QR Codes are popular around the world as a way of quickly getting people to specific websites without having to type in URLs.  Print a QR code like the one pictured here on your product and all customers need to do is take a photo of the code, scan it with QR code scanning software on the phone and the relevant website loads.  Now you could say that in the time it takes to do this you could have typed in the URL on your keypad but people obviously find the codes useful as they’re regularly used in many countries.

Until now QR codes haven’t seen mainstream use in the UK.  The relatively under-developed mobile web market here is probably part of the reason for that.  As data use on mobile phones in the UK increases, one major brand has decided to give the codes a go.  Bottles of Pepsi Max now feature QR codes that take customers to a ‘Pepsi Max Kicks’ website that gives away gig tickets among other promotions.  In order to access the goodies you have to use the QR code.

The question is, how many people are going to bother to use them?  To most people the codes will just be a pretty pattern on the side of the bottle.  There’s no full explanation given on the label as to what the codes do, and how to use them.  Curious customers are simply directed to visit the Pepsi website by, er, typing the URL into the phone or browser.

Those who do decide to follow through and visit the website are taken to a page that explains a bit about QR codes.  It suggests that many phones have QR code readers and that if yours doesn’t you should download one of a selection of QR code readers from a list of links.  At this point I think Pepsi have lost many of their potential audience.  If you’re forcing Joe Normob to download software to their phone they’re likely to think it’s not worth the hassle to learn to do something they’ve never done before and perceive as complicated.

If you’re still having problems getting your QR code to work, don’t worry!  Pepsi have an extensive list of suggestions to help you but you’re likely to think it’s not worth the hassle when you’ve read the first few.  Lighting, movement, distance between the phone and the code, camera settings and more can affect whether the code is read properly or not.  Even Pepsi seem to have given up hope when they get to tip number 12; “Try anything!” they say.  They then have the cheek to suggest you buy a new phone just to access their poxy promotional site. Failing that they finally give in and give the option to have the URL texted to your phone.

I tell you what, Pepsi, why don’t you just print the URL on the bottles?  How about a link to it on the website?  I’m all for trying something new, in fact I love trying out new technologies but when they’re so much hassle you might as well not bother.  I’d be interested to see how many people use the QR codes.  They may be handy in some cultures but as my post on the Japanese mobile industry showed ideas, no matter how good, don’t always translate.  I suspect QR codes may be one such idea.