QR Code Case Study. ORYX Advertising Inc. 55 King St. W., 7th Floor, Kitchener, N2G 4W1

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Priscilla Barker
6 years ago
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1 QR Code Case Study

QR Code Campaign (KW Egg Hunt) A QR code (short for Quick Response) is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones.

2 QR Code Campaign (KW Egg Hunt) A QR code (short for Quick Response) is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data. Common in Japan, where it was created by Toyota subsidiary Denso-Wave in 1994, the QR code is one of the most popular types of two-dimensional barcodes. QR is the abbreviation for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed. The technology has seen a large uptake in Japan and South Korea. However, in the West there has been a slower adoption of QR codes.

3 QR Code Campaign (KW Egg Hunt) Post Analysis Project Background Description: Raise awareness for local businesses, ORYX Advertising and QR codes by hiding an Easter Egg Basket at 5 different businesses around Waterloo Region over the course of a week. Each day, a QR code will be shared through facebook and twitter that presents the secret location of where the Easter Egg Basket is hiding. First person to find the secret business; claims the daily prize. There is also a subsequent QR code that will be displayed at each participating business that can be scanned for a ballot to win great prizes to be drawn at the end of the week (Blu-ray player from Gibson s, $25 VISA card from ORYX Advertising and a signed hockey jersey from the Kitchener Rangers). The promotion will take place over the course of one week (April 24 29) and will alternate between secret locations & businesses each day. Goals: To raise awareness for local businesses, identify viability of QR codes in campaigns & have fun! Businesses: Fairview Mall, Gibson s SV, The MUSEUM, WeSellIt, Subworx Measurement: Clicks to QR codes, in-store visits, number of ballots entered.

4 Key Resources Prizes: $50 shopping card Leah Landriault, Fairview Park Mall Signed Kitchener Rangers Jersey Craig Campbell, VP Kitchener Rangers Sony Blu-Ray player - Annie Tran Gibsons SV Hedge trimmers/weed Wackers Krista & Will Hunter, WeSellIt Complimentary lunch Tim Lanesmith, Subworx $25 VISA Gift card Matt Duench, ORYX Advertising Nike/BlackBerry Golf umbrellas Wissam Dib, RIM BlackBerry logo d Golf balls Wissam Dib, RIM BlackBerry logo d Golf ball markers Wissam Dib, RIM $10 Tim Hortons Gift Cards Matt Duench, ORYX Advertising Assorted candies/chocolates/goodies Matt Duench, ORYX Advertising Creative: Blog creation/development Andrew Polzl, Eric Salazar ORYX Advertising QR Code programming & creation Matt Duench, ORYX Advertising Twitter profile creation Matt Duench, ORYX Advertising (@kwegghunt, #kwegghunt) Facebook fan page creation Matt Duench, ORYX Advertising Deployment: Hootsuite account setup for analytics & tracking Matt Duench, ORYX Advertising Scheduled Tweets & facebook posts through hootsuite Matt Duench, ORYX Advertising Printing of physical materials (in-store QR Code) Matt Duench, ORYX Advertising Location One Fairview Park Mall (Leah Landriault) Location Two Subworx Waterloo (Tim Lanesmith) Location Three The MUSEUM (Derek Wiedl) Location Four WeSellIt (Krista Hunter) Location Five Gibson s S&V (Annie Tran)

5 Materials & Techniques QR Code creator QR codes printed for in-store use Social media platforms (Blog, Twitter, Facebook) Prizes (listed above) Sharing the QR code clue through social media Sharing pictures of the successful Egg Hunters through social media RT s on Twitter & Likes/posts to facebook fan page Social media monitoring tool Google URL shortener QR code reader software & device with Wi-fi/3G connection

Results Over 100 Twitter followers in <72 hours 112 Total Retweets on Twitter 27 Unique Twitter Retweeters 23 Unique Twitter Mentioners Total QR Code scans: Fairview (30), Subworx (28), The MUSEUM

) Klout amplification probability of 29 (KW Egg Hunt generated a steady flow of actions and discussions) Klout network influence of 54 (KW Egg Hunt is engaged by influencers) True Reach of 41 (KW Egg

com blog 157 visitors to mduench s blog with related KW Egg hunt posts.

6 Results Over 100 Twitter followers in <72 hours 112 Total Retweets on Twitter 27 Unique Twitter Retweeters 23 Unique Twitter Mentioners Total QR Code scans: Fairview (30), Subworx (28), The MUSEUM (19), Wesellit (32), Gibson s (36) total in-store scans (64) Klout score of 43 (KW Egg Hunt is effectively using social media to influence their network across a variety of topics.) Klout amplification probability of 29 (KW Egg Hunt generated a steady flow of actions and discussions) Klout network influence of 54 (KW Egg Hunt is engaged by influencers) True Reach of 41 (KW Egg Hunt has a small but tightly formed network that is highly engaged) Approximately 25 Facebook likes 353 visitors to the blog 157 visitors to mduench s blog with related KW Egg hunt posts. Total impressions: approximately 801 (Not measured: Egg Hunt Related traffic to Gibson s Blog) 30 ballots submitted to grand prize draw Intangible (difficult to measure): Increased awareness for ORYX advertising in KW amongst local businesses Intangible (difficult to measure): Increased awareness for businesses participating in the promotion Intangible (difficult to measure): Increased awareness for QR codes in Waterloo Region

7 What Went Well Item QR Code creator Social Media as a promotions tool Prizes Incremental traffic Awareness Interest Description Able to create customized bar codes that link to specialized websites, text messages, web forms, videos or plain text Enabling people to have fun while participating in a promotion is the key to getting them to act/behave under the parameters of the promotion Were enough to attract a tightly-knit demographic & generate interest in participating in the promotion Generated incremental traffic for local businesses Raised awareness for QR codes, ORYX Advertising Waterloo, Fairview Park Mall, WeSellIt, Subworx, The Museum and Gibson s S&V Many businesses expressed interest in participating in the promotion. There is an appetite to repeat this promotion or expand the scope/timing.

8 What Requires Improvement Item Timing Hootsuite Frequency Integration with business promos Promotion timing Budget Description Requires timing to be adjusted so wider swath/demographic can participate possibly on a weekend/after working hours. During the day limited the participation level even though many people expressed interest in playing. There was a major server outage that affected programmed social updates. Although they appeared to be erased, they ended up going out as scheduled. This created confusion on the 2nd day of the promotion as the clue was shared too early. As a result, a second prize was added late in the afternoon. Offer more prizing throughout the day, or scavenger-hunt style of promo. Once the prize was claimed, there wasn t a lot of incentive to continue to participate. Participating businesses should leverage this promotion and use it to offer more value during the promotion. More collaboration & effort could have improved the quality. Additional time to promote the contest through different types of media could have improved the quality of the promotion. In the interest of time and budget requirements, this was not considered. Additional budget allocated to this promotion could improve the quality of execution at all touch points.

9 Appendices How are QR Codes being used today?

Read. Learn. Utilize. Make the most of marketing for your business with QR codes.

Decoding QR Codes Read. Learn. Utilize. Make the most of marketing for your business with QR codes. Attention! While walking one day down a busy street in New York City, a storefront flyer caught my attention.