This paper presents an explorative analysis of the contents shared through QR codes as a tool of proximity marketing. The aim of the research is to identify the most common links shared through the QR code technology, in order to investigate the use of this tool from a marketing point of view. Moreover, the research explores the main aspects of the communications related to the contents shared through QR codes. Specifically, the authors focus on hedonic aspects and functional ones. Finally, the research aims at identifying preliminary best practices in the use of QR code technology. Due to the widespread use of this tool in the sector, the research focuses on the wine industry, as one of the most involved with QR code practices. The study adopts a qualitative approach based on a content analysis of 91 wine labels. Considering the importance of this integrated communication, the purpose of this explorative analysis is to deduce implications that enable managers to master the use of this tool, exploiting all its potential.
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