Scenario one: It's a great day at the beach. You're walking around lazily, half-melted ice cream in one hand, your new beach bag in another. You look up and see a crowd gathered around something. Seems interesting so you walk over and it's a giant installation! A free water dispenser! Surely a blessing on such a hot day. All you have to do is scan the QR code, click a button on your phone, and boom, a cold bottle of water is dispensed.
Scenario two: You finally made it to the airport on time for the first time in your life. Your bags are checked and with two hours to spare, there's nothing else to do but explore. So you walk towards duty-free and spot a giant structure in the form of a company's logo or mascot next to a sign that says "Scan here on your [company X] app for duty-free discounts".
Why it Works
Installations can be as flashy as you want them to be. They can be made of plastic, cardboard, stone, canvas, etc. The world is your oyster.
They are heavily branded so even if people don't stop at your installation, you can design them in ways that people who see them can take note of your brand.
You can design them to be aesthetically pleasing and encourage people to take pictures of them. This could even become a social media engagement campaign.
The technical implementation of a QR Code that leads to your app or site and unlocks some sort of discount code for whoever scans it, is pretty simple to implement.
You can track QR code scans even if you might not be able to correctly track how many people see your installation.
Targeted Growth Levers
Awareness
Acquisition
Engagement
Best Locations for an Installation
This depends on your brand, your customer persona, and what you're trying to achieve. For example, if you're a skincare brand serving women in their 40s, it would be weird to station your installation outside a Doja Cat concert.
If you would prefer a more general approach to placing your installation, then you can try a more general location. Some include:
Airports: dispense discount codes for certain stores, plane pillows, travel essentials, etc
Beaches: dispense bottled water, activity tickets, sunscreen, mini beach towels
At the entrance of Event Halls/locations during concerts: dispense fans, glow-in-the-dark bands or phone cases, glow sticks, and sunglasses for the blinding lights
Shopping Malls: dispense discount codes, coupons, etc
Public Parks: dispense drinks, paper towels, etc
Bus stops: dispense face masks, ear plugs, water
Train Stations:
Experimental: boats
Stadiums, sports centers: sports memorabilia, merch like arm bands or collectibles of different athletes
Restaurants: food discounts, mints
Outside Bars and lounges: mints, discounts
Things to Consider Before Setting Up Your Installation
Find Your Why: Your installation isn't just a pretty thing to look at; it should have a mission. Link it to a big idea or event that's got everyone talking.
User-Friendly Fun: Make it a piece of cake to use. No one wants to fumble around on their phone and miss out on the fun.
Safety First, Party Second: Keep it accessible and out of the way. Everyone should get in on the fun, no tripping involved!
Weather-Proof Your Installation: Outdoor setup? Make sure it won't wilt in the sun or blow away with the breeze.
Red Tape Check: Check off those legal boxes so your fun isn't cut short by a clipboard and a frown.
Keep it Running Smooth: Regular check-ins on your installation will keep the good times rolling without a hitch.
Privacy Please: Collecting data? Be a good sport and keep it clear and confidential.
Stay on Brand: Your installation should scream "you" in every detail. Consistency is king.
Time it Right: Launch when the crowd is ripe for maximum wow factor.
Success Snapshot: Decide how you'll know if your installation is the hit of the season. What's the goal? More downloads, likes, or maybe some good old-fashioned buzz?
Now, with these things in mind, you're all set to create an installation that’s a hit with the crowd and true to your brand. Have fun with it!
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