The codes, created by Scanbuy, have already started appearing at some Starbucks locations and in ads in popular magazines like People and in daily newspapers as well as on billboard ads. The ads promote Starbucks' mobile payment app and give additional information, often in video form, about coffee sold at the stores beginning with Caffe Verona.
Mike Wehrs, CEO and president of Scanbuy, says one QR code might, for example provide a sample of music that people listen to in the region where the coffee was picked or a description by some coffee experts about what makes that coffee unique.
"This is bringing to to the Starbucks consumer the ability to interact," says Wehrs. "We can show a very evolved shopping experience through some advanced technology."
A Starbucks rep confirmed the company is working with Scanbuy on the initiative, but offered no further details. Scanbuy has previously worked with The Home Depot and Taco Bell, among others, on QR code campaigns. Though QR codes are often used to provide promotional content, like movie trailers or provide discounts, The Home Depot used them to help DIYers with instruction videos and Taco Bell's program was linked to sponsorship of MTV's Video Music Awards.
Starbucks has employed QR codes before, including a scavenger hunt which tied to a partnership with Lady Gaga in May.
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