Using QR Codes in Brand Marketing

As a bridge between the online and offline spaces, QR codes were not always popular due to their simple black-and-white design. However, modern technology allows us to give QR codes a unique identity without losing their scanning functionality.

Today, there is no need for QR codes to look monotonous and boring, thanks to a plethora of services for their creation, which allow incorporating logos and other stylistic elements into the design, making them not only functional but also visually appealing.

Examples of brands that have successfully incorporated personalized QR codes into their branding:

Kinder Joy and Applaydu

Kinder Joy collaborates with Applaydu, a free app for children's creativity and learning that encourages children to create their own stories and worlds of imagination.

In Applaydu, there are educational games, augmented reality features, arts and crafts, tools for creating their own fairy tales, and much more. To access the app's hidden features, including purchasing a Kinder Joy egg, simply scan the QR code included in the package.

Emart from South Korea

Emart, a leading retail giant in South Korea, uses QR codes on 3D sculptures to boost sales during the lunch break from 12 to 1 PM, noticing a sales dip during this period. This campaign led to a 25% increase in sales during lunchtime.

Their "Sunny Sale" campaign includes a series of "Shadow" QR codes, activated at the peak of solar activity for optimal viewing. These codes are only scannable at noon, when the sculpture's shadow becomes most distinct.

Klarna Fashion Show

Klarna, a well-known banking service, organized a fashion show where ten models showcased clothing adorned with Klarna's branded QR codes on a pink runway. Visitors scanning these codes were directed to a landing page featuring the outfits shown.

Starbucks

The international coffeehouse chain Starbucks is experimenting with QR codes as an innovative way to make payments and earn bonus stars.

When paying in-store, simply select the "scan" option on the Starbucks app's main screen when ready to pay. Then choose "Scan only," point the device at the QR code, and make a payment with cash or card.

Taco Bell

The fast-food chain Taco Bell has incorporated a branded QR code into the design of its new "12 packs" packaging. Mobile applications, radio, outdoor advertising, the internet, TV, and social media are part of an extensive marketing plan. Each QR code comes with a description of its function and instructions on how to unlock the information.

Thus, QR codes can go beyond creating digital business cards or performing standard tasks. In fact, they can become an effective marketing tool for promoting services and strengthening the brand.