Fast food giant KFC has placed QR codes on its soft drink cups that aim to engage consumers and let them vie for a chance to win hundreds of prizes given away every hour.

The QR code is placed prominently on KFC?s soft drink cups. Consumers can also visit http://www.kfc.com/register to participate.

"The QR code gives KFC an immediate way to create a CRM strategy," said Mike Wehrs, CEO of Scanbuy, New York. "The customer has already purchased the product and now they can simply scan the code to get additional content and win great prizes for doing so. 

"The code quickly delivers an immersive mobile-optimized site that invites customers to enter to win great prizes," he said.

"This speaks to the customer at the moment when they are engaged with the product which is more effective than trying to connect at a later time." 

Mr. Wehrs is not affiliated with KFC. He commented based on his expertise on the subject.

KFC did not respond to press inquiries.

The QR code is featured on the KFC cup

Mobile sweepstakes
When consumers scan the QR code, they are redirected to a mobile landing page where they can enter the code featured on their soft drink cup.

When users enter the code, they can instantly see if they won any of the prizes, including a trip to Las Vegas, KFC chicken for a year, Dr Pepper for a year or a one year premium Slacker Personal Radio subscription.

Additionally, consumers can share the sweepstakes with friends and family through Facebook and Twitter.

If they share it, they receive a free code.

Placing QR codes on soft drink cups helps the company engage with consumers when they are eating their meals.

Additionally, offering them an incentive such as free prizes makes them more inclined to scan the QR code.

Bigger push
The sweepstakes is part of a bigger push for KFC to promote its Chunky Chicken Pot Pie classic.

Recently, KFC ran an interactive mobile advertising campaign that not only promoted its new Chunky Chicken Pot Pie, but enticed consumers to engage with the product on a deeper level via a branded Pandora radio station.

The company is no stranger to mobile and has used the medium in the past to build a one-on-one relationship with consumers. A mobile advertising campaign such as this is an effective way for KFC to promote its new product, but also keep the consumer relationship going with a radio station that constantly advertises the Chunky Chicken Pot Pie (see story).

"Numbers from our latest trend report indicated that 2D code adoption, such as QR code adoption, continues to rise among consumers," Mr. Wehrs said. "This year, we expect brands to use the technology as a gateway into more strategic ideas that deliver real ROI whether it be to grow CRM or drive purchases.  

"We expect that brands will become more savvy, and use the platform to help them create more dynamic and intelligent experiences," he said. "These will benefit the consumer by being more relevant and valuable in the end."

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York