Via MobiADNews, BMW included 2D bar-codes in it ads primarily for research, but found surprising success through their use:
“Because the campaign was black and white, we decided to combine it with 2D bar codes, which we wanted to test.” (2D bar codes, both Semacodes and QR Codes, are also black and white). So even though 2D bar codes are not standardized or prominent across Europe, the Marketing Innovation group decided to join with the general marketing group to try them to gain experience.
As a result Semacodes were added to all the print material for the BMW 1 Series, which linked to the BMW 1 Series page on the bmw.mobi site.
And how did it work? Marc explains.
“We weren’t really expecting an enormous usage of the 2D bar code, but the very fact that we were using the code brought us a perception we didn’t have before. It was good to have a target group that is interested in these new means of communication – just having a Semacode in the ad made it more attractive to this segment.”
He continued, “maybe they would see it but not really understand it, so they would search for information and try to decode it. We got more awareness because people were discussing it, learning what’s behind it, and actually it helped us to reach prospects in addition to customers.”
“Based on this first success, the same approach was later used with QR codes for MINI in Germany and Italy, and it was also successful there. I think this shows a good fit between communication and product launch.”
Link: http://www.mobiadnews.com/?p=2752
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