Our sister site, CustomQRCodes.com, had written about the University of Bristol’s QR code campaign, where the university used QR codes in the shape of the Clifton Suspension Bridge and which, when scanned, would take commuters to an exclusive section of the school’s website and to more information about the British university.
The QR codes, which is the handiwork of Out of Home International, Peloton Design, and TMP Worldwide, is found at the London Paddington and the Birmingham New Street stations.
Because of the campaign’s success, the university is doing even more QR code campaigns. This time around, the QR codes take the shape of a hot air balloon. It went into print in the Observer magazine earlier this week and will be seen on a billboard near St. Pancras. The hot air balloon would point to the same places on the university’s mobile site as those in the bridge codes.
The first campaign drove a 350 percent increase in traffic to the university’s site, and even won accolades from the advertising industry. David Adler, University of Bristol’s communications and marketing director, says that the Bristol Bridge campaign was “incredibly well-received” and that people are still discussing it. What’s more, Adler confirms that it served the aim to increase awareness of the university, its current expansion and the city of Bristol in general to everyone.
We think that the University of Bristol’s experience with QR codes is instructive and leaves us with two simple messages. One is that QR codes work in information drives and marketing campaigns. The codes are still the best and the easiest way to bring people to your mobile site, because they can act on it instantly. They see a QR code and they can get their smartphones out and scan it, no matter where they are.
It also seems that customized QR codes help. Cleverly used, a customized QR code like the ones the University of Bristol used could draw attention and have people talk about it, generating more scans and achieving success for the advertiser or the marketer.
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