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Mercedes-Benz: QR Code Trophies

You know what they say, if you can’t beat them, join them.

Car companies, since time immemorial, try to hide their new models and the press have made it their life goal to get a scoop and spread its photo before it is formally launched to the market.

It’s becoming hard for companies to hold off the media so they decided to use it to their advantage.

Instead of saying ‘you can’t see it yet’, Mercedes Benz decided to drive it around for everyone to see… well, sort of.

The Campaign

A car is driving around with all sorts of QR codes plastered on it. The QR Code is also distributed on the streets and on the web. People can scan the code and if they find 4 trophies, they will get a trip to the world premiere of Mercedez Benz A Class.

The Result

With no media budget, the car that was yet to be launched took over the web, magazines, and different media. People speculated and participated in the hunt for the codes.

Sure, there are doubts on whether these people who are participating are actually their target market or not but it is the same argument you can use if a brand decides to use traditional media. How many of those that are watching belong to the target market?

However, that is not the point. Getting people involved and making them do the work of what the media is supposed to be doing is nothing short of genius.

[youtube http://www.youtube.com/watch?v=exLnq-UtO1U&w=560&h=315]

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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