Discovery Channel has launched a campaign to promote the next season of “Deadliest Catch” and featured in the campaign is a QR Code. The billboard below was spotted on the side of a New York City bus stop shelter.
The QR Code is prominently displayed on the billboard and above the code the copy reads, “Scan this code for exclusive Catch videos and more.” Below the code, the copy reads, “MORECATCH.COM” which is the program’s own website. Great that a call to action, instructions and a URL are provided, but given the amount of space that the billboard offers, one more line could have been written to help readers of the billboard find a QR Code reader app. Why leave it to chance that the reader will know where to find an app if they don’t already have one? Also, why leave it to chance to simply say “this code,” as opposed to “this QR Code?” Maybe advertisers don’t feel the need to spell out just what type of code is being used and/or referred to in an ad, but knowing that there is more than one 2D barcode on the market today I believe it helps to be specific.
When the code is scanned, the reader is brought to a well-designed mobile website, which offers a lot of program information, a sweepstakes entry, content sharing via social networks and program merchandise for purchase. Additionally, there are a number of videos that appear on the site and most of the ones that I selected played just fine. For what it’s worth, the content definitely offers value to those who are fans of the program, as well as to those who choose to scan the code.
Overall, a very sound campaign and use of 2D. I am curious to know if Discovery Channel did all of this work in-house or if they hired an outside vendor to work with. Also, is the channel making use of codes for other programs as well.
2D Barcode Litmus Test: PASS