As a general rule, I hate QR codes. No form of marketing should require you to acquire a new piece of technology just to view a marketing message. Ann Handley from MarketingProfs absolutely nailed it in this recent post she wrote.
This week though, I saw an ad for Australia Post on TV and what is possibly the only relevant use of a QR code I have ever seen (their YouTube tutorial is above).
There is no less tech involved – in fact it requires the sender to have the app to create the video and the receiver to have an app to view it, but would you be more inclined to download them if it means a video from mum? I think so.
What I love is that Australia Post is delivering innovation in the age old medium of physical mail.
There is no marketing message – it’s delivering your message. The brand is enabling people to connect with each other – not the brand themselves.
And that’s a positive brand experience.