Disney relies on QR codes to anchor film promotion
By Rimma Kats
March 6, 2013
Disney and Cargill are using mobile bar codes to entice consumers to buy the new “Wreck-It Ralph” Blu-ray combo pack.
Cargill turkey brands Honeysuckle White and Shady Brook Farms are offering consumers a $5 rebate with a Blu-ray and meat purchase during the spring promotion. The promotion will run through April 30.
“Our promotional efforts for our partnership campaigns with Disney have been largely digital in nature due to the target audience we’re trying to reach: millennial mom’s, who are very tech savvy, and utilize digital applications in their everyday lives,” said Mary Richardson, brand manager at Cargill Turkey Products.
“We want to be where they are spending their time; on-line and on mobile,” she said. “The QR code ties the target audience directly to messaging about the promotion, and opens up the ability to reach that consumer with additional information to aide them in their everyday lives, such as recipes, tips for health/feeding their families, etc."
The Disney, Cargill promotion uses many marketing tools to create consumer awareness and leverage sales of turkey products, as well as the Wreck it Ralph Blu-ray.
According to Cargill, more than 7 million packages of Honeysuckle White and Shady Brook Farms turkey products will feature promotional packaging during an eight-week timeframe.
The packaging includes a QR code and Web site address for consumers to access the mail-in rebate form via their mobile devices.
Furthermore, the companies are getting the word out about the promotion through point-of-purchase materials such as static clings, wobblers, shelf talkers, posters, rail strips and backer boards.
Advertising in support of the promotion will be featured on Web sites such as All Recipes, as well as on Facebook and Google and the Honeysuckle White and Shady Brook Farms sites.
“We are in early stages of using the QR technology within our promotions,” Ms. Richardson said.
“We are evaluating the efficiencies of using this technology,” she said. “The advantage using QR codes allows, is that the technology provides the immediate link from on-product/point-of-sale messaging to our online assets, where we can provide rich information and build trust within our brands.”
Cargill also worked with Disney previously on a mail-in rebate promotion that supported the Blu-ray release of its film “Brave.”
QR codes are a great way for the companies to get the word out about a promotion. And, by featuring a rebate, the companies are enticing consumers to scan the mobile bar code and fill out the form.
“Directionally, mobile is one element within our marketing efforts we’ll continue to build programs around,” Ms. Richardson said.
“Mobile usage has continued to trend up, so of course, like I said earlier, we will be building marketing programs to help us be where our target audience is spending their time,” she said.
Rimma Kats is associate editor on Mobile Marketer, New York
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