At one time, an integrated ad campaign was some combination of online, TV, print and perhaps DOOH. The growing popularity of QR codes, however, is causing many marketers to rethink that formula to include this mobile element.

One example is the new Vicks Behind Ear Thermometer, which is focusing heavily on the mobile channel, but also is using print ads, targeted email blasts, digital online ads, place-based TV ads, geolocal targeting, and yes, QR codes, DM News reports.

In August Draftfcb Toronto launched a national campaign that uses testimonials from the Lesbian, Gay, Bisexual, Transgender and Ally (LGBTA) community in support of the not-for-profit organization PFLAG Canada. Here too, QR codes played a role, alongside television, print, out-of-home and online.

Also this year Taco Bell used a QR Code in an integrated campaign for the Bowl Championship Series. It marketed a limited time BCS box that featured a QR code that gave fans exclusive ESPN video content and game analysis.  Taco Bell's Taco 12 Pack was featured in advertising on ESPN in the weeks before the game, and during the matchup itself.

Besides TV, the campaign included radio advertising, in-store promotions, Web site and social media activity as well as public relations.

Every Piece Must Fit

Every element of an integrated campaign is essential to getting a message across–and increasingly QR Codes are being used by marketers for more than just the novelty of the technology. "Microsites, personalized URLs, QR codes and other technologies allow us to drive customers and prospects to a destination at which they can choose their fulfillment elements and delivery,"  Laura Terry, CEO of Rockford, Illinois-based Trekk told Print Professional.