Moon Knight QR Comics
Marvel
Campaign Objective
To deepen engagement for a new series by rewarding observant fans with free related content via hidden QR scans
Campaign Story
Throughout Moon Knight, viewers could pause on subtle QR codes (for example, on a museum wall). Scanning one led to a Marvel site where they could read a classic Moon Knight comic for free and see related bonus content. New codes appeared in subsequent episodes, keeping fans hunting and discussing online
Execution
Placed discrete QR codes in show scenes (ex: on a storage locker)
Fans scanned them to unlock vintage Moon Knight comics on Marvel’s site
Updated the QR content weekly to coincide with episode releases
Campaign Success
1.5 million+ scans of the first QR in week 1; 500k+ digital comics read
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