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5377 square feet QR code scanned in free fall

I wouldn’t exactly call QR Codes a cool advertising tool. It’s a group of black blocks put together. It’s so… unsexy but when you create a QR Code and asked someone to sky dive to scan the code while he is freefalling, now THAT is one heck of a cool campaign.

The Campaign Details

Børkop University worked with the Danish “Brand Experience Designer” Carsten Herholdt (also known for the Danish Puma Social Campaign 2011) to create the second largest proven QR Code in the world last May 26.

The QR Code was enlarged 1 million times for it to be visible and ‘scannable’ from 900 feet above ground. The code was held up 2,000 people. The code, once scanned, leads to the university’s website.

The marketing stunt was part of Børkop University’s marketing efforts for this school year.

What Sets It Apart

Come on. How many brands have actually created a prove QR code so big that it can be seen clearly 900 feet from the ground? And how many brands got 2,000 people to participate in a single event? And how many brands used skydiving to promote their product?

The whole set up was simply awesome. It is larger than life, grand and completely astounding.

The Result

The free media value that the stunt got probably more than makes up for what they spent to organize the event. Several television shows in Denmark featured the event and it is still being talked in the online world.

What can’t be measured, however, is how the campaign became very organic despite everyone knowing it’s a branded ad. It became more personal which makes more people connect with the brand in a more intimate level.

Could It Have Been Better?

However, I do feel the campaign is impersonal. It puts the audience in a spectator mode instead of allowing them to be a part of it or experience it. Considering the target market is a university, a place where people are more interested in ad campaigns that are interactive, this campaign feels a little alienating.

Then there is the fact that they created the second largest QR Code. They were already going for size, why not go all the way and create the largest?

But you can’t argue with numbers. When you have TV shows picking up your campaign for free, you know you did something right.

Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.

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