This has to be one of the most ridiculous uses of 2D barcode technology that I have seen, and I congratulate the person(s) who was able to ‘sell’ Kellogg’s Crunchy Nut’s marketing team on the idea to use 2D for this campaign.
Kellogg’s Crunchy Nut cereal is currently running a campaign, which is titled “It’s Morning Somewhere” and the idea behind the campaign is that anytime is like breakfast time – a great time to eat and enjoy Crunchy Nut cereal. To promote the campaign, Kellogg’s has placed a QR Code on the back of Crunchy Nut cereal boxes. When the code is scanned, the customer is brought to a very simple mobile page, which is divided into three sections. The top section displays a product logo, the middle section is a video screen which displays the copy “Right Now: It’s Morning in Magnolia, Washington” and the bottom section displays an image of a cereal bowl with the words “It’s Morning Somewhere.”
The video is all but 15 seconds in length and reminds me of the television show”Seinfeld.” Why? Because it’s a video about nothing. All the video shows is two people walking in a country field, which I’m guessing is Magnolia, Washington. When the top and bottom sections of the mobile site are touched, nothing happens either. So, with all of this nothing going on, what does Kellogg’s expect in return? Sure the marketing team can count code scans, but what then?
With so many directions and opportunities to take a campaign like this (i.e., It’s Morning Somewhere), I am at a total loss to understand what was going through the marketing team’s mind during production. There is absolutely nothing in this campaign for the consumer…no purchase discount, no nutritional tips, no recipes, no contest, no meaningful interaction with people in different parts of the country, let a lone Magnolia, Washington, etc., etc. The next time Crunchy Nut’s marketing team wants to implement a 2D barcode campaign, maybe they should take a play from the Special K marketing team.
Lastly, based on the mobile site’s URL (http://aug.me/A6p7UI), I am wondering if the company Augme is somehow behind the campaign. If it is, perhaps a customer’s geo location is being detected on the scan and the location featured in the video changes as a result (e.g., someone in New York might see a video of Magnolia, Washington while someone in Denver might see a video of Tampa, Florida). If that’s the case then my question remains, where or how does the consumer benefit by scanning the code?
2D Barcode Litmus Test: FAIL
(Thank you Dave)