A QR code is a two-dimensional barcode composed of black and white squares that can be read by mobile devices such as QR scanners and smartphones. Whether it's payment, product information, or activity information, they can all be carried using QR codes, which can be said to be 'everything can have QR codes'. This article will analyze how QR codes are involved in the design of gamified marketing activities, hoping to be helpful to you.
In the early 1990s, QR codes were first introduced, and with the evolution and development of the Internet, many scenes in people's lives and work have become inseparable from these small black and white squares.
The QR code was initially used to track spare parts in the automotive manufacturing industry. Nowadays, we often see it used in various marketing scenarios. For example, we can find them on products, magazines, posters, web pages, and even smart devices. QR codes have become an important component of many enterprise marketing strategies. But what many people don't know is that QR codes can also be used for gamified marketing.
In this article, we will take a look at how QR codes are involved in gamified marketing campaign design and enhance brand awareness and user engagement.
01 What are QR codes and how do they work?
QR code, also known as QR code, is a two-dimensional barcode composed of black and white squares that can be read by mobile devices such as QR scanners and smartphones. QR codes can store various information, such as text, URLs, and other data.
To read the QR code, we just need to download the corresponding app on the smartphone that can open the QR code. There are carrier level super apps such as WeChat, Alipay, Meituan, etc. in China, and the general merchant marketing scenarios will consider linkage with these platforms (if you review the surrounding consumption scenarios as a user, you will find that every time you open either WeChat or Alipay, right?).
Scanning requires user QR code recognition technology, which is already the default built-in technology in all brands of smartphones today. With QR code recognition technology, after installing the corresponding app, align the phone's camera with the matrix barcode, and the application can decode the information stored in the QR code.
QR codes are marketing strategies for quickly sharing information with users, and they are also access points for users to learn more about products or services.
How does QR code
02 change marketing methods?
Perhaps we have become accustomed to it. But it must be acknowledged that QR codes have been used in digital marketing until now, which has completely changed our marketing approach (from paper-based media to digital media and online and offline connectivity)
Compared to traditional marketing materials, QR code marketing can:
Wider audience coverage: Anyone can use a QR code scanner application to scan QR codes on smartphones (based on the development of the Internet of Things and rapidly extending to smart devices in recent years). In the current pandemic, physical space is further disrupted, and different life and work scenarios are connected together by intelligent devices one by one. By using the widely accepted "code scanning" behavior among market users, marketing information can reach a wider audience.
Attracting customers: QR codes are like a mysterious "black hole", combined with tempting marketing tactics to attract curious people to scan the code and "explore". A small code, with more information about the product or service behind it, and even winning prizes by participating in fun and interesting activities.
Increase sales: As mentioned above, scanning the QR code itself is an interactive behavior that represents users' willingness to learn more about products, services, or activities. By providing exclusive discounts and discounts to scanning users, there is a certain probability of improving sales conversion rates.
03 Benefits of using QR codes in gamified marketing
The function of QR codes is mostly concentrated in the stage of attracting potential customers. Using the gamification approach of 'external motivation driven user engagement' to attract potential target audience clicks and further participate in activities.
For example, companies can attract potential users to stay longer by directly offering discounts or coupons to users who scan QR codes, or by participating in small games such as red envelope sweepstakes, turntables, and other gimmicks. Through the mentality of "equivalent repayment", some users who benefit from it will be more willing to complete further actions of the activity designer (browsing target web pages, etc., in order to allow users to have a better understanding of the company's products and services).
QR code activities are sometimes used in user loyalty enhancement programs, such as using QR codes in more scenarios to receive points or rewards provided by the platform. For example, Alipay's daily point earning activity.
04 Example of Gamification Marketing Using QR Codes
The digital marketing industry has widely used dynamic QR codes in various gamification activities.
1. McDonald's non-contact contact tracking dining activities
In 2021, in order to prevent the spread of the COVID-19, McDonald's deployed non-contact dining measures in McDonald's branches around the world. By using QR codes to complete online and offline order payment, their customers and employees can maintain contactless interaction with each other and still enjoy on-site meals or takeout.
2. Netflix's Gilmore Girls promotion
On the eve of the release of Netflix's popular comedy series "Gilmore Girls", the promotion team attracted potential fans to scan and browse Gilmore Girls' new stills over 1 million times by printing QR codes on 10000 coffee cups.
3. Burger King/VMA Competition
Due to the "rampant" COVID-19, audiences can only watch MTV VMA (Video Music Awards) games at home in 2020. Burger King collaborated with Lil Yachty to provide viewers with the opportunity to receive a one-year free Whopper burger and 2021 VMA free tickets. During the performance, the QR code was prominently displayed in front of the television audience.
The reason why we use some examples from abroad is because we are familiar with the usage scenarios of domestic QR codes: health codes, payment codes, location codes, nucleic acid codes, activity codes
QR codes carry a lot of personal behavioral information in the internet world. Perhaps in the near future, with the arrival of Web 3.0, human identity will be verified through various verified technologies and form a virtual world of 'you'. At this point, QR codes may play a greater role, or they may be completely overturned by other technologies. Let's cut and see.
05 Some small tips on using QR codes in gamified marketing
If you want to use QR codes in gamified marketing, some basic principles need to be followed:
Ensure that the QR code is visible and easy to access.
Ensure that the 'immediate feedback' received by potential users after scanning is what they expect and valuable to them (rather than information that is out of stock). What they 'mine' may be discounts, coupons, or points... depending on what further actions you want users to take.
Ensure that the QR code allows users to leave traceable information (such as registration, login records, etc.) and collect user behavior data for potential series of marketing activities in the future.
Marketing is not just a routine or a mere formality, but can also enhance the fun of marketing through gamified means. QR codes are a great carrier of marketing information and a multi space touch tool. Cleverly using it can achieve twice the result with half the effort.
