This is the second installment of our QR code campaign for ESET at the SXSW conference. If you want to catch up, here was the first installment, Following the ESET QR Code Scavenger Hunt at SXSW.
For those of you who were or still are at SXSW, and were on Congress in downtown Austin on Sunday after 4pm, you most likely saw people with cards like these in their hands, scanning the QR codes or texting to get their next clue in the ESET Win-a-VAIO Scavenger Hunt. We were stoked about the results, both objectively and subjectively. One data point is that over 120 people completed the scavenger hunt on Sunday within the 5 hour window (we are still tracking the reach beyond those who simply participated; we'll keep you posted). Subjectively, people seemed to dig it. One quote overheard at the first stop in the hunt was, "This is the coolest f***ing thing ever!"
As outlined in my previous post, for participants without smart phones with QR reading apps we created a mobile version of the hunt giving participants the option to send unique keywords to a shortcode to receive each clue in the hunt. Because of the tech savvy crowd attending the Interactive portion of SXSW, we saw an increase in the number of people who used the QR codes rather than SMS in comparison to a previous test of the scavenger hunt program at Austin's First Thursday.
At SXSW, 55% used the QR codes (therefore 45% used SMS) compared with those at First Thursday's test campaign where 93% used the SMS pathway (only 7% used the QR codes). Good thing we had the SMS available as an option and, right now, we would recommend having the SMS back-up to anyone considering a QR code campaign.
There are many more data points for us to share, so stay tuned for full coverage of the event as we process the videos, photos, tweets, and more surrounding the event. Thanks to all of you who participated!
