Yesterday I picked up my copy of the Sunday Times newspaper, to be greeted with what looked like a cool campaign for their 125th year birthday celebration. On the front page there was a prompt to turn to page 3, which I did, and lo and behold, there was a QR code to snap. I was stoked. Finally, brands are climbing on the QR code bandwagon, and using them to enhance their advertising campaigns.
This one was pretty plain & simple. There were a couple of instructions to SMS a premium rated number to get a download link to get the app. I didn’t bother downloading the app, and instead used my new favorite QR Code app, Qrafter (more on that tommorrow).
If you sent an SMS to the premium rated number, it came back prompting you to go to http://www.coke125.co.za, which did have some info about coke and allowed you to download the Scanlife QR Code app
I snapped the code, which lead me to a webpage. Imagine my utter dissapointment, when the code resolved to nothing, but a simple webpage – http://www.coke125.co.za/ar/, with a movie clip on it. Nothing else. Just a plain white page with a movie clip ??? Nothing to tell us about how addicted we have become to your product over the last 125 years ? Nothing about how many cans of coke you have sold in the last 125 years ? Really ? Not even a nice mobi site styled nicely for mobile screen.
So I ventured forth & clicked on the movie clip. And all I got was a 31 second movie clip with a bottle of coke wasting some of the good black stuff, by spewing it out the bottle telling us they have shared a 125 years of happiness with us. Um, Thanks & Happy Birthday. Really.
Seriously. I am totally dissapointed with this. Here is a global brand, who I’m sure understands what QR Codes & mobile is all about, and how to execute it properly. Coke spent around R210,000 (according to the Sunday Times ad rate card), and achieved nothing from it. Nothing (except this whining blog post).
Honestly though, this has to be one of the most poorly executed QR Code campaigns I have ever seen. Next time gimme a shout, and I’ll give you some tips on how to properly execute a QR Code campaign.
Sidenote: (If you sent an SMS to the premium rated number, it came back prompting you to go to http://www.coke125.co.za, which did have some info about coke and allowed you to download the Scanlife QR Code app, and some “cool stuff” My argument here though is, that if you didn’t send the premium rated SMS, then you would never land on their site. The QR code seems like it was just dumped in the paper to try and make it look good, and to get people to pay the premium rated SMS to “download” the QR App)