While walking through NorthPark mall yesterday, this window display in the Sephora store caught my eye: 

Upon closer inspection, you can see there’s a branded (and colored) QR code. When you scan it, you’re directed to their sweepstakes site:

It’s a different approach to sweepstakes and I think it’s not a bad idea. But, I wonder how many people will actually sign up through this experience. I mean, how will other people who don’t even know what a QR code is know what to do with it? If you look at the first image, you’ll see that Sephora made an attempt to include directions, but “Scan this code with your mobile’s QR, or go to ttbeauty.com…” is really not the best way to explain it and kind of defeats the purpose. Plus, would the makeup-savvy demographic be interested enough to engage? Are women more prone to playing with QR codes?

In New York, again Sephora attempts to look smart, but without further perspectives of where this billboard is displayed, (is it in Times Square or off a busy highway?) and going by the barely-visible light pink instructions, it seems to be a miss rather than a big hit. Still, I think this is a big deal because it’s a sign that QR codes are being widely accepted across different industries and U.S. mainstream marketers; it’s catching on to be a popular way to attract customers. It would be interesting to see how much more the brand expands this program and what the stats will look like in the end. With QR codes, you just have to do it in the right place, to the right audience, with the right product and the right message.