Our activation had two key components. First, a 4m x 4m QR code floated along the Brisbane River for seven days, making stops at strategic locations including Eagle Street, Goodwill Bridge, South Bank, and Howard Smith Wharves. These stops offered pedestrians, commuters, and ferry passengers an up-close view of this captivating spectacle. The QR code linked directly to Brisbane Times’ updated website, showcasing their enhanced content to potential subscribers in real-time.
In the second phase, we strategically distributed complimentary coffee at specific locations along the QR code’s route, with a focus on engaging early-morning commuters within Brisbane city. To redeem their coffee, individuals were prompted to scan the QR code, contributing to our scan target and amplifying the impact of our activation. Additionally, we offered Brisbane Times branded tote bags containing further details about this local news brand, enhancing our outreach efforts.