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Cracking the code
“Marketers haven’t ruined QR codes yet. America is ready for them this year.” That is what Nick Miaritis, executive VP of client services at agency VaynerMedia, told Ad Age this week while predicting that half the Super Bowl ads this year will have the codes.
It begs the question(s): How much is too much? Will the QR code blitz be too much for viewers? Really, how much scanning will people do while they are drinking beer and eating chicken wings? The key, Miaritis suggests, is to make them useful, tied to giveaways and whatnot. That seems to be the approach Michelob Ultra and Netflix are taking with their joint Super Bowl ad released this week, which includes a QR code that offers an early viewing of the first episode of Netflix's “Full Swing” golf docuseries.
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