Presentation from Fall 2012 we.CONECT Social Business Collaboration conference in Berlin. f you'd like a PDF of the deck, please let me know. I'll be happy to email you a copy.

1. QR CODES WORK
How QR Codes Enhance H.J. Heinz Company's
Consumer & Customer Relationships
Gerard Babitts
Group Leader, Global Social Media
H.J. Heinz Company
We.CONECT Social Business Collaboration Conference - September 2012 1

2. FUNCTIONAL
ORIGIN
2

3. MODERN
CONVENIENCE
3

4. LOW
AWARENESS
source: Archrival / DachisGroup 2012 4

5. BAD
EXPERIENCE
5

6. NOT
SMARTPHONE NATIVE
6

7. NO VALUE
7

8. BAD
EXECUTION
8

9. EVEN WORSE
EXECUTION
9

10. GOOD NEWS
Global Sales Surge 43% in Q2 2012
686MM Expected to Ship in 2012
30%-50% Developed Market Penetration
Global Market Share over 50% by 2013
sources: “Market Share Analysis: Mobile Devices , Worldwide, Q212” (Gartner August 2012) | IDC June 2012 | Wireless Communications Market Tracker Report (iHS /iSuppli August 2012)
“2012 Mobile Future in Focus” (comScore 2/2012) | “Mobile in the Consumer Journey (Microsoft Advertising June 2012)
10

11. MORE GOOD
NEWS
11

12. EVEN MORE
GOOD NEWS
source: “Mobile Marketing Trends and Perspectives by AT&T” (2012) 12

13. BRANDS ARE
WINNING
13

14. H.J. HEINZ’S
QR CODE
SUCCESS
14

15. TABLETOP SCARCITY
15

16. QR CODE SOLUTION
July 2011 Fall 2011 July 2012 Ongoing
16

17. WHY SUCCESS?
 LOCATION
 CLARITY
 VALUE
 FUNCTIONAL
 EMOTIONAL
17

18. GOALS
 CUSTOMER SALES
 CONSUMER LOYALTY
18

19. TACTICS
 SWEEPSTAKES
 CAUSE MARKETING
 LOCATION-BASED
 SOCIAL MEDIA
 CONTENT
19

20. CONSUMER
EXPERIENCE
In-Restaurant Flow In-Restaurant Flow
Scan Bottle QR Code Enter Sweepstakes Scan Bottle QR Code Send Personalized
“Thank You”
20

21. MOBILE
EXPERIENCE
21

22. CONSUMER BENEFIT
 SWEEPSTAKES
 PHILANTHROPY
 AMPLIFY IDENTITY
 SHAREABLE
22

23. CUSTOMER BENEFIT
 DRIVE TRAFFIC
 CAUSE MARKETING
 POSITIVE CUSTOMERS
23

24. LOW INVESTMENT
 QR CODE
 CONTENT
 SITE DEVELOPMENT
24

25. GREAT RETURN
 2MM+ CODE SCANS
 2MM+ SITE VISITS
 1.5B+ IMPRESSIONS
 2X “LIKES” RATE
 RETURN TO TABLETOP
 SALES LIFT
25

26. IN SUMMARY
 QR CODES WORK
 PROVIDE CONTEXT
 SELL TO HEART
 MAKE IT WORTHWHILE
26

27. THANK YOU
27