Hennessy Brings QR Codes and Art to Its Bottles

Lots of companies these days are making creative use of QR codes, so it is really of little surprise to see other big names following suit.  One of the most recent additions to the QR fold has been famed cognac brand Hennessy.  The company recently produced a limited edition run of bottles featuring art from famed New York designer and artist Kaws.  On each bottle is a custom designed QR code, featuring an image of a Hennessy bottle in the center.  Clever?  Absolutely.  Successful?  Possibly even more than the company envisioned.

Analytics show that these QR codes have been scanned an impressive 1.3 million times.  That is certainly a good indicator of the number of users who are downloading and installing QR code readers, as well as the benefits of creating a clever QR code that makes consumers want to know where it leads.  As for the code in question- it takes visitors to Hennessy’s mobile website, which features a video about Kaws and how the collaboration came to be.  The mobile site also offers mobile phone wallpapers, Hennessy cocktail recipes, and more.

The bottom line is that the Hennessy campaign might not have been innovative in the destination of the QR codes themselves, but the implementation of the codes only on limited edition bottles certainly made them more desirable.  There is little doubt that the strategy worked, given the number of code scans, and it serves as yet another testament to the growing reach and capability of these codes.  Users are eager to connect with companies and to feel that they are getting content that is exclusive whenever they scan a new code.  Hennessy stepped up to the plate to offer it, and the result was a resounding success.

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