Tresemme got clever with QR codes and advertising to promote Mercedes-Benz Fashion week in New York City. These bus kiosk posters are unique and catchy, not to mention they are connected to a custom mobile website dedicated to Fashion Week and Tresemme products. This is fantastic example of brands harnessing the mobile web with tailored content for unique contexts.
Sally Hogshead’s book, Fascinate, explains the 7 triggers
that ignite fascination and ways you can incorporate it into your brand. The
book was fantastic and it immediately got me thinking about QR codes and what
makes them fascinating to the masses. Since our brains are wired to crave
fascination, 2D barcodes honestly look like the perfect prompt heading into a
mobile future with faster devices and cheaper data plans. Here’s why.
QR Codes really do fascinate people. I’m not just saying
this because I have a blog about QR codes and a company based around them. I
think it can actually be proven. There’s
a unique combination of mystery, expectancy and empowerment behind QR codes that
cannot be explained by previous generations of marketers. Sure, there ARE other
emerging technologies that bridge the physical-digital world gap, but can any
of them compete for fascination with QR codes?
Take one look at Patrick Donnelly's designer QR codes (above) and tell me they aren't fascinating
Sally makes the case that the first 9 seconds are most critical
to any personal introduction. You can
easily argue that the same rules apply for 2D barcodes and the branded content that
is behind them. QR codes start a
conversation with their natural fascination triggers, but the brand must
deliver the correct experience to extend the conversation. This is where relevancy
and value come in. The voice that your brand sends is return of a QR code scan can
make or break your first impression. This is why custom mobile landing pages
built around context are so important to successful QR codes.
Sally Hogshead's 7 triggers of fascination are below along with my two cents about how each can influence QR code scanning. According to the book most brands dial in on
a primary and secondary trigger that work off each other. You could make the case
for several of these could be primary triggers for qr codes. I say all these
triggers can be influences for QR codes! Leave a comment and let me know what triggers
of fascination you think QR codes ignite.
#1 Power – Knowledge is power. Consumers
want command. I call this "instant gradification-education" The act of scanning a 2D code produces instant results. Like
search, power shifts to the consumer who is hunting for content.
#2 Prestige – Taste makers. Tech snobs? This was a primary trigger in the beginning of QR code marketing, before they became so
accessible. It was prestigious when
Ralph Lauren put out the first QR codes in the U.S. They were a symbol of the future without being useful.
#3 Mystique – All about arousing
curiosity. Hmm, big win for QR codes here! This is where “QR codes are ugly”
actually helps. They have a maze-like aesthetic and are mysterious. We all naturally want know the
answer to the puzzle. QR codes are ripe with mystique and a puzzle that's fast to solve.
#4 Alarm- Visual
urgency. This can definitely be a huge
trigger for QR codes. Also, QR code frames play an important role. The more value that is built in beyond the QR
code, the more people will be likely to scan. I think this will be huge for QR rewards
in the future.
#5 Vice- QR code
scanning is a quality pleasure? Not yet, but could be considering the offer ;)
#6 Passion- Cash in on your passionate followers. These are people who will scan your QR code because it's YOU. Please don't let them down.
#7 Trust- This is what QR codes lack. The reason for this is complicated. As a marketing community this is what we need to build on. Actually there IS a great way to recognize and trust a qr codes experience. Scan one with the red square in the corner.
