How to Use QR Codes for Event Promotion and Lead Generation

It’s no secret that events are one of the best ways to engage your audience and build trust. In fact, 77% of consumers say they trust a brand more after interacting with it at a live event.

Events open up endless opportunities for promotion before, during, and after the big day. But one common challenge remains: proving event ROI. So how do you justify your event spend and make it truly engaging for your audience?

One foolproof way is through event promotion QR Codes, especially when 95% of businesses say these codes help them collect valuable first-party data.

This article is a comprehensive guide to using QR Codes for event promotion, offering practical strategies and best practices to maximize engagement and drive lead generation.

Table of contents

1. How to use QR Codes across your event promotions
2. How to launch a high-impact QR Code event campaign
3. Best practices to follow while promoting events using QR Codes
4. How to measure the success of QR Code event promotions
5. Real-world examples of QR Code event promotions
6. Create an engaging event promotion strategy with QR Codes!
7. Frequently asked questions

How to use QR Codes across your event promotions

Using event QR Codes can significantly boost engagement and attendance when you use them for promotions. Let’s look at all the benefits you gain from using these codes strategically for your event.

1. Increase registrations from flyers and posters

By using QR Codes for event registration, attendees can simply point their phone’s camera at the code and be directed to your mobile-optimized registration page. This frictionless experience dramatically improves scan-to-registration conversion rates.

Dynamic QR Codes allow you to update the destination URL even after printing, so last-minute venue changes or schedule updates don’t require costly reprints. You can use the same QR Code across all your digital and offline campaigns and track its performance as well. 

2. Capture and share contact information

You can use a vCard QR Code to share your contact details, including name, company, phone number, email address, and social media profiles with attendees. If you wish to collect qualified leads, try using a gated, valuable resource, such as an ebook, and link it to your QR Code. Qualified prospects may be willing to share their contact information in exchange for the ebook.

Place these QR Codes on attendee badges, speaker materials, and booth signage to make it easy to network while gathering valuable lead data for your follow-up campaigns.

3. Streamline event check-ins

RSVP QR Codes speed up the event check-in process and provide real-time attendance tracking. Each attendee receives a unique RSVP QR Code via email or mobile app that serves as their entry credential. Staff can scan tickets using mobile device or tablets, instantly verifying registration and granting access. This reduces ticking fraud and improves crowd management. 

4. Promote exclusive content

QR Codes are powerful tools for building anticipation and driving early engagement. By linking to exclusive content or limited-time offers, they create a sense of urgency that boosts scan rates and participation. For instance, Taylor Swift used QR Codes to spark excitement around her album launch. Similarly, giveaways, which typically see conversion rates of around 34%, can be promoted through QR Codes to turn passive viewers into active participants.

5. Collect post-event feedback 

Post-event feedback surveys sent via email typically yield dismal response rates of 5-15%. It’s because, after the event is over, attendees don’t have any incentive to continue engaging with the brand. But you can collect feedback during the event using QR Codes.

Place them strategically at the event, near exits, on programs, in bathrooms, and at food stations. Allow attendees to provide feedback in the moment when emotions and memories are vivid. Real-time feedback enables organizers to address operational issues immediately (such as broken AC or empty water stations) and gather genuine sentiment data. The high response rates also provide data to improve future events.

Now, let’s look at how you can use QR Codes across the event to improve engagement and collect valuable data.

How to launch a high-impact QR Code event campaign

A high-impact QR Code campaign should be planned strategically, aligning with your event goals and tracking needs. Here’s how you can set up your campaign for maximum reach and measurable results.

1. Define your objectives and map the funnel

Begin by clearly defining what you want your campaign to accomplish. Use data from your previous event to set clear, measurable targets and establish your conversion funnel. For example, your objectives might include: 

• Increasing event registrations by 20% 
• Capturing 500 qualified leads at exhibitor booths 

Trace the ideal attendee journey from the initial QR Code scan to intended actions, such as registration, content downloads, feedback submission, or contact form completions. 

2. Select the right QR Code type

Choose QR Code functionality that best fits your specific needs to ensure a smooth experience:

• URL QR Codes: Drive users directly to registration pages or event microsites.
• PDF QR Codes: Instantly share schedules, maps, or speaker bios without app downloads.
• Form QR Codes: Gather leads, survey feedback, or attendee data right within embedded forms.
• vCard QR Codes: Foster easy contact exchange for smooth networking.
• Multi-URL QR Codes: Aggregate vital information, such as venue maps, registration forms, and speaker profiles, in a single scan experience.

3. Customize QR Code design and branding

Your QR Codes should reflect event branding while remaining highly scannable. Integrate your logo, choose brand colors, and add QR Code frames that match your visual identity. 

Having a high contrast is essential for reliable scanning. Avoid excessive decoration and select the right error correction level for your customization needs. Before printing, always test your codes across different lighting, angles, and devices to confirm consistent performance.

4. Build mobile-optimized landing pages and forms

Since QR Codes are scanned on mobile devices, ensure your destination pages load quickly (within three seconds) and use touch-friendly layouts.

Keep your forms concise; each extra field reduces conversion. Pre-fill fields when possible to further reduce friction.

5. Enable tracking and analytics

Use trackable QR Codes to track scan counts, location, device type, and time of scan. Most QR Code generators, such as The QR Code Generator (TQRCG), offer dashboards for real-time data, campaign comparisons, and easy exports.

Assign unique QR Codes to each channel or add distinct UTM parameters to QR Codes for granular attribution and deeper insight into what’s working and what’s not.

6. Integrate with CRM or marketing automation tool

You can export the data collected via QR Code forms to CRMs and marketing platforms for targeted follow-ups. For example, someone who registers and then scans session codes to download resources is a high-intent lead. Personalize outreach based on interactions and engagement.

7. Test extensively and run dry runs

Validate your campaign by scanning QR Codes under various lighting conditions, device types, and physical environments to ensure broad compatibility. Plan for potential tech hiccups by using URL redirects and redundancy to avoid dead links. Try to simulate the attendee journey from scan to follow-up to uncover and fix friction points before launch.

By following these steps, you can ensure your QR Code event promotion runs smoothly. 

Best practices to follow while promoting events using QR Codes

Let’s look at some common challenges that you can overcome during a QR Code campaign.

1. Strategic placement and timing

You can place QR Codes at key decision points where your attendees are already motivated to act, such as registration desks, entrance gates, session doors, and networking areas.

Stay flexible, if you notice specific QR Codes aren’t getting attention during the event, reposition them to higher-visibility locations or add CTAs to boost engagement.

2. Clear CTA and value proposition

Make sure all your CTAs are crystal clear and value-driven. Instead of vague prompts, use direct statements such as “Scan to register now” or “Scan for exclusive content” so your attendees understand exactly what benefit they receive.

Incorporate meaningful incentives such as discounts or giveaways to incentivize scanning and foster enthusiasm. 

3. Design for scannability and environment

Your QR Codes should reflect your event’s branding, but never at the expense of scannability. Make sure there is high contrast and ample white space around each QR Code to prevent scanning issues. Following best practices like the 10:1 distance-to-size ratio, for optimal QR Code size. 

4. On-site experience and contingency planning

Ensure that your check-in stations are staffed with enough personnel to help users troubleshoot QR Code scans. Always have a backup plan for attendees in case they’re unfamiliar with QR Codes to maintain a positive first experience. Provide descriptive steps to help them navigate the technology with confidence. 

5. Post-event follow-up and lead nurturing

Segment your leads based on QR Code interaction points so that your follow-up communications can be personalized and relevant.  Finally, act quickly and aim to send follow-ups within 24 hours to maximize conversion while the event experience is still fresh in attendees’ minds.

Now that you are armed with the best practices for creating successful QR Code campaigns, let’s understand the ways you can measure that success.

How to measure the success of QR Code event promotions

The best part about QR Code campaigns is that they let you refine the campaign while it’s ongoing. Here are some key metrics to measure the success of your event campaign.

1. Critical metrics and industry benchmarks

To effectively measure and optimize your QR Code campaign, focus on tracking key metrics and comparing them against industry benchmarks:

• Total scans: Monitor the overall number of QR Code interactions to assess reach and visibility.
• Scans by placement: Analyze scan data by location to identify the most effective placements.
• Scan-to-registration conversion rate: Your primary success metric, indicating the percentage of scanners who completed registration or the desired action.
• Lead quality and form completion rates: Evaluate how complete and relevant the collected lead data is.
• High scan but low conversion: A red flag that suggests potential issues with the landing page or form design, requiring optimization.
• Unique vs. total scans: Helps understand repeat engagement and audience depth.

You can also delve deeper into session-level engagement by monitoring QR Code scans tied to specific content or talks, which helps you identify which topics resonate most strongly with your audience. 

2. A/B testing and ongoing optimization

A/B test QR Code variations with different brandings and CTAs to discover which messaging drives the strongest responses. Experiment with different landing page designs, balancing factors such as length, multimedia use, and persuasive elements like social proof. 

Be ready to adjust QR Code placements mid-event based on real-time performance. Use dynamic QR Codes to redirect scans from underperforming codes to more effective landing pages without reprints

3. Learn from data and continuous iteration

Collect scan heatmaps and time-of-day trends to understand when and where engagement peaks. Collect attendee feedback after the event to understand what prevented scanning or what would have increased their QR Code engagement. Use tools like Hotjar, Crazy Egg, Lucky Orange, and Smartlook to visualize heatmaps, session recordings, and form analytics. These platforms help you uncover user behavior patterns to optimize landing pages and form design for better conversions.

Let’s look at some real-world examples of QR Code campaigns that you can take inspiration from while promoting your event.

Real-world examples of QR Code event promotions

Let’s look at how different brands have used QR Codes to engage event audiences and extend their reach beyond the venue.

1. Skeletour concert photo campaign

Swedish rock band Ghost used QR Codes during their concert, Skeletour, to share photo packs with fans at the end of the show. The QR Code led to a Discord server that shared concert photos and band updates, keeping fans engaged even after the event. They also customized their photo-sharing QR Code to look like ghosts, aligning it with their brand theme.

2. OnePlus QR Code campaign in the Boston Marathon

In the 2022 Boston Marathon, OnePlus and the Boston Athletic Association (BAA) used QR Codes to engage with runners and spectators. They incentivized scans with sweepstakes and curated collections from photographer influencers. QR Codes placed across Boston gave access to an exclusive Instagram filter. The campaign generated 41,000 page views and 66,000 new leads.

3. QR Code quests at Coachella

Coachella 2024 used QR Codes to facilitate its Coachella Quests, a campaign aimed to engage visitors in both physical and digital experiences. Players and festivalgoers collected stamps by completing various challenges to win prizes, including 2024 VIP Passes, 2025 Guest Passes, and vintage merchandise. The campaign achieved a 14% conversion rate and a 35% referral rate.

4. GITEX event networking QR Code

At GITEX Global, one of the world’s largest tech events, QR Codes were used to make networking easier. Visitors could print their event IDs with embedded QR Codes. During networking, exhibitors or attendees could simply scan the QR Code to get all the necessary contact details on the GITEX Plus app and follow up after the event.

5. Olivia Rodrigo QR Code trading cards

For her Spill My Guts tour, Olivia Rodrigo kept fans engaged by sharing collectible trading cards at the end of each concert. Each location had a unique card design and QR Code that gave fans access to exclusive merch and music. These cards have since become collectibles for many fans.

Create an engaging event promotion strategy with QR Codes!

Events provide unbeatable opportunities to engage audiences and build brand loyalty, but measuring success can be challenging. QR Codes simplify this by offering frictionless access, rich data capture, and real-time engagement tracking. By utilizing QR Codes throughout your event, from promotion and registration to interaction and follow-up, you ensure higher participation and actionable insights.

For event organizers looking for a hassle-free, powerful QR Code solution, The QR Code Generator (TQRCG) offers two free dynamic, customizable QR Codes with easy tracking and real-time analytics. 

Whether for large conferences or smaller venues, TQRCG equips you with the tools to maximize engagement, simplify management, and prove your event’s success with data you can trust. 

Start your next event QR Code campaign with The QR Code Generator (TQRCG)

Frequently asked questions