QR Code Food and Beverage Examples

November 14th, 2012

Food and beverage packaging are the newest target of QR code technologies. Contests, social media accounts, and other brand related communications are getting the QR treatment in order to provide consumers with an easy avenue to their content.

Can of Arizona Iced Tea

Link: http://bit.ly/IYIfsP

Arizona Iced Tea QR Code

QR Code Relevancy:
3/5

Arizona Iced Tea drinkers might skew younger, and hence more technologically inclined. The back of a drink can isn’t a bad spot as it tends to stick with the consumer for a bit while they consume their beverage.

Incentive to Scan:
4/5

Clear call to action and scanning instructions. They also had a backup URL if you wanted to type in the address. Unfortunately, they were not clear on what the scanner could win.

Content:
2/5

The web page went to a page for a contest that had already concluded. This isn’t a very intriguing result when I scanned with the potential for winning. Marketers need to think about how long their QR codes will stay in market and how they can redirect scanners in case of a change.

Total:
9/15

Tips for improving: Ensure that the landing page provides engaging content during and after the campaign or contest has concluded.

Heinz Ketchup bottle

Link: http://www.heinzketchup.com/rd/20fslabqr

Heinz Ketchup QR Code

QR Code Relevancy:
3/5

The ketchup bottle is guaranteed at least a few weeks time in your fridge and kitchen table. This provides ample opportunity for scanning.

Incentive to Scan:
5/5

Great call to action (Thank a veteran and Heinz will donate $) as well as instructions for scanning.

Content:
4/5

The QR code took me to a dedicated mobile site with consistent design that walked me through the process of creating a thank you card for veterans. When I completed the process, I was told that Heinz had donated $1 and sent my virtual thank you. I docked a point for being a bit too engaging for mobile, as the message required entering quite a bit of text.

Total:
12/15

Grocery store ad for Skim Plus

Link: https://www.facebook.com/SkimPlus

Skim Plus QR Code

QR Code Relevancy:
2/5

Savvy shoppers might be shopping off of a list on their phone, but typical consumers probably won’t have their phones out while grocery shopping.

Incentive to Scan:
2/5

Liking a brand on Facebook is not a very strong CTA.

Content:
2/5

The landing page is the Skim Plus Facebook page. Luckily for them, the page has a prominent Like button, which is the only thing it had going for it at the time of scanning. Not even a cover photo to pull the consumer in!

Total:
6/15

Tips for improving: Make the CTA more rewarding. If you are going to direct people to a Facebook brand page, make sure it is as impressive as possible.

Posted by Dan Toth on Wednesday, November 14th, 2012 at 5:05 PM — Filed under: Mobile,QR Code
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