June 23, 2011
Will we start to see QR codes on pkg goods?
Starts ups are tough…especially consumer goods start ups. In the crowded energy drink space, you have to be pretty innovative to push beyond getting someone’s attention and converting that to a purchase.
So HYDRIVE Energy, the maker of upstart HYDRIVE Enhanced Water Energy Drinks, decided to try something different. On two of their products – decaf and extra strength, they’ve added a QR code.
When scanned, the QR codes take consumers to a mobile site offering a constantly changing array of wacky fitness trivia, contests, free prizes and product information.
They worked with a group of digital marketing students at Harvard Business School to create a QR code strategy for the brand. One of the things that makes this campaign unique is that when you scan the code, you’re delivered to the site which delivers fresh and varied content each time.
By offering different content with each scan, they’ve replicated the “under-the-cap” promotional experience often used in traditional soft drink marketing but in a digital way. According to HYDRIVE’s director of marketing, their goal is to create a more interactive and intimate relationship with our product.
The HYDRIVE QR site features four sections; a changing daily trivia fact or a free prize; a monthly sweepstakes; a link to product information; and a link to Facebook. The social media component is an important strategic initiative for HYDRIVE as they continue to build it out.
What do you think — good use of QR codes?
- Creating smart QR Codes (mclellanmarketing.com)
- QR becomes currency in the Netherlands (arhg.net)
- Dynamic Uses for Quick Response Codes (davidkorpel.wordpress.com)
- Tips on Using QR Codes for Your Small Business (postnetlakemill.wordpress.com)