The situation. Packaging has little space, but the customer decides in front of the shelf. A QR code is right where the decision happens.
The idea. Once the code is scanned, the experience launches in the phone's browser — no app download required. It can be a usage demo (how the product works), a game (prize activation), or a simple, shareable AR effect.
What it requires. A 3D model or animation of the product, the campaign's goal, and, in the case of a prize game, the legal framework. The code goes onto the print materials.
When it pays off. During campaign periods running several weeks — because the content is updated from the server, the same printed code can launch a different experience in the second half of the campaign, and it stays measurable in terms of how many people entered and from where.