a bold, graffiti-style mural placed in neighborhoods where your ideal candidates live and work. Create a scavenger hunt, with the first QR code providing a clue to the next code hidden nearby, perhaps via a sticker adhered to a park bench.
Challenge: Content Overload
Consumers are bombarded with thousands of messages every day, making it harder than ever to cut through the clutter. Attention-grabbing, memorable, on-brand messages are essential.
QR code solution:
Incentivize your CTA, make that incentive a limited-time one, and explain that it’s only for scanners. I.e., invite users to scan your code before January 1 for an instant, exclusive coupon.
Challenge: Great Sustainability Expectations
The Edelman Trust Barometer showed that 62% of consumers consider a brand’s environmental impact when deciding which to support. In other words, go green or get lost.
QR code solution:
When placing a QR code on a printed piece, use plantable seed paper. You'll not only position your business as an eco-innovator, but the recipient will also be likely to hang onto the code (and thus more likely to scan it).
Crack the (QR) Code with Digital Marketing Experts at Your Side
In summary, QR codes are here to stay. But like most marketing tactics, there are smart, efficient, effective ways to use QR codes, and it takes a team of pros to make them work for your brand.
Get in touch with Element to learn how our digital marketing experts can help you create impactful advertising, content that converts, and yes, QR codes that help you measure important data while fostering brand awareness, engagement, and loyalty.
