Copyright Incentivated Limited 2013 www.incentivated.com
On-pack QR codes
#fail
August, 2013

Copyright Incentivated Limited 2013
Contents
Sainsbury’s baking
Greens' baking

Copyright Incentivated Limited 2013
Sainsbury’s has added QR codes to own label
œ QR code invites users to discover recipe
ideas
œ But
˜ call-to-action is not powerful
˜ destination site is not optimised for
mobile; it takes forever to load and
then doesn’t actually work (PTO)
Ù www.sainsburysrecipes.co.uk
œ The content on the site, when viewed on
a desktop PC – i.e. not the device that
was used to do the scanning – is
however good
˜ This is easy to fix and without doing
so makes the whole campaign a
waste

Copyright Incentivated Limited 2013
Content is good but won’t load on mobile
Putting a QR code on the packaging is easy, but delivers a poor user experience

Copyright Incentivated Limited 2013
Contents
Sainsbury’s baking
Greens' baking

Copyright Incentivated Limited 2013
Another baking example: Greens
Wonderful, attention-grabbing call-to-action (case study in how to do it!)

Copyright Incentivated Limited 2013
Great content, but not optimised for mobile
(And they were doing so well ...)

Copyright Incentivated Limited 2013 www.incentivated.com
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