No, I'm not talking about Masabi's innovative technology, but of this rather odd bit of advertising found on the back of a train ticket.
There's no specific call to action - but there's not much space to play with. Let's give it a scan...
*sigh* A non-mobile site. With an Adobe Flash plugin in the top right which won't work on any iPhones. Why on Earth do marketing companies insist on pointing phones to non-mobile sites. It really bemuses me. Stations rarely have good signal (too many people leads to local network congestion) and, besides, large sites are a right pig to use on a small screen.
I don't know how many of these tickets have been printed. That might be a really good conversion rate - but I doubt it. I only noticed the QR code because someone had dropped their ticket and it landed face-down. Realistically, how many people look at the back of their tickets?
The best campaign in the world would fail if it's not put in front of an audience.