The biggest problem with using QR codes is understanding their ability to function. They can come out pixelated and blurry and have certain limitations for scanning too. Like any technology, you have to start with the proper usage. If not, it won’t work and you have damaged your brand and wasted your money on your marketing material.
McDonald’s, for instance, puts QR codes on drink cups so customers can see the nutritional value of their food items.
The Cleveland Museum of Art (as well as many other museums) places QR codes next to exhibits to direct visitors to online or audio tours via their phones, or to provide more in-depth information.
Brancott Estate’s “World’s Most Curious Bottle” uses a QR to give customers information about the product, including food-pairing suggestions and promotions.
New York’s Central Park “World Park” campaign, in order to reach out to a younger audience for Arbor Day, turned the park into an interactive board game using QR codes positioned around the park that linked to a wide range of information. Take a look: