The Top QR Code Fails of 2011

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December 29, 2011 by Todd Wasserman 

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This past year was a big one for the QR code as the mobile call-to-action surfaced in campaigns for The Home Depot, Taco Bell and other mainstream brands. In some cases, however, brands are adopting QR codes without thoroughly thinking through their application.

Looking back over 2011′s QR code campaigns, Mike McGuinness, VP of sales for QRblaster.com, a firm that generates QR codes, has identified five of the top QR Code fails of 2011. If you’re a marketer eager to hop on the QR code trend, you might want to learn from these negative examples:

1. Red Bull

Red Bull ran a campaign featuring subway ads with QR Codes. Sounds like a great idea until you consider that most subways don't offer mobile phone connectivity, making the codes inaccessible.

QR Code Fails

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Red Bull ran a campaign featuring subway ads with QR Codes. Sounds like a great idea until you consider that most subways don't offer mobile phone connectivity, making the codes inaccessible.

1. Red Bull

1

Continental also didn't fully think through the user experience. The airline made a QR code for its in-flight magazine, linking air miles without having to log-on to online accounts. When passengers scanned the codes (during takeoff or landing), they were directed to a page with two buttons and a pop-up window that was mostly off screen, ensuring that passengers wouldn't be able to click through.

2. Continental

2

This fail, which actually took place in 2010, featured a QR code on the team's Facebook Page. Unfortunately, you needed a proprietary scanner to actually activate the code.

3. The Washington Redskins

3

Esquire was singled out for featuring a QR code on a recent cover (not this one) that was positioned where the mailing label goes. Oops.

4. Esquire magazine

4

The QR code used to promote the 20th anniversary of Nirvana's classic album looked cool, but proved very hard to scan, especially when featured on billboards.

5. Nirvana's Nevermind 20th Anniversary Edition

5

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1. Red Bull

Red Bull ran a campaign featuring subway ads with QR Codes. Sounds like a great idea until you consider that most subways don't offer mobile phone connectivity, making the codes inaccessible.

 

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2. Continental

Continental also didn't fully think through the user experience. The airline made a QR code for its in-flight magazine, linking air miles without having to log-on to online accounts. When passengers scanned the codes (during takeoff or landing), they were directed to a page with two buttons and a pop-up window that was mostly off screen, ensuring that passengers wouldn't be able to click through. 

 

---

 

3. The Washington Redskins

This fail, which actually took place in 2010, featured a QR code on the team's Facebook Page. Unfortunately, you needed a proprietary scanner to actually activate the code.

 

---

 

4. Esquire magazine

Esquire was singled out for featuring a QR code on a recent cover (not this one) that was positioned where the mailing label goes. Oops.

 

---

 

5. Nirvana's Nevermind 20th Anniversary Edition

The QR code used to promote the 20th anniversary of Nirvana's classic album looked cool, but proved very hard to scan, especially when featured on billboards. 

 

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