Sperry Top-Sider is triggering participation for an online campaign by plastering mobile bar codes on pieces of print collateral.

The footwear brand  known for its boat shoes is using mobile bar codes to activate its Decorate Your Dream Room sweepstakes, which will award a grand prize winner with a collection of nautical-themed prizes. In addition to entering the sweepstakes, consumers can also shop Sperry’s mobile site via the QR codes.

“Sperry will be successful in capturing email addresses by placing a QR code in their print collateral,” said Bobby Marhamat, founder of Hipscan, Menlo Park, CA.

“People scan QR codes to get quick access to information and to be able to reduce keystrokes in a mobile environment and engage end users with information that they are looking for in real-time,” he said.

“People love to win things and or be involved in sweepstakes especially when they enjoy the product or services offered by the company.”

Mr. Marhamat is not affiliated with Sperry. He commented based on his expertise on the subject.

Sperry did not respond to press inquiries.

Win on mobile
Sperry’s two-sided printed collateral includes a QR code with a call-to-action next to it that reads, “Scan and enter to win.” Additionally, a link to the campaign’s microsite is included.

When consumers scan the mobile bar code, they are directed to a landing page within Sperry’s mobile site where they can enter their email address for a chance at winning the prize.

The campaign runs through Aug. 26, and one winner will receive a bean bag chair, a tote bag, iPad case, pillow, wastebasket, bath towel and a pair of Sperry Top-Sider shoes.

Two first prize winners will receive Sperry shoes, too.

Consumers can fill out an entry form that includes their name, address and telephone number to enter the sweepstakes.

Once consumers submit the entry form, a landing page loads that prompts the user to invite their friends and family members to enter the sweepstakes. Consumers can type in up to seven different names and email addresses.

Consumers can also shop from Sperry’s mobile site by category or find a store via the site.

A search bar stretched across the top of the screen lets consumers search by either keyword or product if they are looking for something specific.

QR code activation
Using mobile bar codes on print collateral to activate a digital campaign is a logical step for Sperry to get the largest group of consumers possible interested in the campaign.

Besides Sperry, other retailers are relying on QR codes in promotions as well.

For example, Bed Bath & Beyond packed QR codes into magazine ads to increase product sales earlier this year (see story).

GNC, on the other hand, took a different approach by plastering QR codes on signs outside of stores at the end of last year. By leveraging mobile, the retailer saw redemption rates on mobile coupons reach 40 percent (see story).

“We have several retailers on our platform that use our sweepstakes template to create a quick, engaging sweepstakes depending on their marketing objectives,” Mr. Marhamat said.

“The most common sweepstakes we have seen allow a user to scan a QR code to be taken to a quick entry form,” he said. “The brand then further creates loyalty with the user by giving them something in return like an instant savings coupon.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York