Best Practices For Using QR Codes In Your Next Campaigns

Benjamin Claeys is CEO of QR TIGER, MENU TIGER, and GiftLips. He also hosts Stay QRious, a podcast about QR code best practices.

From fun trivia quizzes to large QR codes on retail displays that attract foot traffic or a Christmas treasure hunt in the mall, I’m seeing QR codes used in all kinds of new ways.

QR codes aren’t new technology. They’ve actually been around for 30 years, but their adoption has skyrocketed in recent years. Looking ahead, adoption will only grow. By 2027, we’re going to have what we call GS1. Instead of a barcode, every product will have a QR code.

This will be a huge step forward for logistics and customer interaction. Products will essentially talk to both consumers and retailers, enabling both real-time engagement and inventory management.

QR codes have become a pivotal tool in bridging the physical and digital worlds, and the new year presents incredible opportunities for their use. When it comes to successful QR code campaigns, there are a few key principles to keep in mind:

Key Ingredients For A Winning QR Code Campaign

1. Strong Call To Action: When people see an odd-looking square, they aren’t necessarily motivated to take action. But when it says, Scan me, they’re much more likely to follow through. If it says, ‘Win a prize’ or ‘Learn more,’ I see about 80% more people entering that digital door.

2. Placement And Design: Don’t put a QR code in a small little corner in the back of your packaging. Make it visible and inviting. I also think too many people are stuck putting the logo in the middle of a QR code. To make your code stand out, you could integrate it into the package design or make it part of a creative layout. Creative designs win people’s attention, particularly in busy stores during the holiday season.

3. Optimize For Mobile: A good landing page is one that is memorable and easy to use. People are scanning with smartphones, not desktops. If there’s friction, like a confusing page or too many steps, you lose them fast. You want people to have a smooth entrance into the space and quickly experience what they want.

4. Keep It Simple For Broad Appeal: You need to make every effort that even people who aren’t tech-savvy can engage with the campaign. I often test designs with my mom or non-technical friends. If they can use it and understand it, then I know it’s a good fit.

These principles are what I see in QR code campaigns that remain both accessible and enjoyable for all audiences.

Creative Ways to Use QR Codes

QR codes offer endless possibilities for creativity. I’ve seen campaigns that use them to deliver all kinds of results:

• Gamified Engagement: Retailers can put a QR code on their window and make it time-sensitive. For example, scan it between 2 and 4 p.m. and get a 20% discount. This drives foot traffic during off-peak hours.

• Interactive Gifting: Hershey’s campaign allows users to scan a QR code on packaging, upload a personalized video, and share it with a loved one. The package itself becomes the messenger. While we provide the QR code technology, the campaign is designed and executed by their team. Early results show strong engagement, with users responding positively to the personalized touch and the ability to create meaningful connections through the product.

• Holiday DIY: Imagine scanning a QR code from a product to find a festive recipe or craft idea. It engages people and ties your brand to the joy of the season.

Some campaigns even incorporate playful challenges. One campaign has a QR code that is only scannable at a specific time of day due to the shadow from the sun. That’s fun and engaging.

This kind of creativity is what makes a QR code campaign stand out. But you don’t have to rely on over-the-top designs or massive budgets to find benefits. Simple, well-executed ideas, like a product demo video or a timed discount, can leave a lasting impression.

QR codes can also engage users in other ways. Many series online put QR codes in the episodes, so you need to try to find them and scan them. It’s about engaging the user beyond just watching. Whether it’s on a retail display or hidden in a Netflix show, QR codes are showing up in more and more parts of daily life.

Lessons From Brands That Got It Right

Even when brands don’t share the details of their campaigns, common patterns emerge. Dynamic QR codes are a game changer. You scan a QR code in the U.S., and it brings you to an English website. You scan that same QR code in Germany, and it brings you to a German website.

Dynamic QR codes also allow for easy A/B testing. You can test one landing page for a few hours and another for the next few to see what works best. You don’t want to make too many assumptions, and QR codes allow testing in real time to get better results.

QR codes also offer significant cost advantages over traditional campaigns. If you already have your packaging printed out, adding a QR code is just an extra opportunity. Compared to an email campaign, the cost is minimal.

Opening The Door To Meaningful Experiences

QR codes offer so many opportunities. Not using them feels like a missed chance. A good campaign doesn’t need to be complex. The most effective ideas focus on creating simple, engaging experiences that stick with people. It’s about creating a moment that feels meaningful, whether that’s a surprise, a connection or a quick solution.

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