Thursday, July 28, 2011

QR codes on packaging to engage with consumers

Kellogg Co. sees 40,000 QR codes scans via mobile campaign


Kellogg's
The Kellogg's video consumers see after scanning the QR code
By using QR codes and SMS on cereal boxes, Kellogg Co. drove more than 40,000 QR scans and 6,000 texts during its Crunchy Nut cereal promotion.
The consumer packaged goods company recently launched a campaign with Crunchy Nut cereal and the slogan “It’s Morning Somewhere” with 2D QR bar codes. Kellogg’s partnered with mobile technology company Augme on the campaign.
“The primary strategy of this campaign was to create more engagement with the brand via mobile,” said David Apple, chief marketing officer at Augme, New York.
“Utilizing the back of the cereal box is a highly engaging static media touch point that allows users an intimate setting to try mobile and turn the static media into a rich media experience,” he said.
Cyber cereal
To participate in the campaign, consumers scan a QR bar code on the back of Crunchy Nut cereal with their mobile devices.
Users are then prompted to a mobile site where they watch one of 13 short videos, depending on the time of day with the message “It’s Morning Somewhere.”
Consumers can also text CRUNCHYNUT to short code 30333 for a link to the mobile site.
To date, the campaign has generated 40,000 QR scans and 6,000 texts to the mobile site, resulting in 38,000 videos played and 50,000 page views.
Although the campaign might seem simple, Kellogg’s has demonstrated that it has been able to tap into its consumer via mobile.
“It’s surprising that QR code scanning is far exceeding SMS engagements, which is a complete shift in behavior year to year, based on the hundreds of programs Augme has run over the last three years,” Mr. Apple said.
The campaign’s effectiveness can be chalked up to a variety of different factors, but the simple use of a QR bar code while consumers leisurely eat breakfast seems like an easy contender for why the company has accumulated so much traffic because it makes sense with consumers’ behaviors.
According to Mr. Apple, the goal is to make QR bar codes and SMS a permanent fixture in consumers’ lives via packaging.
“The keyword and QR codes will never change, but the content will and eventually become reward-based by delivering offers, coupons and social interactions,” he said.
On target
The Kellogg’s campaign with Crunchy Nut cereal is only part of the company’s larger mobile strategy.
“Mobile is the perfect customer-acquisition tool for creating very unique user profiles based on location and behavior,” Mr. Apple said.
“It also creates more custom content experiences,” he said.
Using consumer packed goods to target consumers on a hyperlocal level is a trend many big-name brands are using.
For example, Procter and Gamble recently rolled out an app to target women shopping for the company’s hair, skin and makeup drugstore brands with tips and exclusive video content.
Similarly, Coca-Cola, Cadbury, Red Bull and Kraft pushed deals with consumers in convenience stores using Bluetooth-enabled devices in Canada earlier this year.
“Consumers are seeking mobile engagement and adopting very quickly,” Mr. Apple said.
“Retailers and brands who are involved now can apply key findings and create very specific ROI strategies leveraging mobile,” he said.