Jane McPherson

A click for the real world—that is what consumers tell us they want. The ability to satisfy an impulse and click to get more from the real world. The "real world" equals restaurant menus, landmarks, packages, retail marketing materials, event signage, brochures, hang tags, bus shelters, taxi advertising, fast food cups … really, the list is endless and the opportunities are boundless. But what is "more"?  In 2013, we learned a lot about what more is to the consumers who drive our businesses.

I am always on the hunt for mobile barcodes to see how they're being used by marketers to engage with consumers. During the Easter holiday, my family and I made our annual trek to a national casual restaurant chain to have brunch and a give a break to our hostess (me) from all the holiday cooking. There were 11 of us, so it took a while for our food to arrive. Via a tabletop advertisement, this national chain offered diners the ability to win a prize by scanning a QR Code. Having nothing better to do, I decided to play along.

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