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RIO DE JANEIRO Rio de Janeiro is mixing technology with tradition to provide tourists information about the city by embedding bar codes into the black and white mosaic sidewalks that are a symbol of the city.

The first two-dimensional bar codes, or QR codes, as they're known, were installed Friday at Arpoador, a massive boulder that rises at the end of Ipanema beach. The image was built into the sidewalk with the same black and white stones that decorate sidewalks around town with mosaics of waves, fish and abstract images.

Published in Adventure
Wednesday, 11 April 2012 16:42

QR Codes: How much is too much?

The over-use of QR codes has become something of a running joke around our office. We have seen them on TV commercials (we're still trying to figure out how anyone has enough time to launch an app and scan a code that only appears on-screen for a few seconds) business cards that have no information other than a logo and a QR code (which give the prospect no incentive or context to encourage them to learn more), mattresses tags with a QR code and no price (which creates a higher barrier to entry for customers), and the best of all QR codes that do not work at all (which nearly guarantee a prospect will not make a second attempt).

So, I have been asking around: How many times have you scanned a QR code from a TV ad? Do you prefer to receive a business card with a QR code, or does that trendy boxed code become a barrier to sales conversions? Not surprisingly, the results of my survey mostly conducted on friends over a good glass of wine indicate that many organizations might be overusing QR codes. Perhaps this happens simply because they are currently 'cool' and in-vogue, and businesses want to capitalize on a growing trend.

Published in The Marketing Edge

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