2D Bar Code Strategy

Broadway musical, The Lion King, is currently running this three-page advertisement, which features a QR Code. It's a good thing I already saw the musical and loved it, because this 2D campaign did not win me over.


The first page of the advertisement (see image above) features the QR code and, on the page, the only text that appears reads, "See For Yourself." There is no description of the code, as well as no explanation on how to "see it." On the second and third page (see image below), there are images from the play and some promotional copy, but sill no information about the QR code.


The code resolves to a video sneak peek (trailer). When I tried to play the sneak peek, I got an error message saying that I was unable to view the video. After flipping pages, I realized I had to log into my Google or You Tube account in order to view the sneak peek. Once logged in, I then went back to the original resolve page and played the sneak peek. The sneak peek play time was listed at 1:53 but, with buffering, the video actually took at least twice as long to play. The result, a less, much less, than optimal viewing experience.

So, now what? Although the sneak peek page offers a "share" button, which is good to see, I really don't feel like sharing my experience with others, because it was so terrible. Why should I make a friend go through the same disappointing experience? That aside, say I watched the sneak peek and the video went perfectly well, then what. How is The Lion King moving me, or others, along the purchase decision process? What about offering discounted tickets? What about discounted hotel accommodations? What about a soundtrack CD? Etc., etc.

As a Disney production, it is surprising to see a campaign like this from such a marketing powerhouse. The creative is great, the execution, however, is less so. A simple reconstituted video scan resolve does not a 2D barcode campaign make. The entire campaign needs to be thought out, from end to end and, more than anything else, tested to ensue that all moving parts operate flawlessly.

After having researched and analyzed over one hundred
2D barcode campaigns during the past several months, I have complied a comprehensive list of 2D barcode marketing best practices. Please see this page to learn more about the list.

Time magazine is currently running this advertisement for its new Android app. Pretty straightforward advertisement, that is, until the reader tries to make good on the QR code. Time does a fine job informing the reader where to locate and download the app itself but, for some reason, the company does not feel the need to inform or help the reader learn about and make use of the QR code.


In situations like this, of which there are plenty, I am left wondering what the advertiser either assumes about its audience, is trying to accomplish, or both. It's almost like saying to a consumer, "here's a computer that can bring you to the wonder of the Internet, but I'll let you figure out how to turn it on and locate a browser." With just a few more words, Time could have quickly and easily explained the 2D code and where to locate a reader app. Maybe it's just a matter of companies being of the mindset that anyone who has a smartphone is knowledgeable of 2 barcodes, therefore, the need to educate is non existent. Pretty big assumption if you ask me.


Also, if the company is interested in building its readership, on- or off-line, which I assume it is, why not tack on something to the code resolve that helps in that regard. The app is a fine item to offer, but what then? Is a reader going to tell 1,3,10 friends about the app or Time? Highly unlikely, but if the reader got an offer for another product/service from the company, maybe at a discount or even for free, perhaps.

On Tuesday, The New York Times published an article about a QR code test campaign that is currently taking place in Albany, New York's transit system. The test is being conducted for the Capital District Transportation Authority (CDTA) by Lamar Advertising Company, one of the country's largest outdoor advertising businesses. The goal of the test is to determine the visibility and effectiveness of 2D codes in the transit system.


Billboards are being displayed throughout the system (on board buses, in rail and bus stations), and featured on the billboard is a large QR code and website URL address. The website URL address, QRiousAlbany.com, is the same website to which the code resolves.


When a passenger scans the QR code or goes to the website, they can read about the campaign and what QR codes are, but due to the very tongue and cheek way in which the code is described, I am not sure passengers will fully grasp what the technology is all about and how it can be of use and benefit. Additionally, the website offers passengers an opportunity to fill in an entry form/survey to win a new iPad or CDTA transit passes. I believe I read somewhere that the test will be on going for the next few weeks.

It's great to see that an organization wants to test the feasibility of 2D technology before going all in, but I have some questions/reservations about the test in and of itself.

Of the pictures that I have been able to find for the test campaign, it does not appear as though there is any call to action, nor any reference to the iPad giveaway. To me this does not seem like a real test case scenario in that most any organization is going to/should use a call to action or promotional offer to draw people into scanning the code. Here it seems as though the agency and transit system are relying purely on passenger curiosity. It seems a little apples and oranges versus reality.

Also, there does not appear to be any set of instructions on how to scan the code or where to locate and download a QR code reader app. So, what is really being tested here, a passenger's ability to "figure it out" or which is the easier path to take (i.e., figure it out and scan the code or type in the URL)? It is worth noting that there is a question on the survey, which asks, "How did you get to this site?"

Regardless of whether or not passengers figure it out or type in the address, another red flag can be raised about the survey. How does the agency and transit system know for certain that the person filling out the entry form/survey is really a passenger? Anyone that comes across this article and realizes that a free iPad is at stake can go to the website and enter to win. Even though there is a question on the survey which asks, "How did you hear about this site?" Saw a QR code/From a friend/Social Media," there is no other apparent method being used to verify true passenger status.

Although I do not know the specifics of the test campaign, what I have been able to learn in the public domain gives me pause about the potential findings of the research. To me, it seems as though the test is too vague and I am not really certain what, in fact, is being tested. I believe there could have been a number of other ways of conducting this type of test, ways which could lead to more concrete answers and possible solutions and or opportunities.

Overall, as I have written in recent posts, news such as this is all well and good in that it raises the awareness and hopefully the comfort level of consumers in relation to the technology, but if tests as well as campaigns are not executed as best as possible then this could slow adoption in the U.S. that much more.

I have an email into Lamar asking to talk about the test campaign. Any further news I hope to share.

In reading this blog, a person may walk away believing that 2D barcodes are only to be used in business-to-consumer (B2C) campaigns and settings but, in reality, they can also serve the business-to-business (B2B) world.

Whether the call to action and scan resolve leads to an industry research paper, media kit, request for proposal, contact information, product demonstration, promotional literature, sales presentation, press release, event promotion, etc., the content being provided must deliver value, relevance and meaningfulness to the targeted audience. Just as with B2C campaigns, B2B campaigns must be well thought out and centered on the barcode and its resolve, as opposed to these items being an after thought and last minute addition to a campaign. In fact, many, if not all, of the two dozen of so best practices that I have compiled for 2D barcode-based advertising and promotion would apply to the B2B marketplace as well. 

Over the past several weeks, I have been actively seeking B2B 2D campaigns, but have only found one. If you know of any, and would like to share, please comment to this post or contact me directly offline.

Jones New York is using Microsoft Tags as part of a promotional campaign/merchandising display in Macy's Herald Square store. The campaign, which is titled "Empowering Your Confidence," makes use of a dozen or so Tags on a merchandise backdrop. Each Tag resolves to a different video and talks in some shape or form about the Empowering campaign. At the end of each video, shoppers are directed to a mobile website, which then links to pages on the company's main website.


Clever use of codes, or is it?


First, there are no instructions provided, other than the headline on the backdrop which says, "Snap Watch It." Without some sort of instructions how does a shopper know which code to scan first? Are they all the same? Should they start on the left and move right, or vice versa? Are they missing something important if they don't take the time to scan each one? Yes, there are instructions for where and how to download a Tag reader app.

Second, the videos run from about one minute up to about five minutes. In actuality, due to buffering, it takes even longer than the said run time to view most of the videos, and videos of this length (i.e., 90 seconds and more) are simply too long in a mobile setting. Also, some of the longer videos stopped running about half-way through, after an error message comes on screen.

Third, as mentioned above, the videos all end at a mobile website where shoppers can learn more about the Empowering campaign. From this mobile site, shoppers are then directed to Jones' main website, which is not a mobile version of the site. Why direct mobile shoppers to a non-mobile website?

Fourth, after all is said and done, there is nothing being offered to shoppers for having to go through one video, two videos or more. Where's the value? Where's the benefit? What drives a shopper further along the purchase path, especially since the shopper is right there in the very department where the company's merchandise can be found? Also, where's the call to action?

Fifth, why design a merchandise backdrop knowing that the clothes are going to cover up a number of the codes? Why bother printing the codes in this location or designing a display in this manner to begin with?

Sixth, in full disclosure, I scanned the codes off of a picture that was sent to me, but I wonder how good the Internet connection is within the store to scan the codes and access the content. There can always be a dead zone in a building, did the company test the area in Macy's beforehand?

Seventh...I'll stop here.

While I have no idea what Jones' objective is for this particular campaign (I also do not know if Tags are being used in other channels), and it is always great to see another one in the marketplace, I have a hard time believing the company's marketing department is going to be blown away by the scan rates, let alone merchandise sales. There are a number of other ways 2D codes could be used in retail, which, I believe, could be much more effective.

Granted, I am not a Jones New York customer, but I can only imagine that a true fan of the company would be a bit disappointed/frustrated by this 2D campaign. Please read that again...disappointed/frustrated by this 2D campaign. I did not say that the Empowering campaign as a whole does not make sense or is without merit.

(Thank you Ralf)

Pure value. That's what Colorado-based FirstBank is offering on a set of QR code-based billboards, which are located throughout the Denver International Airport.

These billboards are part of the bank's ongoing "helpfulness" campaign and they fit in perfectly. Instead of travelers having to buy a book, newspaper, puzzles, etc. to keep themselves busy while on the go or during a layover, the bank is offering a variety of literature, games and puzzles for free. Free, what a concept.

This billboard offers books such as Moby Dick, The Art of War and Treasure Island.


This billboard offers Sudoku puzzles.


This billboard offers crossword puzzles.


Each billboard has well defined instructions on how to scan and download the free content and, if a consumer does not have a smartphone, they can still access the content by going to the URL provided in the advertisement. Just a note, the bank refers people to download BeeTag's reader app. Why this particular one I am not certain, but at least they make the effort to point consumers in the right direction.

What I love about this campaign, besides that it is so well executed, is that there is no product push. It is purely value driven, which I believe is a huge step in the right direction for a bank, let alone most any other type of company. And, what's behind it all, 2D technology. Being able to experience and make use of 2D in this manner, where the consumer gets so much in return, only serves to help consumers get accustomed to the technology and want to seek it out in the future. Additionally, it is easy to see that 2D is the focal point of this campaign; no after thought here.

In speaking with a representative of TDA Advertising & Design, the agency that produced the campaign, he said that the campaign will most likely be extended through the holiday season into next year. During this time, the free content will change so as to keep the scans fresh. Both client and agency are extremely pleased with the results to date.

Cable television station, Lifetime, is now running this campaign to promote its latest series "The Fairy Jobmother." This billboard advertisement was spotted on a New York City bus shelter and it features a JAGTAG code.


Per the instructions on the billboard, I scanned the JAGTAG code and emailed it to the address provided. A minute or so later, I received two emails from JAGTAG. The first one read, "Click this link for a job tip from Hayley Taylor, The Fairy Jobmother. http://bit.ly/aEYzxb. Do not miss new episodes of The Fairy Jobmother Thursdays at 9p/8c on Lifetime." And the second email read, "To receive more exclusive content from The Fairy Jobmother, please text back LIFETIME." Acting on the first email, I clicked the bit.ly shortened URL and saw a video, which was about a minute or so long and featured a job hunting tip and trailer for the show. I did not respond to the second email.


A couple of comments about this campaign. The billboard is well designed and gets your attention. The JAGTAG code is prominently positioned and located at a height that makes it very easy to scan. Also, the directions along side the code are well written and easy to understand.

Now, a few questions. Why does Lifetime send the second email only seconds after the first one? Why not give the reader of the ad some time to react to the first email and allow them to digest the meaning and content of the scan resolve? Also, if there is more video content to offer the reader, which is what's mentioned in the second email, why not ask the reader at the end of the first video if they want to see more and offer a link at that moment in time. To me that seems more fluid and appropriate. Why interrupt the reader with a second email, as opposed to allowing it to be more permission based where the reader opts whether or not they want to see more.

Also, being a new television show, I would assume Lifetime would welcome word of mouth among potential viewers, so why not include in the video resolve a "like" button or some sort of social share button? There is nothing in this campaign that enables it to easily go viral.

Another question, why just a job hunt tip and program trailer? What about a scan resolve that was a bit more innovative or of value. For example, how about offering a consumer the chance to become a participant on the show? Why not a direct link to a short application? Or what about a co-op campaign with a leading resume writer and offering the service of a free or discounted resume analysis. Or what about offering a chance to win a new business wardrobe? To me, there seems to be so much more that Lifetime could have done then a simple job tip and trailer.

While it is great to see another 2D campaign in the wild, I get sense the marketing/creative team took the easy way out and just reconstituted existing content. How this plays out in generating new viewers and achieving marketing objectives only time will tell.

Neiman Marcus ran this half-page advertisement in The New York Times to promote its new iPhone app. The QR code in the advertisement is generated by ScanLife and, when scanned, the reader is directed to the page on the iPhone App Store where the app can be downloaded.



We have seen other companies and websites offer apps via 2D codes, but I wonder why Neiman Marcus only chooses to develop an iPhone app and not one for Android, or others. Does the company believe that this type of segmentation represents or plays to their clientele?

With respect to the code itself, Neiman Marcus does a good job explaining the code, how to scan it and where a reader app can be located and downloaded.


While there is nothing terribly exciting about this campaign and its use of 2D, I believe the company could have developed something a bit more interesting, unique, alluring and or valuable to consumers. Also, I wonder if the company has point of sale signs throughout their stores displaying this particular code, so that in-store shoppers can download the app.

A few days ago, Google formally announced Google Goggles and today, I saw a magazine advertisement for T-Mobile's G2 mobile phone, which featured Google's latest utility.


While not a true 2D barcode, Google Goggles works on the same premise as 2D in that a consumer scans an object in the physical world and instantly they are transported via a smartphone to the digital world. Not to get bogged down in a debate on the advantages/disadvantages, pros or cons of visual/ image recognition and what it might spell for 2D in the future, I really wanted to call attention to the way in which Google describes and instructs readers of the ad to make use of the utility.


At the bottom of the ad is a Google Goggle's logo and copy, which says, "This ad is Goggle Goggles enabled. Take a photo of this ad with Google Goggles on Android to explore its interactive features. Be sure to photograph the entire ad." Lengthy, perhaps a little, but very complete and very direct. 2D barcode advertisers should pay heed to what Google has done here, as I believe it would help tremendously with 1) increasing scan rates and 2) raising the consumer comfort level and adoption of 2D technology.

As an aside, what I did not like about the Goggles experience is that once the ad was scanned, I was brought to a Google search results page and, from that page, I had to select the page to go to next. This next page was actually the T-Mobile G2 product page where I could learn more about the product and even purchase the phone. Overall, not an ideal experience in that there were too many steps to take.

Just a quick update...

The other day, I wrote an article about DC Shoes and how their 2D-based magazine advertisement did not work properly when scanned. In speaking with a representative from the company after my post went live, I was told that the scan did not work correctly due to a human error, which has since been corrected.

While it is great to hear that the scan resolve was fixed, I am actually more impressed by the rather quick response from the company's representative. I have written to numerous companies inquiring about their 2D campaigns for reasons good, bad or indifferent, just to get a professional dialog going, but only a handful have ever responded. To Jason and the others, thank you.

Outdoor retailer, REI, not only uses QR codes on their direct mail catalogs, but also in their magazine advertisements. This ad was spotted in a popular snow boarding magazine, and what caught my attention more than anything else was the QR code's call to action, which asks the question, "Did she land it?"


Phrasing the call to action in this manner simply begs for interaction and engagement with the reader, and goes beyond a simple product focused call to action, such as the offering of a coupon, etc.  But the question I have for REI, and others is, why not write the headline as a call to action that ties directly with the barcode? In this instance, why not have the main headline read, "Does she land it?" and then point the reader to the code to find out. It seems as though advertisers who use 2D always want to keep these two elements mutually exclusive of one another.

As an aside, it would be interesting to know if any 2D advertisers have done A/B split tests, similar to non-2D advertisement research studies, to determine if one headline and or call to action pulled a greater response than another.

With respect to the code itself, it was displayed on the inside edge of the page, which means that it was up against the spine of the magazine...not the best place for the code to be noticed and or scanned. If the creative and media buying teams worked closely together then everyone should have been on board with what side of the publication (left or right) was purchased. Thus the code could have been positioned in a more optimum location in the ad. Regardless, REI, does a good job explaining the code and instructing readers on how to scan it. Also, this is one of the few times that I have seen multi channel/medium use of 2D by any one company. Does anyone know if they use 2D in store?

So, in the end, the question is asked, does she or doesn't she, land it that is? Well, I tried several times to scan the code and view the video that it resolves to but, for whatever reason, the video would not play on my mobile phone. I used three different reader apps, all to no avail. Not sure if others experienced the same result or if REI knows there may be a problem with the link.

When using 2D, companies must ensure that the code works and they can do this by testing with a variety of reader apps and mobile devices before launching the advertisement or promotion, etc. Also, as a fail safe, companies should include somewhere in the advertisement copy that informs readers where to go if the code does not scan properly. Yes, this type of copy may take up valuable advertising real estate, but at least it enables the reader (smartphone and or non-smartphone owner) to still experience what is being promoted and or offered.

DC Shoes is currently running this two-page magazine advertisement, which features a Microsoft Tag. Scan the Tag and the reader can view exclusive DC Shoes content. Oh really? I guess the content must be extremely exclusive, because on the two consecutive days that I tried to scan the code, the only thing I saw was an error  message stating "page cannot be found."


So, after an experience and interaction like this, what do you believe a prospective customer's first impression of DC Shoes is? And, what about their first impression of using 2D technology, if in fact it was? Very poor on both fronts is my guess, and that's a shame. Did the company's marketing and or creative team test the Tag to ensure that it works and that the resolve page/content was ready to go live? This all smacks of the Macy's 2D campaign a few months ago when they did not have a video ready by the time their magazine advertisement hit the newsstands.

How long will it take for DC Shoes to figure this out, if they even care at all? I plan to send an email off to the company and am curious to know the response. Will keep you posted.

Yesterday, GoMoNews posted an article that reported numbers for an Allure magazine campaign conducted back in July/August, which featured Microsoft Tags.

Here were the statistics/comments that were mentioned in the article:

• There were 38% more entries into the draws this year than last year – and thanks to the analytics built into the Microsoft Tag system, 28% of these entries are directly attributable to barcode scans.
• Mobile users entered more draws than PC users – an average of 25 times per mobile entrant, and 9.4 times for PC entrants.
• It worked out well for Allure from an advertising perspective as well, as 34% of mobile entrants opted in for more information.

Granted, not a lot of information was provided by Allure, but that's beside the point. The real attention grabber here is that a company has finally reported something about their 2D barcode campaign. One company after another, which has launched a 2D campaign, refuses to release any kind of information, good, bad or indifferent, and what they are losing out on, in my opinion, is a public relations opportunity. With just the little bits of information given by Allure, I found a post about this story in a number of places. So, what does that tell me? It tells me that Allure gets 2D and is trying to find new ways to engage/interact with readers and provide value to advertisers. And, mind you, this story first broke back in July when the product sweepstakes was originally launched, but yet it resurfaces now.

Due to the newness of 2D barcodes in the U.S., most any kind of news revolving around a campaign (e.g., launch, response rates, promotional offer, creative design, first in industry, etc.) can provide subject matter for a newsworthy press release, which in turn stands a good enough chance of being picked up by the media watching the space.

This afternoon, I saw a billboard in the New York City subway for Capital One Bank, and it got me thinking.

The billboard was promoting the bank's checking account double rewards  program and, at the bottom of the billboard, there was listed three ways to contact the bank about the program: a URL address (www.capitalonebank.com/double), a 1-888 telephone number and copy that read "visit your local branch." There was no 2D barcode included, but there should have been, and here's why.

To type the URL address into my mobile phone took about 30 keystrokes. To type in and dial the 1-888 telephone number took about 12 keystrokes. To type in a search for a local bank branch took about...well...let's quit while we're ahead. It almost goes without saying, the more keystrokes that a consumer needs to enter into his or her mobile phone, or even PC, laptop, iPad, etc., the more room for error and with that comes a greater probability for a less than optimal customer experience. What could the bank have done to lessen the amount of keystrokes? They could have used 2D technology and displayed codes in the billboard. If a 2D barcode resolved to a micro site for this particular rewards program then I, or any other reader of the billboard, could get to the website or search for a local branch in a matter of a half dozen keystrokes or less. And, if a separate 2D barcode stored the 1-888 telephone number then once the code was scanned the phone number could have been automatically dialed (note: not all reader apps provide this functionality.)

From a 2D barcode best practice perspective, there would still be text in the advertisement to describe how a consumer without the capability to read a 2D barcode can get in contact with the bank and learn about the rewards program.

When used in an application such as this, it is plain to see how 2D technology can easily enhance the customer experience. Additionally, a 2D code could help differentiate the bank from competitors and show them as an early adopter of technology, a technology which serves to put the needs of the customer first.

REI, the national outdoor retail co-op, is now using QR codes on the back of its direct mail catalog. When the code is scanned, it resolves to a retail store locator page, which helps to support the promotional message of "100+ Stores Nationwide." Offering information such as this works well for a catalog, because often times a consumer will want to visit an actual store to try on clothes or test out equipment found in the catalog, before making a purchase either on line or over the phone.

With respect to code instructions, which appear underneath the code, REI does a good job informing consumers of what the code is, where to get a free reader app and what to do once the app is installed.

Question for REI marketing: Are you using QR codes in store and in other advertising channels/mediums, as well? My guess would be no, they aren't, and what a lost opportunity is that.

Although I am not a direct marketing or catalog marketing specialist, I see a lot happening on this back page, maybe too much. While I know the company wants to promote several items all at once, I don't know if this is the right setting to introduce the company's use of 2D technology. Granted, the 2D space is still so new, no one for certain can say one way or another that this is or is not the way to introduce the technology but, from a general marketing perspective, I don't believe it is. I would rather have the information and introduction compete with less. Then again, what about an old fashion A/B split test to find out. Think about that last point.

Yesterday, I was in a local fast food restaurant and noticed this point of sale (POS) sign, which is from a new company called Pushkart.

Pushkart, which will officially launch in a few weeks, describes themselves as an easy and cost-effective way to offer customers exclusive Deals on their mobile devices and computers. When a customer uses Pushkart at a retail location, the retail company's message is posted to the customer's social networks, like Facebook and Twitter, creating word-of-mouth viral exposure for the company.

Currently, the Pushkart app and barcode platform only works with iPhones but, come November, the company will be up and running on Android and Blackberry mobile devices as well.

In speaking with Dan Shifrin, SVP Business Development, he said that QR codes were considered from the very beginning, and for two reasons. First, QR codes seem to be on their way of becoming the standard here in the U.S. versus other more proprietary types of codes, and second, by way of the codes they can verify that an actual transaction was made, which helps to differentiate Pushkart from other similar "Deal making" companies. Mr. Shifrin also said that the company offers QR codes to merchants in their system, which they in turn can use for local advertising and other marketing collateral.

The one hangup I have about how the company makes use of and presents QR codes is that on their website they choose to link the term "QR Code" to a Wikipedia page rather than keeping people on their site and explaining QR codes in their own words. Going as far as they have to build their website and collateral, I would like to believe they could find someone to write a paragraph or two on the technology. 

Overall, it's refreshing to see 2D technology being used outside the realm of product-based magazine and billboard advertising. Pushkart is already in a number of select cities across the country and will add to them over time.

In today's The New York Times, I came across a full-page advertisement for Chevrolet trucks, which prominently features a QR code in the lower right hand corner. Scanning the code brings a reader to a local dealership locator page. While the use of 2D may be all well and good in this application, I ask, where's the added value? Where's the enhanced customer/prospect experience?

At a time when all things social means the world to further the reach and drive revenue for a brand, why not give prospective Chevrolet truck owners who read and interact with the advertisement something that is of great value and benefit to them and they themselves will want to share with others. Something tells me that a dealer locator is not going to spread through social circles like wild fire. But what if Chevrolet offered those that take the time to scan the code a certain dollar amount off a new car, a free set of accessories, an upgrade package or a certain dollar amount of service?  Offers like these, I believe, would get a reader to spread the word about their experience with the Chevrolet brand, as well as with the QR code.

On a strategic level, offers of true and meaningful value will not only resonate with consumers and help stir a buzz, they will also help perpetuate the positive experience consumers have when interacting with 2D technology.

There is a story on Mobile Marketer that irks me.

A Mobile Marketer reporter writes that at the CTIA Wireless Conference yesterday, a panel of experts discussed the topic "Aligning Brand Interest with Mobile Opportunity" and, during the session, panelists Mark Kaplan (GEM Strategy), Charlie Echeverry (Univision Interactive Media), Paul Reddick (Handmark) and Scott Michaels (Atimi Software) were all in agreement that when advising their clients they do not recommend the use of QR codes. Why? Because they all do not believe that QR codes scale very well.

To quote the article, "No human knows the difference between ScanLife and every other [2D bar code reader application]," Mr. Kaplan said. "It’s just a funny little thing – users download the wrong app reader, it doesn’t work. "Regardless of what the code looks like, if the reader is incompatible, it just won’t work," he said. "QR codes are not hot today – unless you’re in Japan."

So, where do I begin?

First, Mr. Kaplan states that no human knows the difference between ScanLife and every other 2D barcode reader application. While reader apps are different, and some proprietary, isn't it up to the advertiser to advise their audience on which reader app best scans the 2D code that is being used? Also, some reader apps are actually branded and named, so for "humans" not to know the difference between say, the Microsoft Tag reader app and the ScanLife reader app, I find difficult to believe.

Second, Mr. Kaplan mentions that if the wrong reader app is downloaded and used then the code won't work. For most open source codes (i.e., QR codes) any number of "wrong reader" apps can be used and the code can still be scanned and resolved. That's the whole point of using an open source 2D code. If he was talking about proprietary 2D codes like ScanLife ezCode or Microsoft Tag, etc. then there will most likely be a problem if the wrong reader app were to be used, hence the idea of creating a proprietary reader app to go along with the proprietary code.

Third, Mr. Kaplan tries to make a comparison between Japan and the U.S. market, as it relates to the popularity of QR codes and, here too, he gets it wrong. If Mr. Kaplan and the other panel members did their homework they would know that, for a variety of reasons, to try and compare the Japanese QR code market with the U.S. QR code market it's like comparing apples and oranges. There are a number of reasons why these two markets have developed the way they have and at much different paces.

Fourth, is Mr. Kaplan not aware of the number of major brands that have delved into this space as of late. Reading this blog one can see that there are a number of key brands from a variety of industries that are testing the 2D waters and working on strategies. "Hot" the market may not be, but the water is certainly simmering.

By this point, you can probably get a sense of how foolish I believe Mr. Kaplan's and the panel's comments were. Besides the points made above, my biggest take away from the article is that it appears as though the panelists are trying to remove all responsibility from the brands and their agencies for taking the time and investing the resources in 1) learning about the technology and how it works, 2) thoroughly thinking through a concise 2D strategy and execution and 3) educating the public on how the technology works. Also, to shy away and advise against 2D technology makes me wonder how savvy the companies are that these panelists represent. Instead of trying to properly understand the space and use 2D as a means to help clients create a competitive advantage, it seems as though they are more comfortable sitting on the sideline waiting for momentum to build in the space and then jump in. So, after a few months of watching and waiting, how do they then explain to their clients that they now need to play catch up.

As stated many times on this blog, there is certainly a time and place for 2D technology to be used as a tactical element of a company's overall marketing and mobile marketing strategy. To enter the space without full knowledge, buy in and commitment will only result in poorly planned and executed 2D campaigns, ones that will most likely not achieve the desired results/objectives.

Electronic Arts, the producer of video games, is now using QR codes on some billboards to promote its latest game, Medal of Honor. This one was spotted at a bus stop shelter in New York.

With no instructions other than "Scan for Tier 1 Video," how many people will really know what to do? Granted, EA's customers are probably more tech savvy than most, and may already know about 2D barcodes, but why make that assumption. Why not cast a wider net and let as many people as possible enjoy and take advantage of the interactive experience. Adding descriptive copy could help here, but I suppose the creative team did not want to ruin the overall look of the billboard.

In regard to the code, once scanned, the reader is shown a 30-45 second trailer for the game, but that's it. No real incentive is offered for someone to learn more about the game and possibly make a purchase. In an instance like this, I believe it is perfect for offering an mCoupon, or even to have some sort of contest where the winner either gets the next edition of the game for free, a certain dollar amount in EA game software, or even a trip to visit a real U.S. Army Special Operations base here in the U.S. (the game is based on Spec Ops).

With incentives and offers galore in direct mail, email, banner ads, landing pages, etc., why not with 2D ads?

Within the past few days, a couple of new QR code generators have come on to the scene, and maybe you have heard of the companies behind them: Google and Firefox.

Google's QR code generator really starts out being a URL shortener, but through the service a person can also easily create a QR code. Once created, metrics can be tracked on the code, which include: number of clicks/scans, traffic sources, country and browser type. With respect to the Firefox QR code generator, I was able to download the application as an add-on but, after several attempts, was unable to launch the application. So, unfortunately, I cannot report much further on what this service offers. (Should anyone care to offer comments please do.)

With Google and Firefox now on board with QR codes, I believe this serves as an indication that 1) 2D barcodes have a place in the U.S. market, and 2) QR codes will be the predominant 2D barcode type that is used, as opposed to the more proprietary ones.

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."

When the code is scanned, the reader of the ad will be shown a "secret" message that pertains to the show. As a fan of the show myself, I can only imagine that this message means something to someone like me, but very little to a non-viewer? So how does this ad work to attract new viewers? Beyond that, I question the co-branding aspect of the advertisement and how it is focused towards Sprint customers (i.e., the descriptive text). What about non-Sprint customers? Could they not be viewers too? (Please don't misinterpret what I stated above, I am all for co-branding where and when it makes sense and is mutually beneficial to the companies participating. It is the execution I question in this ad.)

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.

The Independent Film Channel has recently placed this print advertisement in Entertainment Weekly to promote a new series called Todd Margaret. The ad features a Microsoft Tag which, when scanned, resolves to a trailer for the show; nothing more, nothing less. As seen before in similar print ads, it looks like the creative/marketing/mobile/interactive team just phoned it in.


The team at IFC must assume that anyone and everyone who reads EW already knows what a Tag is and how to scan it, let alone has a smartphone, because why else would they not include any kind of Tag descriptive copy, instructions on where to find and download a Tag reader app or URL. Worse still is that the ad, as a whole, does not have a call to action and, more specific to the Tag, here too there is no call to action.  So what is IFC really trying to accomplish and say with this ad and, more to the point, how successful will this ad be to drive viewership?

With respect to the trailer...it's a two minute long commercial for the series, offering nothing in the way of exclusive footage, actor interviews, etc. So what's in it for a prospective viewer? Why not try to offer something, anything, so that the reader of the ad will want to watch the program tonight and even maybe share the scan resolve experience with someone else.

This is hardly a model 2D barcode advertisement.