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QR Code Case Study: Disney
Disney is a brand always on the forefront of technology and social communication and for the launch of elecTRONica, the nighttime dance club experience to complement the launch of Tron: Legacy, the park didn’t fail to use the latest in mobile tech to keep visitors informed and compliment the attraction’s theme at the same time. While constructing the facades that would transform Disney California Adventure’s Hollywood Pictures Backlot into the Grid from Tron, the brand used QR codes as a way of educating visitors about the latest addition to the park. The codes were placed on prominent signs outside the construction and even included simple, although incomplete, instructions for those unaware of the symbol’s purpose.
The code surely aided in increasing hype about the highly anticipated experience, but Disney’s execution wasn’t flawless. Besides not including the term “QR” or “2D” to describe the code in the sign’s instructions, so users would know what app to search for to scan the code, the park also failed to lead scanners to a mobile-formatted website, as stated in QR Tip #4. The code linked to an article on the park’s blog, which is formatted for a very large screen. Thus the text required zooming in and panning from left to right repeatedly in order to read. This may have reduced the overall number of viewers who actually consumed the content after clicking through.
