Wilkinson sword has integrated a QR code element as part of the launch campaign for its new Hydro Razor 5 in the UK.

The £20 million campaign includes TV, print and digital advertising including high impact takeovers on MSN, Yahoo, YouTube and a brand page on Facebook.

The QR code element of the campaign is part of the mobile strategy developed by MEC Interaction and implemented by Joule. The goal is to better educate consumers about the benefits of the new product in store and at the point of purchase.

At selected Tesco’s, Boot’s, Sainsbury’s and Superdrug stores, QR codes will be placed on the Hydro 5 product display. Customers scan the QR code and are then able to watch videos that show the Hydro Razor 5 in action. They are also offered the chance to enter into a prize draw.

Mark Brennan, Emerging Platforms, MEC Interaction said: “Within mobile, the increased penetration of smart phones means that QR code campaigns are becoming sufficiently scaleable. It allows Wilkinson Sword to deliver content that really brings Hydro to life at the moment when the consumer needs it – before making the final purchase decision.”

To view the Facebook Page Click Here.