Mobile Marketer asked me about Tylenol's use of QR codes to educate about responsible dosage.
Here's what I told the publication:
"Consumers often enter stores considering a product, then decide in the aisle after they look at price, possible alternatives, and information available.
"Successful brands are making it easier for customers to make choices. Having bar codes at the shelf is often a good way to go, especially if they are within a broad mobile offering that gives shoppers the ability to act on their terms.
"Some will engage via scan, while others will look to get smarter through mobile web, SMS, or an app, for instance."
Tylenol does have an SMS call to action for those who want to interact that way.