August 26, 2011, Posted by Kevin Mullett in big stuff, fail, internet tools, little stuff, marketing, marketing tools, qr codes in the wild

qr code IN THE WILD movie poster fail

When people tweet me a #QRCodeInTheWild, which you are welcome to do, I always analyze them for effective use of the technology and to see if it follows various marketing principles. Sometimes they are in the form of actual pictures they have taken and others like today are links to stories.

Picture in QR Code ExampleWhen fellow @CirrusABS guy @CGordonHenke tweeted me this QR Code story from Mashable, about usage on ad materials like posters and standees, I had to check it out. Turns out the studio that released it, may not have checked out the functionality all that well.


  • Attractive usage.
  • Enticing usage and call to action.
  • IS.GD shortened and trackable url used


  • QR Code barely scans due to contrast issues of the face. (lower left side)
  • No alternative method to receive content given. (may have been elsewhere on promo piece)
  • Requires plugin to view content. (QuickTime)
  • Not mobile friendly.
  • Landing page does not load anything on current Android platform (only mobile OS tested)
  • Landing page required plug-in update on current Chrome browser (only browser tested)
Clearly they will see little benefit from attempting to use QR Codes because the dots were not connected. Want to see other uses of QR Codes? Check out my QRCodesInTheWild flickr set and this whole QR Code flickr group. If you see an interesting usage of a QR Code or other mobile scan tag, send it to me via twitter and use the #QRCodeInTheWild hashtag. If you want help with mobile marketing, drop me a line.
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  • So whats your take on what you should use for testing? is there a QR scanner that sucks that we should test with. Because using my AT&T Scanner it works like a stud. So whats the ie6 of QR scanners so we can test our codes against. Because pimping out a QR code is fun but if it works like garbage on some craptastic QR reader then it’s time to grade the craptastic one and see what else wont work.

    • Great question. I’ve noticed that certain QR Code readers will work better or worse dependent on how the code is created in the first place. For example if you put a picture behind it, like in this example, or round the corners or change the error rate it will change which readers work well. I test by using the readers I have on my phone and then other peoples phones. I should start keeping a list, but I can’t say which fail more. Rarely will barcode scanner or Google Goggles fail to read.

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