3.02.2011

Clorox uses JAGTAG

The other day, a reader of the blog asked me to review and comment on a 2D campaign that Clorox recently launched, so here it goes.

Although I am not certain as to where or how the page sent to me (see below) is being displayed and/or promoted, the page talks about a contest that Clorox is holding where the prize is a trip to Hollywood for two. The copy beneath the JAGTAG code ("The secret code for more of the latest juicy celebrity Hollywood dirt and tips to help you clean it up.") leaves me wondering about a few things. First, what's the "secret code" that is being referred to? Is the reader of the page to infer that it's the JAGTAG symbol above? Second, why would the reader of the ad be interested in cleaning up "juicy celebrity Hollywood dirt" even if one really knew what was meant by that? But let's press on.


As instructed, I took a picture of the JAGTAG and emailed it to the address provided. Now, I am not sure what time zone the email processing is set for on Clorox and/or JAGTAG's end but, I sent my email at about 8:00PM the other night and it wasn't until about 6:00AM the next morning that I received the email response. Maybe something happened to my original email and it was delayed on being sent via my mobile phone, who knows, but just another item to keep in the back of our minds.


When I received the email response, I opened it up and this is what it said, "Thank you for entering the Get the Dirt, But Keep it Clean sweepstakes! To view your confirmation and get star-studded tips from Clorox® Regular-Bleach, click here: http://bit.ly/fG8iy2. For more information, visit www.clorox.com/getthedirt." Simple enough, so I clicked on the shortened URL and was taken to a 30-second video, which was hardly worth the time and effort. The video gives a few pointers on how to host a "Hollywood" style party and a tip or two on how to use Clorox bleach to clean up before and after the party. Yeah, so? Where's the latest juicy celebrity Hollywood dirt? Where, unless I missed it, are the star-studded tips? Should I have expected celebrities to be in on this campaign? Did I misinterpret the tongue-in-cheek language used to describe the campaign/contest/scan resolve content?

Okay, so the campaign provides an opportunity to win a trip for two, but what about the purchase of a bottle of Clorox bleach? Isn't the company interested in selling product and acquiring new customers? What about a purchase incentive via the code? What about actually using a celebrity to help pitch the product?   

Why did Clorox choose to use 2D technology for this campaign? There is no real experience being offered or delivered via the code, especially in this context (i.e., the use of JAGTAG and how a consumer has to take a picture, send an email and wait for a response, etc.). Curious to know the objectives of this campaign.

Since I did not see the original advertisement and/or other tactical elements of this campaign, I may have missed a lot but, of what I did see, I am not thoroughly impressed. 

2D Barcode Litmus Test: FAIL

2 comments:

  1. The lag-time issue of sending an MMS to JagTag then getting a response has been around for a while. MMS delivery is a Carrier issue and can't be controlled by anyone. It's a huge problem for any format using MMS delivery. I just tested the JagTag/Clorox and it was about a 10 minute response time. Far too long. I hope the new JagTag/QR format doesn't experience these same lags? But, I doubt it's actually within JagTag's control?

    While it's a video file that's reached, it looks like a Powerpoint show that was done in about 10 minutes. Content that could have been delivered as text? Why video? I didn't even bother reading the entire content on the video since it was like being fed a string of subtitles. Lost me.

    This looks like it was put together in someone's basement not done by a major brand like Clorox.

    All of your other points are correct. It's confusing, ill defined and forgettable.

    If any of these campaigns would first and foremost think about the experience they're delivering to a person they might start getting something right.

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  2. Anonymous: Thank you for the comment. To your last thought, I believe that can hold true for most any type of advertisement. When are companies going to stop insulting consumer intelligence and stop pushing through the interruptions?

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