QR codes have been around for about two decades – 20 years in which marketers have tried repeatedly to persuade the public to want to use them. They have, however, proved one of the technological breakthroughs of the pandemic – albeit a minor one next to the marvels of the mRNA vaccine – with QR codes now everywhere, with no fuss. Suddenly everyone’s using them – in the pub, in the vaccine center, at restaurants. Could this be the breakthrough adland has been waiting for?
If so, it could open up a whole new world of AR-led marketing, with QR codes and other prompt devices used to literally increase the surface area for activations and ads – if marketers can avoid triggering a relapse to consumer apathy.