What is a Quick Response Code?

An increased focus on interactivity has caused marketers to explore the integration of online media, especially during their campaign and advertising efforts. pURLs (personal URLs) are indeed innovative and effective, but what they lack is the quick, painless experience that can be found in what is now called a Quick Response (QR) code. A QR code is a barcode that is readable by cell phones and web cams. Pointing your camera at the barcode will instantly take you to a QR-encoded webpage without the annoying task of typing numbers or promotional codes into your phone.
QR codes are already a large part of the Asian and European culture and are quickly progressing to America. It is not uncommon to see QR codes in magazines, posters, billboards, and even online. One of my favorite applications is that used for movie advertisements. When you see a poster for an upcoming movie, you can point your cell phone’s camera at the barcode and be immediately taken to the movie trailer on your mobile device. Nike has also taken advantage of QR codes while incorporating its new slogan “Just Shoot It.” Many Nike ads now consist of one large barcode, which will take you to a specific landing page on your phone that describes in depth the new product.
So how can you do this with your current cell phone? If you have a Smartphone with camera capabilities, you can download the free QR application right from your phone. It’s that simple. If you buy a Smartphone in 2010, the application should already be included with your phone.
It’s now time to think outside the box. QR codes are rapidly changing the marketing and advertising environment for which we live in and it’s our chance to embrace it while using this innovative technology to our advantage. Savvy marketers will begin to go offline and place their brand in the street for everyone to see. The marriage of QR codes, print, and Smartphone technology will drastically change multi-channel communications as we know it. We are entering a decade that prints differently, or shall I say more interactively, and The Kennickell Group is here to help you make the transition.

Kacey Kennickell