QR codes. I thought as much, but will it last?

This time two years ago I was happily handing out a set of  business cards with little more than a bizarre matrix of black and white blocks on them. Aside from my vain and pathetic desire to maintain an air of mystery there was a method to my madness. I posted on this back in april last year, Can you read it? Yes you can!

The QR (quick response code) gave me, at the time, a two-fold benefit. It appealed to geeks like me that enjoyed what it did and got a kick out of knowing that and being able to use it. It also created interest amongst those who couldn't give a toss about the technology but just had to ask the question; "what the hell is that?" I was remembered but not necessarily read or understood. But then we all want to be misunderstood and remembered, don't we?

Perhaps that time of 'QR difference' is over. The current Pepsi campaign is clearly developed in the knowledge that within a year almost every mobile phone held in the sweaty palms of their target market will be able to read QR codes. It uses them, explains them and is contributing to bringing them into the mainstream. There are plenty examples of household names now citing QR codes as beneficial in their engagement, and particularly recruitment, strategies.

Which is great; because they are fun, practical and versatile. (I have to confess here to giving a 21cm sq. QR code to my girlfriend in place of a valentine card this year. It led, via her Nokia N95, to an apologist's love-blog. We are, amazingly, still together). The Pepsi and Sun campaigns also put the technology front of the mind for many consumers; something to be used by everyone. The mainsreaming of QR codes leaves this question for the smaller, cutting edge brands that must innovate in order to maintain an edge. Where next?

I can't wait to see what they do and I hope I have the foresight to run with them.