The September issue of Lucky magazine features a new Macy's advertisement, which displays a JAGTAG barcode. This is one of the first retail department stores that I have seen, other than Nordstrom, to make use of a 2D barcode.
After speaking with people involved with the production of this ad, it seems as though Macy's did not have the promotional video ready in time for when the magazine hit the newsstands, which was this past week. Whoops. Now what?
There is no excuse for Macy's, or any other company, to go this distance only to drop the ball on the one yard line. While I would like to believe that Macy's is feverishly trying to correct the situation, it should be said that companies wanting to make use of 2D barcodes must, must think out the strategy, tactics and overall campaign thoroughly and ensure that all of the moving parts are properly in place prior to launch. Failure to do so not only reflects poorly on the brand and company, but also on how 2D barcodes will be perceived in general. Think about the next time Macy's wants to use a code in an ad and what the consumer reaction might be knowing that the last campaign did not execute properly and became a waste of the consumer's time.
One other item worth noting, Macy's branded the JAGTAG with their logo, which I can understand their wanting to do, but I don't see the need for it in this application and wonder if they paid extra for it. If the code was stand alone, without an ad behind it, then it makes perfect sense.