Last year Clinique integrated QR codes in ads for its Even Better Clinical Dark Spot Corrector in Vogue Magazine.  Mobile’s Next Big Thing editor Meredith Bagnulo talked to Emily Culp, Vice President of Clinique Global Digital/Consumer Marketing & Media about the campaign.  Here’s what she had to say:

Why did Clinique decide to incorporate QR codes into Vogue ads for Even Better Clinical Dark Spot Corrector? Was this part of a larger, multi-channel campaign?

Clinique decided to incorporate QR codes into advertising in an effort to continue to support the launch of Even Better Clinical Dark Spot Corrector and was part of a broader multi-channel media strategy.

Clinique incorporated QR codes in U.S. advertising in an effort to engage with consumers in a new and interactive way. In determining which publication to premiere this mobile initiative, Vogue Magazine seemed like the optimal choice given our history with the magazine whose Editor, Carol Phillips, helped launch the brand in 1968, and their credibility.

Tell me a little bit about the promotion. What has the response been?

Clinique included a QR code in the Even Better Clinical Dark Spot Corrector U.S. print advertising in the August issue of Vogue Magazine. To engage in this promotion, consumers scanned the QR code from the print advertising using a smart phone which brought up a special free-shipping code and allowed consumers to purchase the product immediately through their mobile device.

It was the perfect opportunity for Clinique to leverage the success of Even Better Clinical. The program allowed the brand to engage with consumers while simultaneously providing them a service.

Success for Clinique in this case meant an increase in consumer engagement and awareness of Even Better Clinical.  We are constantly looking for new ways to surprise and delight our consumers and we see a huge opportunity for Clinique to invest in mobile initiatives.  Moving forward, we will continue to look for appropriate opportunities to continue to expand our mobile marketing activity.

Has Clinique used QR codes in any other campaigns? Do you have any mobile campaigns currently running or upcoming?

Internationally, Clinique has been using QR codes for a while as particular markets such as Japan were really leading the growth and acceptance of such technology.

This promotion was Clinique’s first foray into QR codes in the U.S. and we continue to look for future opportunities that are right for the brand as well as our consumers.  In the near future, we do have mobile campaigns coming down the pike, the next will be in Asia.

What other mobile marketing tools do you use in your marketing and advertising campaigns?

In addition to the QR code program which appeared in Vogue Magazine, we have also collaborated with media partners to create mobile applications.

Do you consider QR codes to be a viable marketing tool? Will mobile be a focus for Clinique in 2011?

Mobile is a smart tool which we will continue to pursue as technologies evolve.  We value how mobile marketing tools reach our consumers in new ways and they will continue to be a focus for Clinique in 2011.