Back in Mother Russia last summer, energy-beverage brand Red Energy engaged users on a titillating mobile scavenger hunt. The game kicked off in Moscow at the Paveletskaya subway stop, where a user could scan a QR code (a two-dimensional bar code) with his or her phone, then answer a riddle, which led to a QR code hidden elsewhere in the city.
The goal: To be the first to crack seven codes in exchange for a Red-Energy-related prize. Games and prizes changed weekly.
The result: Adventurous types filled the streets of Moscow promoting Red Energy for free all summer long!
The message for marketers here: This is yet another cool example of how you can take advantage of the opportunity QR codes provide to play with mobile users in the real world. Most smartphones can host apps that read QR codes, which, because of their simple format, can be placed almost anywhere (including on T-shirts).
These days, most of your users likely have phones with them 24/7. Being human and ever-curious, they may be looking for a low-fi adventure in their immediate environs.
Dig into their habitats and give them something to play with—a brainteaser, mixed with a bit of exercise, and a prize for their efforts!
Your likely payoff: Users will reward you by participating, by retelling your story, and—one day—by making a purchase.
The Po!nt: Mobile’s advantage lies not just in being everywhere users are, but in being able to guide them to where you want them to be. Why not use QR codes to bring them to your storefront—and reward them with a magnificent treat?
via How a QR Code-Driven Game Paid Off in Russia : MarketingProfs Articles.
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