Not sure what the marketing people in charge of promoting the movie “The Mechanic” coming out in January thought of using a QR code in an in-theater promo were thinking.
My wife and I went to see the TRON the Legacy at a local multiplex theater; the 7 p.m. show. We bought our popcorn and drinks and sat on some benches waiting for the 4 p.m. show to end so we could enter and find a seat.
A plasma screen showing upcoming attractions was near by and just by chance I noticed a QR code appear on one of the promos. I had to try and see how the movie’s promoters are using this new marketing tactic.
The QR code was for the movie The Mechanic, so I grabbed my Smartphone, launched my barcode/QR code reader and waited for the next cycle when the promo and QR code would return.
I snagged the code and my phone launched my Opera browser. I eagerly awaited to see where I would be taken with this new technology.
Would I see a great landing page designed for a Smartphone, maybe with a special offer or code to use to get an advance showing or reduced price tickets? Nope.
The QR code went to the regular Flash-based web site, as as many of you know, Smartphones do not have browsers with Flash support. All I saw was an error message stating what I already knew, that my device could not launch a Flash-based web page.
Not only did the marketing team fail big time in using a QR code, they obviously have no clue on how to effectively use it by sending the user to a mobile web page tailored for the most common device that will capture the QR code: a Smartphone. “A” for effort, “F” for execution.
Not only am I disappointed, but also turned off from seeing the movie.
What do you think?