The QR codes appear on the Li’L Bucket Kids Meals, a new version of KFC’s traditional bucket that is meant just for kids. The outside of the bucket features word puzzles, riddles, colorful illustrations and the QR codes while inside is a Kentucky Grilled Chicken drumstick, green beans, GoGo SqueeZ applesauce and Capri flavored water.

“Including the QR code on Li’l Bucket Meals makes it easy for moms to access complete information on the product,” said Rick Maynard, senior manager of public relations at KFC Corp., Louisville, KY.

“The QR code links to a mobile page that includes product information – including the food options available in Li’l Bucket Meals – complete nutrition information, and a link to enter to win KFC’s ‘Ultimate Playground Experience,’” he said.

“Nine out of 10 KFC customers have mobile phones, so this is a convenient way to put all our Kids Meal information at mom’s fingertips.”

A winning strategy
Li’l Bucket Kids Meals can be customized with other choices of chicken, sides and drinks. The meals cost $3.99 plus tax.

KFC has been using QR codes on all of its packaging since last summer. Continuing the strategy for its new kids meal makes sense because both moms and children are enjoying scanning QR codes with a smartphone to access content.

A growing number of restaurants and consumer packaged goods companies are leveraging QR codes that link to the nutritional information, thereby freeing up valuable packaging space while also taking advantage of the growing smartphone adoption rate.

KFC customers who scan the QR codes on the Li’l Bucket Kids Meal can also easily access an entry page for the KFC Ultimate Playground Experience Sweepstakes.  The sweepstakes gives customers a chance to win funds for catering from KFC and an appearance from the GoGo SqueeZ Mobile Playground featuring activities such as a rock climbing wall, interactive media zone and a craft table.

Mobile, social synergy
The mobile theme continues through to a new social media push as more and more consumers are accessing sites such as Facebook from their mobile devices.

The Li’l Playground Makeover Facebook Contest gives customers a chance to win a makeover for their local community playground. Customers can submit photos with a short story at https://www.facebook.com/KFC. Entries will also be accepted by submitting photos or videos via Twitter’s Vine application or Instagram by using the hashtag #KFCPlaygrounds.

“Since last summer virtually all of our packaging, including buckets and boxes, has included QR codes,” Mr. Maynard said.

“We are always striving to find the best, most relevant ways to connect with our customers and the QR code on our Li’l Bucket Meals is a great way to connect with moms,” he said.

“As consumers continue to get more comfortable interacting with brands through mobile devices, our use of QR codes will continue to grow.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York