The Way a QR Code Should Work

Now, back to our regularly scheduled program…the analysis of mobile barcodes in the wild. It’s been a while since my last campaign critique, and this one from Liebherr, the German kitchen appliance manufacturer, looks promising.

This print advertisement was found in the April issue of Architectural Digest and, when the QR Code is scanned, it leads the reader of the ad to a mobile website. Once on the mobile site, the reader can access a product catalog, the pages of which are completely mobile optimized, a dealer locator and a handy tool to help determine the best refrigerator for a kitchen space.  

Simple? Yes, but the site delivers plenty of information for those who are interested in learning more about this not-so-well-known appliance manufacturer.   

In seeing that the mobile site is in beta, the company may wish to consider adding widgets (e.g., Facebook, Twitter, Pinterest, email, etc.) to each product page or the site in general, so as to enable social sharing. Also, why not display customer reviews or even professional chef endorsements for the products, as these go a long way in the consumer decision-making process.

With respect to the print ad, it would not hurt to have an intriguing call-to-action next to the code, in addition to code scanning instructions. And, if the company wants to generate a little media/social buzz from the print ad, what about developing some sort of contest, the prize of which is a new Liebherr kitchen or professional cooking lessons or a trip to Germany or something else of interest and value.
2D Barcode Litmus Test: PASS


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