Welcome to Cross-Media Marketing New York Magazine! Your first dip into the pool was executed very nicely as well… clear offer, tasty incentive, instruction to scan the QR Code, (and bonus that you called it a QR Code!), you also provided a url to the promotion (though not shown below), and your goal, per the article, was to make this engagement as easy as possible for consumers. Considering how many have come before you and haven’t gotten half of that right, you should be proud!
I scanned the code and it took me to a lovely page that offered me a FREE cupcake in exchange for signing up for their New York Deals program. The program does pretty much what it says – delivers daily offers to opted-in recipients. You can share the offer via Facebook and Twitter directly from the mobile site, you can even opt in through Facebook if you don’t want to provide other information. Once you’re all set up, you receive a voucher that you need to PRINT out and bring to any of the Crumbs Bake Shop locations to get your yummy prize.
I suppose the extra bonus step here would be to have the voucher in a digital version that could be scanned at Crumbs vs printed out, but since they are giving away free cupcakes, no need to make them do anything extra here. Of course, NFC enabled ads and mobile payments would be the next evolution of this, and all self-contained as one seamless process… tap to join, receive voucher, tap to redeem with a mobile checkout.
New York magazine, Crumbs Bake Shop debut QR codes with incentivized campaign
New York magazine has teamed up with Crumbs Bake Shop on a campaign that rewards consumers for scanning mobile bar codes on static pages.
This is the first time that New York magazine has used QR codes for a marketing program. The initiative is being used to build up hype for the magazine’s New York Deals program, which is a list of edited deals and offers that is emailed out every day to opted-in consumers.
“For the New York Deals promotion with Crumbs we wanted to make sure we leveraged the print magazine as well as our digital properties,” said Francesca Sacasa, project manager of business development at New York magazine, New York.
“We included a URL on our print ads, but also provided a QR code so that people could easily find the promotion page on their phones,” she said.
“The QR code allowed us to set up one-step shortcut right to the deal page where you can get your cupcake voucher. The thinking here was to encourage conversions by making the process as smooth as possible.”
continues at: New York magazine, Crumbs Bake Shop debut QR codes with incentivized campaign – Software and technology – Mobile Commerce Daily.
One Response
QR Codes can be very powerful when used correctly and the customer experience can be rewarding if you do the work up front like they did in this campaign.