I like Panera Bread. They have tasty and what appears to be healthy, organic and delicious menu items. I say “appear to be” because I dont know if their stuff is organic or even healthy, but that is the message their menu board and posters convey to customers – even if its not.
During my last visit, I noticed a poster titled “Party Fare” with a beautifully photographed (and maybe photoshoped) image of Avocado Crostinis inviting customers to scan a QR Code to get the recipe so we can all learn how to make them. So I took the byte and decided to review their campaign.
1) The Creative (25 Points):
What can I say about this creative other than delicious! The shot of the Avocado Crostinis is so good that I am tempted to take a bite out of my monitor. The picture just pulls you – specially if you like avocado as much as you do. And lets not forget that the position of the QR Code couldn’t be better. It is placed on the top right corner and it is the perfect size. Great job on this one.
2) The Scan (15 Points):
One thing we can deduct from the scan screen is that we will be taken to a mobile site, which is always great. Here is the URL that was used: http://www.panerabread.com/recipes/mobile/avocadocrostini.php
3) The Landing Page (40 Points):
The landing page is divided into two professionally designed images that fit perfectly in the screen of my EVO 4G. you can make the images bigger by placing your finger in the center of the screen and moving them outwards so it is easy to read.
The only problem that I see here that there is no call to action here. This is a great opportunity to ask folks to sign up to receive more recipes via email or to like their Facebook page to get access to more recipes. Also, how about a share a button where I can share it with other avocado aficionados. If I took the time to scan this code, you have to give me more, but this landing page doesnt and is shame because that image makes me want more.
I was able to “discover” (See analytics) a link to the Mobile site, but that didnt improve the experience.
4) Analytics (20 Points):
As you can tell by the screenshot of the “scan” above, the folks at Panera Bread opted not to use a URL Shortening service so they are not tracking scans that way. Additionally, I dont see any Google Analytics tag in the URL so they are not tracking scans/visits that way either. I tried looking at the source, but the only thing I learn is that there is link to the Panera Bread Mobile site by clicking on the logo on the image. More than likely, they have an internal analytics system to keep track of visits like Jetpack for WordPress.
I was very excited to analyse this campaign since Panera Bread is one my favorite sandwich shops. However, I think they could have done more in their landing page. Additionally, I am not even sure if they are tracking scans effectively. Out of 100 points I give this campaign a 70 since there is no call to action in the landing page and the link to the mobile site was hidden within the image.