xout-bottle

Anti-Acne Brand Combines QR Codes With Mobile Video

  |  October 28, 2011   |  Comments

Effort takes interactive marketing to the bathroom mirror.

xout-bottleLate last month, Guthy-Renker - maker of Proactiv - began printing QR codes on the packaging of a new acne treatment called X Out. What's intriguing about the program, dubbed "The Daily Distraction," is not necessarily that it involves QR codes, which are increasingly popular among marketers. It's that Guthy-Renker has found a utility for the codes that fits its direct-to-consumer business model.

Consumers can only buy products like X Out and sister brand Proactiv online or by phone. While CPG and retail marketers using QR codes typically want to create brand engagement in stores, Guthy-Renker is looking to produce a similar experience in the home.

Here's how it could work: Adolescents who buy the product scan a QR code with their smart phone and set the device down on the level surface of the bathroom sink. They repeatedly glance up at the mirror and down at the phone screen, watching a video that shows them how to apply X Out to their face.

"A new video will be posted daily for teens to watch," a spokesperson for the Santa Monica, CA-based company told ClickZ via email. "The [QR codes and videos were] designed to be a built-in compliance measure to help teens recognize the recommended two-minute wash time for best results and to achieve clear skin."

The QR codes initiative has no foreseeable end, the spokesperson stated, calling them "a permanent part of the brand."

Guthy-Renker's ad agencies are Digitas and MSL New York.

Tags:

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...