{"id":11381,"date":"2026-07-30T20:11:20","date_gmt":"2026-07-30T18:11:20","guid":{"rendered":"https:\/\/fanagency.co\/blog\/?p=11381"},"modified":"2026-07-30T20:13:04","modified_gmt":"2026-07-30T18:13:04","slug":"btl-qr-landing-page-campana-360","status":"publish","type":"post","link":"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/","title":{"rendered":"BTL m\u00e1s QR m\u00e1s landing page: la campa\u00f1a 360\u00b0 que conecta lo f\u00edsico con lo digital"},"content":{"rendered":"\n<style data-wp-block-html=\"css\">\n@import url('https:\/\/fonts.googleapis.com\/css2?family=Plus+Jakarta+Sans:wght@700&family=Rubik:wght@400&display=swap');\n\n  .article-container {\n    font-family: 'Rubik', Georgia, serif;\n    font-size: 17px;\n    line-height: 1.85;\n    color: #1A1A2E;\n    max-width: 780px;\n    margin: 0 auto;\n    padding: 0 20px;\n  }\n\n  .article-container p {\n    margin: 0 0 18px;\n  }\n\n  .article-container h1 {\n    font-family: 'Plus Jakarta Sans', 'Segoe UI', Arial, sans-serif;\n    font-size: 34px;\n    line-height: 1.2;\n    font-weight: 700;\n    color: #1A1A2E;\n    margin: 0 0 24px;\n  }\n\n  .article-container h2 {\n    font-family: 'Plus Jakarta Sans', 'Segoe UI', Arial, sans-serif;\n    font-size: 22px;\n    font-weight: 700;\n    color: #1A1A2E;\n    margin-top: 42px;\n    margin-bottom: 14px;\n    padding-bottom: 6px;\n    border-bottom: 2px solid #F0EEFF;\n  }\n\n  .article-container h3 {\n    font-family: 'Plus Jakarta Sans', 'Segoe UI', Arial, sans-serif;\n    font-size: 18px;\n    font-weight: 700;\n    color: #1A1A2E;\n    margin-top: 28px;\n    margin-bottom: 10px;\n  }\n\n  .article-container ul,\n  .article-container ol {\n    margin: 0 0 18px;\n    padding-left: 24px;\n  }\n\n  .article-container li {\n    margin-bottom: 8px;\n  }\n\n  .box-info {\n    background: #F0EEFF;\n    border-left: 4px solid #533DF9;\n    border-radius: 0 6px 6px 0;\n    padding: 14px 18px;\n    margin: 24px 0;\n    font-size: 15px;\n    font-family: 'Rubik', 'Segoe UI', sans-serif;\n  }\n\n  .box-tip {\n    background: #FFF9E6;\n    border-left: 4px solid #2DCF6F;\n    border-radius: 0 6px 6px 0;\n    padding: 14px 18px;\n    margin: 24px 0;\n    font-size: 15px;\n    font-family: 'Rubik', 'Segoe UI', sans-serif;\n  }\n\n  .box-warning {\n    background: #FFF3F3;\n    border-left: 4px solid #EF4444;\n    border-radius: 0 6px 6px 0;\n    padding: 14px 18px;\n    margin: 24px 0;\n    font-size: 15px;\n    font-family: 'Rubik', 'Segoe UI', sans-serif;\n  }\n\n  .box-info strong,\n  .box-tip strong,\n  .box-warning strong {\n    color: #1A1A2E;\n  }\n\n  .table-wrap {\n    overflow-x: auto;\n    margin: 24px 0;\n  }\n\n  .article-table {\n    width: 100%;\n    border-collapse: collapse;\n    font-family: 'Rubik', 'Segoe UI', sans-serif;\n    font-size: 14px;\n  }\n\n  .article-table thead tr {\n    background: #533DF9;\n    color: #ffffff;\n  }\n\n  .article-table th {\n    padding: 11px 14px;\n    text-align: left;\n    font-weight: 700;\n    font-family: 'Plus Jakarta Sans', 'Segoe UI', sans-serif;\n  }\n\n  .article-table td {\n    padding: 10px 14px;\n    border-bottom: 1px solid #E5E7EB;\n    vertical-align: top;\n    font-family: 'Rubik', 'Segoe UI', sans-serif;\n  }\n\n  .article-table tbody tr:nth-child(odd) {\n    background: #ffffff;\n  }\n\n  .article-table tbody tr:nth-child(even) {\n    background: #F5F6FA;\n  }\n\n  .article-table td:first-child {\n    font-weight: 600;\n  }\n\n  .caption {\n    font-family: 'Rubik', 'Segoe UI', sans-serif;\n    font-size: 13px;\n    color: #6B7280;\n    text-align: center;\n    margin-top: 8px;\n    font-style: italic;\n  }\n\n  .article-sources {\n    margin-top: 42px;\n    padding-top: 22px;\n    border-top: 2px solid #F0EEFF;\n  }\n\n  .article-sources h2 {\n    margin-top: 0;\n  }\n\n  .article-sources ul {\n    padding-left: 20px;\n    margin-bottom: 0;\n  }\n\n  .article-sources a {\n    color: #533DF9;\n    text-decoration: underline;\n    text-underline-offset: 3px;\n  }\n\n  .article-sources a:hover {\n    color: #1A1A2E;\n  }\n<\/style>\n\n<article class=\"article-container\">\n\n\n  <p>En una revisi\u00f3n de una activaci\u00f3n realizada en Lima, el m\u00f3dulo ten\u00eda buena afluencia y el c\u00f3digo QR acumulaba escaneos, pero nadie pod\u00eda demostrar cu\u00e1ntos contactos o ventas hab\u00eda generado. El QR enviaba a la p\u00e1gina de inicio, no ten\u00eda par\u00e1metros de campa\u00f1a y la propuesta que aparec\u00eda en el material f\u00edsico desaparec\u00eda al abrir la web. El problema no era la creatividad: faltaba dise\u00f1ar el recorrido completo.<\/p>\n\n  <p>Una campa\u00f1a BTL realmente conectada con lo digital convierte cada interacci\u00f3n f\u00edsica en una acci\u00f3n medible. Para lograrlo, el QR, la landing page y la anal\u00edtica deben planificarse como un solo sistema.<\/p>\n\n  <div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Tabla de Contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar tabla de contenidos\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#La_arquitectura_de_una_campana_BTL_conectada\" >La arquitectura de una campa\u00f1a BTL conectada<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#Como_disenar_el_recorrido_paso_a_paso\" >C\u00f3mo dise\u00f1ar el recorrido paso a paso<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#1_Define_una_conversion_verificable\" >1. Define una conversi\u00f3n verificable<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#2_Crea_una_razon_concreta_para_escanear\" >2. Crea una raz\u00f3n concreta para escanear<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#3_Usa_una_URL_controlada_y_etiquetada\" >3. Usa una URL controlada y etiquetada<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#4_Disena_la_landing_para_el_contexto_movil\" >4. Dise\u00f1a la landing para el contexto m\u00f3vil<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#5_Prueba_el_sistema_en_condiciones_reales\" >5. Prueba el sistema en condiciones reales<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#Que_metricas_importan\" >Qu\u00e9 m\u00e9tricas importan<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#Conclusion\" >Conclusi\u00f3n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/fanagency.co\/blog\/btl-qr-landing-page-campana-360\/#Fuentes_consultadas\" >Fuentes consultadas<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"La_arquitectura_de_una_campana_BTL_conectada\"><\/span>La arquitectura de una campa\u00f1a BTL conectada<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n  <div class=\"table-wrap\">\n    <table class=\"article-table\">\n      <thead>\n        <tr>\n          <th>Elemento<\/th>\n          <th>Funci\u00f3n<\/th>\n          <th>Pregunta de control<\/th>\n        <\/tr>\n      <\/thead>\n      <tbody>\n        <tr>\n          <td>Activaci\u00f3n f\u00edsica<\/td>\n          <td>Detener, interesar y explicar el beneficio.<\/td>\n          <td>\u00bfLa persona entiende por qu\u00e9 debe escanear?<\/td>\n        <\/tr>\n        <tr>\n          <td>C\u00f3digo QR<\/td>\n          <td>Reducir la fricci\u00f3n entre el espacio f\u00edsico y el m\u00f3vil.<\/td>\n          <td>\u00bfSe puede leer r\u00e1pido, a la distancia prevista?<\/td>\n        <\/tr>\n        <tr>\n          <td>Landing page<\/td>\n          <td>Continuar la promesa y obtener una conversi\u00f3n.<\/td>\n          <td>\u00bfTiene una sola acci\u00f3n principal?<\/td>\n        <\/tr>\n        <tr>\n          <td>Anal\u00edtica<\/td>\n          <td>Atribuir sesiones, eventos, leads y ventas.<\/td>\n          <td>\u00bfPodemos relacionar el resultado con cada pieza o ubicaci\u00f3n?<\/td>\n        <\/tr>\n      <\/tbody>\n    <\/table>\n  <\/div>\n\n  <h2><span class=\"ez-toc-section\" id=\"Como_disenar_el_recorrido_paso_a_paso\"><\/span>C\u00f3mo dise\u00f1ar el recorrido paso a paso<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n  <h3><span class=\"ez-toc-section\" id=\"1_Define_una_conversion_verificable\"><\/span>1. Define una conversi\u00f3n verificable<span class=\"ez-toc-section-end\"><\/span><\/h3>\n  <p>Antes de producir el m\u00f3dulo, define qu\u00e9 debe ocurrir despu\u00e9s del escaneo: registrar un lead, descargar un cup\u00f3n, reservar una demostraci\u00f3n, iniciar WhatsApp o comprar. \u201cGenerar interacci\u00f3n\u201d no es una conversi\u00f3n operativa. El equipo debe conocer la meta, el responsable y el valor comercial esperado.<\/p>\n\n  <h3><span class=\"ez-toc-section\" id=\"2_Crea_una_razon_concreta_para_escanear\"><\/span>2. Crea una raz\u00f3n concreta para escanear<span class=\"ez-toc-section-end\"><\/span><\/h3>\n  <p>El QR necesita una promesa visible: \u201cescanea y participa\u201d, \u201cconsulta disponibilidad\u201d o \u201cobt\u00e9n el beneficio de hoy\u201d. Evita textos gen\u00e9ricos como \u201cm\u00e1s informaci\u00f3n\u201d. El mensaje f\u00edsico y el primer bloque de la landing deben repetir la misma oferta para mantener la continuidad.<\/p>\n\n  <h3><span class=\"ez-toc-section\" id=\"3_Usa_una_URL_controlada_y_etiquetada\"><\/span>3. Usa una URL controlada y etiquetada<span class=\"ez-toc-section-end\"><\/span><\/h3>\n  <p>La URL debe pertenecer a la empresa o redirigir desde un dominio controlado. A\u00f1ade par\u00e1metros UTM consistentes, por ejemplo: <code>utm_source=activacion<\/code>, <code>utm_medium=qr<\/code> y <code>utm_campaign=feria_lima<\/code>. Si existen varios m\u00f3dulos, anfitriones o piezas, diferencia el contenido con <code>utm_content<\/code>.<\/p>\n\n  <div class=\"box-warning\">\n    <strong>\u26a0\ufe0f Advertencia t\u00e9cnica:<\/strong>\n    No imprimas miles de piezas con un QR din\u00e1mico cuyo enlace dependa de una cuenta de prueba o de un proveedor que podr\u00eda desactivarlo.\n  <\/div>\n\n  <h3><span class=\"ez-toc-section\" id=\"4_Disena_la_landing_para_el_contexto_movil\"><\/span>4. Dise\u00f1a la landing para el contexto m\u00f3vil<span class=\"ez-toc-section-end\"><\/span><\/h3>\n  <p>Quien escanea suele estar de pie, con ruido, prisa y conectividad variable. La p\u00e1gina debe cargar r\u00e1pido, mostrar el beneficio arriba, pedir pocos datos y ofrecer botones grandes. No env\u00edes al usuario a la home ni le obligues a buscar la promoci\u00f3n dentro del sitio.<\/p>\n\n  <h3><span class=\"ez-toc-section\" id=\"5_Prueba_el_sistema_en_condiciones_reales\"><\/span>5. Prueba el sistema en condiciones reales<span class=\"ez-toc-section-end\"><\/span><\/h3>\n  <p>Valida el QR impreso en distintos tama\u00f1os, \u00e1ngulos, distancias, niveles de luz y modelos de tel\u00e9fono. Comprueba tambi\u00e9n la se\u00f1al m\u00f3vil del lugar, el funcionamiento del formulario, el mensaje de confirmaci\u00f3n y el registro del evento en la anal\u00edtica.<\/p>\n\n  <h2><span class=\"ez-toc-section\" id=\"Que_metricas_importan\"><\/span>Qu\u00e9 m\u00e9tricas importan<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n  <ul>\n    <li><strong>Tasa de escaneo:<\/strong> escaneos \u00fanicos frente a personas expuestas o participantes.<\/li>\n    <li><strong>Tasa de avance:<\/strong> usuarios que realizan la acci\u00f3n principal despu\u00e9s de abrir la landing.<\/li>\n    <li><strong>Conversi\u00f3n:<\/strong> leads, reservas o compras divididos entre sesiones procedentes del QR.<\/li>\n    <li><strong>Calidad:<\/strong> porcentaje de contactos v\u00e1lidos y oportunidades comerciales reales.<\/li>\n    <li><strong>Costo por resultado:<\/strong> costo total de la activaci\u00f3n dividido entre conversiones verificadas.<\/li>\n  <\/ul>\n\n  <div class=\"box-tip\">\n    <strong>\ud83d\udca1 Recomendaci\u00f3n pr\u00e1ctica:<\/strong>\n    Crea un panel separado por sede, fecha y pieza f\u00edsica. As\u00ed podr\u00e1s mejorar la ubicaci\u00f3n, el mensaje o la oferta sin confundir el rendimiento de toda la campa\u00f1a.\n  <\/div>\n\n  <h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusi\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n  <p>Combinar BTL, QR y landing page no consiste en a\u00f1adir tecnolog\u00eda a una activaci\u00f3n. Consiste en construir un recorrido coherente desde el primer impacto hasta la conversi\u00f3n. Cuando la promesa, la experiencia m\u00f3vil y la medici\u00f3n comparten una misma l\u00f3gica, la campa\u00f1a deja de depender de impresiones subjetivas y empieza a producir datos \u00fatiles para decidir d\u00f3nde invertir.<\/p>\n\n  <section class=\"article-sources\" aria-labelledby=\"fuentes-consultadas\">\n    <h2 id=\"fuentes-consultadas\"><span class=\"ez-toc-section\" id=\"Fuentes_consultadas\"><\/span>Fuentes consultadas<span class=\"ez-toc-section-end\"><\/span><\/h2>\n    <ul>\n      <li><a href=\"https:\/\/support.google.com\/analytics\/answer\/10917952?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics: URL builders and campaign data<\/a><\/li>\n      <li><a href=\"https:\/\/web.dev\/explore\/learn-core-web-vitals\" target=\"_blank\" rel=\"noopener noreferrer\">web.dev: Core Web Vitals<\/a><\/li>\n      <li><a href=\"https:\/\/www.gs1.org\/industries\/retail\/2d-barcodes\/explorer\/consumer-engagement\" target=\"_blank\" rel=\"noopener noreferrer\">GS1: Consumer engagement with 2D barcodes<\/a><\/li>\n    <\/ul>\n  <\/section>\n\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>En una revisi\u00f3n de una activaci\u00f3n realizada en Lima, el m\u00f3dulo ten\u00eda buena afluencia y el c\u00f3digo QR acumulaba escaneos, pero nadie pod\u00eda demostrar cu\u00e1ntos contactos o ventas hab\u00eda generado. El QR enviaba a la p\u00e1gina de inicio, no ten\u00eda par\u00e1metros de campa\u00f1a y la propuesta que aparec\u00eda en el material f\u00edsico desaparec\u00eda al abrir&hellip;<\/p>\n","protected":false},"author":1,"featured_media":11382,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[],"class_list":["post-11381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-btl","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>BTL + QR + landing page: crea una campa\u00f1a 360\u00b0- Blog FAN Agency<\/title>\n<meta name=\"description\" content=\"Aprende a conectar una activaci\u00f3n BTL con c\u00f3digos QR, landing pages y anal\u00edtica para medir escaneos, leads y ventas en una campa\u00f1a 360\u00b0.\" \/>\n<meta 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