Jessica Simpson, the women's fashion clothing and accessories company, recently launched a print advertisement, which displays a customized Microsoft Tag. Scanning the Tag resolves to a video which shows behind-the-scenes footage of Jessica's fall photo shoot.
No doubt the company earns points for making use of a 2D barcode in its advertising, but I believe points should be taken away based on the ad's weak call-to-action, which is tied to the Tag. The behind-the-scenes video is little more than a commercial, but not by much, and I wonder where the true value or enhanced customer experience comes in. Why not offer readers who scan the code a chance to win a trip to the company's next major photo shoot or fashion show? Or give readers a chance to win $500 of assorted Jessica Simpson merchandise. To me, offers and or calls-to-action like these would drive greater consumer interest and interaction with 2D barcodes.
Lastly, something that I keep noticing and wondering about with ads that use Microsoft Tags...where did "snap" come from, as in "Snap this Tag." Am I the last to know that "snap" means "click" when using a mobile camera? And if a reader doesn't even know what the code icon or symbol means, how are they to know that Tag is the descriptor for it? Little things to wonder about, perhaps, but if it is a matter of changing consumer behavior and habits, I wonder how little they really are.