QR codes come to those who wait…?

Did you see this? It is a QR code that only appears when the pint of Guinness is full – a concept created by BBDO NY.

I saw this and thought it was very cool.

The effectiveness and reach of QR codes came up as a question at a recent Brand Republic conference I attended.  The general consensus amongst advertisers seemed to be that they didn’t yet elicit significant usage or uptake.  Many find them useful as a PR tool, when they are linked to something different – like the example above.

Arguably the demographic most likely to use QR codes, could be those who are currently less likely to own smartphones – e.g. females over 35.

Recent data from our April 2012 Ipsos MORI Technology Tracker measures ownership of an iPhone at 11% of females 35+ , whilst 8% of females 35+ own an Android phone.  This is vs. smartphone penetration of 45% amongst all adults aged 15+.

Over the many years I have been researching technology and consumers, I know one thing to hold generally true… consumers are like rivers: they will take the path of least resistance.  So something that involves lots of steps, without providing significant value in return, is unlikely to gain mass adoption.

So a thumbs up for the pint glass, but it seems the jury’s still out on the QR code.

Although if those clever people at Pimm’s can design one that can chop the fruit and cucumber, as well as mix the drink, I’m in!

Louise Brice is a Research Director at Ipsos ASI, The Advertising Research Specialists