QR Code BLUE

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The word on the street is that QR codes are out, and Google goggles are in.

I stumbled upon this article, showcasing some epic QR code failures of  last year and felt inspired to write about the topic.  QR codes are not a new technology, but new to the average consumer like you and me over here in the US.  They originated overseas in Japan, being used for over a decade by Dens0 Wave.

There are people who swear by them and others who think the abstract black and white shapes are useless.  I am still researching both sides of the argument, but at this point in time I consider them cumbersome and irrelevant.

Why?  Let’s look at some key points.

QR Codes aren’t safe.

These little squares store data, but we don’t know what exactly that data is.  We take a chance by scanning it into our devices on a hope and a prayer we don’t end up on some malicious site.  Or worse, becoming a victim of identify theft as some codes can gain full access to your phones data.

Humans are visual (and visceral) animals.

We just simply cannot make an emotional connections to an abstract black and white square.  They resemble nothing to do with the product or service being advertised.  Purchase decisions are driven by emotion not logic.  We need stimulating imagery and color.

Consumers don’t care.

About 5-10% of the American public has ever scanned a QR code.  The only reason why most people scan them is to secure a discount or coupon, and that is one of the only reasons I would personally ever scan one.   This  article highlights some rather dubious uses of QR codes.

So, in the beginning I mentioned that Google Goggles are the new “QR code”.  I have experimented with both and have to agree, Google Goggles are much more simple and secure and FUN!  There are no risks of getting sucked into malware sites or anything of that nature.  You simply pick something to scan and information is safely at your fingertips.  Scan anything from text, books, landmarks, art, food, beverage, labels, etc.

So what has been your experience with QR codes or Google Goggles?  I would love to hear other points of view.

Dr. Pepper 10 macho madness?

Alright folks, I’m sure most of you have seen the Dr. Pepper 10 commerical, but if not take a gander below.

Dr. Pepper 10 Commercial

I have mixed feelings on the ad.  Its definitely a conversation starter.  Let’s start with the facts.

This is an example of Extreme Consequence advertising tool.  Showing an absolutely absurd reason for using the product, drinking Dr. Pepper 10.  Over exaggeration has it place and can seem clever at times.

I am curious how many out there are put off by this ad?  I myself find it verging on disgustingly annoying.  But perhaps therein lies its genius; to piss off the women so they buy Dr. Pepper 10 AS WELL as the men.

Actually, my first encounter with the product was on the shelf on a grocery shopping trip.  What’s this, something new?  I was sold automatically.  I had switched to diet soda for a while now, but still missed the full flavor of the original.  So this was an amazing discovery!  I can still have some of the Dr. Pepper original flavor but only 10 calories.  Win Win!  I then see the commercial sometime later and was shocked by the tagline, “Not for Women.”  I was immediately offended.  Why can’t women seek a low-calorie alternative to diet?  What men are really that self-conscious to drink a diet soda?

I think there is a better approach. I’m a big fan of the new Direct TV commercials showcasing a chain of unfortunate events.  Have a look below.

Don’t wake up in a roadside ditch.

This is an example of Inversion.  The key idea here showing what would happen if you didn’t use the service in an extreme way.  I can see this being a great tool to apply to Dr. Pepper 10.  The “Kind of Diet Drink”.  I envision a dude at a house party going for a can of Diet Dr. Pepper and a slew of unfortunate events result…  OR  …he could have picked up a can of Dr. Pepper 10 and a slew of rather awesome stuff happening during his evening as a result of his social beverage choice.

AH