Monday, November 14, 2011

QR Codes for Mazda Rentals

The first promotion of it's kind for rental cars. Mazda has paired up with Enterprise Holdings (owner of Enterprise Rent-A-Car, Alamo and National Car Rental) to create a marketing program to help them promote and ultimately sell the new Mazda 6.  The OnRamp QR code program has codes tagged on each of the Mazda 6 rentals for customers to scan. The program sticker labeled 'Like What You See?" will be placed on all of the vehicles and will lead custoers to a mobile-optimized site with information about the car. As per PSFK - Enterprise believes that the program will potentially reach out to one million car renters a day.

The initial OnRamp program is for Mazda only, but Enterprise is currently working on adding Toyota and Nissan to the program. I am interested to see whether this will take off and sell some cars. The idea of test driving a car as a rental, liking it and then thinking about purchasing it is a great one. My only issue would be the lack of control for Mazda. Rental cars can be dirty, beat up and that is beyond Mazda's control. What if people have bad rental car experiences and associate that with the car? Let's keep an eye on this program and see how it progresses.