Grand River Printing and Imaging teamed up with Print 2D to develop a variety of collateral pieces, which featured a designer QR Code, to help promote Detroit Earth Day 2011. The image below is a mailer/poster that was created.
When the QR Code is scanned, the reader of the mailer is brought to a mobile website, which provides information about the event, the guest speaker, the venue and the sponsors. To facilitate registration, readers of the mailer where given an email capture form to complete and told that an event registration link, which was desktop based, would be sent to them via email. Strange? Yes. Why drive people from the mobile site to a desktop site in order to register? The answer may surprise you, but shouldn’t.
Realizing that the event registration process would be easier to read and complete in a desktop environment, as opposed to a mobile environment, Grand River Printing thought it best to forego forcing a less than ideal mobile user experience and offer a more ideal desktop user experience. Read that again, “thought it best to forego forcing a less than ideal mobile user experience and offer a more ideal desktop user experience.”
Often times, I write how a company fails at 2D advertising, because they don’t have a mobile website but, in this scenario, the company has a mobile website, as well as a desktop website. A bit confusing? Perhaps. An optimal use of 2D? Not really. But it works. Why? Because more than anything else the company gave serious thought and consideration to the consumer’s interests first and then their own. Gee, how novel.
2D Barcode Litmus Test: PASS