Blog

Being the fashion-forward individual that I am, I bought a pair of Zubaz over the weekend. Yes, they’re extremely comfortable and I get to be in an elite club with Dan Marino and Claudia Schiffer, but the best part so far was the surprise of seeing the pants with a QR code on the tag when I bought them. It always gets me fired up when a brand asks to engage me in a unique manner that speaks my language. This is how the brand advocate is born.

When I scanned the QR code with my smartphone, however, it simply took me to the homepage of their website. Talk about so close, yet so far. I would have liked to see the QR link to a more valuable portal, like when Ralph Lauren linked customers to a mobile site where they could win tickets to the 2012 US Open via a customized code on their clothing tags.

While I’m not suggesting that Zubaz has to do anything as expensive, I think the folks at Zubaz, who’s tagline is “Dare to be Different”, missed a golden opportunity to stand out. Why not give a nod to their unique legacy by linking to one of their old print ads? What about a “Thank you for purchasing” landing page? Maybe they could link me to Zubaz Nation, where fans can upload pictures of themselves wearing the products. These are the kind of unique experiences that get fans talking.

I love the brand because it has tons of personality and a really cool story. I wish I could say the same about the campaign.