This week, Glasgow’s renowned Citizens Theatre launched it’s first ever QR code campaign. Echoing the show’s futuristic and cult aspects, this innovative marketing strategy encourages users to download free (and freely available) QR code scanners for smartphones, so they can unlock a secret discount from a barcode within enigmatic posters.

Featuring minimal text, special unbranded “Want to be in our gang?” posters have appeared around the city to act as a teaser for the theatre’s forthcoming production.

Still a very niche technology, this campaign was devised to get people talking, and start educating audiences in its use. The Citizens Theatre sees great potential in QR code technology for the future:

“With the proliferation of iPhones, Google Android phones and free apps, there are now no barriers to stop members of the public with smartphones, from accessing QR code scanners. This technology can deliver instantaneous content, including websites, videos, SMS messages or simply text.

In future many of us will book tickets for events, simply by scanning a poster. No need to write down phone numbers or web addresses. We hope some of our audience members will be willing to try this experiment with us, to get a great discount.”

Making use of some key stations in Glasgow’s “Clockwork Orange” underground system, the company hopes to catch the attention of commuters. They will also appear on legal fly-posting sites and A3 poster sites across the city. Posters will be on display in Glasgow for the next two weeks.

As far as we know this is the first time a theatre in Scotland, if not the UK, has used such technology in its marketing, although we are aware that Glasgow’s Theatre Cryptic are also currently working on a QR code project.


For more details contact:
Cat McNaught – Marketing Manager, Citizens Theatre;  0141 418 6233 / cat@citz.co.uk
OR speak to Helen Black - Digital Marketing Manager: 0141 418 6272 / helen@citz.co.uk


QR Codes
A QR Code is a two-dimensional bar-code created by Japanese corporation Denso-Wave in 1994. The “QR” is derived from “Quick Response”, as the creator intended the code to allow its contents to be decoded at high speed. QR Codes are common in Japan and are becoming more mainstream in the west, with one particularly notable recent usage in Times Square, NYC, when a huge code dominated the advertising hoardings. The codes which can link to video, websites, SMS messages, phone numbers or text can be read by any Google Android or Apple iPhone using a scanner app.

The Citizens Theatre Code

We have opted for text as the QR response as we wanted to make use of the posters in the Underground where there was no guaranteed web connection. In future we do envisage that our codes will link to our website.  The code, when scanned produces a textual response congratulating the person and giving them a code to quote at Box Office to claim 2 for 1 tickets.

More info: http://bit.ly/OurGang

We’d love to be able to verify that this is the first in theatre in the UK. We’ve done a lot of Googling and research and nothing has come up, so it probably is. We just didn’t want to offend anyone by saying it’s definitely the first…in case we’d missed a wee campaign somewhere.

The campaign, which is designed to work as an effective teaser even if the public do not use the QR code, launched on Monday 13 September, with posters around the city. These will be distributed in large format on the Glasgow Underground and city poster sites, as well as A3s in shops/cafes/bars.


Citizens Theatre Company
By Anthony Burgess
Directed By Jeremy Raison
Main Theatre
Listings: Wed 13 October – Sat 6 November, 7.30pm
Previews: Wed 13 & Thu 14 October, 7.30pm
Matinee: Sat 30 October, 2.30pm
Audio Described Performance: Thu 21 October, 7.30pm
Signed Performance: Wed 27 October, 7.30pm
Captioned Performance: Thu 28 October, 7.30pm
FREE pre-show workshops for schools: 19, 21, 26 & 28 October

Tickets: £10-£17.50 (concessions available)
School groups: £7.50 + 1 free with every 10 tickets purchased
Recommended for 15+

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