Notorious Beam Team

From Brand Republic

"LONDON - Pepsi has kicked off a mobile campaign where consumers can get content for their mobile phones by taking a picture of a "quick response" code on its cans and bottles.

Britvic and PepsiCo plan to put the QR codes on 400 million cans and bottles.

Consumers can take a picture of the code with their mobile phone camera, which will automatically redirect them to a WAP site. Here, they will receive entertainment, or a kick, on their mobile phone.
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The prizes include advice from life coach Rusty Champion, Pro Evolution Soccer and Project Gotham racing games, ringtones and wallpapers. Frequent visitors will be rewarded for their loyalty with exclusive content.

The QR codes will feature on all Pepsi brands, which include Pepsi, Diet Pepsi and Pepsi Max.

Ahmed Abdel-Karim, the marketing manager for Pepsi UK, said: "Pepsi is using QR codes to connect with, and engage, consumers in a new and exciting way wherever they are."

QR codes have been used by advertisers in Japan for a number of years."

There are 4 key aspects that I find interesting about this.

1. As far as I can see it is the biggest use in the UK of this media/technology. Let's see if it opens the floodgates.

2. The Japanese have been using these codes for ages and it is completely ingrained into their way of life.

3. There's still a barrier to QR codes working. I tired to install the software on my BlackBerry and my Nokia but couldn't get either to work. Maybe I am being an idiot. But either way it needs to work better from a usability point of view.

4. I am really excited about the potential of using QR codes from an alcoholic drinks perspective. It could provide a brilliant way of providing connoisseurship information in on-trade environments.