Are QR codes are dead? I have not heard anyone tell me a good QR code story–although I have a good one involving the DC Metro and Where’s Waldo. What are some ways to breathe some real life into these little black and white boxes?
So every one is getting smart phones. So every business is slapping a QR code on every surface they can. Who cares when the only thing we are going to see is, at best, a review and at worst a non mobile-optimized website of the company.
We need a new idea or technology that is going to make me care about scanning a QR code. Think about it. I am out of my house, and I am busy. You want me to take 5 minutes out of my day to not only glance at your ad but learn more about your product? Are you a street vendor yelling at me? No thanks! I honestly don’t care what you are selling even if I do care about your product.
One app to rule them all…
For QR codes to survive there needs to be a central app that everyone uses to scan the code. The code is not a URL, but text. The text will have code inside of it that interprets what you are scanning. Example:
Type:Clothing,Shoes Company:Teva Type:Riva,Leather,E-Vent
Once I scan the QR code (remember that I am using one central app) it takes me to a page that shows me button to write or see reviews of the show, a button for the Teva facebook page, a share button, a check-in button, a button to allow me to snap a photo of the shoes, or a button to watch video related to the product. Based on tags the app will be able to distinguish between clothing, restaurants, outdoor brands, etc. and serve related channels to learn and share.
Is the QR code on an ad for a dress you think your friend would like? Scan the QR code and among other buttons will be one to share this dress with a friend. Sophia just messaged you back on Facebook that she “loves that freaking dress and thanks for sharing it with me!” Sophia buys the dress two minutes later.
Is the QR code on a movie poster outside of a mall? Among other buttons being presented once you scan the QR code is one that lets you purchase movie tickets. You probably already clicked the button to watch the trailer, and clicked the button to look at the reviews.
Take the QR code out of the hands of the marketer who is trying to guess what one thing you might want to see while you are looking at the code and put the QR code into the hands off a third-party app that gives you all of the possible options under the sun.
Why one app?
It needs to be one app because it needs to be third-party to make the scanner know that he is not being sold out or manipulated.
It needs to be one app because it lets us all have the same conversation and the same experience.
TL;DR - Edit (01/24/12) – I am asking specifically that QR codes act as virtual tags for real world objects, and that we need one central scanning app to be able to offer us different options based on the tags provided.
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Interesting point – I like what you’re saying about the single-app designed to code to a user’s preference. I think the trouble would come from the logistics of execution from an end-user standpoint. Tailoring a QR Code to just one user seems like a daunting task.
As familiarity with QR codes increase, and their applications become more creative I think you’ll find a lot more interesting ways they are being employed. Here is one for example from JC Penny: http://www.youtube.com/watch?feature=player_embedded&v=5EjVvvyLRfA
QR Codes…. Once again, the vast majority of people will miss the point – it reminds me of the WWW in 1997 – Marketers/Businesses not really understanding what it is or how to use it.
It’s a tool – just ONE tool – in your box. It’s far more than just pushing info from “me” to “you”. It’s also a mistake to try and steal information from users (like the J.C. Penny example) – users will soon be too sophisticated to fall for that kind of trap.
The QR Tag, like the WWW, will evolve. Backend end database work, creative programming, and supporting campaigns will make the QR tag a huge part of our everyday life. But the development of backend technology MUST drive it FIRST. Realtors, Magazine Ads, Vendors asking me to input my info/phone number will all fall by the wayside.
It’s FAR more than a way to PUSH info – it must be INTERACTIVE and seduce a user – not just take. Remember the WWW analogy. It CAN’T stand on its own – it’s only a part of a much larger campaign/project. Think movie tickets, seat selection, reservations, Review sites, Check in/out, registration, TRACKING, verification, etc…
Programmers and BackEnd developers will be the key to the QR’s success or failure.
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