The Ultimate QR Code Fact Sheet

History: 

QR codes were created in 1994 by Masahiro Hara, an engineer who worked for the Japanese automotive company Denso Wave. At the time, workers scanned individual barcodes on component boxes, but as the size of inventories grew, there was a need to optimize this information-heavy, labor-intensive process with something that could hold more information. As you might have guessed, that something was QR codes.   

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QR code applications have since expanded beyond tracking automobile parts during the manufacturing process. 

In contrast to its low adoption and usage in the 2000s, QR codes are being used today for many purposes and in countless places. Let’s explore some of these below:

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Growth of QR code usage in recent years:

• QR code usage worldwide increased from 35% in September 2020 to 85% in April 2021. (Statista, 2021)

• In a June 2021 survey, 45% of responding shoppers in the US reported using a marketing-related QR code in the past few months. (Statista, 2021)

• It is expected that 5.3 billion QR codes will be used for coupon redemption by the end of this year. (Juniper Research)

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Where you’ll see QR codes:

On TV

• During this year’s SuperBowl commercials, Coinbase, a cryptocurrency company, launched an ad that displayed a QR code bouncing around the TV screen in DVD screensaver-like fashion. Scanning the QR code directed viewers to Coinbase’s website, which saw over 20 million visits in under one minute. The massive influx of traffic temporarily crashed the Coinbase app. 

• Korean skincare brand Hero Cosmetics was featured in a segment on The Today Show, which displayed a QR code that directed viewers to the brand’s products on Amazon. Engagement was high, and sales that day increased 70%.

• When Marvel Studios released their “Moon Knight” series this past March, there were QR codes in the background of scenes of the first, second, and fifth episodes. Scanning the QR code led viewers to a website that contained a weekly free web comic. The landing page has been visited over 1.5 million times. 

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In the sky

• During the opening show of the South by Southwest (SXSW) festival this past March in Austin, Texas, Paramount+ used 400 drones that formed a QR code in the sky to promote their upcoming sci-fi original series “Halo”. 

• On April Fool’s Day 2022, Sky Elements Drone Shows used 300 drones to organize a QR code display over Dallas, Texas. Scanning the QR code led viewers to the music video for singer Rick Astley’s “Never Gonna Give You Up”, the most popular example of bait and switch linking. 

• On April 17,  2021, about 1500 drones formed a QR code over Shanghai skies to commemorate the first anniversary of a Japanese video game’s launch in China. Viewers who scanned the QR code were able to download the game onto their phones. The drone light show was organized by BiliBili, a video sharing website with a large Gen-Z user base. 

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On runways

• At the annual Central Saint Martins BA fashion graduation show this past May, designer Christie Lau debuted her collection with human-sized QR codes walking down the runway. Scanning the codes allowed viewers to try on the designs through an Instagram filter. Lau’s goal was to integrate digital fashion within a runway show.

• Klarna, a leading buy-now-pay-later provider, launched Australia’s first ever “censored runway” with QR codes. Models walked down the runway in nothing but a robe and a QR code. Guests who scanned via the Klarna app were able to view and purchase outfits, and access wish lists created by influencers.

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On murals

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• Friends and family members of those who lost their lives to mental illnesses are honoring them by creating murals, with help from community members, professional artists, and local youth. The murals are meant to raise awareness around mental illness, substance abuse, and suicide prevention. QR codes have been incorporated into the murals to provide access to backstories and mental health resources.

• Klarna also displayed mythical paintings across the UK to debunk myths about its business. Believing that a traditional media approach was “not sufficient to change behavior”, Klarna’s head of marketing instead invited consumers to discover the truth themselves. Scanning the QR code on the artwork directed consumers to a virtual gallery. 

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On products

• After a successful experience using QR codes on screen, Hero Cosmetics launched a product line last fall that incorporated QR codes to give consumers more product information. They also used QR codes in a sampling campaign to direct people to purchase full-sized products. 
• Recess, a CBD-infused sparkling water brand, linked QR codes on their cans to an online meditative game meant to inspire calm and reduce stress during the pandemic. The digital campaign combined QR codes and gamification to engage consumers in a creative way. 
• Cool Cat, a wine spritzer brand, has QR codes on their products that allow anyone to easily make a purchase. As a bonus, customers can also access a Spotify playlist to accompany their drinks.  

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On OOH advertisements 

• TikTok used QR code in its first-ever outdoor advertising campaign aimed at promoting unsigned talent. Scanning the QR code on these billboards and posters directed people to a special showcase featuring talented unsigned artists across a wide range of genres.
• Eyewear brand Elle Eyewear upped its OOH advertising by placing QR codes on street kiosks.

• Dame, a female-founded pleasure product brand, launched its “Get in Touch with Yourself” campaign in November 2021, featuring ads with QR codes on NYC subway ads. Commuters who scan the QR code are directed to Dame’s website to learn more about the brand and its products. 
• MTA commuters also see their fair share of QR codes throughout stations and within subway cars.  FreshDirect, an NYC-based grocery delivery service, launched a digital campaign that promoted different recipes to commuters depending on the day’s weather. Commuters can scan the QR code to view recipes as they hurry to catch their trains.

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In museums

• Museums have elevated many aspects of the visitor experience by using QR codes. Visitors scan the QR codes next to artwork to learn more about the artist and access augmented reality content. The Whitney Museum of American Art in NYC made their mobile guide more accessible with QR codes. During their test period, they saw one-fifth of visitors (nearly 12,000 sessions) access the guide by scanning.   

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In stores 

• Brands are using QR codes to bring digital experiences to their physical storefronts. With QR codes on store windows, brands can attract potential customers without them even stepping foot into the store. QR codes on in-store displays provide shoppers with try-on capabilities and additional product information.  

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