A new campaign from Budweiser utilizes QR code technology to urge consumers to trace their beer’s history. The “Track Your Bud” campaign incorporates QR codes on Budweiser product packaging – rather than print ads – to engage fans.
Consumers can scan the QR code on Budweiser packaging (via smartphone) and download the free “Track Your Bud” app, or visit TrackYourBud.com. Then, consumers enter the “Born on Date” on their beer bottle or can, and are taken on a guided tour of the beer’s creation by the Budweiser brew master – in one of Budweiser’s 12 U.S. breweries – that made that specific beer.
The mobile app also integrates with Facebook to connect Budweiser drinkers nationwide. According to Digiday, app users are exposed to branded Budweiser video content and can collect badges from each U.S. brewery.
Rob McCarthy, vice president of Budweiser, says the brand wants “to share its story with its customers,” as reported by the QR Code Press. QR code technology enables Budweiser to show “the pride, passion and craftsmanship at our breweries that’s been the backbone of Budweiser for generations.” McCarthy told Digiday that “We’ve been talking about the quality of our beers forever. Adding a social element makes it more personal, iterative and customized.”
According to Marketing Vox, “QR code-based campaigns that incorporate packaging are rare enough to turn heads.” Print ads are still the most common place to find QR campaigns; use of QR codes in print ads rose from 0.9% in January 2011 to 7% in January 2012.
Is your brand using QR codes? Do you think this content will entice Budweiser drinkers to scan, download the app, and engage with the brand?