McDonald’s Launches QR Code Campaign – But Does It Work?

A few days ago, I happened to find myself at McDonald’s with a friend. While I try to avoid fast food, my friend was hungry, and I had a craving for soda (or pop, if you will.) I noticed there were QR codes on the bag of her food and on my cup. As I’m technically savvy, I also happened to have a QR code reader on my iPhone, so I took a scan of the QR code to find out where McDonald’s wanted to lead customers. The ultimate destination? A mobile website of the fast food chain’s nutritional information.

In a company press release, Brand Officer Kevin Newell said, “Customers tell us they want to know more about the food they are eating and we want to make that as easy as possible by putting this information right at their fingertips.”

McDonald’s says this QR code campaign is designed to “engage with customers” – but is leading customers to static nutrition information really engaging? What does McDonald’s really think customers will do with this static information – especially after they already have their 1,000+ calorie meal in hand? (Besides do what I did, which was quickly switch to another app.) At best, the nutritional informational may help customers make healthier choices when they come back to McDonald’s in the future. That said, the campaign does not instill a sense of urgency to return to McDonald’s, which the company clearly does know how to do with other marketing campaigns, such as their Monopoly promotion. This campaign, though, does not drive more visits or purchases (conversions) for McDonald’s. It’s simply informational, which could actually backfire if customers assume future McDonald’s QR Codes will also lead to dry, static information.

In fact, most QR code campaigns fail because they don’t lead users to an engaging and interactive experience. Rather than static nutritional information, McDonald’s could have leveraged the opportunity to create an interactive nutritional calculator, which many other fast food restaurants offer. They could then have used the QR code campaign to drive users to a truly engaging experience (one which users would have undoubtedly wanted to use again.) Other brands have embraced this concept and integrated QR codes into their marketing campaigns to both drive brand engagement and increase brand awareness.

One brand that has used QR codes particularly well has been Heinz. In 2011, Heinz added QR codes on its new new environmentally friendly ketchup bottles in US restaurants to promote the packaging. The QR codes linked to a mobile site where users could win prizes by answering a green knowledge trivia question. After that campaign ended, Heinz reported that more than 1 million consumers scanned the codes. As that campaign was so successful, Heinz used QR codes again at the end of 2012, this time placing them on bottles in a partnership with the Wounded Warrior Project’s Our Turn to Serve campaign. With this campaign, which is still ongoing, consumers can scan the QR code to send a thank-you note to a military serviceperson. In addition Heinz donates $1 to Wounded Warrior for each scan, up to $250,000.

Other brands beyond the food and beverage industry have also utilized QR codes well in marketing campaigns. During last year’s New York Fashion Week L’Oreal put QR codes in taxi to lead users to a website featuring how-to videos featuring Yves Saint Laurent and Lancôme beauty products. Additionally, users could buy products from the website. The QR code campaign, which was only executed for five days, was effectively designed and placed where a majority of their target demographic was guaranteed to see it – and it worked. L’Oreal reported a 7% overall purchase conversion rate from the QR codes, and downloads of the app increased by approximately 80%.

L’Oreal and Heinz are two great examples of using QR codes to drive conversions and increase brand awareness. As an advertiser you should always be thinking about the needs of the user when you create a campaign, but even before that you need to ask one simple question. What is the benefit of the marketing campaign for your brand? Unless the ultimate goal of the campaign is to drive conversions – or at the very least increase brand awareness – you should reconsider the campaign. This is a lesson that even a major brand like McDonald’s could afford to learn when it comes to rolling out QR code campaigns.

Kelly Clay
https://plus.google.com/105140389465525161529?rel=author

In addition to writing about emerging news and trends in the performance marketing industry, she is a columnist for Forbes, covering the intersection of technology and society. She can be can also be found on Facebook, Twitter, or her personal blog... and usually with a cup of coffee in hand, too.

  • http://qwikr.me/qrkim Kimberly Reynolds

    Great article and you highlighted exactly why QR codes do not have higher adoption rates. They are either not implemented properly or they do not provide value…usually both! Nice job. :)

  • http://twitter.com/theRoham Roham Sheikholeslami

    Great points Kelly, the main problem with the QR code campaigns is the lack of engaging material after scanning the code. Hopefully marketers will learn more about how to use QR codes effectively.

  • Pingback: McDonald’s Launches QR Code Campaign – But Does It Work? « QwikR.me

  • http://twitter.com/CarolineTemple Caroline Temple

    Good stuff on using QR codes for engagement by Heinz and L’Oreal. But, I wonder if similar campaigns would have worked for lesser known brands? Personally, I don’t mind scanning a QR code of a brand that has already earned my trust but would be cautious or maybe not as interested if it was a lesser known company.

    • http://www.hasoffers.com Peter Hamilton

      That’s interesting. I’m not a big fan of QR codes in general, but I have scanned some codes for things I was completely unfamiliar with.

  • Blair Jones

    Maybe McDonald’s is standardizing the way they display caloric information. In 2009, I visited a MCD in Tokyo and they displayed this information with a QR code. But then again everything was in QR codes in Tokyo. For instance, marketers used QR codes in print ads to allow consumers to see the exclusive “behind the scenes” of a commercial. We could learn from how the Japanese have incorporated QR codes with marketing campaigns. Everything I’ve seen in the US has been pretty un-engaging.

  • Pingback: QR Code: Techy Delight or Epic Fail? | Carbonated Interactive