A few days ago, I was at a Gloria Jeans cafe. While sipping my coffee, I was trying to figure out if my chicken sandwich was really worth the effort of eating it. I decided to add some ketchup to make life a bit easier and that’s when I noticed the QR Code on the Del Monte ketchup sachet.
It seemed Del Monte had partnered with the promotions of a Bollywood superhero movie – Krrish 3 and just next to the QR Code was the Call-to-Action text “Krrish 3 Exclusive. Scan. Play. Enjoy!”. So far so good. In a good move, the promoters of Krrish 3 seem to be trying to engage their fans probably with the trailer of the movie trailer or with some great behind-the-scenes content.
The users were given a fair idea of what to expect. This is one of the great ways to get users to scan the code – a call to action (Read my post on Increase engagement with these 5 must-know QR Code best practices). Despite not being a fan of the Krrish series, even I was curious to know what content they had. My scanner quickly decoded the code and what happened next was no less than a sin. I was redirected to Del Monte’s mobile website. No movie trailer. No behind the scenes content. No superhero. Only Del Monte products. Although some of the content on the website (such as recipes) seemed useful, it was not what I had signed up for. I figured out that the Krrish 3 promotion must had ended and the dynamic QR Code was now redirecting users to the Del Monte website (Read why Dynamic QR Codes are better than Static Codes). But that still doesn’t justify why users were not given what they were promised. Best practices implemented by Del Monte/Krrish 3
- Good visibility of QR Code
- Call-to-action for user
- Dynamic QR Code used, allowing Krrish 3 promotors to view number of scans
- Landing page is mobile-optimized
- Misleading content
- Content not interactive enough
Evaluation score: 1/5
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