The Dragonfly Effect uses QR Code

The publisher of The Dragonfly Effect, a relatively new book that discusses "powerful ways to use social media to drive social change," has launched an advertising campaign, which features a QR Code.

Given that a typical call to action is used (SCAN HERE TO WATCH THE VIDEO) and that no other information is provided to learn about what the code is or where to locate and download a code reader app, I assume the publisher's intention is to only target 2D early adopters. While that may be all well and good, not really, but we'll pretend, there is also no use of a mobile website, which could be used to 1) provide additional information about the book and its authors, 2) link to an on-line location to purchase the book (i.e., Amazon, Barnes & Noble, etc.), 3) find an off-line book retailer nearby, 4) offer an incentive to purchase or 5) host the video, etc., etc.

To know that there is a plethora of valuable and meaningful information about the book on the book's main website, it seems as though the marketing team either got lazy or did not want to spend on a mobile site or both. Too bad, because it makes for a very lackluster user experience. At least it seems as though the video was optimized for mobile, perhaps even down to the device. So, for that, I'll give the publisher one point. 

2D Barcode Litmus Test: FAIL

No comments:

Post a Comment