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Issue Date: Vol. 52, No. 6, June 2012, Posted On: 5/31/2012

Coke Engages Consumers Via On-Pack QR Codes

Emily Jed
Coca-Cola, ScanLife, ScanBuy, Coke can, consumer, food, technology, food & beverage, retail, vending, vending machine, beverage trends, food packaging

Coca Cola ScanLife Can

MADRID -- Coca-Cola Co. has selected ScanBuy’s ScanLife mobile quick-response barcode platform to interact with consumers in Spain, right from Coke packaging.

The QR codes will be printed on all Coca-Cola Classic and Coca-Cola Zero products in Spain. Users can scan the QR code with their smartphones by installing any barcode app, including ScanLife's, which is free at most app stores and at the company’s website. Scanning the code sends users to content such Coca-Cola SmileWorld, the beverage giant’s online community.

The ScanLife code-management platform enables QR codes to enable two-way, dynamic communication with consumers that can change in real time. This allows marketers to deliver relevant content based on a variety of triggers, such as frequency of scans.

The campaign will also be featured in TV commercials. | VISIT YouTube

"The results we have seen are extremely impressive," said Paco Rodriguez, digital manager at Coca-Cola. "Thanks to intelligent QR Codes from the ScanLife platform we are able to constantly surprise our consumers with new content, strengthen our position in the mobile space, and understand what interests our consumers."

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