Monday, April 9, 2012

The Latest QR Code Campaign: Traceable Beer Labels

I think this is a very creative idea, similar concept to the tracking your dollar bills once you have spent them. The latest marketing campaign that creatively utilizes a QR code on the package is the beer giant Budweiser (produced by Anheuser-Busch). Recent packages have been printed with QR codes on the packages allowing consumers to track the origin of their beer back to the company’s 12 different US breweries.
The campaign encourages consumers to download an app called Track Your Bud, and beer drinkers across the US to enter their beers “Born On” date in order to see a full production itinerary right down to the Budweiser brewmaster responsible for making that particular bottle.
The concept behind the campaign is great, it really works in interaction with consumers in their campaign, encouraging consumers to learn more about the product they consume/enjoy, allowing the company to remain top of mind for many consumers. This campaign is defiantly one of the first creative QR code campaigns that have really taken off across the US.
“Track Your Bud also gives consumers insight into where Budweiser’s raw materials come from – including barley farms in Idaho, Montana, North Dakota, Minnesota, and Wisconsin; and hops from Idaho, Washington, Oregon, and Germany,” says Jane Killebrew-Galeski, director of brewing, quality and innovation for Anheuser-Busch.

2 comments:

  1. I agree...that is a great campaign. More companies should employ QR Code marketing. As a consumer of products, it's useful and fun to scan these codes and find out more info on that product and where it comes from.

    However, it has to be implemented well and those implementing it need to understand how it works. I was on Robson St. The other day and came across a shop that had a QR Code stamped on their store window. Good idea, bad implementation. Why? They had the code on the window without the white edge around the code, which is required for the code to work. Either that or have the code stamped on a white background. :)

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  2. What a great idea! QR code marketing is such an inexpensive way to engage customers. And I love the additional idea of the app. This would also (for a large brewery) be a great way to track what beers they have tried with a reward for sampling every beer.

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