In a perfect world, I would use qualitative/quantitative and objective/subjective data to analyze and select the best campaign. But, because the vast majority of companies that have implemented 2D campaigns refuse to discuss or divulge results (i.e., scan rates, website activity, objectives achieved, product sales, etc.), in public or private, I am forced to base my analysis and selection on a purely qualitative and subjective basis. To help in my analysis, and to serve as a grounds by which I could fairly judge one campaign to the next, I developed this list of criteria:
- Overall marketing strategy behind campaign
- Value-added, value-driven properties
- Customer-driven, enhanced customer experience
- Optimized for mobile
- Integrated across marketing channels/mediums
- Unique, clever, new and different, meaningful, relevant
With the above criteria in hand, I reviewed all of the campaigns that were posted to the blog before December 20, and determined that the campaign needed to adequately address each of the six criteria in order to be considered a finalist. Once the initial review was complete, I was left with about half a dozen finalists. From this short list, I compared the campaigns to the criteria once again, a bit more rigorously, and was able to select a winner.
So, without further ado, it gives me great pleasure to announce that FirstBank's Denver International Airport campaign has been named the Best 2D Barcode Campaign 2010.
From the moment I first read about this campaign and spoke with the bank's agency, TDA Advertising & Design, I knew this was a model 2D campaign. For the reasons/comments mentioned in my original article, this campaign addressed each of the six criteria in a manner that exceeded the other finalists.
Canon, Warner Bros., Columbia and Kellogg's Special K.
As we enter 2011, I believe 2D will continue to evolve as a technology, as well as a promotional and advertising mechanism/tactic. But, first and foremost, companies need to ensure that they continue to educate consumers about the technology to ease and speed consumer adoption and comfort level. Additionally, not only do I expect to see more and more companies embrace and include 2D in their 2011 marketing efforts, but I also expect, and hope, to see more and more 2D campaigns that are of the same caliber, or better, than the FirstBank campaign.
Again, congratulations to FirstBank and TDA Advertising and Design.