Rockford, IL - Trekk recently developed a trade show promotion for NewPage Corporation that had attendees literally running to the booth. Called CodeNewPage, it used QR codes to take visitors to a virtual experience, then to a physical location.
QR codes could be found on large floor graphics, on posters at the booth, on printed conference bag stuffers, and even on the backs of booth staff clothing. Show attendees scanned them using their smartphones with the potential to receive prizes throughout the conference.
Once scanned, QR codes took participants to a mobile website where they could view continually changing messages and brand value statements. If a prize message appeared, such as "the first 5 people to booth (#) will receive an Apple TV," attendees would race to the NewPage booth to claim their prize.
When it was introduced at the 2011 Dscoop6 conference, the CodeNewPage promotion garnered a 14 percent participation rate among attendees, some of them scanning more than 200 times.
By encouraging multiple visits to the booth, NewPage staff was able to keep the conversation going and make real connections with potential customers. "The promotion created a level of activity we've never seen at this trade show," said Dennis Essary, Director, Digital Papers, NewPage Corporation. "It made paper exciting, while building brand awareness."
Text messaging supported the program and kept attendees interested in playing. By tapping into the existing twittersphere around the show, NewPage was able to connect with mobile users and spread the word about the promotion.
NewPage continues to take the promotion on the road to trade shows targeting printers, designers, marketers and print buyers. It has proven to be the perfect vehicle for the company's foray into mobile and social media, while securing print's place in the marketing mix.