I was at Orlando International Airport on my way back to New Jersey after the 29th NALEO National Conference when I noticed a poster by the Transportation Security Administration (TSA) targeting kids with a QR Code on it. So I said to myself: “what the heck. lets check it out”.
1) The Creative (25 points)
The creative was very attractive with a large heading calling out “Hey Kids!” I am not a kid, but the poster was the only colorful media that you can find while taking your shoes off, pulling out the ipad, the laptop, the phones and everything else we are asked to remove while going thru the security check at the airport. Which brings me to my next point: even though the post was well constructed with lots of white space, a very noticeable QR Code and a great call to action, it could not be in the worst place possible. Who the heck has the time to pull out their phones, look for their scanning app, scan the code, etc? Well I did. Well, I actually had to take a picture of the poster and scan the QR Code at a later time from my computer because the rule is to keep the line moving – that is of course if you don’t want to stressed out people behind you give you hard looks. great poster, awful location.
2) the Scan (15 points)
I had no problems scanning the QR code from the comfort of my office. The QR code was not dense since the folks at the TSA were smart enough to use a URL Shorterner. The choose to goo.gl which is Google’s URL Shorterner. The URL that was used was http://goo.gl/Qrlx1 which reidetects to http://www.tsa.gov/what_we_do/screening_under12.shtm. However, I didnt have to scan it in real time because of the location of the poster.
3) The Landing Page (40 points)
The worst landing page would be an infected site where all kinds threads are auto-downloaded onto your device. But, landing on a 404 error is as close you can get to that.
Analytics (20 points)
The only good decision that was made in this whole mess was to use to a URL Shortener service that provides data – specially a service whose data is available to the public. so by appending “.info” to the end of the short URL like this: http://goo.gl/Qrlx1.info we are able to see how many travelers were suckered into pulling their phones out and scanning a QR code aiming at a page that doesn’t exist.
According to the goo.gl analytics page, this QR Code was created on July 29th 2011 and has been scanned more than 15,000 times as of the date of publication of the article. The biggest scanners were iPhone users. I guess Mac users not only stay at pricier hotels than PC users but also travel more often. Who knows. What do you think?
This campaign was a total mess: from the fact that is almost impossible to scan the code while one is being hurried through the security check at the airport to the 404 error landing page. This QR Code campaign gets a 50.