Report on Good QR Use!

We like a healthy yin and yang here at Plastic Mobile, so we wanted to follow up on our September blog post (slash mild rant) on the abuse and misuse of QR codes in marketing campaigns, with a look at how QR codes can be used effectively to bolster, and even lead, a good campaign.

In the previous post, we suggested three simple steps to approaching a QR code campaign that are both sensible and straightforward:

1. Review your objectives – why choose the path of the QR code?

2. Explore the possibilities – how will you present the QR codes?

3. Know your audience – who are you targeting?

These three points can help you get your strategy grounded so that you don’t make silly errors like the billboard campaign.

After establishing the groundwork, forecasting and then managing the outcome and analysis is just as important to consider and document. Our friends at Mashable.com picked up where we left off, developing five results-oriented “Steps for a Successful Code campaign.” They look at the burgeoning fad/phenom from the perspective of quality creating longevity and enhanced user experiences. Here are their five tips for success:

1. Define Your Purpose
2. Call on Your Customers
3. Design and Usability are Key
4. Measuring Scans
5. Social Metrics

With the above steps in mind, we look at the recent success of the Chili’s Grill & Bar QR code campaign in a quick scan vs. call to action review.

The popular North American restaurant chain launched their eighth annual Create-A-Pepper to Fight Childhood Cancer fundraising initiative. According to Mobile Commerce Daily, who reported on the event, the campaign raised more than $5 million in support of kids receiving lifesaving care at St. Jude. Children’s Research Hospital. For the first time Chili’s used QR codes to increase donations while raising awareness of the campaign. The codes appeared on colouring sheets and table tents created specifically for the effort. The result was 291,000 scans.

Chili’s Grill & Bar identified that the new trend in mobile technology offered a unique way to engage restaurant guests in the fundraiser. It also gave the restaurant the opportunity to relate to their tech-savvy audience while giving St. Jude supporters another, easily accessible way to donate to the charity.

Ultimately, the marketing gurus at Chili’s headquarters were able to use mobile codes to review, define, explore, engage and measure their charitable campaign with a great deal of success. Hats off to you, Chili’s!