Due to creative packaging and good design, the added value after the scan, and a brand that “get’s it”, this QR execution is a success for all companies involved. Like Col. Hannibal Smith of the A-Team says – I love it when a plan comes together!
By Chantal Tode
Banana Republic is teaming with a winery on a QR code campaign that extends brand engagement via a one-stop shop for party planning.
Limited-edition bottles of wine from Clos du Bois Winery feature a tie-in with Banana Republic that includes labels designed by the retailer’s creative director and a QR code. The QR code on each label gives users access to a holiday party soundtrack, style tips, entertaining advice and food and wine recommendations.
“In this campaign, the QR Codes are connecting consumers to additional content right from the bottle,” said David Javitch, vice president of marketing at Scanbuy Inc., New York. “This is a fantastic way to extend brand engagement from something as simple as the package, and the content they are providing is adding value to the consumer.”
Mr. Javitch is not affiliated with Banana Republic or Clos du Bois and spoke based on his experience with QR code campaigns for brands.
Strategic planning
Placing QR codes on product packaging enables marketers to connect users with information that they cannot put directly on the packaging because of space constraints. QR codes also give marketers a way to extend their brand, reach new audiences and to display media content in a new way.
Continues at: Banana Republic links QR code campaigns on wine bottle to party-planning content.
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