Mobile Marketing

Seattle's Best Coffee uses a QR code to send smartphone users to a promotional website to "find your level" of coffee intensity. The tactic is repeated on Aug. 14.

Kellogg Co.'s Kellogg's cereals tap into "Earth Day" on April 22 with a "Small Changes, Big Difference" sweeps awarding a Ford Fusion Hybrid. Consumers enter via the QR code or text-message number contained in the FSI. Corresponding P-O-P materials also carry codes.

Hamilton Beach Brands' flagship brand introduces its coffeemaker with a QR code that takes smartphone users to a mobile-enabled website for an informational video.

Norwalk, CT

Hallmark Cards' Crayola introduces several new products as "fun" Easter gifts in a co-equity FSI for Walmart. The ad contains a QR code sending smartphone users to the brand's website for additional product information. (Norwalk, CT-based ShopText handles.)

P&G's Always introduces Maxi Leakguard Plus with a QR code that sends smartphone users to a mobile-enabled website for product information and demos. In the same FSI, Tampax Pearl boasts that it "protects better than" Kimberly-Clark's U by Kotex.

SC Johnson stages a multi-page event under its "Right at Home" platform. The family-focused event carries about $31 in coupons while promoting various brands under family-positive messages and graphics that, among other things, invite consumers to the "Right at Home" website to sign up for more cou

With mobile marketing among the hot topics at this year's Shopper Marketing Summit, the Institute decided to put the tactic into practice itself.

Integrated efforts include social media, packaging and QR codes

Macy's recently rolled out a "Backstage Pass" program that uses QR codes to deliver exclusive video content inside stores.

Clorox Co.