I can’t say I’m a big fan of the QR code technology. But to be honest, I can’t say I know too much about it either. With all the pages of magazines and different forms of media we are exposed to daily, you don’t really see them that often.
You know what they are. They are those square boxes with a scrambled-looking Pac-Man maze of black lines inside. I would imagine that a lot of consumers have no idea what they are. And for them, the little boxes are completely overlooked. For those of us who actually do know what they are, we pretty much ignore them too. But for the rare time we do stop down, we contemplate, “Do I want to get my phone out and try to read that confusing-looking sucker?”
I’ve known several people who have made the effort, only to find that for one reason or another, it didn’t work. Not only were they left frustrated, but now they have a bad taste in their mouth for the advertiser. Not a good thing.
However, looking through an ad publication recently, I ran across a terrific use for those little codes. The ads in particular were for the JFK Library. The creative team used the codes as the “concept” and not as an add-on in the corner of the ads. They said JFK was very into technology and would have wanted to advertise the library in a new way if he were alive today.
The thing that made the ads so unique was, they used the QR code as a word bubble in place of a headline. Each ad featured JFK in a photograph. A large QR code word bubble was placed near his mouth. The idea was to direct you to a live Twitter feed about his 1960 campaign years later. A unique and clever way of combining new technology with a certain point in our history.
So, while most QR codes you’ll run across will be stuck in the corner of an ad, not drawing too much attention to themselves, not this one. This one’s shouting loud and clear, “Look at me! Be a part of the ad! Be a part of history!”