Oreo QR Code

Integrated Components
  • QR Code
  • Google Charts QR Generator
  • QR scanner
  • Database Driven HTML5 Mobile Web App
  • 441 Oreos
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How could we use a QR code for a brand who’d give us total freedom?

We don’t really understand the QR code frenzy. QR codes should only be used to trigger a meaningful online experience from a physical context where only a mobile device is handy, but for some reason they’ve gotten slapped onto everything in the past few years. And they’re so ugly. But instead of fighting against things, we like fixing them a lot more. So we started thinking – what would we do if a brand gave us total freedom to use a QR code however we wanted? Naturally we took the question to the lab.

The QR Code

First things first: the generic QR code appearance needed some work. We’d seen some beautiful codes built out of physical objects, so we decided to take that concept up another level – what if we picked a brand whose products could be used to assemble the code, so the product literally became the marketing? We quickly landed on Oreos because they’re small, uniform, affordable, and tasty to clean up. Second, we needed a meaningful link for the code to open once it was scanned. To do that, we considered where we would want to install this enormous QR code if we really had been hired. Imagine you’re walking with friends on a crowded downtown street and you come across a huge Oreo QR code, sitting beautifully behind glass. You all stop and laugh for a second, impressed and a little shocked. One of you says, “I have to see if this works.” So you scan the image, and it really does pull up a site. What should the site have on it?

The Web Experience

Meet QReo, a mobile-centric landing page designed specifically for you, the person who came across the Oreo QR code on that busy street and took the time to find out where it led you. You’re greeted with a very simple question: “What do you love most about Oreo cookies?” Or if you prefer not to answer, you can simply look at what others said who have stood where you stand and scanned what you scanned. It’s simple, unexpected, and highly personal. That’s what a meaningful experience is all about.

The Taste of Victory

441 Oreos later (and 35 that magically disappeared during the process), we had ourselves a working QR code. But the real victory was in how alluring people found it. Even without being installed in public, the public wanted to see it – a feat not many QR codes have ever accomplished. In the first six months, the QReo video received 25,728 views and 234,540 loads. It was written about over 20 times by publications like Engadget and Laughing Squid. It even earned over 300 tweets. Tasty, huh?