Beverage giant Coca-Cola is placing QR codes on its packaging to further connect with new and existing customers on a much deeper level.

The company partnered with ScanLife on the mobile initiative. By using mobile bar codes, Coca-Cola is strengthening its position in the mobile space and further engaging with consumers.

?By placing QR codes on Coca-Cola cans, the company is utilizing ScanLife to build relationships with their consumers and discover what content interests their customers the most,? said Mike Wehrs, president/CEO of ScanLife, New York.

?Because the codes are dynamic, they can deliver unique experiences as well as new content to consumers as they are scanning,? he said.

Coca-Cola?s portfolio includes 12 brands such as Coca-Cola Light, Fanta, Sprite, Coca-Cola Zero, Powerade, Minute Maid and Georgia Coffee.

Scanbuy develops services that power the connection between the physical and digital world and the developer of the ScanLife mobile bar code platform.

Scannable content
The QR codes are featured on Coca-Cola products in Spain.

When consumers scan the mobile bar codes, they can view content such as UEFA?s Euro 2012 videos and Coca-Cola SmileWorld ? the brand?s online community.

Coca-Cola is promoting the campaign in a variety of ways, including a television commercial that illustrates how the initiative works.

Consumers can also learn about the initiative by going to http://www.cocacola.es/eurocopa2012.

According to ScanLife, the partnership with Coca-Cola shows that mobile bar code scanning reached a global tipping point.

?Mobile bar codes are a convenient way for their customers to engage with the brand right from the can, bottle or package,? Mr. Wehrs said.

?In this case, Coca-Cola can introduce its customers to new promotions as they develop, exclusive videos and a social community called SmileWorld,? he said.

?The platform helps them manage the delivery of these dynamic experiences, and provides valuable intelligence on how people are engaging.?

Mobile force
Coca-Cola has been a force to reckon with in the mobile space.

The company is constantly looking at new technology to continue building a relationship with its customers.

Last year, Coca-Cola used mobile advertising to ramp up its Facebook presence and further engage beverage lovers with its brand. 

The company?s mobile banner ads were featured within the TV Guide iPhone app. They led consumers to a mobile version of its Facebook page (see story).

Most recently, in its largest digital campaign ever, Coca-Cola leveraged music to target teenagers and bring them closer to the Olympic Games, with mobile playing a key role (see story).

QR codes are helping Coca-Cola find a new and engaging way to drive customer retention.

?The QR codes are visible on millions of packaging, with a specific call to action to scan the BIDI ? a QR Code in Spain,? Mr. Wehrs said.

?Plus, TV ads are running that quickly explain how the packaging can deliver these mobile experiences,? he said. 

Final Take
Here is a demo of how the campaign works

Rimma Kats is associate editor on Mobile Marketer, New York