Reading the latest issue of Parents magazine, I came across this advertisement by Coke, which features a designer QR Code. Although I have seen a number of major brands make use of 2D technology, this is the first Coke ad that I have seen with a code.
When the code is scanned, the reader of the ad is brought to a My Coke Rewards landing page/ website, which features information on the company’s rewards program, as well as information that ties into the print ad regarding summertime tips for parents and families.
There are a couple of things that I don’t fully understand about this campaign. First, the print ad makes no mention of the My Coke Rewards program, so why is the reader of the ad brought to a page that specifically focuses on the program? Second, why state, “For even more, visit mycokerewards.com/summer on your computer.” on the landing page/website? Why force the reader of the ad to go to yet another website for additional information? Some other things I don’t understand: 1) why isn’t the scan resolve landing page/website optimized for mobile, 2) why not offer the information found on the mycokerewards.com/summer website on the landing page/website, 3) why not have more content that ties in with the print ad theme (i.e., summertime tips). There are maybe a handful of tips to be had.
Once again, it seems as though an advertiser is trying to marry 2D technology to existing, non-mobile optimized, content, as opposed to taking the time to really think through the strategic and tactical aspects/elements of a 2D-based campaign. On top of that, there is very little in the way of real value and/or benefit being delivered via this campaign. Frankly, I may be a Coke drinker, but I am less than impressed.
2D Barcode Litmus Test: FAIL