QR code is a two-dimensional barcode composed of black and white squares that can be read by mobile devices such as QR scanners and smartphones. Whether it is receipt and payment, product information, or activity information, it can be carried with QR codes. It can be said that "everything can be a QR code." This article will analyze how QR codes participate in the design of gamified marketing activities, and I hope it will be helpful to you.
QR code was first launched in the early 1990s. With the evolution and development of the Internet, many scenes in people's lives and work are inseparable from this small black and white square.
QR code was originally used to track spare parts in the automotive manufacturing industry. Now, we usually see it being used in various marketing scenarios . For example, we can find them on products, magazines, posters, web pages, and even smart devices. QR codes have become an important part of many corporate marketing strategies. But what many people don’t know is that the QR code can also be used for gamified marketing .
In this article, we will take a look at how QR codes participate in gamified marketing campaign design and enhance brand awareness and user engagement.
01 What are QR codes and how do they work?
QR code (also known as QR code), is a two-dimensional barcode composed of black and white squares, which can be read by mobile devices such as QR scanners and smartphones. The QR code can store various information, such as text, URLs and other data. To read the QR code on
, we only need to download the corresponding app that can open the QR code on our smartphone. There are aircraft carrier-grade super apps such as WeChat, Alipay , Meituan , etc. Generally, merchant marketing scenarios will consider linking with these platforms (if you are a user, review the surrounding consumption scenarios, you will find that every time you open it is either WeChat or Alipay, right?). Scanning the
code requires the user's QR code recognition technology, which has been used as the default built-in technology in all mobile phones today. With QR code recognition technology, after installing the corresponding app, point the phone's camera at the matrix barcode, and the application can decode the information stored in the QR code.
QR codes are marketing strategies for quickly sharing information with users, and they are also access portals for users to learn more about products or services.
02 How does the QR code change the marketing method?
Maybe we are used to it. But it must be admitted that QR codes have been used in digital marketing. Until now, QR codes have been spread throughout the online and offline scenarios. It has completely changed our marketing methods (from the original paper media to digital media and online and offline interconnection)
Compared with traditional marketing materials, QR code marketing can:
- cover a wider audience: Anyone can use QR code scanner application to scan QR codes on smartphones (based on the development of the Internet of Things, which has been rapidly extended to smart devices in recent years). In the current epidemic situation, physical space has been further broken, and different life and work scenarios are connected by smart devices one by one. Through the "scan code" behavior that has been widely accepted by market users, marketing information can cover a wider audience.
- attracts customers: QR code is like a mysterious "black hole", which cooperates with the attractive words of marketers to attract curious people to scan the code to "explore the secret". The small code is behind it more information about the product or service, and even win prizes by participating in fun and fun activities.
- Increase sales: is the same as above. Scanning the code itself is an interactive behavior, which means that users are willing to learn more product, service or activity information. By providing exclusive discounts and discounts to scan the code users, there is a certain probability that they will increase sales conversion rate.
03 The benefits of using QR codes in gamified marketing
The role of QR code is mostly concentrated in the potential attracting stage . Use the "external incentive to drive user participation" in gamification to attract clicks from potential target audiences and further participation in the event.
For example, companies can directly provide discounts or coupons to users who scan QR codes, or participate in mini games (red envelope draws, turntables and other gimmick games), attract potential users to stop for a longer time. Then, through "equivalent repayment" psychological , some users who have gained benefits will be more willing to complete the further actions of the event designer (browse the landing page, etc., so that users can learn more about the company's products and services).
QR code activities are sometimes used to improve user loyalty plans. For example, the more scenarios you use QR code, the points or rewards you will get from the platform. For example: Alipay’s daily points earning activity.
04 Example of using QR code for gamified marketing
Digital marketing industry has widely used dynamic QR codes in various gamified activities.
1. McDonald's 's contactless contact tracing dining activities
- 021, in order to prevent the spread of the new crown epidemic, McDonald's has deployed contactless dining measures in McDonald's branches around the world. Complete online and offline order-payment through QR codes, allowing their customers and employees to maintain contactless interactions with each other and still enjoy dine-in or take-out.
- ensures that the QR code is visible and easy to access.
- ensures that the "instant feedback" that potential users get after scanning is something they expect and valuable to them (rather than information that is wrong with the board). What they "mine" may be discounts, coupons or points... depending on what action you want the user to take further.
- ensures that the QR code allows users to leave traceable information (such as registration, login records, etc.) to collect user behavior data for possible subsequent marketing activities.
- . Netflix's Gilmore Girls (Gilmore Girls ) Promotion
Netflix's hot comedy "Gilmore Girls" eve of the release of the new drama, the promotion team attracted potential fans to scan the code and browse Gilmore Girls' new stills by printing QR codes on 10,000 coffee cups.
3. Burger King /VMA competition
Due to the "ravaged" of the new crown epidemic, viewers can only watch the MTV VMA (Video Music Awards) competition at home in 2020. Burger King worked with Lil Yachty, and audiences have the opportunity to get a free one-year Whopper burger and free VMA tickets for 2021. During the performance, the QR code was displayed very conspicuously in front of the audience in front of the TV. Some examples of using
are because I believe everyone is familiar with the use of domestic QR codes: health code , payment code, place code, nucleic acid code, activity code...
QR code, in the Internet world, carries many of our personal behavior information. Perhaps in the near future, when Web 3.0 arrives, human identity will be verified through various verified technologies and form a "you" in a virtual world. At this time, the QR code may play a greater role, or be completely subverted by other technologies. Let's cut it away and see.
05 Some small Tips
that use QR codes in gamified marketing If you want to use QR codes in gamified marketing, some basic principles need to be followed:
marketing is not only a routine or a form of form, but also can enhance the fun of marketing through gamification. The QR code is a good marketing information carrier and a multi-space reach tool. Use it cleverly to achieve twice the result with half the effort.
Author: Li Jingyu, WeChat public account: Gamification Test Field, current operation director of Fantai Geek
Author: Li Jingyu, WeChat public account: Gamification Test Field, current operation director of Fantai Geek
This article was originally published by @ViWaViWa. Everyone is a product manager. Reproduction is prohibited without the author's permission. The
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