I rarely use this blog to big up work we’ve done at Rabbit, but this is an exception as it’s something I was particularly thrilled about. It turned something that’s normally seen as an inconvenience – construction hoardings – into a public information point for (London) Gatwick Airport. And that information is presented in a different way, through giant mobile barcodes.
Eventually a series of these codes (you use the free Stickybits app to scan them) will appear around the airport and together they will form a ‘Gatwick Discovery Tour’ that will bring the airport’s £1bn ($1.58 bn) investment programme to life through images and video.
We deliberately decided to use Stickybits as opposed to the QR codes, because we thought people would respond better to the type of barcode they see day in, day out on household products, and I’m not convinced that most consumers would be able to identify what a QR code is.
Kevin Dugan has used this as the basis of a post where he calls QR codes “marketing’s scan-gasm”: “QR codes are getting the buzz worthy of a shiny new object, but the consumer’s awareness of barcodes is a great point. There is education required regardless of which you choose, but Stickybits offers the marketer a bit more flexibility and a level of engagement that QR codes seemingly cannot.”
Obviously I’m biased, but I think his conclusion is right – look behind the “shiny new aura” of QR codes. Might ‘standard’ ones work just as well in supporting marketing activity?
- Gatwick Airport Unveils ‘Discovery Tour’ Using Barcodes (thedenveregotist.com)
- QR Codes — Marketing’s Scan-gasm (prblog.typepad.com)
- A Quick QR Code 101 (prsarahevans.com)
- Giant barcodes at UK airport to lead visitors on “Discovery Tour” [TNW UK] (thenextweb.com)
- RedLaser Now Scans QR Codes (mashable.com)