Miss Me displays and explains the QR code well, but the company 'misses' an opportunity to use the code to further enhance the customer experience, or move a prospective customer further along the purchase decision process. Why not offer a discount, conduct a contest, show a video which explains why their jeans are so different or so much better, or explain the 1% for the Planet initiative? Almost anything would be better than the video which is shown, which I simply do not understand, but that's besides the point.
Companies need to really think through a 2D barcode campaign and look at it as more than just making use of a code and trying to show the world how tapped in they are to "new" technology. A 2D campaign needs to go beyond that if it is to achieve a desired marketing objective or ROI.
In addition to spotting the Miss Me ad in the magazine, I also noticed a number of Microsoft Tags scattered from one page to the next. These codes are placed by the magazine itself and serve to provide readers with additional editorial information about certain products and link them to how-to videos.
What's interesting to note about the MS Tags is that here is yet another women's magazine making use of them, and it begs the question, "Is Microsoft specifically targeting young women to make use of/adapt to their reader app and Tags?" One of this blog's readers has commented before and believes this is the case. While it is hard to say, because I have seen Tags used in other types of publications, it should come as no surprise if Microsoft, like most any other company, has segmented the market and decided to pursue a certain target audience.