Ged Carroll

The futility of QRcodes on tube

Published: (Updated: ) in branding | 品牌推廣 | 브랜드 마케팅 | ブランディング, ideas | 想法 | 생각 | 考える, london | 倫敦 | 런던 | ロンドン, marketing | 營銷 | 마케팅 | マーケティング, media | 媒體 | 미디어 | メディア, web of no web | 無處不在的技術 | 보급 기술 | 普及したテクノロジー by .

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Traveling on the London Underground ‘tube’ recently I have noticed that more and more adverts have a QRcode. But the trips also highlighted the futility of using a QRcode, particularly on many of the deep lines.

I am not too sure if tube QRcode is a recent phenomena or that I have been paying more attention as a number of the projects that I’ve been recently looking at are about the ‘web of no web‘: the interface between the web and the real world. I am a big fan of progressive approaches to marketing, however, the more I thought about the phenomena, the greater the waste of time that it seemed to be:

The futility of QRcodes on the tube shows that the media buyers, marketers and or designers don’t pay much attention to the context of their advertisement art work, which could artificially skew campaign objectives and measurement adversely. In order to combat ‘the futility’, we need to go beyond TGI data and media packs. We can start this process by keeping our eyes open to the world around us.