7.30.2010

Miss Me QR Code

Miss Me, a Los Angeles-based women's clothing company, launched a new advertisement in this month's issue of Lucky magazine, which features a QR code (see bottom half of image below). With no other text than the headline question, "Do You Miss Me?", and the step-by-step instructions which explain the code, where and how to download a reader app and where the code will bring the reader, the ad's call-to-action (i.e., scan the code) is somewhat hidden. Once scanned, the code resolves to a video, which is the same video that can be viewed if one were to go to the company's website directly. So, after all is said and done, what's the real objective of this ad?


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.

2 comments:

  1. Thanks, Roger. Good post.

    Maybe I'm cynical, but are the big agencies jumping on QR Codes and MS Tags without grasping the basic principles? It wouldn't be the first time larger, more traditional companies went with a trend without understanding it.

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  2. Thank you for the comment. I do not think you are being cynical, just observant, as I am trying to be. Is it just the agencies that are jumping on board or the brands too? Seems to me like both. Unfortunately, when I try to contact companies using codes no one seems to want to talk about their campaign from a strategic or tactical perspective, or metrics either. Would be interested to hear from you offline about where you fit into the barcode space.

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