An Example of Mobile Marketing Done Right… by a Beer Company

Alan BelniakMarketing, Social Media, technology2 Comments

I picked up a bottle of Backlash’s Declaration Belgian IPA (their site; a review) the other day.  It came recommended to me by a friend (h/t Tom Shoemaker).  I like IPAs, I like Belgian-styled beers, and Tom is a friend of mine.  So, I gave it a whirl.


The beer was good, and I’d certainly drink it again.  As I poured my second glass from the 22 oz. bottle, I looked over the label.  It’s hard not to, since there’s a giant brass knuckle staring you in the face.  So I read it, and lo and behold, they bottle this beer not far from where I grew up.  I even message a friend on Facebook about that.


What really caught my eye was the QR code.

I don’t think the ship has sailed yet with QR codes (despite protestations to the contrary), but done right, and I think they can be useful.  As is the case here.


(Be sure to skip to the end of the text here and look through the image gallery I posted.  The images will walk you through what I’m writing about here.)


I take out my phone and scan the QR code.  I’m expecting to just be brought to the website, and a non-mobile-phone-optimized version of their website at that.  The URL pops on my screen so I can see where my browser will go, and sure enough, it’s their website.  I roll my eyes a bit, and go.  Except – it IS a mobile-optimized version.  And, it’s very simple.  It’s a greeting, a welcome, and a few survey questions.  Look at that – surveying their customer base, quick and easy.  Because those tech-savvy/geeky enough to scan a QR code on a beer bottle probably wouldn’t mind answering a question or two, or at a minimum, read a paragraph.


After the pleasantries, they just want a bit of info…


What did I think about the beer?

No 10-point scale, no essay-long forms (remember  – this is optimized for mobile).  And they even take a bit of humor with describing what the 1 and 4 mean (most beer geeks I know do have a sense of humor, so this is entirely OK).  I have one opportunity for some free-form text, and then I can submit.  And only then am I suggested to follow on Twitter or Facebook or what not.  After I’ve interacted a bit.  And I will – because they’ve shown me they care what their customer thinks, they have a sense of humor, and they knew to keep the survey to about a minute.


If a company can get this part of their customer interaction nailed, while so many others are floundering, then they’ve earned their follow from me on both platforms.  Other consumer and food brands should take note.  This isn’t anything incredibly complex – it’s a byproduct of a little bit of thought and a decent execution.  And it got noticed.


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