Take a look at the billboards, the bus stops, the posters, or the brochures around town and chances are you will see one of the latest marketing initiatives, the Quick Response Code. The QR code, a 2 dimensional square bar code, initially used for the purpose of tracking cars throughout the manufacturing process, has started appearing all over marketing campaigns around the world. Thanks be to smart phones, society has the ability to scan the codes by simply placing the lens of their camera phone over the code. When the scan is complete an “app” is downloaded onto their phone, which initiates communication between companies and their consumers.

Jennifer Sokolowsky posted a blog on brandchannel.com last December that described Absolut Vodka’s latest marketing initiative involving QR codes. She explained that the QR codes placed on the bottles allowed consumers who owned an “iphone” or “ipad” to quickly and easily download Absolut Vodka’s “Drinkspiration” “app” by scanning the code. Drinkspiration is a “cocktail guide app” that has recipes to delicious beverages that contain their vodka products. This encourages consumers to purchase their vodka as they provide exciting new functions for their rather basic product. Abosut’s QR code marketing initiative was released just before the Christmas season, when people would be looking for fun ways to spice up their holiday gatherings.

QR codes are quick and simple, and they are easily absorbed by much of the population. I absolutely adore the concept of this campaign. It would be great if every company came up with a corresponding “app” that synced to cell phones. Imagine you could scan a barcode on a new piece of clothing and it automatically matches it with other pieces of clothing in the store. Or a QR code on a piece of fruit which when scanned downloads an app with recipes including that piece of fruit and other ingredients you can find within the grocery store. Such advanced technology intrigues me, as it could assist me with all my purchasing decisions. Society has progressed towards a trend of using complex technology to simplify their lives, therefore I believe that the use of “apps” will increase in popularity and companies should follow in Absolut’s footsteps and capitalize on this latest                                                                                       trend. Well done Absolut, I “solut” you.

references: 

http://2d-code.co.uk/absolut-vodka-qr-code/

http://www.brandchannel.com/home/post/2010/12/16/Absolut-Mobile-

https://www.youtube.com/watch?v=OZtpG7DsV1E