QR Flags
Web.
QR Flags — for Turkish Airlines during the 2012 London Olympics, we ran a city-wide QR code hunt: visitors scanned codes on bus stops to collect flags, and the top collector won an international flight.
Brief
For Turkish Airlines we built a mobile app that turned London into a giant QR treasure hunt during the 2012 Summer Olympics. Users scanned QR codes placed on bus stops around the city to collect flags inside the app, and the player who collected the most by the end of the games won a round-trip ticket to the country that won the most Olympic medals. The project became one of the most effective deployments of QR technology of its era. Hundreds of points across the city turned into a discovery route that required the user to physically explore London; the app showed which flags had been scanned, which were missing, where to find them on the map and the user’s position on the leaderboard. For Turkish Airlines the campaign moved Olympic-window brand communication well beyond conventional advertising into a city-scale game, supporting the airline’s headline Olympic sponsorship story and turning into a flagship case for bridging digital and physical media.
