said 1 year, 4 months ago:
@gabriel Indeed, QR has been the flavor of the year in 2011, and my biggest fear is that brands will continue to misuse it equally in 2012 and beyond, killing its potential growth because of customer fatigue.
QR codes have been around for a while (since 1994 in Japan), yet many marketers don’t get it when it comes to how to use it best in a campaign. I’ve seen QR codes here, in a Quebec City Mall, on a big wall inside, to remind people to keep their hands on escalators. OK, so let’s understand this: I have to take my hand OFF the ramp, in order to take my smartphone out, point it at a wall (so not looking ahead, which is dangerous on an escalator), then access a site that tells me why it’s dangerous to take your hands off an escalator. Who ever thinks of such a campaign? A big sign of the wall stating benefits and dangers of the escalator would have done just fine.
But my ultimate pet peeve with QR codes? When I scan one, and it sends me to a non-mobile-optimized web site. So it’s super, super, super small on the screen, why bother?
There are, however cases of marketers making clever use of QR codes. I just hope people don’t tire of scanning them because of too many previous poor experiences…