Bicycle Adventures, a company that offers bicycle vacation and excursion packages, launched a new print campaign in New York magazine, which features a Microsoft Tag.
Once the Tag is scanned, the reader is brought to the company's main website. Why not a mobile website? If the customer's experience is going to reside in a mobile environment, why not lead the customer to a mobile website? Also, with a scan resolve like this, why bother with a 2D barcode at all? Why not just list the company's URL address? In cases like this, it seems as though a 2D barcode was either a total after thought, or someone in the company/agency thought it would be cool to have a 2D barcode in the advertisement. In reality, there is no 2D barcode strategy here, let alone an overall strategy for the advertisement.
My guess is that Bicycle Adventures is a small-to-mid-sized company, one that can ill afford to throw marketing and promotion dollars away, but yet, they seem to do so freely with this advertisement. I am most certain this advertisement will not reap the returns the company's owner or president had been lead to expect.
2D Barcode Litmus Test: FAIL