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When Kellogg launched Crunchy Nut, they wanted to focus on single men. They did so using a campaign called “It’s Morning Somewhere” complete with TV, print, pr, in-store marketing, online banner ads and online video AND QR codes.
The Crunchy Nut cereal boxes were printed with a QR code that can be scanned by a smart phone. Once scanned, the user is connected to a mobile site which hosts 13 videos. Which video runs is determined by what time of day a consumer connects. If the user doesn’t want to scan the QR code, he can use an SMS code instead to reach the site.
The QR portion of the campaign has had a resounding success with 40,000 QR scans and 6,000 texts to the mobile site. Videos have been played 38,000 videos.
According to Kellogg, the use of QR codes on the packaging gave an added extra and added personality to the brand that could never have been achieved by packaging alone.
The use of SMS along with QR is a safer approach in that, at least for the moment, consumers are more familiar with how to text versus scanning a QR code.
The QR code content will change as the campaign matures. Kellogg will allow the consumer to get more rewards, participate on brand decisions, vote on new flavors and be rewarded for their input.
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