Jersey Mike's unlocks Aaron Judge videos with scannable codes

Brief:

Jersey Mike's launched a campaign that lets customers of the sandwich chain see mobile videos starring New York Yankees outfielder Aaron Judge. To see the four exclusive videos on their smartphones, customers must scan a QR code on the 22-ounce cups that come with its promotion in conjunction with Pepsi and Lay's, according to an announcement shared with Mobile Marketer.
The QR codes link to a web page that shows a new video each week during the promotion from June 29 to July 26. To receive a cup with the QR code, Jersey Mike's customers can order "Aaron's Way" to add chips and a fountain drink to their order for an extra $2.99.
Jersey Mike's plans to air a commercial starring Judge nationwide as part of the campaign. The sandwich chain also pledged $1 million to Judge's All Rise Foundation that supports activities for children including camps and reading programs, per its announcement.

Insight:

Jersey Mike's aims to engage customers on their mobile devices as Major League Baseball resumes operations after being suspended during the early stages of the coronavirus pandemic. By urging customers to scan a QR code on specially marked soft drink cups to see exclusive videos starring Aaron Judge, Jersey Mike's can entertain fans while providing a prolonged brand experience on people's smartphones.

Jersey Mike's campaign is a sign that sports marketing is making a comeback as MLB implements a plan to start its regular season this month. Sports marketing is important for restaurant chains like Jersey Mike's in serving food to fans who host tailgate parties or order for delivery. Last year, Jersey Mike's ran a 16-stop college football tailgating tour that urged fans to download its app in exchange for free food. The campaign signaled the importance of mobile ordering to Jersey Mike's, especially as the tool has since become crucial for restaurants that have been forced to limit access to their dining rooms during the pandemic.

QR codes, meanwhile, have seen wider adoption with better smartphone camera technology, but that interest faded among marketers because of creative restrictions that come with the format and a lack of scanning standardization. Many of those hurdles have been overcome, making QR codes a key resource for marketers to engage smartphone consumers.

Jersey Mike's is among the restaurant chains that have woven QR codes into their campaigns in the past year. Burger King in April placed QR codes in TV commercials that pointed to a mobile web page with coupons for free food. Chick-fil-A last year boosted downloads of its mobile app 14% by showing a QR code in its digital signage that pointed to an app store. Aside from the restaurant chains, brands such as F'Real, 1-800-Flowers and Stella Artois this year have included QR codes in campaigns to engage mobile consumers.