We here at SO are a huge supporter of QR codes when used properly. Unfortunately, that’s rarely the case. I constantly find QR code fails – like on ads in the subway where no one receives reception, therefore rendering the code completely useless.
Last night I was enjoying a wonderful dinner with some friends and found a QR code on the back of our bottle of wine. I see a lot of wineries embracing QR codes on their labels, yet rarely, in my opinion, done properly.
But this one stood out – it was a lovely local VQA wine from a respected Ontario winery. We scanned the QR code and it took us to their event page – featuring events from 2009!! It was such a mobile marketing fail, I couldn’t quite believe my eyes.
The saving grace was that the winery had a mobile-optimized website, which showed there was hope yet for the brand. But too often I find QR codes on wine bottles doing nothing more than directing the consumer (or potential consumer) to the winery’s website. What’s the point of directing to your website beyond an utter lack of strategy and forward thinking? As a potential consumer, I want more info as to why I should buy your wine at the point-of-purchase. As a consumer, I want to scan to find out more about the tasting notes, and how I can enjoy this wine and others like it in the future.
What do I recommend as a mobile marketing strategy for QR codes on wine bottles? Easy: I want to see tasting notes, pairing tips, and storing/drinking tips. I’d also like to see recommendations for other wines I might like from your winery if I enjoyed this one. Additionally, for those enjoying it from outside of Canada, I’d like to see where I can find it/order it online, and for those enjoying within Canada, I’d like to know its cost at the LCBO.
My other recommendation? Hire Strategic Objectives next time. We’ll put together a proper digital and mobile marketing strategy for you.
What are some of the biggest QR code fails you’ve seen? Please share in the comment section below!
By: Melissa Smich Consultant at Strategic Objectives
Show Fangs PR 
[…] Canadian PR firm Strategic Objectives gets it. “It” being the need to actually link to something beneficial in QR Code […]
Jackson Triggs has QR codes that offers pairing options – I may be mistaken but I think they actually started the whole “wine bottle QR code”. If they didn’t start it, they sure were early adopters.
Great article!
[…] QR codes were my big prediction for 2010 and while their adoption by major brands this past year has shown promise, it hasn’t achieve mass popularity. Worse still, we rarely see companies doing it right, as detailed in my previous post. […]