I saw this in the mall the other day and I thought it was pretty good. Here’s what I like about it:
It being on a digital screen, there is a timer to indicate when the QR code will disappear.
I think context is critical with any new technology. Generally, the more context you put around a new technology, the more you’re knocking down the barriers of people using the technology. While I still don’t understand the benefit of QR codes on digital/moving screens, if you’re going to put them on digital/moving screens, including a timer is perfect context.
The problem to this experience is that, even with a timer, it wasn’t on the screen long enough. I walked up when there was 10 seconds to go and I couldn’t get my phone out of my pocket and open up the QR code reader application in time to scan the code. And I sure wasn’t going to wait through this compelling content (below) to scan the code. So, overall, this isn’t a strong showing of mobile/DOOH integration.
And one more thing, I never see anyone standing in front of these digital screens at malls. And for that matter, I never see anyone scanning QR codes. Other than me.