7.20.2010

NYSE uses JAGTAG

The NYSE Euronext's new advertising campaign, which promotes their exchange listing/member service, features a JAGTAG barcode but, after following the ad's instructions, I am unable to listen to the information they wish for me to hear.

After scanning the JAGTAG with my phone and texting the image to the number provided, a few seconds later, I received a message on my phone, which prompted me to go online to a Verizon website. When I finally log into the website, I have no idea where to go or what to look for. NYSE Euronext, you lost me.

Let's back up a minute...why does NYSE Euronext display and make use of the barcode in order for people to hear a message from 'global leaders' in the first place? Why not just provide a 1-800 number, which has an introduction that ties into the advertisement and, from there, a series of menu options, each one offering the reader the ability to hear from a global leader? I can think of a number of ways that financial institutions like NYSE Euronext can make use of 2D barcodes, but this is not one of them. Or did I just miss something in the translation (i.e., the scanning process)? Also, if the ad's call-to-action is for a reader to "Hear from global leaders in their own words" then why is this message/copy buried in the ad?

While it is great to see a financial institution making use of 2D barcodes, perhaps the strategy and or execution needs to be thought out more and thoroughly tested (IMHO).

FYI...this advertisement appeared in The New York Times and consisted of four panels like the one shown here. Two panels were on the left page and two panels were on the right page. Only the last panel in the sequence displayed the 2D barcode.

3 comments:

  1. AnonymousJuly 20, 2010

    Remember when Advertisers/Companies all started buying up Islands in Second Life?

    One of the evident problems right now is that Agencies don't really have a clue about how/why/where to use Tags, but, they talk their Clients into doing something new, edgy, ahead-of-the-curve (so that the Agency can say, "yea, we do Tag campaigns."

    From the Tag companies, instead of trying to lead people to better usage, we/they are taking "the customer is always right" approach and letting really poor campaigns come to market.

    Wanna buy an Island? A Bridge?

    If the End Users have a series of bad/poor Tag experiences, they won't come back for more, even once Agencies start getting it "right."

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  2. Thank you for the comment.

    I never really thought about the use of barcodes from this perspective. I guess I just thought that if an agency were to pitch an idea/technology to a client they would have done their homework. And for a code company to take the approach that the customer is always right, I suppose the thought of client loyalty and referred business means very little.

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  3. AnonymousJuly 20, 2010

    Agencies are notorious for putting their own awards first. Clients don't want to walk away from an award winning campaign/agency, even if there was little/no ROI. Sometimes an agency's interests and their client's coincide but not always.

    The analogy is correct, like with SECOND LIFE, both agencies and brands feel they need to do something with Tags right now, even if it's just to say "we do that."

    Following this to the next step, there is a lot of empty, vacant real estate in SECOND LIFE now -- Could that happen to Tags?

    Could a lot of early, poorly envisioned campaigns give Tags a negative connotation so that mobile users cease to be interested in them? It won't matter if they're easy to scan, need a reader or are readerless, people just won't care about taking the effort to check them out?

    Let's calculate that every Tag an End User triggers will take 1-3 minutes of their life - exclusive time -- not multi-tasking time -- for the complete engagement period.

    That's demanding a lot from them. If we've stolen that time from them, they'll resent it.

    Worth considering.

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