I recently read about a packet of gum, which was Rain 5, here in Australia its called 5th Gum with very fancy limited designed packaging.
As the pack was opened to extract a piece of gum, a QR code appeared. This was immediately scanned, leading the scanner or consumer to a really cool landing page that starts a video, only problem is it didn’t quite fit the consumers android screen, must have developed it only for a Iphone or tablet..
Also, the confusion was that after watching the video, what the hell did they want you to do? Play a game; with a code on the packaging?
That would be cool, but there wasn’t a way to access it from my phone, another sad thing 5 gum gave it a good shot, they were almost there and at least they tried.
So here are some tips as to what you can learn from their QR code campaign.
- Make the QR code visible on the outside of the packaging, to increase scans, and sales. Maybe they buy the gum with the code on the outside, because they watched a cool video before they bought it.
- Brand the code, make the code code more desirable to scan for the users, and don’t hinder the design of the packaging with a ugly black and white QR code.
- The mobile landing page should fit all mobile devices the same, and call to action, there was no way to share or access the game, it was only a video.
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