The Guinness QR Cup Gold Winner
Looking to get consumers talking about Guinness, BBDO New York created a point-of-sale campaign and made the QR code cup. The QR code was designed to work only if the cup was full of Guinness, a lager or pilsner just wouldn’t do. Fill the glass with Guinness, however, and the code is activated. Drinkers could use the QR code to download exclusive content or broadcast social media messages via their cup. The campaign was literally tied the product because you had to order the beer in order to participate. Even though the cups were only available in a small number of bars, the QR campaign was a success and created thousands of social media impressions. The reuse of the cups, the word-of-mouth at the bars and the social media component helped drive these results. “Nice show off of item for Guinness people,” commented one Caples judge.
BBDO New York