Swanson heats up winter meal inspirations via QR codes

Campbell Soup Co.-owned Swanson is placing QR codes on its static print ads to show users how to incorporate its products into recipes.

Swanson is using the QR codes to promote four flavors of its Flavor Boost broths. The ads are running in the January 2013 issue of Bon Appétit.
?QR codes are an easy, convenient way to connect the physical world to the digital world,? said Mike Wehrs, CEO and president of Scanlife, New York.

?Even more importantly, QR codes on print enable brands to gather valuable analytics such as how many people are interested in learning more about their products, which products are of most interest, when and where their products are being scanned,? he said. ?This relevant information can convert a prospect into a new or loyal customer and ultimately drive ROI.?

Mr. Wehrs is not affiliated with Swanson. He commented based on his expertise on the subject.

Swanson did not meet press deadline.

Mobile inspiration
The print ads feature a large QR code prominently placed in the bottom right-hand corner of the page.

Copy next to the QR code reads, ?Scan with your mobile device to discover more.?

When consumers scan the mobile bar code, they are directed to a page on Swanson?s mobile site.

Via the site, consumers can watch a 30-second video clip that walks users through the four steps of adding Flavor Boost broths.

Additionally, content can be shared via Facebook, email and Twitter.

Users can also browse recipes by clicking through to the Campbell?s Kitchen mobile site.

From there, users can view the recipe to see which ingredients they already have, follow step-by-step directions and email recipes to friends and family.

Consumers can also log-in to their Campbell?s Kitchen account to save the recipe.

The QR code-enabled ads

Scanned incentive
Swanson is smart to use QR codes to bring a static print ad to life.

Nowadays, consumers often read magazines with their mobile devices in hand, which opens up new opportunities for advertisers.

In Swanson?s case, the ads are linked to relevant content such as videos that are directly tied to the products that the company is advertising.

By adding a QR code to its ads, Swanson is showing that it is important for advertisers to use new technology that leverages traditional advertising such as print.

Swanson?s parent company Campbell?s has been active in the mobile space for a while.

In 2010, the company used a mobile app to spread the word about its new brand image. The app let users enter a sweepstakes by scanning a UPC label on soup cans (see story).

Campbell?s also ran an iAd campaign in 2010 to promote its new image. The ad generated approximately 53 million impressions, according to a study commissioned between Apple and The Nielsen Co. (see story).

?When used strategically, QR codes are a great way for brands to interact and engage with their customers,? Mr. Wehrs said.

?By providing relevant, unique and timely content, consumers benefit from their engagement with the brand ? as does the brand,? he said.

?We expect more and more marketers to embrace full-featured mobile engagement platforms so to better enable them to deliver integrated marketing campaigns that are measurable and interactive, and reach as many consumers as possible.?

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