Burberry last week said that it was the first brand to use Snapchat’s QR Snapcode feature for in-store smartphone viewing. But as much as any innovation in-store is to be encouraged, it seems a shame to waste the ability to show shoppers any imagery or video you want on commercials. The buzzword “customer-centric” is popular these days, which leads one to ask: Is that what your customers would vote to watch? Will that make them want to try this again in a week?

What Burberry did was launch this campaign for a perfume called Mr. Burberry. OK, they dub it a men’s fragrance, but it’s a smelly liquid. “Content created for the Snapchat channel includes a director’s cut of the campaign’s ad, grooming and tailoring tips, and a behind the scenes video,” noted The Drum. “It will be live for 24 hours in the app. Following this, consumers will be able to access the channel for two months when they scan the Snapcode.”

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