November 17, 2025
QR codes are the comeback kid of digital marketing, surging into relevance after an initial failure to launch. And it’s really no surprise that brands, media companies, and publishers have capitalized on the now-ubiquitous QR code as a powerful tool and dynamic portal to bridge a physical media experience with a digital one.
QR codes also unlock the ability to collect zero-party data, drive more in-depth engagement, create second-screen journeys, and even add monetization opportunities — all at a low barrier to entry. After all, almost everyone has a smartphone to scan these codes.
But how can you make sure to maximize your QR code marketing strategies? We’re going to tap into some clever (and easy) ways to integrate them, from sweepstakes and contests to UGC promotions, and more — and how Audience’s technology is making QR codes more effective than ever.
Before going into some creative brainstorming, let’s dive into why QR code marketing strategies are so effective for audience engagement and conversion.
With those QR code benefits in mind, here are eight QR code engagement ideas that drive engagement.
Everyone loves a chance to win something — so, it’s no surprise that one of the most common (and effective!) ways publishers are using QR codes is with sweepstakes and quizzes. Whether the code is printed in a magazine, featured on a poster, or flashed during a broadcast, the scan-to-enter experience is instant — and easy — for consumers.
With Audience, you can host these sweepstakes or quizzes in-platform and automatically funnel participants into segmented audiences for future campaigns. Dynamic QR codes make it easy to swap out destinations mid-campaign if creative or messaging changes.
From restaurant tabletop signs to product packaging, retail shops, stadium seats, and community events, QR codes can amplify content and connection — especially for things like “best of” contests, interactive voting campaigns, product surveys, and more.
Audience manages the entire voting process, too — from collecting entries to ensuring security and preventing duplicate submissions. Plus, you can monitor results in real time.
One of the easiest calls to action you can include in a print ad, broadcast graphic, or digital promo is a free offer or an invitation to sign up for a newsletter and “join the community.” The QR code leads to a fast, mobile-optimized form — and, even better, it can all be built within Audience. You’ll also know exactly which placement generated each signup, thanks to attribution tracking.
QR codes are an ideal way to keep special seasonal contests and giveaways top-of-mind during high-traffic seasons — especially for brick-and-mortar stores that want to expand their digital footprint. You might include them in a holiday magazine spread or pair them with an on-air callout like “Scan now to enter!” Audience has the templates and campaign builders that make contests as easy as pumpkin pie.
QR codes open new sponsorship opportunities that go beyond static print and broadcast engagements, too. For example, an ad, a commercial, or a remote broadcast could include messaging like “scan to shop” — and it leads directly to an advertiser’s site.
When audiences submit photos, videos, and other content, they’re automatically invested and engaged in a campaign — and QR codes make it easy for readers, viewers, and event attendees to upload items and share their experience. Audience has ready-to-use templates for these UGC activations.
Adding a QR code to a sponsored content article or ad allows for continued storytelling. For example, a video, a podcast episode, or a photo gallery may enhance any given story — and a QR code is the gateway to bring that additional content to life.
At conferences, concerts, and festivals, QR codes are becoming a go-to resource for live polls, surveys, raffles, and real-time feedback. They can also be used for gamification and AR experiences.
As you can see, there are many possibilities for creatively and compellingly developing interactive campaigns with QR codes. Check out these best practices to maximize their campaign effectiveness.
As with any marketing message, clarity is key. The call-to-action (CTA) for why consumers should scan a QR code — and what they should expect as a result — should be straightforward and easy to understand. If there’s a contest or incentive, make sure that it’s prominently featured and explained.
Incentives — especially with savings offers, contests, and giveaways — are a game-changing layer to the success of QR code activations because they motivate audiences to engage with the code. Encouraged by the chance to win, consumers are more apt to scan and provide data like emails, phone numbers, and ZIP codes.
How you integrate QR codes into the design of the asset can also determine how successful the campaign is. It’s best to keep the creative as uncluttered as possible to ensure the code doesn’t get lost. When it comes to in-store signage or video, QR codes that are large and easily scannable from a distance work best.
Tracking scans and opt-ins — and even A/B testing different messaging and design strategies — can be helpful as you optimize your campaign to see what’s resonating most effectively with audiences.
At Audience, we know the power of QR code marketing strategies. So, we took it a step further to provide a one-stop solution for our partners with Scan.
Fully customizable, this game-changing, intuitive, and effortless tool consolidates your tech stack — putting your campaigns, promotions, QR Codes, links, and database in one place. It also integrates with our collection of plug-and-play templates to implement QR activation quickly. And, of course, it gives you access to real-time data to enhance your campaign performance and is entirely GDPR and CCPA compliant.
There are so many possibilities to transform viewers and brick-and-mortar shoppers into devoted digital followers. Learn more here.