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How Brands Are Engaging Consumers with QR Codes

Scanning MigraineX’s QR code leads to the product’s mobile app.

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By: Marie Redding

Senior Editor, Rodman Media

Marketing experts often advise brands on how to use QR codes on packaging more effectively, because it is not enough to just print one on a box, label or hangtag. Consumers need a reason to be persuaded to scan it.

Geodeo’s director of marketing Kristi Moe once spoke to Beauty Packaging about the “Call To Action” that was printed beside the QR code on the natural deodorant’s label. It said: “Scan Me! Discover the power of nature’s science.” The phrase lets consumers know that if they scan the QR code, they will find information about the deodorant’s ingredients on its website.

A new type of ear plug, launching at CVS stores on March 31st, has a QR code on its box that links to the product’s mobile app. The QR code gives consumers an easy way to download the essential app.

MigraineX, ear plugs by Cirrus Healthcare Products, claims to prevent migraines that occur from changes in the weather — specifically, barometric pressure. “The best defense against migraines is to prevent the pressure before it starts,” says Drew O’Connell, CEO of Cirrus Healthcare.

For the ear plugs to work, they need to be used at the right time. The brand’s mobile app will send barometric weather alerts, so users know when to insert them. Scanning the QR code on the package with any smart phone will bring up the mobile app’s download page, in seconds.

A QR code can be a useful tool in engaging consumers, whether it links to a brand’s website, app or social media account. If you’re printing a QR code on your packaging, remember to include a reason why consumers should scan it.

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