2D Bar Code Strategy

Digital Lab, an initiative created and offered by BBDO Worldwide and Proximity Worldwide, recently presented a paper titled QR Codes - A Point of View and, as informative and insightful as the paper is, there is one item mentioned in the paper, which I believe merits greater attention and discussion.

The paper states that there are a number of companies currently experimenting with QR Codes, but I ask, are they really? Are companies really "experimenting" with QR Codes, or 2D technology in general, when all they do is place a code in a print advertisement as a mere after thought, or for only one occurrence at a time, or in only one advertising channel at a time, or when the code resolve does not function properly, or when the code resolve does not change from one advertisement to another, etc? Yes, the number of QR/2D-based advertising campaigns are increasing from one month to the next, which is terrific for the industry, but are these campaigns being experimented with to the same level of vigor and sophistication as other marketing mediums (e.g., web home pages, landing pages, banner ads, emails, direct mail packages, telemarketing scripts, etc.)? From my vantage point the answer is no, and I wonder if this might lead to a slower adoption of the technology by advertisers.

Without proper and thorough experimentation of QR/2D codes, I believe it becomes too easy for a marketing or creative executive/team to blame the code itself, or the technology as a whole, for low scan rates or for a campaign's overall poor performance when, in reality, it could be any other creative or tactical element found in the campaign (e.g., headline, body copy, offer, call to action, image, layout, placement, etc.). And, if that's the case, advertisers might be too quick to nix the thought of using QR/2D codes in the future (actually, after speaking with a number of marketing and creative executives I know this is the case).
     
Even though the paper's author recommends to companies "a limited 'test and learn' approach" towards QR/2D codes, which I am in total agreement with, I believe companies need to go one step further and take action as mentioned above (i.e., experiment with just as much sophistication and level of detail that other advertising mediums and tactical/creative elements receive). So, where can a company start? How about experimenting with different calls to action; different code size, color,  location; different scan resolves; multiple channels; or different instructional copy, and to do so in such a way that market research best practice is adhered to and taken into consideration.

A quick post, as I return to my office from the holiday weekend, which I hope you and yours were able to enjoy.

National Geographic is currently running this multi-channel campaign to promote its television show "Great Migrations." Featured in the advertisement is a QR Code which, when scanned, brings the reader to a mobile optimized website. Once on the site, a reader can access a variety of information about the animals and locations covered in the television show.

While the mobile site works well, there is one small glitch that I experienced with the video featured on the site's home page, it did not work. Instead, I got a message which read, "Sorry, your handset does not support this video format." Having one of the newer phones on the market, I'm hard pressed to know just which handsets do support the video. Did National Geographic thoroughly test the video on a variety of devices prior to launch? Did Nat Geo think to use a video optimization application in order to prevent the glitch from happening in the first place?

Something else worth noting about the mobile website is that there are a number of banner ads on the site. While I understand the meaning and purpose of banner ads from a revenue generating and branding perspective, etc., should they be there to distract and take away from the content which Nat Geo is trying to deliver? In my opinion, I don't believe the banner ads should be present. To me, it's a matter of "interruption" marketing versus "permission" marketing, and it is the latter that companies should consider when developing a 2D campaign.

A few days ago, I wrote an article about a new 2D-based advertising campaign that OnStar, the in-vehicle safety, security and communication service company, recently launched. It turns out that the advertisement I saw was only one of several that make up the campaign.


Upon scanning the QR Codes in the additional advertisements which are displayed in this post, the reader is shown a one to two minute video about the service. Of the three advertisements, the only one that played on my emotions enough for me to consider a subscription to the service (I am not really in the market to purchase the service, I'm merely trying to make a point) was the "Always On" advertisement. In this video, the reader gets caught up in a conversation a man has with a friend, which details how the man drove off the side of a road in the middle of no where and, if it wasn't for the OnStar service that he had, he would probably have never been found in time to be rescued. A powerful message, much like the others that OnStar airs on radio and television. The other two advertisements were more or less self-promotional and just service feature driven. (Boring.)


As with my original OnStar campaign comments, why do these videos resolve to nothing. The reader has no place to go once each video ends. Why not link the video to a micro site that further explains the service and, perhaps, offer a subscription discount? Or, what about linking to a General Motors website where a prospective customer could learn more about GM automobiles? Or maybe offer safe driving tips. Or tips on what to do in an emergency.  Or display a chart comparing OnStar to AAA.


In addition to offering a micro site with additional information, etc., OnStar might consider including buttons at the end of each video that enables readers to share or like the content. (Let's be sociable.)

As seen in so many advertisements, 2D-based or non-2D-based, advertisers often squander the opportunity to move a prospect closer to a sale, increase engagement, enhance the brand experience or allow for positive word of mouth. Don't work so hard to build a campaign only to stop trying on the one yard line. Furthermore, to ask a reader to take one, two or three minutes to scan a code and watch a video, or read or interact with whatever the code scan resolve might be, at the very least, an advertiser needs to make the experience (or interruption if you want to look at it that way) truly worth the reader's valuable time.

American Eagle has launched a new holiday promotional campaign, which features a QR Code. When the QR Code is scanned, the reader will receive promotional codes enabling them to save 15% off purchases made before December 24th.


Three items worth noting about this campaign. First, where and or what is the call to action? All the billboard lists are store locations in the New York City area, a website URL and the QR Code itself. Does the company believe that the code in and of itself can serve as a call to action? Second, why doesn't the company feel the need to list a code description and or instructions to scan? Does American Eagle assume that its target market of teenagers is so tech savvy that a description and or instructions are simply not needed? Third, why does the company alienate non-smart phone users by not listing another method by which the 15% discount can be delivered/offered (i.e., text message)?


However simplistic the offering of a purchase discount may be via the QR Code, I wonder if the company could have gone a bit further down the value proposition path. Knowing that most every other retailer will be offering purchase discounts during the holiday season, and some of them quite sizable, how does 15% compare or, more importantly, stand out and differentiate?

Mobile technology company, Nellymoser, recently completed a study of how the nation's leading monthly magazines are using 2D barcodes or, as they refer to them, mobile action codes.

The company analyzed the 2D barcodes used and mobile content delivered by the top 100 U.S. magazines by circulation from September to November 2010. In total, 57 titles were reviewed, which consisted of 146 issues. Of the 146 issues, 71 of them had at least one 2D barcode.

Here are the major findings:

• 2D barcodes are used more by advertisers (59%) versus editorial (41.5%).
  
• Top three uses of 2D barcodes: video content (51.6% ), micro site (23.1%), "enter to win” sweepstakes (16.6%).
• Type of barcode used: Microsoft Tag (81.6%), QR Code (13.6%), JAGTAG (3.0%).
• 2D barcode placement on page: lower left hand quadrant (41%), lower right hand quadrant (39%), upper left hand quadrant (5%), upper right hand quadrant (11%).
• Instructions included with the barcode (86.6%).

In comparing the findings of the study with the analysis done on this blog, by and large, nothing comes as much of a surprise. I do, however, question the numbers for "type of barcode used." Of the campaigns that I gave reviewed, it seems as though QR Codes are the most popular. By nature of the fact that Allure magazine featured 36 Microsoft Tags in just one of their product giveaway issues, I wonder if this should be counted as one occurrence versus 36 individual occurrences and, if so, what does the 81.6% start to look like then? Another issue in regard to "type of code" is whether or not it makes sense to break out the QR Code component to reflect providers (i.e., ScanLife, SPARQCode, TAPPINN, self-generated, etc.), or is that of little interest or importance to most?

I am curious to know how Nellymoser defined the term "instructions." To know that some companies sum up instructions in as few as two words (e.g., Snap It, Click It, Scan It), and others provide a more thorough explanation, I have a feeling the 86.6% would drop considerably if only detailed and truly helpful instructions were counted.

Nellymoser plans to continue conducting this research on a quarterly basis, and whether or not they start to include channels other than magazines is not known. To view the entire 3Q study click here.

SAS, the business analytics software and services company, has launched this print advertisement, which features a QR Code, and is one of only a handful of 2D business-to-business campaigns that I have found on the market.

When the code is scanned, the reader is shown a two minute video, which amounts to nothing more than two minutes of fancy digital imagery and self-promotion. Also, at the end of the video, the reader is left or prompted to go nowhere. Nowhere to link back to. Nowhere to link forward to. Nowhere to share content. Nowhere to like content. Nowhere.


For a company like SAS, this campaign surprises me. To be in the research and analysis business, as SAS is, one might believe they (and their agency if one was used) would have researched and analyzed the use and best practice of 2D technology before applying it to a promotional campaign. A self-promotional video is not best practice, nor is a stand alone video. Where or what's the value to a prospective client? How has the prospect's experience with the company/brand been enhanced? What's really motivating a prospect to move that much further in the sales cycle?     


In the copy attached to the QR Code (see image above), why is the call to action an "or" statement? Scan the code or visit the website. One has nothing to do with the other. Also, from a pure advertising perspective, why bury the call to action at the very bottom of the page. Here again, it seems as though 2D was not central in the planning and development of the advertisement, as it should have been.

Yes, there are differences between B2B marketing and B2C marketing, but with many of the fundamentals, especially as they relate to 2D, they are the same.

OnStar, the in-vehicle safety, security and communication service company, has launched this two-page magazine advertisement to promote its new MyLink app. The QR Code featured in the advertisement resolves to a video, which is the same video found on the company's website (read reused content). Although not overly long at 1.12 minutes, I did experience some buffering issues on my phone and was never able to cleanly view the entire video.


After reading the advertisement and watching the scan resolve, I am at a loss to understand who's the target audience for the campaign: existing customers, prospective customers or both. If the app is only available for "select" 2011 year car models then it seems as though the target audience would be owners of those select 2011 models. If the target audience is prospective owners then I do not believe a video such as this, or even an app such as this, will do much to motivate the purchase of vehicles that cost north of $15K and a subscription-based service that has an annual cost of $200 plus. So, which is it?


Above and beyond the question of target audience, why doesn't OnStar go further and tie the campaign in with the actual purchase of a select 2011 vehicle or the OnStar service itself? Meaning, at the end of the video, why not bring the consumer to the General Motors (mobile) website, or the OnStar (mobile) website, or a (mobile) micro site which represents both companies and their respective products. Why not offer any kind of product or service discount?

Too often, I see video code resolves that link to nothing and, in my opinion, an opportunity is lost. Not always an opportunity to sell but, at a minimum, an opportunity to enhance the customer experience or share the experience.

Here's a new one...a pharmaceutical company making use of 2D technology. Takeda Pharmaceuticals has launched this magazine advertisement to promote Uloric, a drug which helps cure gout. Featured in the advertisement is a QR Code which, when scanned, resolves to a mobile website.


As if there was not enough disclaimer in the printed advertisement, there is just as much on the mobile site. In fact, other than the disclaimer, the only other thing the mobile site offers is a PDF file on prescribing information, additional information on gout and a touch link for a prescription loyalty savings plan. When you touch on the prescription plan, no information is provided, there is just a prompt for a mobile phone number and wireless carrier, so the prescription card can be mailed to the reader. (I guess they trace back a reader's mailing address through the wireless carrier account??)


In the advertisement, the company provides information on how to get a code reader, but this copy could have been written much more succinctly. The copy reads, "Use ScanLife or text GOUT to 299669. You can also download a QR-Code Reader at www.2dscan.com." Why is ScanLife mentioned in this copy? Did ScanLife generate the code for Takeda, so Takeda is promoting their reader? Regardless, very few, if any, are going to know what "ScanLife" means without any further explanation. If the reader links to the URL provided, they will notice that 2dscan is a ScanLife website. Confusing to say the least. And then to say, "May not be available on all devices." What's that all about? What might not be available?

I am not a huge fan of pharmaceutical advertising to begin with, for a number of reasons, and this advertisement just makes it worse. The use of 2D in this campaign offers absolutely no value or benefit to a potential user/patient whatsoever. Why not offer consumers a list of local doctors that specialize in gout treatment? Why not provide ideas to help prevent gout in the first place (gee, how revolutionary)? Why not offer a mCoupon in case the drug is actually prescribed (perish the thought)? What about listing local gout support groups, if any such exist? 

Lastly, and this is just from a pure strategic marketing perspective, not 2D. What does a man, holding an over-sized flask, standing in the airport baggage area, have anything to do with gout, or am I missing the obvious? When will advertisers step back and ask themselves, do I really find this advertisement to be of use, value and interest? Does it enhance the experience? Is it an interruption or is it relevant and meaningful?

As a follow-up to yesterday's post on designer codes, please note the following:

First, I do not advocate the use of one type of code versus another (i.e., generic/basic versus designer). The main premise of my post was to say that QR Codes can, in fact, be generated in multiple colors, with images/logos embedded and set at various angles, which enables them to be as "visually stunning" as Microsoft Tag. QR Codes need not be considered "ugly" all of the time.

Second, there was a comment on the original post, which said that designer codes have a history of scanning poorly. Designer codes, as well as generic/basic, will only scan poorly if they are designed and generated poorly. Regardless, 2D barcode best practice states that a code should be tested, repeatedly, using a variety of reader apps, before being launched into the wild.

Third, my article commented on the possibility of the public not knowing that a designer code is just that, a 2D code, and will, therefore, forego the opportunity to scan the code. In other words, the company/agency behind the code gets too clever for their own good. While this can happen, I do not believe it has to if the company explains the code and provides information on where to locate and download a code reader app. Case in point (thank you A), this movie poster for The Mechanic.


Hidden in the gun mosaic is a designer QR Code (look above the letters "C" and "H" in Mechanic and you can spot the small code underneath the rifle with a scope), and unless you knew what to look for chances are you would miss the code altogether. While the overall poster and design is visually stunning, I believe the creative team went a bit too far in that the QR Code doesn't come to the fore, but instead gets lost almost altogether. Also, no where on the poster is there an explanation given or instructions provided on the code and how to scan it. (Scanning the code brings the reader to a mobile website which offers a movie trailer, some background information and a link to an iPhone app.)

In summary, the point of my post yesterday was merely to say that QR Codes can be visually stunning. No more, no less. If a company or agency chooses to go too far and design a code that consumers cannot scan, or even find in the first place, then shame on them. It should be that simple.

Last week, a contributing author posted an article on Search Engine Land contrasting the pros and cons between QR Codes and Microsoft Tag. While I take no sides in the debate, there is one item that I wanted to address that the author, as well as many others, seem to misunderstand, as it relates to QR Codes. The author stated that, "Microsoft Tags can be visually stunning—QR Codes are border-line ugly." While beauty is in the eye of the beholder, the author and others should know that QR Codes can be anything but "border-line ugly" and, in fact, can be quite aesthetically pleasing. Look at the work from QR Code "designer" companies such as Warbasse Design and QR Arts, and it is easy to see that QR Codes can look just as visually stunning as Microsoft Tags.


In my mind, there are two reasons why we probably see more basic or generic QR Codes (i.e., codes made of black and white modules) in the wild, as opposed to more visually appealing or designer-based QR Codes. First, brands and their agencies probably don't know or aren't aware that QR Codes can be generated in multiple colors, with images/logos embedded and set at various angles. Second, since 2D maybe something new to a company, the company is probably reluctant to invest the time, money and resources necessary to create and produce a designer code when a basic code can often be generated at no or much less cost.


It's any one's guess as to how and why people have stated and or believe that QR Codes cannot be generated in color or embedded with images/logo, but hopefully this post helps to dispel that myth.


Lastly, in the Search Engine Land article, the author questions whether or not consumers will become used to seeing basic codes and not realize or recognize that a designer code is just another form of 2D.  Of course, this will be the case in the beginning, but as more and more companies make use of 2D and help to educate the public about them, consumers will then become more familiar with codes of all types. And the same holds true with QR versus Tag versus JAGTAG versus ezCode, etc. Yes, there are many code providers in the market place, and there is bound to be some consolidation, but for the most part it's just a matter of time and education until 2D falls into place within the U.S. market and consumers know one type of code from the next.

TIME magazine continues to use QR codes to promote and connect readers with content on its website. This two-page advertisement, which features a customized QR code, promotes the publication's latest project called TimeFrames.


When I scanned the code, the regular, as opposed to mobile optimized, version of the magazine's website appeared and so did a pop-up window with an advertisement for, of all things, mortgage rates. This is the first time I have seen a sponsored code resolve and I hope it is the last, because an interruption like this is not what 2D is all about.


Aside from the pop-up issue, there is not much really going on with this campaign other than delivering a reader to additional content, which does have value and merit in its own right. 2D does not always have to be about making an offer or transacting a sale. One thing that does come to mind when viewing the resolve web page, however, is that there is no easy way for a reader to share the content with someone who may also be interested in the subject matter. Why not create a share or email button on the page?

In regard to the QR code itself, with plenty of space to provide additional information, I believe TIME could have said a bit more than "Simply scan the QR code with your smartphone." Why not help a reader who may be new to 2D understand that a code reader app is needed first and here's where you can locate and download one. Why companies continue to make assumptions around the use of an emerging technology puzzles me. Education will speed adoption.

One question that I am frequently asked is, "How do I know if my company is using 2D barcodes the right way?" My answer, "Take the 2D barcode litmus test." 

The 2D barcode litmus test is a relatively simple test in that it requires the asking of only one question, "Does the use of 2D barcodes truly enhance the overall customer/user experience?" If the answer is "yes" then the company is most likely using 2D in the right way and the strategy/campaign should be in fine shape. If the answer is "no" then additional questions need to be asked of the strategy/campaign. Questions such as, what does the code resolve to, does the code resolve work properly, what steps does the customer/user need to take, how does 2D integrate with other channels, etc.
 
In an ideal setting, these are the types of questions that marketers should ask from the on set, not after a 2D campaign has already been created and launched. Also, right on the heels of asking a question about enhancing the customer/user experience, marketers should ask whether or not any real value is being offered or delivered to the customer/user by way of the 2D campaign. Although closely related, in my mind, enhancement and value are two separate objectives. Enhancement, which speaks to a customer/user's interaction with the company/brand (i.e., the purchase experience: before, during and after). And value, which speaks to what is received by the customer/user above and beyond the product or service that is purchased.

Scribner, the book publisher, ran this full-page advertisement in The New York Times to promote Stephen King's latest novel, Full Dark No Stars. Featured in the lower left hand corner of the advertisement is a Microsoft Tag.


When the code is scanned, the reader is shown a 30-second trailer for the book, the use of which is now becoming more and more common in the publishing world. While the ad does a good job prompting the reader to watch a video on their smartphone and providing the location to download a free reader app, the trailer does a less than good job in delivering any real value or benefit to the consumer or, more importantly, an existing Stephen King fan.


At the end of the video, the viewer is left with nothing other than a URL address for the book's own website, and a splash screen which indicates that the book is on sale wherever books are sold. Why not provide a link to this book locator page, which can be found on the book's website? Or, what about an mCoupon or list of places where Mr. King maybe doing a book signing? Even a button to share or like the trailer would be of greater value to some.

Scribner was thoughtful enough to create and develop a website, a trailer video and a 2D-based print advertisement for the book, but it seems as though less thought was put into asking the overarching question, what value can we provide for customers through 2D technology. It's almost like racing yards and yards to the end zone, only to fumble on the one.  

 Allstate, the insurance company, placed this full-page insert into the latest issue of the Association of National Advertisers' (ANA) member magazine. The purpose of the QR code-based insert was to congratulate the ANA on its 100th anniversary. When the code is scanned, it resolves to a text message which reads,  "100 years of helping advertisers find innovative ways to sell stuff. Congratulations from Allstate."


How clever of Allstate to make use of 2D technology to deliver such a message, but is Allstate really doing themselves, as well as their fellow advertisers, any favors by executing a 2D campaign in such a manner. Granted, the publication's target audience is other advertisers/businesses and Allstate is not out to sell a particular product, but should there be a difference, or should certain assumptions be made, between how 2D is executed for B2B and B2C? In my opinion, I don't believe there should be.

By taking the minimalistic creative approach that Allstate has, how many people are going to see and or understand Allstate's congratulatory message without a headline, a tag line, a logo, a set of QR code instructions, a URL address, etc.? Is Allstate trying to purposely segment their audience between those that know about and understand 2D and those that don't, or between those that have a smartphone and those that don't? From this perspective, I am perplexed by the insert. Also, if Allstate wanted to present an advertising/marketing technology like this, why not go full-bore and showcase the real merits and capabilities of 2D technology instead of delivering a plain vanilla text message.

Without knowing the real objective of the campaign it's hard to determine what the answers might be to these questions. And, although I am trying not to over think the insert and the company's intention, I do believe there is merit in saying that campaigns that are executed in a less than optimal way will only serve to slow the overall acceptance, adoption and use of 2D technology here in the U.S.

(Thank you ,Vickie)

In the Sports section of last Friday's New York Post, I spotted this QR code advertisement for RedHot Dateline. By virtue of the advertisement, it seems as though a whole other industry is ready to start making use of codes. Clever, yes or no? Because I did not scan the code, I leave it to you to decide if the campaign is well thought out and executed.

Gotham magazine is using Microsoft Tags throughout their holiday gift guide, which can be found in this month's issue. In the front of the magazine, there is a page (see image below) which introduces readers to the Tags, explains how to scan them and describes what the Tags resolve to.


In the holiday gift guide section of the magazine, from one page to the next, there is a featured item and that item is anchored to a Tag, see example below. When the Tag is scanned, the reader is brought to the holiday gift guide page of the magazine's web site and, more specifically, to the section in the guide that the featured item pertains to. This is where the experience gets a little confusing or, shall I say, less than optimal.


On the page shown above, a toy house is the featured item. When I scan the Tag, I expect the resolve to be a product page for the toy house but, instead, I am actually brought to the children's section of the holiday gift guide, where this item is displayed, as well as a number of other gift items and regular magazine content. After studying the page for a moment or two, I realize that I need to touch a link on the toy house image in order to learn more about the item. When I touch this link, I am directed to the manufacturer's home page. 

The process is a little convoluted, but then I realize Gotham is not actually selling the merchandise, just promoting it. Nevertheless, I believe Gotham's creative and marketing team could have done a few things differently to have made this a much more effective and efficient campaign. First, they could have optimized the site for a mobile audience since they knew they were promoting the guide to mobile users. Second, they could have created product pages for featured items in the holiday gift guide. On the product page there could have been a link to the manufacturer's web site. Third, at a minimum, if nothing else was changed, the team could have linked the featured item to the specific product page on the manufacturer's web site, as opposed to linking readers to the home page. 


What starts to be a thoughtful use of 2D ends up being a bit cumbersome in my opinion. There seems to be too many steps involved in what should be a rather quick and easy process. I do, however, credit Gotham for the introduction page, as well as including URL addresses next to all of the codes, so that non-smartphone readers can view the information being offered. It will be interesting to see if Gotham continues to use 2D past the holiday season.

Lastly, just an observation. I notice that Gotham mentions Microsoft by name, as it describes the Tags. In many other advertisements which use Tags, I have noticed that the advertiser does not mention Microsoft at all. Is this a conscience decision on the part of Gotham and other Tag advertisers? Do some companies believe there is an advantage to mentioning or being associated with the Microsoft name/brand, while others do not?

Time Warner Cable is running this magazine advertisement, which features a QR code. When the code is scanned, the resolve brings the reader to an internal shopping page on the company's regular web site. Can you say, "What's the point?"



To transport a reader from the print world to the digital world is simple but, in reality, that's only half of the 2D equation. The other half, the more important half to contend with, is, what does the reader do, receive and or experience once he/she arrives in the digital world? In this example, not all that much. The first impression the reader has of the digital Time Warner Cable world is that they are being asked a categorization question, are they a new customer or an existing customer. Not even a "Hello!" or "Thank you for scanning the QR code!" or "Welcome to the wonderful world of Time Warner Cable!" Readers are not offered a special deal/rate, no act now offer, no product information or lure, etc. Not only does this go against the grain of what 2D technology is all about and how best to use it, but a code resolve like this also speaks directly to the lack of a well thought out landing page. The only thing that this advertisement/campaign is doing a good job at, and I have seen this elsewhere many times over, is having a one-way conversation and interaction with the consumer. In this day and age, a strategy like this spells anything but success.


Regardless of how the reader gets to the company's "landing page" (i.e., 2D code or URL address which is provided) there is no value or benefit being offered to them. Nothing to move them further along the purchase decision path. Time Warner Cable could have thought of some innovative and clever ways to do this via the code but, I suppose, at the end of the day, they realize they don't have to, because of the semi-monopolistic stance that they have in the local market. (That's a whole other article.) But, if that's the case then why bother spending the money to advertise?

With respect to the code itself, why not provide instructions or an explanation about how to scan the code and where to locate a reader app? Also, why is the line "Powered by Pictorial" displayed below the code? What does this mean? What purpose does it serve? I Googled Pictorial using a variety of search words and could not find anything about who they are or what it is.
 
Lastly, I wonder why Time Warner Cable does not make use of the cartoon character that they developed for their monthly newsletter, which is based on a Microsoft Tag? To me, this seems like a natural fit and opportunity for cross promotion via the Tag-based character. Why introduce a QR code at this point in time?

For a communications company, this campaign does little to show that it cares about having a real and meaningful dialog, let alone relationship, with new and or existing customers.

Canon, the electronics manufacturer, gets 2D. Currently, the company is running a print campaign called "Service and Support" to promote their 100% U.S.-based support offering and, featured in the advertisement, is a Microsoft Tag.


How or why other companies cannot execute a 2D campaign like this I haven't a clue. Let's take a closer look and see what makes this a great 2D campaign.

1. The print advertisement's imagery and copy is done well. Nothing fancy, simple and to the point.
2. The Tag's call to action fully supports the "Service and Support" campaign theme, and its positioning is great, right next to the company's logo.
3. The Tag's scan resolve links to a mobile website, not the company's regular website, which is the way it should be.
4. The mobile site offers a variety of service and support information that consumers would find of use and value. Canon, unlike many other electronic manufacturers, understands that value need not always come from or through the product, but that it can come from or through the service and support that is offered.
5. The video that is linked to the mobile site is less than one minute long and runs flawlessly.
6. Canon provides a 1-800 telephone number and URL address for those who may not be able or want to scan the code. No one's left behind.
7. Canon provides readers with instructions on where to find and download a reader app. 

Reviewing this 2D advertisement is like a breath of fresh air. Canon simply gets it right from start to finish and, because of this, it is easy to tell that the company thoroughly thought about this advertisement with 2D in mind from the onset.

Bravo Zulu!

Last week's Timeout New York had a number of QR code-based advertisements and listings, many of which were for real estate properties in the New York City area.


The advertisement above for One Brooklyn Bridge Park caught my eye, because of something very simple. The advertisement's main headline/call to action reads, "One Scan. One Amazing Life" which is all well and good, but how does the property owner/manager expect prospective buyers to "scan" without any kind of instruction or explanation of the code. Ah yes, they probably 1) assume that everyone in the population knows how to scan a 2D barcode, so there is no need for explanation, 2) are only interested in courting the small percentage of consumers who happen to be early adopters of 2D technology, as opposed to reaching out to a wider audience, or 3) believe that if the reader can't figure out the code they will just make use of the URL address listed in the advertisement. All pretty big assumptions, which then begs the question, why bother using a 2D barcode?


Beyond the advertisement itself, when the code is scanned, the reader is brought to the property's web site, which is not a mobile version, but the regular version. Once on the site, there is no real call to action or incentive for the prospect to go much further down the purchase path. Yes, there is a ton of information about the property itself and the surrounding neighborhood, but why not provide an offer of some kind to the prospect, something of added value. For example, why not partner with a local restaurant and offer a discounted meal, this way a prospective buyer can come into the neighborhood and sample what it's really like to live there. Or offer discounted movie tickets to a local theater, or a couple of free drinks at a local bar.

There is little doubt that 2D barcodes work great in a real estate application, but real estate agents, property managers, developers, etc. need to think beyond just showing and focusing on the property itself as the code scan resolve. Value is what counts, and value that is not expected counts even more.

This past Sunday, the New York Daily News started to make use of Microsoft Tags throughout the newspaper to add additional information and insight to various news stories. The Tag is branded and features the Daily News' camera logo.

The section below was placed in the first few pages of the newspaper's pullout section, and it describes, in detail, what Microsoft Tags are and how they will appear and be used throughout the newspaper. In the pullout section, about a half dozen Tags were displayed along side articles.


The Tag below, was included in a story about the upcoming ING New York City Marathon and resolves to a virtual tour of the race course. Or does it? After two attempts to download and view the video, I got "cannot play video" messages each time. Is it my HTC Incredible mobile phone, or what? Between the scan resolve video from The Lion King campaign that did not work, to the scan resolve video from the Jones New York campaign that did not work and, now, to this. I have no idea what companies are doing, or not doing, to ensure that their code scan resolves actually work.


If a video is to be used as the scan resolve, shorter versus longer should be favored. Consumers in a mobile world want and expect instantaneous connections, and videos of three, four, five plus minutes, cannot deliver in this regard. Also, at a minimum, the video resolve, as with any other type of resolve, must be tested to ensure that it works across mobile devices and operating systems.

All things aside, the Daily News' idea/tactic of providing information and insight of additional value via the 2D code is spot on. The use of 2D codes need not always be product focused; value goes a long way in the eyes and minds of consumers.

While I did not pick up a Daily News since Sunday, I am not certain how often and how many Tags the newspaper plans to use from day to day or week to week. To me, it would only make sense to run the Tags for several weeks to determine reader acceptance and use.

Lastly, the Daily News is only one of many newspapers across the country making use of 2D technology, which is interesting to note, as newspapers have often been viewed as being less tech savvy and forward thinking than other types of consumer publications.