We recently spotted that Canberra's interactive science and technology centre Questicon is making use of QR codes to provide more information to browsers. It's especially relevant since QR codes are themselves a subject for one particular exhibit called Perception Deception.
This is an application that we've talked about a lot.
It's a great way of connecting to more detailed content providing the back story, if you will. It also means that users can walk away with referenceable content after the fact - very useful indeed.
However in this case I just felt that the reward just wasn't strong enough. That is, the experience didn't really add anything. I think when used in these situations QR must link to content that provides more value - greater utility or entertainment. Think video content, location-based tools, mobile vouchers and so on.
Nevertheless good on you Questicon for getting stuck in, and my kids really enjoyed the exhibit. This is a must visit attraction in Canberra if you have kids by the way.
Simon Morgan is a Partner at Mojo and Publicis Digital Australia. Known unaffectionately by his friends as fAdman, he has always got his fingers in several pies - usually somewhere at the intersection of advertising, creative, technology, pizza and ukulele. He is married to Miriam and together they wrangle three challenging young boys in Sydney, Australia.
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