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23/09/2011 / loyaltymarketingnews

Walmart, Pedigree tap mobile bar codes to drive donations

A cause-marketing program involving QR codes on bags of Pedigree dog food is part of the month-long “Pets Love Walmart” campaign.

Throughout September, Pedigree will donate a bowl of food to shelter dogs for every QR code scanned. The codes can be found on over 200,000 40-pound bags distributed exclusively at Wal-Mart.

Shoppers who interact with the code can access details about “Pets Love Walmart” month on their smart phone, including an invitation to one of several pet education demos. Videos detailing the functional benefits of Pedigree products are also viewable. Though unique in a retail setting where most contributions are tied to a product purchase, the strategy provides an easy way to educate shoppers about an item, event or cause, observed Alexandra Nicholson, director of new media for Cone, a strategy and communications agency.

“People are using QR codes to trigger a donation but also to push people to mobile websites to find out more information,” she said. “You’re allowing people to access a little piece of owned content so you can put your message forward.”

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