How To Run A QR Code Contest To Drive Engagement And Capture Leads

QR codes offer one of the simplest ways to move people from the physical world into a digital campaign, instantly.

Whether you’re running an in-store promotion, a live event, or a product-based giveaway, a QR code contest gives people a fast, familiar way to take part without needing to type a URL, download an app, or fill in a paper form.

For brands and marketers, QR contests are low-lift, high-impact.

They work well across retail, events, product packaging, direct mail, posters, and anywhere you can place a visual call to action.

In this guide, we’ll break down how QR code contests work, where they’re most effective, and how to run one from start to finish, including practical ideas, setup steps, and tips to maximise results.

The appeal of a QR code is in its simplicity.

From a user’s point of view, all they need to do is point their phone at a square and they’re in.

But from a marketer’s perspective, QR codes do a lot of heavy lifting:

• They reduce friction: no typing, no searching, no unnecessary steps
• They bridge offline and online: ideal for retail, events, OOH or packaging
• They’re highly trackable: you can measure scans, entries, and source attribution
• They support mobile-first experiences: which most users expect by default
• They create urgency: a QR scan often happens in a live moment, not later

Contests built around QR codes take advantage of that immediacy.

A customer sees a prompt (e.g. “Scan to win”), they’re curious, they scan, and you’ve captured a moment of engagement that might otherwise pass by.

A QR code contest is any campaign that invites users to scan a QR code to enter or unlock something.

The code usually links to a mobile-optimised landing page where the person can complete an action, such as entering their email, spinning a wheel, or completing a task.

You can run QR contests as:

• Simple giveaways (e.g. scan and enter)
• Instant-win promotions
• Scavenger hunts or multi-step campaigns
• Pre-launch or early access signups
• Entry-based competitions with bonus actions

The QR code isn’t the contest itself, it’s the entry point.

What matters is what happens after the scan: the landing page experience, the clarity of the offer, and how easy it is to take part.

QR code contests are most effective when they meet users in the moment, whether that’s in-store, at an event, or through your product itself.

Below are some of the most impactful ways to run them across real-world and hybrid environments.

Conferences, expos, pop-ups, and festivals are perfect environments for QR contests.

You can place codes on signage, staff lanyards, or displays and allow attendees to scan for a chance to win a prize or unlock a digital bonus.

This works well when you want to:

• Replace clipboards and manual forms
• Encourage real-time participation
• Gamify your stand or space
• Follow up post-event with email flows

Retail environments are ideal for QR contests, particularly when used at point-of-sale, on product packaging, or at entry/exit points in store.

Some ideas:

• “Scan your receipt to enter” after purchase
• QR codes on product displays tied to giveaways
• Window signage to capture foot traffic even when closed

Because the audience is already on-site and often in a buying mindset, the QR scan becomes a natural next step.

A well-placed QR code on your packaging can drive post-purchase engagement.

It could offer customers a chance to:

• Enter a loyalty draw
• Access exclusive content
• Refer a friend for extra entries
• Join a product launch list

It’s also one of the few ways to maintain a direct connection with a customer after the sale, especially in retail environments where you don’t control the customer relationship.

If you’re investing in print, from flyers to direct mail, adding a QR code makes it interactive. Instead of just showing information, you give the reader something to do.

Print campaigns that include a scan-to-win element tend to convert better because they offer a reason to engage, not just observe.

Ideas include:

• Magazine ads with a QR giveaway
• Branded inserts in product deliveries
• QR codes on receipts or coupons

Want to build something more interactive?

Set up a sequence of QR codes across a location, product range, or campaign journey.

Each scan could:

• Unlock a new clue
• Give an entry or reward
• Educate users about the brand

This approach works especially well at larger events, in retail environments, or across locations where people are encouraged to explore.

You don’t need much to launch a QR-driven campaign, but a few basics are essential:

This is where your campaign lives. It could be a standalone page with a simple entry form, or a purpose-built platform that handles entry logic, verification, tracking, and follow-ups.

Key considerations:

• Is the page optimised for mobile?
• Can it handle email capture and data exports?
• Does it support bonus actions (e.g. sharing, referrals, tasks)?
• Will it integrate with your CRM or ESP?

Plenty of free tools online let you generate static or dynamic QR codes.

Choose one that lets you download high-res versions for print, and ideally supports URL tracking.

Some options include:

• QR Code Monkey
• Canva (QR generator built into design tools)
• Adobe Express
• Flowcode (for branded codes)

For most campaigns, a basic black-and-white QR is fine, though adding your brand colours or logo can help it stand out.

The code is only useful if people see it and feel motivated to scan.

Think carefully about where, how, and when it will appear:

• Physical location (eye level, near points of action)
• Timing (in-store, post-purchase, during a live session)
• Clarity of prompt (the CTA near the code matters)

Here’s a practical process to follow:

Step 1: Define Your Offer

What’s the prize or incentive?

Make sure it’s clear, relevant, and visible wherever the code appears.

Step 2: Build The Landing Page

This is where the QR code will send users.

Keep it simple:

• One core message
• One call to action
• Fast loading on mobile
• Minimal steps to enter

Step 3: Create A Trackable URL

Use UTM parameters or a shortlink service to make sure you can monitor scan and conversion performance by source.

Step 4: Generate Your QR Code

Paste your campaign URL into a generator.

Download the QR code in high resolution for print or digital use.

Step 5: Place It Strategically

Test different placements, signage, packaging, displays, event materials, and always include a short, benefit-led CTA like:

• “Scan to win”
• “Scan for a surprise”
• “Unlock your reward”

Step 6: Promote It

Make the code part of your wider campaign, include it in emails, social posts, paid ads, or on-site promotions.

• Use contrast and clarity: Make sure the QR code stands out from the background
• Don’t rely on the code alone: The message around the code matters more than the code itself
• Give a reason to scan: If the reward isn’t obvious, people won’t bother
• Test across devices: Check scan-ability on iOS and Android
• Track performance: Monitor both scans and entries, not just one or the other

Also, remember that not everyone will scan, but those who do are showing high intent. Make the most of that moment.

QR code contests are a practical, fast-moving tactic to turn physical interactions into measurable outcomes. They give people an easy way to participate, especially in environments where time and attention are limited.

Used well, they can:

• Capture new leads
• Increase engagement
• Extend the reach of physical campaigns
• Drive participation in the moment

They’re flexible enough to support everything from small local activations to large-scale brand campaigns, and simple enough to run without major resources. If your marketing mix includes events, packaging, print, or retail, it’s a tactic worth adding to the toolbox.