SMARTPHONE-WIELDING SHOPPERS HAVE been scanning bar codes of products in stores to capture pricing and other intelligence. Now they are increasingly scanning another code on packaging — quick response (QR) codes.
The latest example of a CPG supplier displaying QR codes on products is Sun-Maid, Kingsburg, Calif., which last month started putting the two-dimensional bar codes on Sun-Maid raisin six-packs, as well as 24-ounce Sun-Maid raisin canisters.
But instead of directing shoppers to information about Sun-Maid products, the codes are linked to mobile websites where they can view movie trailers for “Kung Fu Panda 2,” which DreamWorks Animation released nationwide May 26.
The sites also feature information about the movie's characters, downloadable computer wallpaper designs, and a sweepstakes with a grand-prize trip for four to Zoo Atlanta, home to giant pandas. In addition, 100 first-prize winners will receive a Mattel Kung Fu Panda 2 plush toy. The promotion ends Oct. 1.
Shoppers don't have to purchase the products to scan the QR codes on the packaging, noted Rick Bruno, vice president of brand management for Sun-Maid.
“Consumers want information on the spot in the store, and QR codes are a great way to deliver it,” he said.
Sun-Maid decided in this initial use of QR codes to link them to content from DreamWorks, with which Sun-Maid had collaborated previously. “As we expand [the use of QR codes], we will link them to Sun-Maid recipes, use ideas and healthy eating tips,” Bruno said.
