Advancement in technology has opened a myriad of opportunities in Marketing. In this 4th PPQR Newsletter, we look at how some alcohol brands have creatively used QR technology in their advertising campaigns to engage customers.
Such smart marketing catches the attention of your customers, and engages with your brand through social media, which in turn creates more engagement. Who says QR code is boring? Here are some great ideas.
JOURNEY INTO SENSORIAL TASTING
The famous whisky distiller, The Glenlivet, challenged marketing conventions on a mission to open up the single malt category to a whole new generation of drinkers.
For The Glenlivet Spectra, they launched a QR code based bespoke digital experience, which took their loyal customers and budding whisky drinkers on an multi-sensory journey.
Customers buying the 3-bottle pack of The Glenlivet Spectra, were encouraged to scan a QR code, which
Gave you cryptic hints about their new collection
Challenged you to taste each of the 3 whiskies
Identify the flavours & its strength unique to each bottle
Gave a personalised scorecard, telling users how close they were to decoding each of the three mysterious single malts.
The Glenlivet later released the full tasting notes and cask experience, which enabled drinkers to fully uncover the expertly crafted tasting notes contained within The Glenlivet Spectra. The journey promoted brand awareness and pushed engagements between the label and their consumers, making this brand marketing successful.
IPA WITH SPOTIFY
SingleCut is a New York City crafted beer, inspired by rock 'n' roll. In 2019, they debuted their first Japan beer,
BIG IN JAPAN IPA - the first Spotify enabled beer.
Each label had:
A QR code, designed as a name "Name that tune" game
Clues on the label, for songs that were 'literally' made in Japan
Consumers were challenged to decode the clues
Scanning the codes took Japanese consumers to the actual tracks on Spotify, revealing the answer to the game
For North America, the Instagram clues revealed where customers could buy the beer
BIG IN JAPAN IPA was completely sold out within weeks of release. This QR advertising campaign was so successful that it was featured on the Forbes's list of Fresh Consumer Innovation.
An Irish Cider brand, Magners, rolled out an interesting digital advertising campaign for lock-down weary UK residents.
Partnering with Handpicked Cottages, the promotion offered 20 luxury weekend staycations, and thousands of other home improvement prizes.
To participate, customers had to:
Purchase the qualifying product cider
Scan the QR code
Enter their detail
Find out instantly if they won, and what they have won
This marketing strategy not only excited the winner, but also had the effect of the winner telling his other friends & family to buy and try their luck. This snowball effect led to a very successful social marketing campaign for Magners.
There are multiple was PPQR™ can do the same for your brand.
There are endless potentials within the QR code!
© PPQR Product Performance Quick Response 2021