This morning I walked past a construction site down town in Stockholm and something caught my eye.

First I thought it was the fact that it was a construction site. Remember, I've a master in Civil Engineering, but then I realised what it was. Actually, two things, the billboard is used to:

ask for input regarding what services to put a street level
promote using QR codes

Ask for input

By using the QR code, or the printed url, one comes to a web page with a simple input form asking for tips. There is no list, voting or any other functionality. But at least, the company is trying to get input from the neighbours and people passing by.

What is a QR code?

The QR code is that rectangle figure in the lower right corner that looks like a printing error. Each figure has a unique pattern which could be read by a QR reader. There are a large number of different readers and many of them available as apps for 'smart phones'.

The way is works is:

1) launch the QR app

2) point the 'camera' at the QR code

3) the app scans the figure

4) the app analyse the pattern and returns a URL link

In the example above, the link is http://www.wallenstam.se/om/projekt11/Bostader/Stockholm/Detalj/?ProjectId=4999

My thoughts

First of all, impressed by the way Wallenstam is using new technology and social media in order to create buzz around a residential project.

Secondly, I believe the QR codes could be of great use in the commercial real estate industry. Add them to posters in empty space locations that today (just) have a number to the broker/owner. The benefit of this is that it's easy for someone that walks by to use the phone to scan the code and then surf for more details. Furthermore, (this is the best thing) the link is saved in app and could be used when wanting to go back to the information.

Here is an article about the use of it in the US with a great quote.

"Building owners love the idea, using technology in a very competitive market. Our only cost is paper and the time to put them up," Reuter said.