On one hand, yes. Go Daddy’s campaign saw tremendous success… on-screen QR codes led to videos featuring their spokesmodels and coupons for one of their services, created a buzz about the company, and set an all-time sales record for the mobile site during the game. See the whole video here.
On the other hand, some QR codes used by advertisers in the Super Bowl’s official game program left consumers unimpressed. While users did scan the codes, many complained that they were led to boring and impersonalized online content that wasn’t optimized for viewing on a mobile phone.
The take-away from this “experiment” is that misusing a QR code is like spending all of your time creating fancy invitations for an exclusive party, but forgetting to book a venue for the big day. When your customers show up to something you invited them to, shouldn’t you make their stay worthwhile?
To capture the power of QR codes like Go Daddy did, focus on how you can personalize content or collect results about the customers’ preference to tailor your material to them next time. pURLS and customer surveys give your customer another reason to care what’s on the other end of the QR code.