Appropriate and innovative usage is the key to employing QR codes effectively in luxury marketing campaigns, experts say. While QR codes can easily be used incorrectly, they can also offer a higher degree of engagement than non-interactive ads. Used properly, a QR code "empowers brands to breathe life into their stagnant ads, particularly when the QR codes are integrated with augmented reality. It is campaigns such as these that romance the consumer into a relationship of delight and anticipation with a brand," said Shuli Lowy, marketing director at Ping Mobile.

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