Nine West, the women's fashion shoe company, launched this two-page advertisement in the New York Post last week to promote its Runway Relief campaign. Featured in the ad is a branded barcode which, when scanned, resolves to a behind-the-scenes video and enables the reader to purchase the limited edition boots that are being worn by the models in the advertisement.
As is often the case, Nine West chooses to minimize the explanation of the code and the instructions to make use of it. Why? Are they afraid the added copy will ruin the overall creative of the ad? Do they believe readers who are curious about the code will just learn about or figure out the code on their own? Or, do they just not care and look at it as though they tried a new way to advertise; if it works fine and if it doesn't, oh well, better luck next time?
With the way CMOs are being tasked to explain and justify every spend these days, I don't believe Nine West, or any other company, can produce a 2D campaign and simply leave it to any of the questions/thoughts posed above. It doesn't make sense or, I should say, it makes little sense. If a company goes to such an extreme to put a code in place, why not make the interactive experience as good as it can be for any and all potential users? At a minimum, take the guess work out of figuring out what type of 2D code it is, so a reader of the ad knows which reader app to launch on his/her smart phone.