eMarketer has a great case study today about Toyota and QR codes. 
If you are bored by QR codes, or don’t know what could be accomplished through them — take a look because Toyota has taken QR codes to the next level. QR codes have been all about providing more brand information (than will fit in an ad or poster or product packaging or…) — if you scan the code. It’s been about the opportunity to predominantly both share more information and connect the consumer to your site or other Social Media platform.
Toyota worked with a QR code vendor to develop a branded mobile barcode, ToyoTag. That connected Toyota’s real and virtual worlds with their targeted, younger audience. Check out the case: http://www.emarketer.com/Article.aspx?R=1008733&ecid=a6506033675d47f881651943c21c5ed4
In September, the ToyoTag leveraged Toyota’s Hatsune Miku augmented reality experience in California to launch its 2012 Corolla. Consumers were encouraged to use their mobile phones; snap the ToyoTag; and download the Toyota Shopping Tool app for iPhone or Android. Once they did that, they were rewarded with a video featuring Hatsune singing on a virtual stage next to the 2012 Corolla.
Talk about augmented reality. Toyota not only did what typical QR codes do — offer more information and connect the consumer to their site, etc. – but got even more bang for their buck. They tapped into:
- their target audience’s passions (technology, music, anime)
- enough incentive for consumers to take action (downloads, site traffic, sharing)
- how their target enjoys an event — participating
- haloing the 2012 Corolla with modern works of art.
Even the “Dream Harmonic” Toyota YouTube video has seen increased views because of the ripple effect — to the tune of 1,511,265. Check it out: http://www.youtube.com/watch?v=E15PE7iGT0U
What some expect from a QR code may never be the same again.
