Every morning during my commute to work I see the different ads posted in the subway. One recent JetBlue ad really captured my attention and kept me thinking about the brand between train rides.
JetBlue made a QR code the central focus of their subway poster. Wow! Talk about straying from the brand’s look-book. Kudos to the creatives for making technology aesthetically pleasing!
JetBlue’s ‘in-your-face’ approach to QR codes seems to do three things really well:
- Spark immediate intrigue with bold visuals
- Reinforce perception that JetBlue embraces new technologies
- Facilitate program response with immediately available technologies
From a strategic perspective, I’m left asking if they were focused on one or many different goals.
The ad actually functions – quite literally as a traffic driver to JetBlue’s St. Pete / Clearwater promotion, which gives away one free trip for every week of February. The call-to-action tells viewers to go to the vanity URL jet2thebeach.com and enter to win. But why have a QR code in addition to the vanity URL, and why place the QR code so prominently in relation to the vanity URL?
I’m inclined to believe that QR on subways – and even on-the-go for that matter - is particularly relevant for facilitating what the name claims: ‘quick response’. If you see a URL in a magazine, you just mark the page and come back to it when you’re ready to act on it. But if you don’t own the magazine or if you’re on the subway, you may be captivated by the ad momentarily, but by the time you sit back down at your computer, the program is likely forgotten. Capturing the QR code makes response easier, and on a device where action can be taken more immediately, from almost anywhere.
On my phone I scanned the ad with the RedLaser app, which is a popular QR scanner. I did not have immediate service in the subway, but once I was back on the street, all I had to do was tap on the bookmarked link (rather than remembering to type in the URL). Upon arriving at the campaign microsite, I was redirected to a mobile optimized site, which prominently showcased the basic call to action: enter the sweepstakes by filling out the form.
Ultimately, QR can help both perception and direct response – it’s not an “either / or” opportunity. JetBlue showed bold, creative thinking by making QR the visual focus. That said, QR still presents a big opportunity for the vast majority of brands who are simply looking to make their traditional media more response oriented and immediately actionable.
Further reading:
On Mashable, Hamilton Chan discusses:
Why QR Codes Will Go Mainstream and
Why the Best Online Marketing May be Headed Offline
Key recommendations highlighted:
- Optimize for mobile
- There must be a payoff to QR programs
- Consider ‘Context Sensitive Marketing’ (CSM), which promotes impulse actions
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