Abstract

The case is about the city of Rio de Janerio (Rio) in Brazil, which uses QR codes to provide tourists information about the city. The sidewalks in the city have unique mosaic patterns and the QR codes have been embedded in these. On scanning the code and downloading the app, tourists can get information about the place and the nearby tourist attractions. The case discusses how the technology usage was transforming the channels of communication and information.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How QR codes are used in marketing and customer service
• How QR codes can be used to bridge the gap between mobile and traditional media
• How the QR code can be used as a customer engagement tool.

Keywords

McDonald’s, advertisements, happy price menu, indianized menu