5 Brands That Won Big with QR Code Campaigns

QR codes have surged back into mainstream marketing in recent years. From Super Bowl ads to product packaging, savvy brands are using these little black and white squares in creative ways, and seeing huge success. In this post, we’ll look at five brands from the past years that “won big” with QR code campaigns. Each example shows a unique strategy, and we’ll highlight what small businesses and marketing managers can learn from each.

Why QR codes? They bridge offline and online worlds seamlessly. With almost everyone carrying a smartphone, a quick scan can instantly drive a customer to a website, app, or interactive experience. Dynamic QR codes (like those generated by our own QR Kit) even allow you to edit destinations and track analytics in real time. The following campaigns illustrate the power of QR codes when paired with smart marketing and how you can apply these insights to your own business.

1. Coinbase – Bouncing QR Code Super Bowl Ad

In 2022, cryptocurrency exchange Coinbase took a bold gamble on a minimalist Super Bowl TV commercial. For 60 seconds, a colorful QR code bounced around a black screen (a nod to the old DVD screensaver). There was no tagline or celebrity cameo, just a mysterious QR code floating by. The curiosity factor was irresistible, and millions of viewers grabbed their phones to scan the code. The result? Coinbase’s site was flooded with traffic. The ad drove over 20 million people to Coinbase, even crashing the app due to the surge. By the next day, Coinbase’s app had shot from 186th to 2nd on the App Store charts, an astronomical leap that validated the campaign’s effectiveness.

What made this campaign a winner was simplicity and intrigue. Scanning the code led users to a promo: $15 in free Bitcoin for new sign-ups, plus a chance to win a $3 million prize. Coinbase spent an estimated $14 million on this ad, and it paid off enormously in brand buzz and user acquisition. For a small business, the lesson here is that doing something different can break through the noise. A QR code doesn’t have to be fancy, Coinbase’s code was a plain static QR. But by placing it in an unexpected context (a prime time TV slot with a cryptic presentation), they sparked nationwide curiosity.

Embrace creativity and simplicity. A cleverly placed QR code that piques interest, perhaps on a window display, flyer, or local TV spot, can drive a massive response when it taps into people’s curiosity. Think about ways to surprise your audience and invite them to discover what’s behind the QR code. Just be prepared to handle the traffic if your campaign goes viral!

2. Burger King – Whopper QR Codes at the VMAs

Fast-food giant Burger King is known for edgy marketing, and in 2020 they turned to QR codes to engage a pop culture audience. During the MTV Video Music Awards (which had no in person attendance that year), Burger King partnered with rapper Lil Yachty for a wild promotion. Throughout a live performance, QR codes flashed on screen as part of an augmented reality experience. Viewers at home could scan the codes to see Burger King’s mascot and Lil Yachty perform together in AR, and importantly unlock some delicious rewards. Scanning the QR codes activated offers like a free Whopper (with a $1 purchase) via the BK app, and even a chance to win a full year of free Whoppers plus tickets to the 2021 VMAs.

This campaign brilliantly combined entertainment with incentive. By integrating QR codes into a live event, Burger King kept viewers glued to the screen and their phones. The payoff for scanning was immediate and tangible (free food and prizes), which drove tons of engagement. In fact, the campaign significantly boosted downloads of the Burger King app, a key goal for the company’s mobile strategy. It also generated buzz on social media as people shared the experience. Burger King had experimented with QR driven ads earlier in the year (a “QR Whopper” TV giveaway in April), saw positive results, and doubled down during the VMAs.

Meet customers where they are, and reward them. Burger King’s VMA stunt shows the value of integrating QR codes into media and events to create a “second screen” experience. If you’re running a promotion during a live event (even a local concert or a webinar), consider flashing a QR code that viewers can scan for an instant coupon or entry into a giveaway. People love free stuff, and a well timed QR code with a great offer can yield a flood of engagement. Also, this campaign highlights how QR codes can drive app installs and other actions that continue the customer relationship. For your business, think about using QR codes to link offline attention to online channels (app downloads, social follows, etc.) with a clear incentive.

3. Cadbury – “Secret Santa” QR Code Gift Posters

Confectionery brand Cadbury brought a bit of magic to the holidays with its Secret Santa Postal Service campaign. In winter 2022, Cadbury deployed hundreds of purple posters and billboards across the UK, each featuring a friendly “Cadbury postie” character and a QR code. The concept was heartwarming: anyone who scanned the poster’s QR code could send a free Cadbury chocolate bar to someone they love, anonymously Cadbury’s treat! The campaign ran for six weeks up to Christmas Eve, with 120,000 free bars available to be sent out to lucky recipients. Some posters were even digital with AR, so scanning the code also animated the Cadbury postie, adding a fun interactive touch.

This campaign “won big” by turning QR codes into vessels of generosity. Cadbury effectively made it possible to do a good deed with a simple scan. The public response was hugely positive, after all, who wouldn’t want to play Secret Santa with free chocolate? By the end, tens of thousands of people had received surprise chocolate gifts in the mail, all initiated by those QR code scans. Importantly, the campaign perfectly aligned with Cadbury’s brand message of sharing and joy. It generated extensive social media chatter and press coverage, further amplifying the brand during the crucial holiday season.

Make it meaningful. Cadbury showed that QR codes aren’t just marketing gimmicks, they can facilitate a genuine emotional connection with your audience. Small businesses can take a page from this playbook by using QR codes for cause marketing or customer appreciation. For example, a café could put up a QR code poster that lets customers send a free coffee to a friend, courtesy of the café. Creating an experience that is generous or heartfelt can boost your brand image and engagement. When people feel good about what happens after scanning your QR code (whether it’s a free gift, a donation to charity, or a heartfelt message), they’re more likely to share that story and remember your business fondly.

4. Coca-Cola – “Find Your Inner Santa” On Pack QR Quiz

Global brand Coca-Cola has long been associated with Christmas (thanks to their iconic Santa ads), and in 2023 they added a high tech twist to their holiday campaign. Titled “The World Needs More Santas,” the campaign spanned 80+ markets and included special Coke bottles with scannable QR codes on the labels. When consumers scanned the on-pack QR code, they were taken to a “Find Your Inner Santa” quiz on Coca-Cola’s mobile app and website. This interactive quiz asked a series of fun questions to determine what kind of “Santa” you are – e.g., are you a Generous Giver, a Tradition Keeper, a Santa in Training, etc. At the end, you’d get a personalized Santa character illustration to share on social media, adding a bit of personal flair to the experience.

But Coca-Cola didn’t stop at just a quiz result, they added gamification and rewards. In select markets, scanning the QR code and taking the quiz also entered users into a chance to win prizes, including an all expenses trip to Rovaniemi, Finland, the “official hometown” of Santa Claus. The campaign also extended to digital out of home ads that people could scan, and even a Christmas truck tour with more QR code activities. By blending nostalgia (Santa imagery), technology (QR codes and even AI for digital cards), and incentives, Coca-Cola created a rich, multilayered holiday experience.

While we don’t have public numbers, the scale of this campaign suggests it was a hit, engaging countless Coke drinkers to interact with the brand in a new way. It kept Coca-Cola front of mind during the competitive holiday soda market, and likely drove many app downloads and user data insights via the quiz and contest entries.

Offer interactive fun (with a side of rewards). Coca-Cola’s use of QR codes shows how you can turn product packaging into an interactive game that deepens engagement. If you sell products, consider adding a QR code that leads to a short quiz, a puzzle, or an AR experience related to your brand. People enjoy a bit of entertainment and self discovery, especially if it’s sharable on social media (everyone loves a quirky persona result or digital prize!). Adding a chance to win something, even a small prize or discount, will multiply the incentive to scan.

The overall lesson is to make the interaction enjoyable and on brand: Coke tapped into the spirit of giving and playfulness, which any business can emulate in their own style (for example, a sports store could do “What’s Your Workout Personality?” with a discount on matching gear for quiz takers). Engage your customers beyond the purchase, and they’ll spend more time with your brand.

5. Adidas – “Billboard Run” Interactive Race

Who says billboards are static? Adidas literally put QR codes in motion with an innovative campaign in Stockholm, Sweden, called The Billboard Run. This campaign turned the city into a running track using QR codes and a bit of friendly competition.

Here’s how it worked: Adidas set up digital billboards (DOOH totems) at various points around Stockholm’s popular running routes as checkpoints. Runners would go to a starting billboard and scan a QR code to start a timer, then dash through the streets to a designated finish line billboard where they’d scan another QR to stop the clock. Each participant’s time was instantly recorded and displayed on the leaderboard screen. Adidas offered prizes, including Adidas sports gear and headphones, for the fastest runners on each route. In one twist on the concept, the brand even had elite runners wearing lightweight billboard signs on their backs; if you could keep up and scan the code they carried, you’d earn a discount on Adidas running headphones.

The Billboard Run campaign was a win-win: runners got to turn their regular jog into a fun game (with potential rewards), and Adidas drew a crowd of fitness enthusiasts to engage with their brand in person. It generated local buzz and tons of social media posts from participants. This is a great example of using QR codes for experiential marketing, creating a real world activity that naturally integrates the product. By linking the physical and digital, Adidas captured data (scans, participation rates) and fostered a community challenge associated with its products.

Make it interactive and experiential. Even if you’re not a global brand, you can use QR codes to create small scale interactive experiences. For instance, a retail store might set up a mini scavenger hunt: place QR codes around the shop that customers must scan to answer trivia questions, with a prize or discount upon completion. Or a gym could host a QR code challenge where members scan a code each visit to accumulate points for rewards. Adidas’s campaign shows that people love to engage in challenges and play, it makes them feel part of the brand story. When you involve your customers in an activity (especially one that aligns with your brand’s niche, like running for Adidas), you create memorable experiences. Think about how a QR code could not just give information, but invite your audience to do something, run, play, explore, compete, share, and reward them for it.

From these five examples: Coinbase, Burger King, Cadbury, Coca-Cola, and Adidas, a common theme emerges: QR code campaigns work best when they provide value and spark curiosity or engagement. Whether it’s a monetary reward, exclusive content, a heartfelt gesture, or a fun challenge, always ask: “What’s in it for the scanner?” The more you can delight your audience with the outcome of a QR code scan, the more successful your campaign will be.

It’s also clear that dynamic QR codes played a role in these brands’ successes. Dynamic QR codes (like those generated by QR Kit) allow you to change the destination URL even after printing, and track scans in real time, crucial for measuring a campaign’s impact. For example, tracking told Coinbase how many millions scanned their code, and allowed Burger King or Coca-Cola to see when and where engagement spiked. With dynamic QR codes, you can optimize on the fly and ensure a bad link never ruins your promotion.

Join the ranks of brands using QR codes to connect with customers in fresh ways. Whether you run a small boutique or a growing startup, you can apply the lessons from the big brands above: be creative, offer value, and make it engaging. Sign up for QR Kit for free to create your first dynamic QR code today, and launch a QR code campaign of your own. Who knows, your success story might be the next one we celebrate in the world of QR code marketing!