Umbro and QR codes

Umbro are currently selling England football shirts with a QR code on the care label, which will take you a special mobile site with exclusive content. QR codes are starting to make it big in Europe, being used in a variety of ways to market products. All they tend to do is point you towards a URL – but if you have a good reader (not always guaranteed) it’s easier to take a quick snap with the camera than type in a URL.

They also add the value of intrigue, the quote in the Sky News article

“It’s not just about buying the shirt, it’s about engaging with the fans so they can go on a continual journey of discovery. We will evolve the content.

“QR is just the medium to get you to the website and you can then dowloand everything from there.”

The code is the trailhead, it makes people take notice and think about it for a few more minutes and maybe take the step to investigate further, giving them that momentary frisson of discovery. To help in spreading the word, they have a pretty simple explanation of what they are and how to use them at umbro.com/qr

Screenshot from Umbro