According to a press release, the first advertisement,
which debuted in The New York Times, invites smartphone
users to take a picture of the Quick Response code to
connect by phone with one of TIAA-CREF's
noncommissioned investment consultants in just one click.
Nearly 13% of TIAA-CREF's 3.6 million participants are
between the ages of 25 and 34, the same age range of the
majority of smartphone users, according to Nielsen, the
To scan QR codes, individuals need a smartphone with a
camera and a code reader. Smartphone users can search for
"QR code reader" in their search engine or go to
a smartphone official app store for a free code reader.
"Sometimes the hardest part of getting started on a
plan is picking up the phone,"
said Jeff Fleischman, the company's Chief Digital
Officer, in the announcement. "
QR code marketing is one way to encourage our more
tech-savvy participants to call us. We know that people who
have a financial plan are more likely to save more and are
better prepared to weather the ups and downs of the
More about TIAA-CREF is at