Define the campaign outcome
Write down what a useful response looks like before generating a code. A resource visit, an enquiry and a purchase are different outcomes and should not be reported as though they mean the same thing. Choose a distribution setting that fits the audience. If another organisation will serve drinks in the cups, confirm the placement arrangement and artwork approval. Buying printed stock does not itself establish access to a venue, customer base or endorsement from the distributor.
Build a trustworthy destination
The page reached from the cup should explain the promised subject immediately and work on an ordinary phone. Avoid a broad homepage when a focused resource would be clearer. Test loading, navigation and any form in the actual mobile journey. Keep the destination maintained for the period in which cups may remain in circulation. If a redirect is used, document who controls it and avoid changing its purpose in a way that surprises someone responding to the original printed message.
Design for a real scan
Give the code adequate clear space, a strong contrast and a location away from the seam or heavy decoration. Do not distort the pattern to fit a visual motif. A supporting line can explain why someone might scan, and a readable short URL can provide an alternative. Test the digital code early, then include the physical print in final acceptance when it becomes available. Curvature, handling and the production process can change performance compared with a flat monitor.
Use honest measurement categories
Keep cups supplied, cups used, recorded visits and completed actions as separate measures. A distributed cup is not proof that its whole design was seen. A scan may not represent a unique person, and website activity may be affected by other campaigns. Document the method and limitations rather than multiplying assumptions into a large exposure claim. Compare results with the original objective so the report helps a future decision instead of merely producing an impressive-looking total.
Respect consent and data minimisation
A person who accepts a drink or scans a code has not automatically agreed to unrelated marketing. Explain any information collected at the destination and make optional choices clear. This site keeps analytics off until an appropriate choice is made; configuring an analytics identifier does not justify loading it before consent. Avoid putting personal details in campaign URLs. Agree who can access reporting and how long it is needed, and seek appropriate advice for the particular organisation and campaign.