What Happened
During last night’s live broadcast of the remake of The Rocky Horror Picture Show, Fox placed three Snapcodes as bumpers between ads and the broadcast. For the uninitiated, Snapcodes are essentially QR codes made by Snapchat that people can scan using the app. Viewers were invited to scan the Snapcodes on their TV to unlock special Rocky Horror-themed selfie Lenses on Snapchat. This marks the first time a TV network has incorporated Snapcodes into a live broadcast.
What Brands Should Do
One reason Fox decided to put Snapcodes in its live broadcast is that it wants to engage the significant number of Millennials who are going to midnight shows of the original Rocky Horror movie and watched the trailer for its remake according to its research. This activation sets a precedent for TV networks using Snapcodes to make their broadcast more interactive and engaging, opening the door for more brands to use Snapcodes for their own TV ads.
Source: AdWeek