Turkish Air Olympic Marketing: Free tickets in two-dimensional yards

Contributing author @ Jiansho Qing

The Games in London are in full swing and the brands outside the stadium are not idle. McCann Turkey has created an interesting two-dimensional code-seeking marketing campaign for Turkish Airways (Turkish Airlines). They made the national flag of all Olympic participating countries into a two-dimensional code, and put it to London's big and small bus site, and then invite people to start the treasure Hunt action: As long as the mobile phone scan two-dimensional code can automatically obtain a flag, and the collection of the most flag people can be from more than 200 Turkish Airlines global routes to choose a destination And get a free round-trip ticket. This activity will continue until August 19.

(Compiled from the creativity-online.com website August 2, "Turkish airlines:qr Flags", Link here)

"Marketing Interpretation"

To comment on the recent major brand marketing activities of the most busy "role", natural non-two-dimensional code QR. From HBO's blood-soaked two-dimensional code used in television commercials in its vampire drama "True Love Blood" (true Blood), to the famous lingerie brand Victoria's very hot outdoor advertisement "Reveal Lily's Secret" (Lily's real secret), And then to the beau of South Korea to promote the use of two-dimensional code in the subway station to create a virtual supermarket novel ideas (see here).

Advertisers are at first sight of the two-dimensional code, and most important American companies embrace it wholeheartedly. From Coca-Cola, to the United States airlines to Ford, Gap, Home Depot, Starbucks, and so on. Now, Turkish Airlines joined the team, with the London Olympic Games in the east, with people playing the street treasure hunt game. Consumers with the most points will be tempted to get a round-trip ticket to any destination.

Its ingenious place also lies in: on the one hand the two-dimensional code hides in London big and small bus station, lets the consumer seek, greatly increases the participation sense and the interest. It is too easy to come by, but it can not inspire people to be curious. As Stephen Brown (Stephen Brown) has said, customers do not want companies to pay homage to them, they would rather be teased and tortured by delicate and insatiable desires, because there is an eternal rule that the most difficult things are the best.

On the other hand, the national flag of the Olympic Games participating countries as a target, easy to the ordinary marketing activities linked to the London Olympics, is a coup. Olympic Games is now the world's hottest tag, any associated with it, you can put on the above layer of gorgeous CLS, reflecting enough timeliness and journalistic nature. The major media attention to the Olympic Games, will also dog, will look into it.

So what exactly is a two-dimensional code?

If you listen more, you may not know exactly. Two-dimensional code (QR), the full name "Quick response code" (Fast Response code), meaning to be able to read quickly. In the middle of the 90, a Toyota subsidiary was invented to track auto parts. A two-dimensional code can carry more information than a traditional barcode. If you compare traditional code to a previous floppy disk, the two-dimensional code is today's hard drive. In addition, the two-dimensional code can be dust-proof, damage-resistant, and can be read in any direction. By 2002, with the popularity of smartphones, Japanese marketers have used the technology for the first time in marketing campaigns to track consumers.

Where is the marketing value of two-dimensional code?

Without it, solved the problem of the last kilometer of the mobile internet also. As I said a short time ago: "With the popularity of mobile internet, with the prominent convenience, mobile phone rather than computer, is the future of the internet world entrance." And the use of two-dimensional code, mobile Internet can achieve landing.

In those days, the advent of bar codes created a new shopping model for supermarkets; today, the two-dimensional code gives the business the imagination to turn the mobile phone into a marketing platform. People only need a camera and read the software smartphone, you can read the two-dimensional code text, pictures, web sites, video and other information. For consumers, this makes them more convenient for each consumption, and for marketers, this is the best way to reach consumers quickly.

This article comes from the @socialbeta special author @ Jiansho Qing (Marketing Popular Science blog "about marketing that little news" blogger, dedicated to sharing fresh and interesting marketing information, ideas and trends. Has 5 years of brand marketing work experience, currently serving the PE investment department. ）

This article link: http://www.socialbeta.cn/articles/turkish-airlines-qr-flags.html