Time Warner Cable's monthly entertainment magazine, delight, has gone interactive with the help of a new service called Crickit, which is powered by Microsoft Tags.
In the August issue, readers will find a full-page promotion for Crickit, which explains step-by-step what Crickit Tags are and how to use them (see top image below). Throughout the magazine, Tags are placed next to certain articles which, when scanned, provide readers with additional information about the television show or topic written about in the article (see bottom image below). This is all very similar to what a number of consumer magazine publishers are doing, and it makes perfect sense given that it helps bring consumers from the print world into the digital world while enhancing the overall client experience. If movies are using 2D barcodes to offer trailers, why not a cable television company.
What's interesting to note about this campaign is how Time Warner has developed the Crickit "brand" based on the Tags themselves and incorporates the Tag pattern and colors into the icon. Yes, branded barcodes have been created before using a corporate logo and colors, but this is the first time I have seen a separate brand created using a 2D barcode, Tag or otherwise. The strategy is very clever and I am curious to know the amount of scans Time Warner is getting.
One other observation, and maybe this is just me, but does the Crickit icon look similar to the Tivo icon?