On the back page of this month's Food & Wine magazine, Holland America Line is running this advertisement, which features a Microsoft Tag.
Now, let's get down to brass tacks. When the Tag is scanned, the reader of the ad is brought to a 53-second video that plays in over two minutes, or at least for me it did. At the end of the video, the reader is left with an image of a delicious looking lobster tail, but nothing else. No links to anything or anywhere. While I am not sure how other readers of the ad might react, my reaction is, "Hey! Holland America, you just left me stranded at the dock. Now what am I suppose to do?"
The creative for this ad is beautifully done, as is the creative for the video itself but, why can't companies see past a video these days, as though video was the end all and be all? Especially in the mobile channel. Yes, a video like this may help prospective passengers get a better sense of what the food service is like aboard a modern day cruise ship, but then it (the mobile/2D experience) just stops dead in its tracks.
As I have mentioned in other recent posts, I am not about to start giving away the store with respect to what the company could or should have done, but suffice it to say it could have been a lot more. Just the video itself could have been optimized for my particular mobile device or for mobile display in general.
Side note...I still find it curious that hardly any company making use of Microsoft Tag does not mention Microsoft by name, just Tag or tag. Does the use of the brand name not lend itself to anything?
2D Barcode Litmus Test: FAIL