2D Bar Code Strategy

Long Island Pulse Magazine is now using 2D barcodes and gets it right from start to finish.

First, look at the magazine's home page (see top image below). On the top of the page, above the navigation bar, there is an image of a 2D code with the tag line "Do You 2D?" Plain and simple. People who are not familiar with 2D and want to learn more can click on the image and be taken to a page which fully explains 2D (see bottom image below). On this page, LI Pulse explains what 2D barcodes are and how they can now be found in the magazine. Additionally, in five easy steps, the magazine explains how and where to download a reader app and how to scan codes.

While a number of publishers are making use of 2D barcodes for editorial and in-house advertising purposes, I have yet to see any one of them make reference to the codes on their websites, and I don't know why. The communication process should go both ways, from print to digital and digital to print, this way all bases are covered. Should someone see information on 2D online then they will purposely look for it in print, and vice versa.


Second, when I read through the magazine's media kit, in the section titled "Vertical Platform" 2D barcodes was listed along with web, video, eblasts, events, experiential, street team, contests, texting, etc. Here too, I have yet to notice other publication's media kits making mention of 2D as a platform for advertisers.

What this is showing me is that LI Pulse's publisher is firmly committed to using 2D in the magazine and wants the latest in technology to be available to its readers/subscribers, as well as its advertisers.

Third, in the front of the magazine, there is a section that basically takes the information from the website and explains to readers what 2D is all about. Smartly, the publisher makes use of the same "Do You 2D?" logo to tie print and digital together, which is perfect brand management.

Fourth, in looking through the magazine, there are a number of 2D codes displayed and all of them have a very appropriate and relevant calls to action. For example, there is an ad for a jewelry store and the code resolves to a product page with the ability to purchase. There is an ad for an event at a local bistro and wine bar and the code resolves to an RSVP form. A local summer fair has an advertisement and the code resolves to discount coupons. Whether each advertiser came up with their own scan resolve and offer, or the publisher helped them develop an idea, there is little doubt that readers will want to scan and take action.

In summary, this is the way a 2D campaign or program should work. Fully integrated between print and digital and with full disclosure (i.e., informing and educating readers on the technology). Also, to know that there is commitment from the top down goes a long way in getting everyone in the organization on board with the program.

As much as I pay attention and focus on 2D barcode strategy and tactics, there is one thing that I have noticed lacking in most every single strategic campaign, if not all of them. Testing. Whether it's testing calls to action, scan resolves, code size, code placement, code instructions, code types (e.g., QR, Tag, JAGTAG, etc.), or code symbols (e.g., branded vs. generic, black/white vs. color, etc.), or even one publication or channel versus another, it seems as though companies don't have the same interest in testing, as if they do for a direct mail or email campaign, banner ad, landing page, product page, etc., and I wonder why.

Even though I have seen two or three companies place 2D barcode advertisements for multiple months in multiple publications, they end up using the very same ad over and over again with no recognizable modifications. If this is the case then how do they analyze and determine ROI? How can they tell what component of the ad made it a success or, for that matter, a failure?

Obviously, companies are spending (investing) good money in the creation and placement of their 2D advertisements, so why not follow marketing best practice and test. Even if a company did not wish to test the ad for the ad's sake, wouldn't they at least want to test the use of 2D technology, how well it is received by consumers and what kind of affect it has on the objectives set for the ad. So who and or what's to blame? Are companies and their agencies just loosing sight of this essential aspect of marketing? Are there too many people, departments, fiefdoms involved with the creation of a 2D ad, so no one knows who should be responsible for the tests and they just don't get done? Or maybe companies haven't thought through the strategic aspects of a 2D campaign due to a lack of knowledge and or experience, which makes sense since 2D is new for just about everyone here in the U.S.

If a 2D advertisement performs less than desired, I have a hunch marketing executives will find fault with the code itself, not the overall creative execution or strategic direction of the ad, and perhaps never do a 2D ad in the near future, which is a shame, because 2D offers a great deal of value and benefit to both consumers and businesses alike. But, if the company proactively tested, they would be able to tell whether it was the code, or any other element for that matter, which caused success or failure, and this brings me back to the premise of this post. Testing should be viewed as an essential aspect of any 2D campaign.

(Should you know of any company actually testing their 2D campaign please let me know, as I would welcome the opportunity to learn about their methodology and findings.)

The September issue of Architectural Digest features a number of editorially placed Microsoft Tags. Similar to what has been seen in other publications, Tags have been placed next to certain products and articles throughout the magazine, and they resolve to provide readers with additional product information, product videos and how-to videos.

As shown in the example to the left, the Tag has been branded with an AD logo, which stands for the magazine's title. In the front of the magazine is a section that thoroughly explains the campaign and describes what Tags are to the readers, as well as where to get a Tag reader app and how Tags are to be scanned with a smart phone.

Although I have not scanned each and every Tag in the issue, from an overall perspective, I believe this campaign has been well executed by the publisher. My only comment is that if a reader does not see the section in the beginning of the magazine which explains the Tags and the campaign, and happens to come across a Tag later on the in the magazine, then an opportunity might be lost to have the Tag scanned. To get around this, explanations and instructions should be given with each Tag, but from a design and space perspective this might not always work. So, it becomes a balancing act that any company may have to contend with.

As an aside, Architectural Digest is a Conde Nast publication and, if you have noticed, there have been a number of other Conde Nast magazines that have made use of Tags recently. The reason for this is, because when Microsoft Tag was launched, the company purposely targeted publications believing they could get a great deal of exposure for Tags while, at the same time, being able to provide the magazines with a value-add service that they in turn could offer their advertisers. Not knowing scan rates, reader app download rates, etc., it is hard to really know how successful any of the Conde Nast campaigns have been, but I have been told by someone at Microsoft that numbers may be coming out soon. Will keep you posted.

Space Adventures, the world’s premier private space exploration company and the only company currently providing opportunities for actual private spaceflight and space tourism today, recently launched (no pun intended) a campaign featuring a QR code. Scan the code and it resolves to a video about the company's latest offering, a  flight to circumnavigate the moon.

The ad is nicely designed from a creative perspective, but it  falls short with respect to the QR code. The copy next to the code instructs readers to use the QR reader on their smart phone to scan the code, but it does not tell people where or how to download a QR reader app in the first place. Not the first time that we have seen a company make this mistake.

Also, with respect to the video that the code links to, it explains the flight or journey well enough, but there is no real call to action or sense of urgency. After watching the video, I was left with a feeling of okay, now what? Viewers have no idea of when the journey is scheduled for but, if they did, it might make them respond sooner than later. Also, if Space Adventures was willing to provide viewers with some sort of discount or value-add (who only knows what a journey like this costs) if they responded by a certain date this too might get them to respond sooner, if at all. Or, at least mention that space on the flight is limited to the first 2,3,4, etc. people who qualify. Thinking in these terms makes me wonder what's the real objective of this ad and the use or need for the code.

At least the company provides readers with a URL address should they not have a smart phone or are able to scan the code correctly. This is a 2D best practice worth noting.

The Principal Financial Group is one of the first financial services companies I have seen to create a 2D barcode magazine advertisement and make use of a Microsoft Tag. While I give The Principal points for trying, unfortunately, I do not believe this campaign will produce the results that they hope to achieve and, if it does, I would be very surprised.

Where to begin...first, let's start with the size and location of the Tag. The Tag is awfully small and hard to notice and because it is positioned along side the spine of the magazine scanning can be difficult.

Second, the company has created a branded Tag, by placing its logo in the code. While I am already familiar with the company's triangle logo, what I could not make out in the Tag is the image to the left of the triangle. To try to decipher this, I went to the company's website to see if I could find a similar logo, and I did. The part of the logo that I could not make out is that of a cartoon image of a man leaning against the triangle. For the company to go to the trouble and expense of creating a branded Tag, why not make it big enough for readers to clearly see? Also, is a branded Tag necessary in this application?

Third, and this is the most important, there is absolutely no call to action in the ad, for the ad as a whole, as well as for the Tag. Forget about adhering to 2D barcode best practices, what about marketing/advertising best practices. The ad simply says, "So we created a Web site with tips and ideas to help you and your benefits advisor find your next move." Yeah, so? Why would a reader bother responding to the ad, versus any other firm that can offer benefits advice or investments? Why would a reader bother downloading the app and scanning the code? And, what's most striking of all is that the ad does not even tell or ask readers to scan the code! All it does is provide a URL for downloading the reader app.

Fourth, because this is most likely The Principal's first foray into 2D codes, I would assume this is the reason why they do not take the time and effort to help educate and inform the public about what a code is, how to scan it and where the code brings them. Or, does the company just assume consumers know what codes are and there is no need for explanation.

So, why is all of this happening? I believe I have an answer. When I went to the company's website to look at logos, I also went to the page which lists the company's various advertising campaigns and found a link to an ad that matched the one above, except there was no Tag. This leads me to believe that the company recycled an already created advertisement, slapped a branded Tag on it and crossed their fingers that it would draw a response. You can also tell that there was little or no thought put into this campaign, because of where the Tag is placed. Instead of designing the ad around the Tag, as it should, The Principal's creative team took the easy way out and just plunked down the Tag where it could fit.

For 2D barcode campaigns to succeed companies cannot take the path of least resistance. Instead, they must invest the time, energy and resources into learning about the technology and how best to apply it for marketing and promotional purposes. Widespread consumer acceptance and use of 2D will come by way of well thought out campaigns and strategies, not ones that are simply an afterthought.

OMG Android, a website focused on providing a variety of Android apps, enables people to download apps by scanning a QR code. For example, when you click on the Applications tab on the main navigation bar, and scroll down to Finance, you will come to a page that lists an app for PayPal. Displayed on the page is a brief description of the app and the QR code below, which can be scanned to download the PayPal app.

What's remarkable about OMG Android's use of QR codes is that it goes against the grain or counterclockwise, if you will, to the way most marketers/agencies/brands currently perceive and make use of them. Instead of always thinking of QR codes as a means to transport consumers from the print or real world to the digital world via a mobile phone, here OMG Android transports consumers from the digital world to the real world via a mobile phone. Granted the app itself sits in the digital world, but the use of it takes place in the real world (please keep an open mind on this).

Thinking of QR codes, or any other 2D barcode for that matter, in this manner opens up yet another channel, by which a company or individual can interact, communicate and share with others. It also reinforces the notion that barcodes are really just a gateway and not an end game. A promotional campaign or product offering does not live or die by a barcode, they live or die by the offer, the relevancy, the incentive, the value, the experience and the benefit offered to consumers (in a B2C setting) and or companies (in a B2B setting).

(Thank you to Steve Epstein, CEO, IDNoptions)

It only took about three months, but I finally found one, a print advertisement from Microsoft which features one of their own Tags.

When I first read the ad, it seemed well-designed and thought out, branded Tag and all, but then it dawned on me, the ad's call to action is extremely weak, especially as it relates to the Tag. The call to action reads, "See how you can make it great with new Office 2010 at office.com/2010 or snap tag below." Whether the reader acts on the call to action by either scanning the Tag or going to the URL, nothing more than a trial download or the ability to purchase the software is offered. So I ask Microsoft, why bother with a Tag, or the ad in general, if nothing of value, benefit or enhanced customer experience is being offered to the reader?

Another item that I noticed, in the instructions to download the reader app it says "phone" not "smart phone," and I wonder why the ad is not as specific as it should or needs to be. As far as I know, 2D barcodes can only be read by smart phones, so why doesn't Microsoft make the distinction? For readers who own a non-smart phone and attempt to download the app and scan the code, what kind of experience will they end up having? A lousy one, that's what. Is Microsoft comfortable with this?

For a company that has spent a lot of time, money and resources to develop and promote their own proprietary 2D barcode platform (i.e., Tag), all of this comes as a surprise, and I wonder what the company's true objectives are for this advertisement. I certainly don't get a sense that Microsoft is looking to take the time to inform and educate consumers about 2D barcodes, let alone Tags. Perhaps Microsoft just assumes that people already know about 2D barcodes and there is no need to inform and educate.

In the September issue of O, The Oprah Magazine, there is a two-page advertisement, which features nine different products, each with a corresponding ScanLife barcode. At the beginning of the ad (the upper left-hand corner of the top page below), there is full disclosure as to what the codes are, how to scan them and what they offer. Throughout the ad, each product has a picture and short descriptive copy.


Overall, this is a well thought out and designed campaign and, what I believe, is the first time 2D codes have been shown in this magazine. In speaking with a representative of ScanLife, this is an in-house advertisement that was done by the publisher to offer advertisers a value-add, which is a tactic we have seen other publishers use (Islands, Food & Wine, Travel & Leisure). Instead of readers viewing a product ad and not being able to immediately act on it, the codes offer readers the opportunity to do just that by linking to a website, product page, video, etc., or even to have the ability to purchase online. EZcodes were used in the ad, as opposed to QR codes, due to space limitations on the page.

While it makes perfect sense that codes can be used/offered as a value-add from the publisher to the advertiser, the real value-add comes from what the advertiser can offer the reader who scans the code. This is what will eventually make a 2D campaign a true success or not.

Garnier, the haircare products company, has launched a new print campaign, which features a Microsoft Tag. When scanned, the Tag resolves to a video which demonstrates how women can use the company's new Blow Dry Perfector product.

The Tag and its instructions are placed prominently in the ad and hard to miss, and Garnier does the right thing by offering a URL for readers who don't have a smart phone, but who may still wish to view the video. Garnier also makes an attempt to blend the Tag code and copy section with the main artwork of the ad by using a common color in the Tag section headline copy. One negative about the Tag instructions, however, is that the company tells readers to get the "free mobile app at gettag.mobi" but they never mention what the app is by name or that it is a code reader app. Nor does Garnier inform readers that they are being directed to a Microsoft site to access the app, which may lead people to wonder what the connection is to Microsoft. (And, for some, this raises the issue about proprietary 2D codes like Tag, and if this is the direction the 2D industry should take.)

Toothbrush manufacturer, Reach, recently launched an advertisement in Details magazine to promote their new line of "By Design" toothbrushes. The ad features a QR code.

For the most part, from a strategic and creative standpoint, the ad works, as the company marries the main premise of the ad (i.e., promoting a new line of toothbrushes) with the call-to-action (i.e., get a $1 off coupon), and ties the two together through the QR code. While one could argue why not offer a printed tear-off coupon, another could argue why not offer a mobile coupon, so it's one less piece of paper someone has to carry with them or remember to bring to the store when ready to purchase.

Reach does a decent enough job explaining the code to readers and how to scan or text to get the $1 off coupon, but they do not tell readers where to find/download a reader app. It's nice that they include instructions on how to get help with the scan or access to the coupon, if needed. Unlike yesterday's example, this QR code works aesthetically on the page, because the black and white of the code matches with the black and white used throughout the rest of the ad. But what if the code was set in colors to match the toothbrushes, the reds and blues, wouldn't that be striking and accent the main artwork nicely. Why aren't companies thinking about this when generating a code? Are they not aware that QR codes can be set in color? Is the creative team doing their homework? Also, this was a right-hand page ad, so why have the code pushed up against the spine of the magazine. Could there have been another layout where all of the components work just as well, or better?

Another item to note relates to the URL that is given next to the QR code (BrushWithStyle.com/Art). I tried to access this site, but nothing comes up. Anyone else experience the same thing? If a code is to resolve to an object that object needs to be in place prior to launch. If a URL is to link to a page then the page needs to be in place prior to launch. And, speaking of websites, why is there no mention on Reach's website of the new "By Design" toothbrushes? Am I missing something here too? Isn't marketing and branding all about integration, where one channel integrates with another that integrates with another, and so on. Why the disconnect? Why talk about a new product in an ad, but not support it on your website? Yes, I see a coupon offer on the Reach website, but again no mention of the new product line.

The Italian children clothes designer, Il Gufo, launched a new magazine ad campaign featuring a QR code, and I'll be darn to know how, if at all, this campaign succeeds. Here's why.

First, the ad is placed on the right-hand side of the magazine, which puts the QR code up against the spine of the book...not the best place to a) see the code when flipping through pages, and b) easily scan the code. If Il Gufo knew they were purchasing right-hand space, which I assume they did, why layout the ad this way? Second, there is no explanation for the QR code, and there are no instructions on how to read the code and download a reader app. Third, and I believe this is the most detrimental to the overall success of the ad, there is no call-to-action for the ad as a whole or tied to the barcode. If this is a pure brand image ad then I can understand no call-to-action, but then I really don't get image ads to begin with. All they do is interrupt, but that's for another discussion.

In the lower left-hand corner of the ad, running vertically, a telephone number is displayed, which I called and got through to the company's U.S. importer in New York. When I inquired about the ad, the woman I spoke with knew what I was referring to and said that I needed to get a ScanLife app to read the code. She did not offer any other information with respect to where I could find the app and what the proper name of the app was, but she did say that the code resolves to a fashion show video featuring the fall season clothes that are now on sale. Ah, another self-promotional corporate video offering very little, if any, value or benefit to the consumer.

After studying this ad, I wonder how much time Il Gufo's marketing team or ad agency really put into this ad and, more importantly, what they expect to get out of it from an ROI perspective. Did they purposely place a barcode with no supportive copy just to alienate those who know about codes from those who don't? Or, did they assume that the U.S. market is as advanced as the European market is with respect to 2D code use? A lot of issues to resolve that I believe a basic course in International Marketing 101 might solve, but again it's hard to tell what the CMO or creative director were thinking.   

Lastly, this is one of the first QR codes from ScanLife that I have seen, as well as one without the ScanLife brand name associated with it.

Back in July, Calvin Klein launched a billboard ad in Manhattan, which featured a QR code (see below). As soon as the billboard went live, so did the comments on Twitter. For days, the CK code dominated the "conversation" on Twitter among 2D barcode followers, enthusiasts, marketers, advertisers, etc. But as all of this was taking place, what really caught my attention was Calvin Klein's total absence from the Twitter conversation for days, if not weeks, after the billboard went live. Actually, for as much as I monitor Twitter, not once have I seen or read a Tweet by someone from Calvin Klein, and I wonder why.

If a company had the power to learn in virtually real-time what consumers thought of an advertisement or promotional campaign, product launch, etc. then wouldn't you think that the company would want to tap into that power. If Calvin Klein had no presence on Twitter then maybe, maybe, I could understand their failure to participate and become engaged in the conversation, but they do have a presence and host their own Twitter page. Because I do not work at or with Calvin Klein or its agency, I have absolutely no idea as to what the strategy was, or is, as it pertains to Twitter communications, or social media communications in general. So, again, I ask, why the disconnect?

It's not that I believe Calvin Klein needed to be on Twitter to defend the campaign, because there was more than enough negative things said about it, but because it just seems as though the experience people had with the campaign was less than ideal (e.g., many wrote that they could not scan the code and others were extremely disappointed with the video that the code resolved to) and I would think a company would want to make amends with its customers, prospects and or fans. Maybe I am over thinking all of this and Calvin Klein knows exactly what they are doing to build a buzz around a campaign, but it will be interesting to see what happens the next time, if at all, CK decides to launch another 2D ad. Your thoughts?

Tomorrow, I'll get back to posting some new campaigns.

Okay, here's the plan, let's buy a full-page, four-color ad in a national consumer magazine, place a 2D barcode in the ad and then have the barcode resolve to a promotional video that doesn't work. Or, have the ad's call-to-action be of little or no interest to the magazine's audience. Or, don't provide enough information for readers of the ad to understand how to make use of the barcode. Or, don't optimize the landing page that the barcode is linked to for mobile use. Take your pick. In any one of these situations, we would be wasting marketing dollars, as it relates to the 2D ad, and there would be little hope of realizing a positive ROI.

Of course I'm making fun of what it might be like to purposely waste marketing dollars, but the sad truth is that companies, and some major ones at that, are actually doing so when they develop a 2D barcode-based print ad and fail to execute it properly from a strategic, tactical and creative perspective. Earlier in the week, I wrote about a 2D magazine ad that Macy's developed and how the video that was linked to the barcode did not work, because the video was not ready for public viewing in time for when the magazine hit the newsstand. Not to pick on Macy's, because there are certainly other examples that I can cite, but how wasteful. How does the Macy's creative director or CMO respond to senior management for something like that?

Unfortunately, when situations like the one with Macy's happens, it reflects poorly on the barcode itself and the technology behind it, and slightly less so on the brand. The next time Macy's chooses to run a 2D ad, if at all, consumers will probably read the ad, but may be skeptical of the code and not want to bother scanning it. Lesson to be learned, first impressions go a long way in the eye and mind of a consumer.

As marketers, we need to view 2D ads in the same light as any other medium by which a message is communicated to the prospect or the client. A 2D print ad is no different than an email, a direct mail letter, a banner ad, a landing page, a telemarketing script, a radio script, television commercial, promotional event, etc. The moving parts might be a bit different but, in reality, a 2D ad still needs to be thoroughly researched and planned ahead of time with respect to creative, call-to-action, relevance, value, benefit, experience and incentive. In addition, and maybe this is where 2D ads are different, marketers must consider how they will educate and instruct consumers on what a barcode is and how it can be scanned, because, after all, the majority of U.S. consumers still have never seen or made use of 2D technology.

My last thought on this is let's, as marketers, not be lazy when it comes to formulating and executing 2D campaigns and strategy, because then the technology may never get the chance it deserves.

The Port Townsend Food Coop, located in Port Townsend, Washington, launched what is believed to be the first QR code video "shelf talker" program in the country with Olympic Peninsula cheese maker Mt. Townsend Creamery. When the shelf codes are scanned they resolve to videos, which feature the Mt. Townsend Creamery's head cheese maker talking about what makes their cheese unique. 


While it is too early in the program to know scan/success rates, it's not too early to see how useful these barcode shelf talkers could be in other retail settings. For example, how many times have you gone into a big box retail electronics store and found the staff to be less than knowledgeable about the products being sold. For me, plenty. To be able to scan a code and get a complete and detailed product description and or product review, right there on the spot, would be extremely useful and serve to enhance the shopping experience for most. What's unfortunate, however, is that companies may come to rely on barcode shelf talkers or kiosks to provide this type of information, as opposed to properly training their floor staff, but that's fodder for another article altogether.

The instructions which appear next to the Food Coop's codes reads, "free app for your smart phone, http://get.beetagg.com" and the only comment I have is that this copy does not  fully explain what the app is and why anyone may need it.

It will be interesting to see where else 2D barcode shelf talkers start popping up.

Jessica Simpson, the women's fashion clothing and accessories company, recently launched a print advertisement, which displays a customized Microsoft Tag. Scanning the Tag resolves to a video which shows behind-the-scenes footage of Jessica's fall photo shoot.

No doubt the company earns points for making use of a 2D barcode in its advertising, but I believe points should be taken away based on the ad's weak call-to-action, which is tied to the Tag. The behind-the-scenes video is little more than a commercial, but not by much, and I wonder where the true value or enhanced customer experience comes in. Why not offer readers who scan the code a chance to win a trip to the company's next major photo shoot or fashion show? Or give readers a chance to win $500 of assorted Jessica Simpson merchandise. To me, offers and or calls-to-action like these would drive greater consumer interest and interaction with 2D barcodes.

Lastly, something that I keep noticing and wondering about with ads that use Microsoft Tags...where did "snap" come from, as in "Snap this Tag." Am I the last to know that "snap" means "click" when using a mobile camera? And if a reader doesn't even know what the code icon or symbol means, how are they to know that Tag is the descriptor for it? Little things to wonder about, perhaps, but if it is a matter of changing consumer behavior and habits, I wonder how little they really are.

The September issue of Lucky magazine features a new Macy's advertisement, which displays a JAGTAG barcode. This is one of the first retail department stores that I have seen, other than Nordstrom, to make use of a 2D barcode.

While the ad is nicely laid out and the JAGTAG is well-positioned and explained, and the ad's headline ties in well with the call-to-action of the barcode, there is one slight problem. When the code is scanned, a video promoting the "magic" of shopping at Macy's is supposed to air but, instead, nothing happens, no video is shown. Why?   

After speaking with people involved with the production of this ad, it seems as though Macy's did not have the promotional video ready in time for when the magazine hit the newsstands, which was this past week. Whoops. Now what?

There is no excuse for Macy's, or any other company, to go this distance only to drop the ball on the one yard line. While I would like to believe that Macy's is feverishly trying to correct the situation, it should be said that companies wanting to make use of 2D barcodes must, must think out the strategy, tactics and overall campaign thoroughly and ensure that all of the moving parts are properly in place prior to launch. Failure to do so not only reflects poorly on the brand and company, but also on how 2D barcodes will be perceived in general. Think about the next time Macy's wants to use a code in an ad and what the consumer reaction might be knowing that the last campaign did not execute properly and became a waste of the consumer's time.

One other item worth noting, Macy's branded the JAGTAG with their logo, which I can understand their wanting to do, but I don't see the need for it in this application and wonder if they paid extra for it. If the code was stand alone, without an ad behind it, then it makes perfect sense.

In mid-July, the New York City Department of Sanitation started to display QR codes on the sides of their 2,200 sanitation trucks and, since the story first broke, a number of people have written about it in marketing/technology blogs and on-line magazine articles, as well as on Twitter. While a story like this certainly helps to raise awareness and inform individuals about QR code technology, I still have not seen or read any one's comments on how poorly the campaign was executed.

When you look at the QR code poster on the side of a sanitation truck, you will see a line of copy which points people to the city's Green Apple Recycling website. Nothing more, nothing less. There is no explanation of what the code is, and there are no instructions on how to scan the code, let alone how and where to download a reader app.

 
To know that there is enough space on the poster to include this type of copy, I wonder why the Department's marketing team or outside agency decided to make the NYC media logo as big as it is and the QR code that much smaller (see lower right-hand corner of poster). Why not do the opposite? If the Department really wanted to attract people's attention (to the side of a moving object!), why not help them see the code that much easier by printing it larger and or in different colors, which QR codes can handle.

From a strategic perspective, I can understand the Department's wanting to make use of technology to promote its recycling programs, etc., but I just question whether or not this was the best use and application of 2D barcode technology. Instead of scanning the code and resolving to a video on recycling, why not enable New Yorkers to scan the code and earn a chance to win something. Maybe have a contest to see who has the best recycling story in the city and the winner gets a free weekend at the Waldorf=Astoria Hotel. Crazy, maybe, but I believe a campaign like this offers a greater chance to promote what the Department does and enhance the customer experience, which is really what a 2D barcode campaign is, or should be, all about.

Clikbrix is a newly formed Toronto-based company that focuses on providing 2D barcode and mobile website solutions for the real estate industry.

From creating a professional profile page (desktop and mobile) and corresponding QR code to developing detailed property listing pages to reporting metrics, Clikbrix offers this turn-key service to real estate agents for a flat monthly fee of $49.00. Real estate professionals working with Clikbrix can use the QR code on property signage, business cards and letterhead, as well as in local newspaper, phone book or billboard advertisements. Additionally, real estate agencies can "private label" the Clikbrix platform, so that the agency's name and logo appear on web and mobile pages, as opposed to the Clikbrix brand.

Founded by Erik Goldhar and Ted Geatros, Clikbrix is somewhat unique in the sense that no other 2D barcocde company that I am aware of has specifically set out to develop an end-to-end solution around a particular industry. Typically, we see 2D barcodes being used on a product-by-product basis.

For individuals interested in buying a property (and who have a smart phone), all they have to do is scan a QR code to learn more about the listing and the real estate agent brokering the property. Can it get any simpler? For real estate professionals, a service like this can be used not only as a sales tool, but also a differentiating tactic when marketing in the local community. 

The one catch to all of this, and I have mentioned this in other posts, is that real estate agents must not assume that property buyers will recognize a QR code at first glance and know what to do with it. Thinking the strategy through, however, Clikbrix has developed "For Sale" stickers, which provide key QR code information and instructions that real estate agents can purchase for a nominal fee and use on property signs. When a QR code is used in/on other mediums (e.g., print ads, business cards, letterhead, etc.), real estate agents should/must address the need to inform and educate consumers about the codes and this may be a challenge depending on the space that's available with any given medium.

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?

Customized Microsoft Tags (see below) can be found in the August issue of Road & Track magazine. The Tags have been placed next to certain articles throughout the magazine and, when they are scanned with a smartphone, they bring the reader to a high quality video, which is related to the subject of the article. By providing instant access to these videos, which were previously only available on the company's main website,  Road & Track is able to add value and enhance the overall customer experience, which is a goal of most any organization, publishing or otherwise. Additionally, through the use of Tags, Road & Track becomes one of the first publications in the automotive space to bring this technology to its readership.


While I can understand Road &  Track's interest in customizing the Tag with a steering wheel, why not make it that much more intuitive and use the silhouette of an automobile. And, if the company is wanting to customize their 2D barcode, why not go one step further and have it branded altogether with the company's logo and or corporate colors. Just a thought.