In the September issue of O, The Oprah Magazine, there is a two-page advertisement, which features nine different products, each with a corresponding ScanLife barcode. At the beginning of the ad (the upper left-hand corner of the top page below), there is full disclosure as to what the codes are, how to scan them and what they offer. Throughout the ad, each product has a picture and short descriptive copy.
Overall, this is a well thought out and designed campaign and, what I believe, is the first time 2D codes have been shown in this magazine. In speaking with a representative of ScanLife, this is an in-house advertisement that was done by the publisher to offer advertisers a value-add, which is a tactic we have seen other publishers use (Islands, Food & Wine, Travel & Leisure). Instead of readers viewing a product ad and not being able to immediately act on it, the codes offer readers the opportunity to do just that by linking to a website, product page, video, etc., or even to have the ability to purchase online. EZcodes were used in the ad, as opposed to QR codes, due to space limitations on the page.
While it makes perfect sense that codes can be used/offered as a value-add from the publisher to the advertiser, the real value-add comes from what the advertiser can offer the reader who scans the code. This is what will eventually make a 2D campaign a true success or not.