I ran across this post the other day at iMediaConnection.com and I have to admit that I was a little surprised because my impression has been that, while not taking over the marketing world by storm, QR codes are starting to be used more. I've been seeing more and more of them in Magazines especially in the last 6 months.
In the post Sean Cummings says:
The current use of QR codes in advertising is... I could finish that statement with "stupid," "useless," "uncreative," or "uninspiring." Surprisingly, that is not news to anyone at advertising agencies or brands. QR codes seem to be a last ditch effort; an ignored piece of "Hey, throw a QR code on there that leads to our website." But why bother? The general public seems largely oblivious to what they are used for, and why they are on all those ads. In my informal "on the street" survey of 300 people last month, I held up a sign with a QR code on it and the phrase: "Free gift if you can tell me what this is."
I was not asking them to decipher it, just tell me what it actually was. Here are the results:
- 11 percent correctly answered QR code or quick response code
- 29 percent responded with "Some barcode thingy"
- Seven percent guessed some variant of "Those things you stare at that get 3D when you cross your eyes. What picture is it? I can't seem to get it"
- The remaining 53 percent tried everything from a secret military code, Korean (uh really?), to an aerial street map of San Francisco