QR Code Marketing Strategy in 2025
QR codes have come a long way. Once used to track parts in car factories, QR codes are now a smart way for brands to connect with consumers – right from the product itself.
An estimated 100 million U.S. consumers will scan QR codes by the end of 2025, up from the 65.7 million smartphone users in 2020 — a clear sign of growing demand and changing consumer behavior.
For FMCG brands, QR codes creates a unique opportunity: turning everyday packaging into an interactive touchpoint that drives engagement, gathers data, and delivers real results.
The QR Code Shift: Turning static into a live marketing channel
The next wave of QR code use is dynamic, interactive, and fully integrated with marketing strategies.
As highlighted by Forbes, modern QR campaigns can now personalize user journeys, track performance in real time, and adjust content instantly.
In short: it’s not just a code. It’s a live marketing channel.
Brands are moving beyond generic links to offer tailored experiences, adapt messaging on the fly, and even integrate AR or gamified elements — all from a single scan.
Where QR Codes Belong: Smart Placement That Drives Action
For QR codes to truly work as a marketing channel, placement needs to feel natural, intentional, and frictionless. It’s about visibility and showing up at the right moment in the customer journey.
In FMCG, the most obvious and effective spot is product packaging. When a customer picks up a snack, beverage, or beauty product, they’re already engaging with the brand. A well-placed QR code on the front or back of the packaging can invite them into a digital experience — whether it’s voting on a new flavor, entering a competition, or unlocking a surprise reward. It adds value without asking for extra effort.
Out-of-home advertising is another powerful placement opportunity. Billboards, bus stops, or digital screens can include QR codes that drive instant engagement — especially when paired with bold visuals and a clear incentive to scan. A poster becomes more than a message; it becomes an entry point to something interactive, measurable, and dynamic.
For eCommerce brands, QR codes come into play both pre- and post-purchase. Inside shipping boxes, on thank-you cards, or in confirmation emails, a QR code can lead to a loyalty campaign, a gamified upsell, or a personalized thank-you. These placements extend the customer experience beyond the transaction and create moments that surprise and delight.
A Great Example: KiMs Turns Up the Volume
KiMs nailed it with their latest QR code campaign — combining snacks, music, and interactivity in a way that’s hard to ignore. In collaboration with superstar DJ Martin Jensen, they launched a new chip flavor and a remix challenge that invited fans to vote for their favorite flavor and get in on the action.
They brought it to life using Scratcher’s Vote game format — a simple, interactive way to capture opinions and drive participation in real time.
By scanning a QR code on the chip bag, customers can:
- 🎧 Listen to music made from the sound of crunching chips
- 🎶 Vote for their favorite remix
- 🎁 Enter daily to win epic prizes — from exclusive experiences with Martin Jensen to summer festival tickets and more.
It’s a fun, creative way to add value to the product while making the brand more memorable. 👉 Check it out here.
Campaigns & Ads (Digital + Offline)
- Out-of-home (OOH) ads – Billboards, bus stops: “Scan & play to win instantly”
- Magazine or print ads – Interactive product demos or brand storytelling
Turning Physical Spaces into Interactive Touchpoints
At cinema premieres, in-store events, or brand activations, QR codes make it easy to turn foot traffic into engagement — all while brands collect real-time insights and zero-party data.
Placed near displays or checkout, they enhance the experience without disrupting the flow.
Why QR Codes Work
Let’s face it — we all want things to be fast, easy, and just a scan away. That’s exactly why QR codes have made such a strong comeback. They’re the perfect bridge between offline and online, turning anything from packaging to posters into a clickable experience (without actually needing to click).
One quick scan, and your customers can unlock a giveaway, claim an exclusive offer, or dive into interactive content — no app, no typing, just instant access. It’s the kind of smooth, relevant experience today’s audience expects.
For brands, it’s a game changer. QR codes turn static materials into real-time marketing channels. You can update content on the fly, track who’s engaging, and gather valuable first-party data — all while keeping your campaigns fresh and measurable.
In short: QR codes help you connect, convert, and keep the conversation going. And in 2025, that’s exactly the kind of smart marketing that wins.
Ready to level up your engagement strategy?
Explore gamification marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
- 40+ Interactive Formats: Luck-based, knowledge-based, and skill-based, designed to meet marketing campaign objectives.
- Ready to Use Templates: Personalise your campaign to reflect your unique brand
- User-friendly Integration: Easily integrate interactive content with all of your favourite marketing tools
- Customer Support: We're here to assist you every step of the way
