A QR code is a 2D barcode consisting of black and white squares that can be read by mobile devices such as QR scanners and smartphones. Whether it is payment, product information, or event information, it can be carried by a QR code. It can be said that "everything can be a QR code". This article will analyze how QR codes are involved in the design of gamification marketing activities. It is hoped that in the early 1990s, QR codes were first launched. With the evolution and development of the Internet, many scenes in people's life and work, Can't do without this little black and white square.

QR codes were 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 the marketing strategies of many businesses. But what many people don’t know is that QR codes can also be used for gamification marketing.

In this article, we will take a look at how QR codes can be used to design gamified marketing campaigns and increase brand awareness and user engagement.

01 What are QR codes and how do they work?

A QR code, also known as a QR code, is a 2D barcode consisting of black and white squares that can be read by QR scanners and mobile devices such as smartphones. QR codes can store various information such as text, URLs, and other data.

To read the QR code, we only need to download the corresponding app on the smartphone that can open the QR code. There are aircraft carrier-level super apps such as WeChat, Alipay, and Meituan in China. Generally, merchant marketing scenarios will consider these platforms. Linkage (if you, as a user, review the surrounding consumption scenarios, you will find that every time you open WeChat or Alipay, right?).

Scanning requires the user's QR code recognition technology, which is built into the default technology in all brands of mobile phones today. With QR code recognition technology, after installing the corresponding app, point the phone's camera at the matrix barcode, and the app can decode the information stored in the QR code.

QR codes are a marketing strategy to quickly share information with users, and they are also an access portal for users to learn more about a product or service.

02 How does QR code change the way of marketing?

Maybe we've gotten used to it. However, it must be admitted that QR codes have been used in digital marketing. Until now, QR codes are all over the online and offline scenarios, and it has completely changed our marketing methods (from the original paper media to digital media, online and offline interconnection and interoperability) advanced)

Compared with traditional marketing materials, QR code marketing can:

Reach a wider audience: Anyone can use a QR code scanner app to scan a QR code on a smartphone (based on IoT developments, and rapidly extending to smart devices in recent years). At the moment of the epidemic, the physical space is further broken, and different life and work scenes are connected one by one, one by one, smart devices. Through the "scan code" behavior that has been widely accepted by market users, marketing information can reach a wider audience.

Attract customers: The 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". Small codes, with more information on products or services behind them, and even winning prizes by participating in fun and interesting activities.

Increase sales: Same as above, scanning the code itself is an interactive behavior, which means that users are willing to learn more about products, services or activities. By providing exclusive discounts and discounts to users who scan the code, there is a certain probability to increase the sales conversion rate.

03 Benefits of using QR codes in gamified marketing

The role of QR codes is mostly concentrated in the stage of attracting potential customers. Use the method of "external incentives to drive user participation" in gamification to attract clicks from potential target audiences and further participation in activities.

For example, companies can attract potential users to stay longer by providing discounts or coupons directly to users who scan QR codes, or by participating in mini-games (red envelope lottery, turntable and other gimmick games). Through the "equivalent payment" mentality, some users who have benefited 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 also sometimes used to improve user loyalty programs. For example, the more scenarios where QR codes are used, the more points or rewards provided by the platform can be obtained. For example: Alipay's daily point earning activity.

04 Examples of Gamification Marketing Using QR Codes

The digital marketing industry has widely used dynamic QR codes in various gamification activities.

1. McDonald’s Contactless Contact Tracing Meal Campaign

In 2021, to prevent the spread of the new crown epidemic, McDonald's has deployed contactless dining measures at McDonald's stores around the world. Order-pay online and offline via QR codes, enabling their customers and employees to maintain contact-free interaction with each other and still enjoy dine-in or take-out.

2. Netflix's Gilmore Girls promotion

In the run-up to the release of Netflix's hit comedy "Gilmore Girls," a promotion team printed QR codes on 10,000 coffee mugs, enticing potential fans to scan the codes more than 1 million times for new Gilmore Girls stills.

3. Burger King/VMA Competition

Due to the "raging" of the new crown epidemic, viewers in 2020 can only watch the MTV VMA (Video Music Awards) competition at home. Burger King has teamed up with Lil Yachty to give viewers the chance to win a year of free Whopper burgers and free tickets to the 2021 VMAs, with the QR code prominently displayed in front of the audience in front of the TV during the performance.

The reason why some foreign examples are used is because I believe that everyone is familiar with the usage scenarios of domestic QR codes: health codes, payment codes, location codes, nucleic acid codes, activity codes...

QR codes, in the Internet world, carry a lot of our personal behavior information. Perhaps in the near future, with the arrival of Web 3.0, human identity is verified through various verified technologies and constitutes a virtual world of "you". At this time, the 2D code may play a greater role, or be completely subverted by other technologies, let's cut it and see.

05 Some tips for using QR codes in gamified marketing

If you wish to use QR codes in gamified marketing, some basic principles need to be followed:

Make sure the QR code is visible and easily accessible.

Make sure that the "instant feedback" that potential users get after scanning is what they expect and are valuable to them (rather than misinformation). What they "mined" could be discounts, coupons or points... Depends on what further action you want the user to take.

Ensure that QR codes allow users to leave traceable information (such as registration, login records, etc.) to collect user behavior data for subsequent possible series of marketing activities.

Marketing is not only a routine or a mere formality, but can also enhance the fun of marketing through gamification. QR code is a good carrier of marketing information and a multi-space access tool. Using it skillfully, you can get twice the result with half the effort.