Walking

1. Walk by a print ad
2. Actually stop on my way to work when I’m late and stare at the print ad long enough to understand it
3. Get really excited about the opportunity to help shape the brand through participation and (if I’m lucky) education. So excited, in fact, that I simply must take action right then and there
4. Realize there’s a QR code in the ad
5. Take my phone out
6. It’s a flip phone. Damnit
7. Go buy a smartphone
8. Come back to the ad
9. Open a QR code app. Wait, I don’t have one
10. Visit the app store
11. Search for a QR code app
12. Download a QR code app
13. Type in my password to download the app
14. Wait for the app to install
15. Open the app
16. Line up the QR code between the lines and hope the damn thing works
17. Keep trying to line the code up with those damn lines
18. Fully aligned, get sent to a website
19. Continue on my way to work, thrilled that a QR code was leveraged to fully inspire me to harness my social currency
20. Like that brand on Facebook
21. Become a brand advocate and check back to ensure the brand is posting regularly

Driving

1. Driving in my car I see a billboard
2. Read the billboard before I drive past it
3. Understand the billboard before I drive past it – it’s just too disruptive to not pay attention
4. Get really excited about the ad. So excited, in fact, that I simply must take action right then and there
5. Fumble to dislodge my phone from my impossible to access pockets when sitting at this angle in jeans
6. It’s a flip phone. Damnit
7. Get back in my car and buy a smartphone
8. Return to that spot on the highway and pull off to the shoulder so I have time to wrestle with the ad
9. Open a QR code app. Wait, I don’t have one
10. Visit the app store
11. Search for a QR code app
12. Download a QR code app
13. Type in my password to download the app
14. Wait for the app to install
15. Open the app
16. Line up the QR code between the lines and hope the damn thing works
17. Keep trying to line the code up with those damn lines
18. My windshield is dirty
19. Wait for traffic to pass, then get out of my car
20. Fully aligned, get sent to a website
21. Get back in my car, excited I took the time to engage with that ad – it really humanized the brand for me. I even spent over two minutes on site, that’s how you know I was engaged
22. Follow that brand on Twitter
23. Watch every tweet and police the conversation and ensure the brand is properly participating in the conversation by joining the conversation

Public Transit

1. On the train going home from work
2. Excited to not have to think for a bit
3. More excited to read all the ads plastered everywhere
4. Even more excited about the fancy QR code ad and punchy copy that accurately conveys the brand values
5. Fumble to dislodge my phone from my impossible to access pockets when sitting at this angle in jeans
6. Open a QR code app. Wait, I don’t have one
7. Visit the app store
8. Wait, there isn’t any f’ing internet in underground tunnels
9. Still, because of that QR code…reappraise the brand based on their relevancy and technological prowess
10. Brand reappraised, move from being a friend of the brand to a lover of the brand

Look, I’m sure we’ll catch up with Asia one of these days…but…well…I’ll be happy when we do. In the meantime…