Red Bull once came under fire for their use of QR codes that they placed in the subway. Mashable wrote that the idea sucked because the subway did not have Internet connection to make the scan successful. This is probably a disservice because BeQRious found out that the QR codes were placed in areas that had mobile reception and broadband.
Since then, it would seem that Red Bull stayed away from QR codes in their marketing, or at least their subsequent uses of QR code were not as high profile as their subway QR codes.
Until now. Red Bull is once again using QR codes to promote their first National Red Bull Flugtag competition. On September 21, 2013, the fete will be held simultaneously in different cities in the country:
- Dallas and Fort Worth,
- Long Beach, and
- Washington DC.
The QR codes are to be found in special limited edition cans in international markets, including the United Kingdom, Australia and New Zealand. When scanned, the QR codes will allow the user to download a mobile game. Winners of this mobile game will be given a chance to fly to any one of these cities to witness the event live.
To win, you would need to design your own flugtag, a flying machine, by choosing their own parts such as the propeller, wings, tail, cockpit, and even customizations such as neckpieces, hair, hats and others. Winners will be chosen depending on their creativity and the distance their machines have flown.
Red Bull is also using QR codes in the UK to give their customers a chance to see Travis Pastrana perform live.
It would seem that Red Bull is really trying to use QR codes the right way, and would be a great example to all the marketers out there. On top of effectively tying their QR codes with their brand and marketing campaign, they also gave their customers great content. This is something we can only hope for with others.
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