Poland Spring launched a new out-of-home campaign, which features a QR Code. This billboard was spotted on the side of a New York City newspaper kiosk, and others have been seen on the sides of telephone kiosks.
With no other instructions and/or descriptive copy associated with the QR Code than “Snap it!” it seems as though the company is clearly targeting early adopters of the technology. When the code is scanned, the reader of the ad is brought to a landing page, which provides a 1-800 telephone number that can be called to order home delivery of the company’s bottled water. What strikes me about the scan resolve is that, when I first spotted the billboard, and scanned the code, the code linked to another landing page altogether. On that landing page, the reader of the ad could have selected from a couple of order options and placed an order for home delivery right then and there.
From the looks of it, it seems as though the company is testing one scan resolve versus another (i.e., one landing page versus another), which is great to see, as most other advertisers never seem to make it this far in their “experimentation” with 2D technology. While I would have liked to have seen more instruction and/or descriptive copy surrounding the QR Code, as well as a more compelling call to action and/or offer (i.e., first month free, $25 off, etc.), testing in this manner makes up for it, as this is such a critical strategic component to the effective and long-term use of 2D barcodes. Hopefully, I can speak with a representative of the company to learn more about the campaign.
2D Barcode Litmus Test: PASS