Several weeks ago, FOX Broadcasting Company launched a new campaign called FOX Codes and, since then, I have seen several billboards, print advertisements and web pages with the codes, which are essentially QR codes.
This new print advertisement promotes the FOX program "Fringe" and is one of the few co-branded 2D barcode advertisements that I have seen. For FOX to co-brand with Sprint makes sense, because I believe Sprint smartphones are the only ones on the market that come pre-loaded with a 2D barcode reader app. If that is the case then I can understand why the descriptive text next to the code includes the phrase "the reader app on your Sprint smartphone."
As I review 2D barcode advertisements, I have come to notice a "take no prisoners" attitude on the part of the advertiser and I wonder about this. For example, advertisers either take the time and effort to explain what a 2D barcode is or they don't, they either focus on smartphone users or no one else (i.e., non-smartphone users), or they either offer a real and valuable call to action or they don't. While I understand the tactic and necessity of targeting and audience segmentation, it does not seem as though this type of "attitude" is present in other forms of advertising and promotion. What makes 2D campaigns so different and why? At a time when there is a real need to be all inclusive so as to help build popularity and acceptance of 2D technology, one could view an attitude such as this as being counter productive.