From product packaging to billboards, QR codes bridge the gap between offline and online experiences, allowing users to access content with just a quick scan. But some campaigns have taken them far beyond convenience, turning these square boxes into viral campaigns that captivated millions. Imagine stumbling upon a mural with a hidden QR code leading you down an online rabbit hole or allowing users to burn your competitor's ads with just a scan!
This running list explores some of the most memorable QR code campaigns that took the internet by storm. Each one changes our perception of what’s possible with a quick scan, and you won’t want to miss the creative twists that keep audiences guessing and coming back for more.
Taylor Swift’s Supersized QR Code Murals To Promote TTPD
Industry: Music/Entertainment
Campaign Overview 🔍
On Monday, April 15, a mysterious supersized QR Code Mural appeared in River North Chicago. When scanned, the QR Code led to an unlisted short on Youtube, a video of a typewriter typing “Error 321,” and some even spotted a faded “13” (Swift’s lucky number).
What made the mural even more intriguing was that the content it led to changed daily, revealing new clues and surprises with each scan. Two days later, people who scanned the same QR code found a different YouTube Short; this time, the typewriter typed the letter “T.”
This was made possible through dynamic QR codes, which allow for easy updates to the destination link without altering the physical QR code itself. The daily changes kept the audience engaged, returning to the mural for new reveals and creating an interactive, unfolding experience.
Swift’s team placed similar QR code murals in several U.S. cities and 13 other locations worldwide, each leading to unique shorts with different letters. For instance, the code in Sao Paulo showed an “H,” while London’s displayed an “O.”
Swifties soon decoded the letters to spell “Fortnight,” the name of the first single on The Tortured Poet’s Department album.
Talk about a brilliantly crafted campaign to generate buzz and anticipation for the album release!
Takeaway for marketers 📝
- Build Intrigue with Mystery: Swift’s evolving QR code clues kept fans hooked. Leveraging dynamic QR codes allows updates without changing physical materials, making campaigns flexible.
- Create a Multi-Channel Experience: QR codes seamlessly link physical locations to digital content. A mix of online and offline touchpoints helps to increase engagement.
- Build Hype Gradually: Releasing clues over time maximized anticipation. Phased reveals keep audiences invested and excited.
Katy Perry flaunts QR Code tattoo at MTV VMA Awards
Industry: Music/Entertainment
Campaign Overview 🔍
Katy Perry recently made headlines at the VMA’s Red Carpet. But it wasn’t because she won the highly coveted Video Vanguard Award or her edgy white dress, but a QR Code tattoo on the small of her back.
The QR Code caught the attention of her fans, who soon flocked to social media platforms like X to discuss it. While most people struggled to scan the QR Codes, those who did mentioned that it led to a pre-save website for Perry's upcoming album, 143.
She followed it up by sporting a QR tattoo on the palm of her hand at Balenciaga’s Paris Fashion Week show, hoping fans would find it easier to scan this one, and it did.
Takeaway for marketers 📝
- QR Codes as Buzz Generators: Placing QR Codes in high-visibility settings can spark significant social media engagement and word-of-mouth marketing. By leveraging a unique QR Code "tattoo" on the red carpet, Perry created a memorable moment that fans were eager to share and discuss online.
- Optimize QR Code Placement and Scannability: Perry's campaign highlights the importance of QR Code placement and accessibility. The initial placement on her back proved challenging for fans to scan, showing that QR Code campaigns should consider ease of access to maximize engagement. Her adjustment to a more accessible location (her palm) for better scanning at the Paris Fashion Week shows how critical it is to ensure that QR Codes are easily scannable. Marketers should prioritize placing QR Codes in locations that are both visible and convenient to interact with.
Deadpool Trailer QR Code Easter Egg 🥚
Industry: Movie/Entertainment
Campaign Overview 🔍
Marvel is known for its sneaky easter eggs and is no stranger to adding QR Codes for it.They’ve been using it since 2010s to promote their movies, starting with Iron Man 2.
One such recent QR Code campaign that sent waves across the internet was the Deadpool trailer.
A few seconds into a teaser posted by "Deadpool" star Ryan Reynolds on social media, a small QR Code briefly appears between Wolverine’s knees.
When scanned, it leads to a humorous, tongue-in-cheek video from Reynolds—a playful reward for curious fans, cleverly serving as an ad within an ad.
While the QR Code caught attention, many fans were anguished at how hard it was to scan the QR Code and access the content behind it.
Takeaway for marketers 📝
- Hidden QR Codes spark curiosity and engagement, offering fans an interactive "easter egg" experience that can drive social media buzz and build hype for upcoming releases.
- Ensure QR Codes are easily scannable—even small details matter, as fans can become frustrated if they struggle to access the exclusive content you’re promoting.
Moo Deng + QR Code: Recipe of A Viral Campaign
Industry: Healthcare / FMCG
Campaign Overview 🔍
Lifebuoy, Unilever’s largest hygiene soap power brand, has collaborated with Moo Deng, the baby pygmy hippopotamus that became a viral sensation, for its iconic ‘H for Handwashing’ global movement that has transformed the letter ‘H’ into a universal symbol for handwashing
To further her mission, Moo Deng requests for humans to scan a QR code where they will be introduced to an AI-augmented hippo teacher who comes alive to teach #HforHandwashing to kids in interactive and engaging ways, including hyper-customized games, activities, and songs enabled by AI.
Takeaway for marketers 📝
- Use Viral Figures to Promote Positive Habits: Leveraging a beloved character like Moo Deng engages audiences emotionally, making campaigns promoting healthy habits like handwashing feel more relatable and memorable.
- Combine AI and Interactivity for Educational Impact: By linking a QR Code to AI-driven interactive content, Lifebuoy enhances learning for kids with games, activities, and songs, effectively promoting behavior change in a fun
Britannia’s Newspaper Video Ad Powered by QR Codes
Industry: Healthcare / FMCG
Campaign Overview 🔍
One fine morning, social media was set ablaze with a newspaper ad in India. Why? That was the first time people saw newspapers coming alive and a video playing.
How?
Thanks to technologies like QR Code and Mixed Reality. The newspaper ad asked users to scan the QR Code to unmute Ranveer Singh, a popular Bollywood actor. Once scanned, a screen appears in the newspaper, and a video is played.
Since then, similar video campaigns have been run from billboards and flyers, and Kamala Harris even used one during her presidential campaign.
Takeaway for marketers 📝
- Integrate Physical and Digital for Immersive Experiences: By blending QR Codes and mixed reality, brands can turn traditional media like newspapers or billboards into interactive platforms, creating an engaging experience that bridges offline and online worlds.