Darryl Patterson

Most people think that proximity marketing is just about wireless technologies: mobile networks, bluetooth, WiFi, GPS. I think that it can be described simply as marketing based on someone’s current location; their proximity to an ad, to a retailer or an event. The magic of QR (Quick Response) codes makes this kind of marketing a little more interesting.

Proximity marketing with QR codes is not a new idea. Every mobile phone sold in Japan plays nice with QR codes. There are none in Canada just yet, but it’s not too hard to enable your mobile phone to decode QR codes. (Here’s a demo on YouTube).

I’m sure many reading this might be wondering just what a QR code is. It’s like a barcode that can hold more than just a number. The cool thing about QR codes is how they’re read. You just need a mobile phone with a camera. You take a picture of the QR code, and then the magic happens.

The very first campaign in Canada that used QR codes (with great success) was for Vespa. Posters in the GTA for Vespa had QR codes in them. Passerby’s could snap a pic of the QR code, and then get offers sent to them on the spot. It got more foot traffic into the dealers.

There’s another great usage of QR codes just launching called The Voice of the Street. I like this one. Artists can sign up for their own QR code which they then use on their artwork, whether it be a poster, graffiti, on screen, whatever. Passersby can snap a picture of the QR code and get more info about the artist. Tres cool.

I think we’ll be seeing many more marketing campaigns that take advantage of QR codes in 2008. Keep you eye out for them, I know I will be!