Sun beam: QR codes cast a shadow to boost sales

Seoul – South Korean marketing and communications company Cheil Worldwide has launched a campaign for department store chain E-Mart designed to boost lunchtime sales. In the hour-long promotion shoppers gain discounts by scanning shadow-generated QR code installations.

The installations consist of a white board with protruding blocks of various sizes, which between midday and 1pm, cast a shadow that creates a QR code. Scanning the code on a smartphone activates the Sunny Sale promotion code, which entitles people to discounts and a $12 coupon to use in-store or online.

The campaign, which featured 36 installations across Seoul, resulted in a 25% increase in in-store sales during the lunch hour.

This is a great example of a brand using an interactive campaign that connects the real and digital worlds using mobile technology. For more mobile media insights read our Future Media Landscapes macrotrend.