Scanning the code connects soda drinkers with videos and a Coca-Cola community site.
Allison Enright , Editor
The Coca-Cola Co. may have bought the world a Coke, but now the soda company may very well be bringing quick-response (QR) codes to the masses, too. The soda maker will add the 2-D bar code square to all packages of Coca-Cola Classic and Coca-Cola Zero sodas for sale in Spain. Coca-Cola is using the Scanlife code management platform from Scanbuy Inc. to link soda drinkers to mobile web content.
Consumers who have a QR code reader app on their smartphones can scan the QR code on packaging to view Coke-branded video content or to visit Coca-Cola SmileWorld, Coca-Cola’s online community where consumers can post pictures of themselves to show other community members.
“We are able to constantly surprise our consumers with new content, strengthen our position in the mobile space and understand what interests our consumers,” says Paco Rodriguez, digital manager at Coca-Cola. Coca-Cola also will be promoting the QR codes via TV advertising in Spain.
Coca-Cola late last year added Scanbuy QR codes to promotional beverage cups consumers bought at the fountain at 7-Eleven convenience stores in the United States. Scanning the QR code on the cup connected smartphone users to a game they could download and prize giveaways.