The COVID-19 version of the Macy’s Thanksgiving Day Parade is a hit. More than 20 million people tuned into the show, according to Nielsen. Even though much of it was taped because of COVID-19, the ratings were only down by a few people.

What caught my attention was a QR (Quick Response) Code that was shown on TV. The code took you to a Verizon YouTube page with a live stream from the Macy’s store in New York City. When I checked during the broadcast, nearly 500,000 were viewing the stream.

Think about that again: I used my phone to scan the QR Code on the TV that then took me to a live stream on YouTube. We’ve all seen QR Codes on printed pieces, but this was on the TV screen.

The QR Code seemed to disappear after becoming the hot new thing in digital communications distribution. Well, now it is back and more effective than ever. One reason is the speed at which smartphones read and connect with the link. Just a second or two is amazing — and it will only get faster.

The Thanksgiving Parade was a Big Hit for NBC with kids of all ages. The QR Code resurgence will be a big hit for marketers who take advantage of this new/old technology.

Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.