To spread that message, it created QR codes to take advantage of the popularity of smartphones and directly reach its audiences to tout the benefits of walking.
Kaiser’s designers created a deck of four business cards for each channel. The cards collectively created a puzzle.
Since there were QR codes created for the campaign’s website and each of the social media channels used by the campaign, Kaiser could monitor and measure traffic to the site and social media engagement.
Website traffic increased 10 percent following the distribution of a deck of business cards featuring QR codes at targeted events. YouTube views jumped from 72,000 to more than 100,000 as a result of the QR codes. And, it picked up an additional 1,000 Twitter followers and 500 Facebook likes.
Those results won Kaiser Permanente top honors in the Best Use of QR Codes category of Ragan’s 2013 Health Care PR and Marketing Awards.