This document describes a QR code marketing campaign conducted by WPHI radio for clothing retailer Villa. WPHI distributed 1000 QR code lanyards at a Super Jam concert to engage attendees and drive them to an interactive mobile landing page. Live scan data was provided to Villa during the concert. The campaign resulted in 418 unique scans and 682 total scans, with users spending an average of 3 minutes and 47 seconds on the site. The majority of scans came from Android and iPhone users on Verizon, AT&T, Sprint and T-Mobile networks.

1. CASE STUDY – VILLA SUPERJAM QR CAMPAIGN
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2. Super Jam Villa QR Promotion
Client: Villa - Clothing Retail Store with 24 locations in Philadelphia and now
expanding into Cleveland, Toledo and Buffalo.
History: Villa has been a major player in the Urban Retail space in Philly for the
past 10 years. R1 has consistently been a part of their marketing mix and have
recently been taking 100% of their radio budget.
Villa’s Objectives: Villa recognizes that in order to stay relevant in the fast pace
retail business and communicate a hip and current Urban Lifestyle message to their
customers that a bigger push into Music and Digital would be needed. (i.e. Steve
Madden Music concept but for the URBAN play)
Goal: Create a unique event based marketing program with a major Digital Focus
that will go beyond a one day campaign while offering a unique consumer
experience.
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3. The Plan:
Super Jam Villa QR Promotion
• WPHI created a robust QR campaign with an interactive Mobile Landing Page.
• WPHI embedded the QR code on 1,000 Super Jam lanyards and distributed to
the first 1,000 concert attendees
• WPHI had a dedicated staff of interns who engaged the attendees and provided training and
Information to the concert goers.
• WPHI had live up to the minute data that was provided to the client at 2 hour intervals
during the show (client was at the show)
1000
distributed Live QR –
at event Go ahead
and SCAN
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4. Distribution of Lanyard
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5. Interactive Landing Page
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6. Interactive Landing Page – Pop Up Window
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7. Results of Promotion
• 1,000 lanyards randomly distributed (assume 60% smartphone users)
•# of Unique Scans – 418 (343 unique scans at concert alone)
•# of Total Scans – 682 (405 scans at concert alone)
•Time on site: 3:47 (does not include video watching)
Devices Used
• 244 Android
• 195 iPhone
• 24 Blackberry
Carriers
• 109 Verizon
• 91 A T & T
• 86 Spring
• 56 T-Mobile
• 16 Cricket
• 8 Metro
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