QR Code Professionalism @ BMW

“QR what?” I hear you say – and you are right. :-(

It’s just been a couple of weeks ago, that someone tried to convince me, that now (as both have become commonplace) marketeers finally have fully understood the benefits and proper usage of QR codes in attracting new prospects for their campaigns and products.

And I had been quite close to agreeing with him.

Though, that was before the BMW incident.

Considering myself an addict to the latest electric vehicle technology, I could not help but taking a closer look after spotting a BMW ACTIVE E model at a charging station in downtown Leipzig.

charging station with BMW ACTIVE E and smart electric drive connected

Of course I also grabbed the promotional QR code from the window tag.

QR window tag on the BMW ACTIVE E

Which immediately brought down my longtime confidence in BMWs ever-present compentence in perfect engineering:

page stating the invoked page could not be displayed properly on a mobile device

“This content has not been optimized for mobile devices – please use a desktop system for viewing.”

 

So, yes, it still happens – and obviously even to the big guys.

Despite I have no idea how advertising for a huge corporation can get through all their internal approvals, without ever being verfied to work, it also shows that even in competitive and over-advertised markets like automobiles there appears to always exist some room for a competitor to do better.
 
Heard that, over at Daimler and Audi? ;-)