Fast food chain Church?s Chicken has partnered with Hasbro on a campaign to reward users who scan on-pack mobile bar codes with holiday-themed prizes.

Church?s Chicken has placed QR codes on packages of food. The QR code initiative is part of the Church?s Family Fun Giveaway sweepstakes that gives families the chance to vie for prizes including games or a vacation for four. The campaign runs through Dec. 31.

?QSRs will see huge value in adopting QR codes into their campaigns as they allow instant engagement with customers in addition to future the relationship with their loyal user groups," said Bobby Marhamat, founder of Hipscan, Menlo Park, CA.

"For example, including a QR code on a drink cup with a promotion encourages the customer to return again and again," he said. "Creating a mobile sweepstakes allows a QSR to build a relationship with an end user, create a longer-term relationship and reduce their cost of acquisition and marketing."

Mr. Marhamat is not affiliated with Church?s Chicken or Hasbro. He commented based on his expertise on the subject.

Church?s Chicken and Hasbro did not respond to press inquiries.

Atlanta-based Church?s Chicken includes more than 1,700 stores in 23 countries.

Scan for details
Church?s Chicken has placed QR codes on its Church Holiday bundle products.

Users can scan the on-pack QR code to learn more about the campaign and how they can win prizes.

Via the page, consumers can fill out an entry form including their name, address, date of birth and phone number.

In total, Church?s Chicken is giving out 5,000 Hasbro games and a grand prize of a Carnival Cruise vacation for a family of four.

Additionally, all consumers who participate in the campaign can receive a coupon for ten percent off purchases made at www.Hasbrotoyshop.com. The coupon is redeemable through a promotion code that consumers enter at check-out.

The campaign also includes a Web microsite at http://www.churchs.com/win/.

QR code nation
Plenty of fast food chains are using on-pack QR codes as a staple in their marketing campaigns these days.

For instance, Sonic recently plastered QR codes on Styrofoam cups as part of the company?s Limeades for Learning campaign, which encouraged consumers to donate supplies and money to schools in need (see story).

Additionally, KFC placed mobile bar codes on products earlier this year to give users a chance to win time-sensitive prizes (see story).

Although mobile bar codes present huge opportunities to marketers, the trick is to use them in a way that gives users a value for scanning them.

"QR codes will really elevate retailer campaigns this holiday season," Mr. Marhamat said.

"Not only will QR codes create a way for the brands to interact with customers in a more unique way, but they will also help drive additional revenue," he said. "There are some brands even using QR codes to facilitate mobile purchases during off-hours to encourage even more sales.  QR codes are maturing in the United States, and it gives brands even more opportunity to engage with their end users."

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York