9.16.2010

GAP uses ScanLife 2D Barcodes

Recently, Gap launched a major campaign to promote its latest collection of blue jeans, and a component of this campaign is the use of ScanLife generated QR codes.

The image below (top left) is an in-store billboard, which offers shoppers the ability to scan the code to see customer product reviews and styling ideas for the new line of pants. The top right image shows the mobile site that the scan mentioned above will resolve to. The bottom image shows a direct mail piece, which features a code that resolves to a video interview with a Gap designer, and it also features a discount coupon.


GAP ScanLife 2D Barcode

There are a number of positives about this campaign. First, the call to action and offer is certainly of value to the consumer. To provide customer reviews, styling ideas and designer interviews is spot on and all helps to move the consumer through the purchase decision process. Second, the campaign spans many channels/mediums. To fully integrate the campaign from in-store to direct mail to print, etc. makes a great deal of sense and helps to engage with the largest audience possible. Third, Gap takes the time and creative space in the various promotional pieces to inform consumers about the code and how to scan it. Fourth, the resolve sites are mobile optimized. With all of that said, I really can't find much wrong with this campaign. It all seems very well planned and executed.

The one question I do have is in regard to the barcode itself. For some reason Gap decided to use a QR code, as opposed to ScanLife's proprietary EZcode, and I wonder why.

3 comments:

  1. What's fascinating with this is that it's another campaign targeted to women. Looking at various posts this past week, that makes GAP, JONES and KELLOGGS and Tappin's FINA all with QR/2D campaigns with women as their audience in one week?

    Combined with the summer's "accidental" MS Tags saturating women's magazine -- It makes me wonder if women are going to lead the adoption of Tags in the States?

    Emerging technology that attracts women over men? Or, is it simply that shopping and dollars are controlled by women? It's an interesting phenomena and runs counter to the early campaigns in the States that were very male-centric (bikini videos).

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  2. I believe the QR code was used instead of the EZ code because the QR code can be scanned by any scanning app whereas the EZ code can only be scanned by the ScanLife app.

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  3. QR Code vs. EZ Code?!

    Things that make you go HMMMM!

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