The QR Code Campaign That Got Bangalore Talking—But Was It a Smart Move?
A few months ago, while I was walking through the streets of Bangalore, I noticed something unusual—posters with QR codes and an intriguing message:
"Hey Rohan, I know you are cheating on me with Sakshi. I have proof."
For a moment, it caught my attention. I was tempted to scan the QR code just to see what this was all about. But like most people, I had things to do and moved on. A few days later, I saw a viral Instagram reel where people were actually scanning it—and the big reveal?
It was a marketing stunt by Frozen Bottle to promote their Sundae & Milkshake Carnival.
Brilliant or Risky? Let’s Break It Down.
If Attention Was the Goal, They Nailed It.
In a world where brands spend millions fighting for consumer attention, Frozen Bottle got it for free—just by making people curious.
The campaign had an element of mystery, drama, and FOMO (fear of missing out), which worked well with their target audience (college students and young adults).
But What About Brand Positioning?
If you’re aiming for a fun, youthful, edgy brand image, this can work. But if you’re trying to position yourself as a premium brand, this type of campaign might hurt more than help.
Associating your brand with clickbait-style marketing can make it harder to transition into a high-trust, premium space later on.
The Trust Factor with QR Codes
Would you scan a random QR code on a street poster? Many wouldn’t, because there’s always a risk of malware, scams, or phishing attempts.
This campaign could have lost a chunk of potential engagement simply because people are becoming wary of where QR codes lead.
Final Verdict
For raw attention and virality, this campaign worked. But for long-term brand equity, it’s a bit of a gamble.
If Frozen Bottle just wanted to get noticed by students and go viral, then mission accomplished. But if they had bigger aspirations—like building trust and premium brand value—then they might need a more refined strategy in the future.
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