The Easiest Way to Fail Using QR Codes

QR codes are everywhere. Your ads. Your shirt. Your business card. And now you can get one when you die.

When you talk about QR codes people no longer have that look on their face like they just ate bad teriyaki, and when they see one, they don't remark on how much your "sudoku" sucks because there are no clues.

Unfortunately, QR codes are quickly becoming the next "click here". It's a link. And it doesn't tell you where you are going. I've already detailed my frustration at finding links that say "click here", and now the internet has presented us with the next iteration.

I know my title was "The Easiest Way", but it is your lucky day! Here are three ways you can fail using a QR Code:

1. You don't tell them HOW to scan it.

This is awesome on so many levels.

I'll do a dance when QR codes are common enough that we don't have to do this.  I actually like the Microsoft one because almost any ad that has one will give you a direct link to quickly get the app too.

If you don't see this as a benefit, go get a Blackberry and spend 58 minutes fumbling through that damn App World (Sartre's grandson made it, I think) trying to find a QR code scanner. See graphic to right.

2. You don't tell them WHY you are scanning it.

So you want me to pull out my phone, download an app, and then scan your code... because, it's there? I would love these people to modify all the links on your website's menu to say "LINK     LINK     LINK     LINK    LINK" because that is what a QR code is without a description.

His cell is a telephone booth.

3. You don't build the content for a phone.

What do you think they are scanning your QR code with? Unless you have one client, and it is the guy to the right, make your QR code go to mobile-optimized content.

I dug around my giant pile of snail-mail spam expecting to find some examples of what to do and not to do. I did:

WRONG
My Ford® Catalog. This failed in multiple ways. No instructions. No information as to what I'd get from scanning the code. They are by the car, which I can only assume would lead me to more information about the car?

It took me about 30 scans to get it to work (and only using the Microsoft scanner). And THEN WHAT? It took me to a page that asked to me select a car. 

So I scanned a different code. Wait a minute, it's the SAME PAGE! I only guess this was Ford's brilliant idea to determine what car I was scanning, while actually not providing me anything different. Nice.

WRONG
Dish Network® Ad. It had instructions, but again... why am I going to scan this? I was actually hoping it was of more photos of that girl holding up signs. But no, it was an explanation of their packages.

RIGHT
Bed Bath and Beyond®. They told me how to do it and what I would be receiving. Win! It was a college checklist!

Now if only I could get more 20% coupons!

And to leave you on a positive note: during my 2.5 minutes of research for this post, I ran across a blog which had a great example of a QR code fail. Do you remember in the late 90s, how you could "order pizza online", and it went like this:

1. Go to our website
2. Fill out online order form
3. Print out form
4. Fax us the form
5. Get your pizza that you ordered online!

Well, the spirit lives on. Enjoy
Please note, in the near term, I will be detailing a way to run a QR code campaign.