2D Bar Code Strategy

Who says QR Codes are for product or service brands only? The United States Marine Corps is currently running this print campaign, which features a QR Code. Should we be surprised? Not really. The demographic that the USMC targets is, without a doubt, made up of individuals who are mobile phone users and early adopters of most anything that has to do with technology, mobile or otherwise. 


There are several things that I like about this campaign. First, the description and instructions that accompany the QR Code are extremely succinct, and speaks to both smartphone and non-smartphone user alike. Additionally, the copy provides a call to action which reads, "Get a limited edition wallpaper and watch a video." 


Second, when the code is scanned, the reader of the ad is brought to a mobile website, which offers the reader a limited edition wallpaper to download, a 30-second video to watch or a form to fill out to request more information.

While I have a great affinity and deep appreciation for the men and women who serve in the USMC, and military in general, I believe this campaign could have gone further to try and impress upon the youth of America what it means to become and serve as a U.S. Marine. The wallpaper is an almost meaningless offer, and the video, while touching and heart felt, would not, in my opinion, get someone to really consider joining up. Not that the USMC is about to offer a shortened tour of duty for all that join as a result of interacting with this campaign, but I believe other tactics could have been used to "sell" the Corps.

One last comment, while military recruitment is not like product or service sales in the traditional sense, the advertising objective between the two is much the same (i.e., to move the potential recruit/consumer one step further down the recruitment/purchase path). With this 2D advertisement, I do not get a sense that it has the ability to move individuals much further along the path.

2D Barcode Litmus Test: FAIL

Last week, I spoke with the Director of Brand Marketing of a premium consumer goods company about their foray into 2D technology, as the company recently launched their first 2D print advertisement in a major national publication. The comment/question I put to the director was that I did not believe the campaign went far enough with respect to the 2D/mobile experience (i.e., there was no mobile website or landing page, the video shown did not enhance the overall experience, there was no mobile purchase incentive, etc.), and asked why not. To this, the director responded, "it's guns or butter."

If you are not familiar, "guns or butter" refers to a macroeconomics model, whereby a nation is essentially forced to chose between investing in defense or civilian goods, or sometimes both, when spending its finite resources. In relation to our conversation, the director used the phrase to refer to the fact that, because business was considerably off over the past couple of years, some hard decisions had to be made with respect to how limited marketing dollars were to be spent. As much as the company wanted to delve into the use of 2D barcode technology, the decision was made to go only so far, which meant that a mobile website and other aspects of the 2D/mobile experience were never fully developed as part of the campaign.

While it's certainly easy to spend other people's money, which is not my intention here, my reply/question to the director was this...if a campaign is not designed and implemented to be as effective as it could be on all fronts (i.e., build a mobile website, craft and provide mobile content, offer a mobile purchase incentive, etc.) then is the company really spending wisely and, more importantly, is it really giving 2D a fair chance to show itself and succeed? The director understood my reply/question and agreed, but reiterated that limited funds are limited funds and a stand has to be made somewhere.

After a while, a discussion like this can become quite circular, however, the one item I would like to raise by all of this is that, if a company is willing to spend several tens or hundreds of thousands of dollars on the creative development and placement of a four color, full-page print advertisement in a nationally distributed publication then, why not take one more step and build out the 2D/mobile experience to its fullest? If one were to look at the company's entire marketing spend in percentage terms for this campaign, I believe the additional work to build out the 2D/mobile experience would have been negligible.

Granted, the company could only spend so much on the campaign, but with the way it was launched the question now awaits, was the campaign successful or not because of 2D technology or because the campaign was developed to its fullest? In my opinion, it makes little sense to budget and spend heavily on placement and certain aspects of creative, but lightly on the elements which encompass the mobile experience, the offer, the execution and other deliverables.

Kodner Galleries recently launched this advertisement to promote its latest auction catalogue. Featured in the advertisement is a QR Code which, when scanned, brings the reader of the ad to a set of pages on the company's main website. Once on these pages, the reader can look through dozens and dozens of listings for items that are up for auction. What starts off seeming like a promising call to action/offer ("Scan the Code to View Our Auction Catalogue") and use of 2D technology, only ends in disappointment. Why? Because the company did not go far enough to understand the mobile experience and what it could or should mean to a potential client.

Kodner Galleries, like many other companies, took the easy way out and simply linked the 2D barcode to a set of existing web pages which, in this particular instance, are all poorly designed for the purpose they serve. First, the reader cannot easily touch a link to move about the website, because there is no navigation bar or menu shown. Second, no information is provided about the up coming auction (e.g., date, time, location, directions, etc.), let alone the company itself (e.g., history, contact details, accolades, etc.). Third, and most important, there is no method by which an interested reader of the ad can place an absentee or phone bid on an auction item, even though these options are provided on the desktop version of the website. I'll stop there.


To use 2D technology in this type of application makes a great deal of sense, but why and when companies (and their agencies) will realize that mobile marketing should equate with mobile content, design and, most importantly, experience I have no idea. Don't promote a mobile experience/interaction/engagement and then shove consumers/users to the desktop version where content, design and experience just aren't the same.

2D Barcode Litmus Test: FAIL

(Thanks,  Robyn)

For companies that make use of 2D barcode technology for advertising or promotional purposes, especially if 1) this is their first time to do so, and/or 2) they are the first company in their industry or local market to do so, and/or 3) the campaign and its offering is different or of great significance, why not publicize the fact through a press release and make some news/buzz for the campaign, as well as for the company, brand and product itself?

Here's an example...the other week, the Sports Illustrated Swimsuit Issue hit the newsstands but, a few days prior, I was tipped off by someone involved with the campaign and was shown a copy of a corporate press release. While this was not the first time SI used 2D technology in the Swimsuit Issue, it was the first time they used Microsoft Tags, and it was certainly a campaign of substance with respect to the mobile website and mobile app that was created, which enabled individuals to read about and vote for their favorite swimsuit model via their mobile device. Additionally, this year's campaign was different in that a major advertiser in the publication also made use of 2D technology in their multi-page advertisement. Once the press release was distributed, it was easy to see via social networking sites like Twitter how the release started to drive the conversation and raise the interest level among people who follow the 2D space, in addition to the average consumer.

A word of caution...as with most any press release, the release needs to be newsworthy and of some significance in order for it to be picked up and paid attention to by the media. If a company does not bring their "A game" to the 2D advertising or promotion campaign table then it makes little sense to draw media attention to it. Better to sit one out and try the next time because, as is often the case, the media will not continually write about the same company and the same subject matter time and time again.

When properly developed and executed, a public relations campaign will almost certainly help to reinforce and attract attention to a 2D advertisement or promotional campaign, which, the last time I checked, most any marketer would desire.

State Street Global Advisors, the asset management company, recently launched a new print advertisement, which features a designer QR Code. When the code is scanned, the reader of the ad is brought to the desktop version of the company's main website. So, where shall we begin?


First, the call to action, or what is meant to be a call to action, reads, "Scan the QR code with your smartphone to visit spdrs.com and be the shepherd, not the sheep." Look where the call to action is located on the page versus where the code itself is located, a bit of a disconnect here. Best practice would put the code's call to action right next to the code. Also, it might help to provide information as to where to locate and download a code reader app.

Second, the code resolve links the reader of the ad to the company's website via the website's URL address. With no use of a landing page or any kind of redirect, how does the company plan or expect to be able to accurately measure scan and website results, let alone ROI for the campaign as a whole?


Third, with a code this small, why bother making it a designer code? The logo on the code can hardly be seen, so what's the significance?

Fourth, the use of a QR Code/smartphone would lead the reader of the ad to believe that a mobile experience was in the making but, with this campaign, there is none. Yes, the reader of the ad is linked to all of the investment information to be found on the company's main website, but there is a vast difference between this mobile experience and Oppenheimer Funds' mobile experience.

In reviewing this campaign, it seems as though very little thought was given to the 2D/mobile experience, and I seriously doubt that State Street is making use of 2D cross channel. There is simply nothing to get excited about here and hopefully, for State Street's sake, readers of the ad don't feel the same way about the firm's investment products too.

2D Barcode Litmus Test: FAIL

Oppenheimer Funds, the mutual fund company, has recently launched a print advertisement that features a QR Code. A lot to talk about here.


The print advertisement, as minimal as it may be, promotes the firm's latest investment theme, globalization. In viewing the ad, a reader has a number of ways to get in touch with the firm to learn more, but the greatest call to action is associated with the QR Code, which reads, "Scan this code to test your global IQ." When a reader scans the code, they are taken to a mobile web page that goes right into a three or four question multiple choice "test." At the end of the "test," the reader is left with a button to touch on, which connects them to a mobile website the likes of which I have yet to see affiliated with a 2D campaign.


The mobile website basically delivers just about every bit of information that a novice or experienced investor would ever need to know about Oppenheimer Funds, as well as the globalization investment theme. From a video on the "New Economic Order" to individual fund fact sheets, from a white paper to risk and disclosure information, this site offers as much as the desktop website. Additionally, the mobile site offers the ability to share the site via Facebook, Twitter and LinkedIn, as well as the ability to find a financial advisor, which is key as the funds are only available through an intermediary.

When I first viewed this campaign, I thought it was overwhelming with respect to the amount of mobile content provided but, then I thought, how great it was in that no stone was left unturned. Having been in the mutual fund business, I am at a loss to know what else Oppenheimer could have done, or is doing, to supply an investor with valuable and timely investment information and/or a reason as to why invest with the firm.

While the creation and maintenance of a mobile website like this must be a great undertaking and investment in its own right, it certainly helps to set the firm a part from the competition...at least for the time being. Also, since the investment industry is so heavily involved with printed collateral (e.g., performance sheets, prospectuses, monthly statements, trade confirmations, etc.), I wonder if 2D is used on a cross or multi channel basis.

2D Barcode Litmus Test: PASS

When selecting a 2D barcode reader app, consumers/users should know that, in addition to mobile device compatibility, code detection capability and cost (free or paid), there are differences in functionality that may help determine which app is best or most appropriate for use.

Of the dozens and dozens of code reader apps currently on the market, some provide the bare minimum of functionality, which is the ability to just scan a code. On the other hand, there are some apps which provide a great deal of functionality, and enable a consumer/user to do the following: save and view a history of scanned codes, scan either 1D or 2D codes, enter a code directly, email or share a code, scan a web page for a code, store favorites and set preferences (e.g., set auto focus, set the camera flash, select a sound or vibrate on the scan, set language, set currency, set geolocation, etc.). Robust code reader apps such as these include: BeeTag, i-nigma, Lynkee, MobileTag, NeoReader, QuickMark, ScanLife and ZXing. All of these apps are free and I would be hard pressed to know what a paid app offers in the way of functionality that these do not.

Because there is no choice as to which code reader app can be used to scan and read a proprietary barcode (e.g., Microsoft Tag, AT&T Mobile Barcode, etc.), there is really no discussion to be had or consideration to be given in regard to functionality.

While all of the above may be helpful to the individual consumer/user, it can also be helpful to a company that wishes to make use of 2D technology. The thought here is that if a company chooses to "endorse" a specific code reader app, by mentioning it in their ad or promotion, then it might be important to know which app offers the most, or least, in the way of functionality. Additionally, the thought of app endorsement might give a company pause to think about private labeling a 2D barcode reader app and how that might play into their overall branding strategy.

Please comment if you know of other code reader apps that are worth taking a look at, or if I missed any worthwhile or important functions that one should have.

Note: I did not mention iPhone code reader apps, because I use an Android phone.

Macy's recently ran this full page advertisement in the New York Times to promote the opening of a pop-up store in New York, which will sell the company's new private-label line called Bar III. Featured in the ad is a QR Code, as well as a piece of artwork that is meant to look like a QR Code.


First, the real QR Code (see image below). When the code is scanned, the reader of the ad is linked to a 29-second video that shows men and women modeling clothes and, at the end, there is information about where the pop-up store is located and the dates that it will be opened. Question to Macy's marketing/creative team, is this meant to get the reader excited about a brand new line of clothing and have them trek to the Flatiron district in New York City to check it out? What about building a mobile site, a true mobile experience, that gives the reader some background into the creation of the clothes line, interesting interviews with the designers, etc., etc.?


Second, the image of a QR Code (see image below). What was the marketing/creative team thinking when they decided to place this image in the ad? Does Macy's intend to use QR Codes in ways other than the advertisement (i.e., in-store kiosks/signage or clothes labels/hang tags)? Was this creative team the same that produced the recent JetBlue campaign? It's an unusual image to place in an ad for clothes and fashion and, while there's nothing wrong with it, I am just wondering if there is anything else to be meant by it.


Without a whole lot of experience for a reader to experience or interact with in this campaign, other than 29 seconds of commercial video, I wonder how the rest of the Bar III launch is planned.

Aside from all of this, up until now, I have only seen Macy's make use of JAGTAG in their 2D ads, so I wonder why the shift now.

2D Barcode Litmus Test: FAIL

The latest edition of Magazine X, a nationally distributed and well-known publication with a 200 plus page count, recently hit the newsstands with four Microsoft Tags featured throughout. Three of the four Tags seem to be placed by the magazine's publisher and the fourth seems to be placed by a major advertiser in the magazine.

When the Tags are scanned, the reader of the magazine is brought to one of two different sets of content. The first set of content consists of a mobile web page that offers a mobile optimized video (i.e., not a YouTube video) and the opportunity to download a free mobile app. The second set of content consists of a picture gallery with mobile optimized videos, mobile optimized product commercials, a reader vote and the same free mobile app. (Note about the mobile app, even though the publication advertises and a corporate press release announces that the app will work on Android phones, the reality is that, at present, the app only works on iPhones.) It is also worth mentioning that, throughout the campaign, there is the ability for the reader of the publication to share content via social networks.

While this campaign has a lot going for it with respect to creativity, content and execution, the one question I have is, where's the real value being delivered? What's going to motivate the reader to keep reading/buying the publication past this edition? Nothing, as far as I can tell. So, what's the publisher's real objective here and how does the reader benefit?

In the past, we have witnessed/experienced 2D campaigns that offer combinations of great creative, great execution and great value to the consumer, and those campaigns that offer much less. In relation to this specific 2D campaign, I am more of the mind that "much less" was delivered, which causes me to fail the campaign on the litmus test. Would you draw the same conclusion? How about if I told you that Magazine X was really the 2011 Sports Illustrated Swimsuit Issue? What then?

My belief is that a fair number of people are going to say I'm crazy or out of touch for failing this campaign, even though the popularity of the magazine is going to propel the awareness, acceptance, comfort and use of 2D codes among individuals, as well as companies. While all that might be true, and certainly fantastic for the 2D industry at large, a campaign is a campaign and my take on it is simply different than most, because I am trying to look at it and react to it from a pure strategic marketing perspective, not from a "group of models dressed in bikinis sitting on the beach" perspective.

And, speaking of marketing strategy, up until now JAGTAG had supplied codes to the Swimsuit Issue, so I wonder if anything can be inferred by this move to Tag.

Let the debate begin.

2D Barcode Litmus Test: FAIL

Shiseido, the cosmetics manufacturer, has a print advertisement, which features a Microsoft Tag. The call to action for the Tag is well written and reads, "Scan the tag to learn the secret to younger skin through Shiseido Facial Massage." Motivating enough and the Tag download information helps as well.     


But, as good as the print ad might be, let's not get carried away, because the 2D experience is lousy. The code scans leads to a 3:30 YouTube video, which provides instructions on how to give oneself a facial massage.


Due to buffering, the video started and stopped a number of times and by about the 1:15 mark it stopped altogether. I tried to replay the video a couple of times and finally got it to play through as intended. When the video ended, my feelings were of disappointment, nothing else. Why? Because I just spent over five minutes to get a video to play, which left me with nothing else to do or experience in regard to the product, brand or company. Even if the video played without a hitch, and I really liked the content of the video and started to believe in the product, I am left holding the bag wondering where I can purchase the company's products.

After recently reviewing a number of 2D campaigns similar to this, I catch myself asking, is all of this rocket science or is it brain surgery? Why can't companies get past the interruptions and deliver a well thought out and well executed 2D/mobile campaign, which offers value, benefit and relevance?

2D Barcode Litmus Test: FAIL

Quilted Northern, the bathroom tissue manufacturer, has launched a new print advertisement, which features a QR Code. Before commenting on the code resolve, let me say that I love the code's call to action, which reads, "Hear what Carmen has to say about Quilted Northern Strong & Soft." Simple and direct, a reader of the ad will know exactly what to expect once the code is scanned (read: managing consumer expectations). What is a little vague, however, is the copy that refers to the code reader app and how to download. Here the copy reads, "Download the app at ScanLife.com." Not to be too picky but, what app is to be downloaded, cannot it not be named as a QR Code reader app?   


When the code is scanned, the reader of the ad is brought to a 22-second YouTube video, which is about 22 seconds too long, says nothing worthwhile and delivers even less in the way of value and/or benefit to the consumer. A well-designed print ad, but a poorly executed 2D experience. Why no information about how or why the tissue is stronger or softer? Why no information about where to purchase? Why no purchase incentive since most consumers probably shop bathroom tissue paper on price alone? These all seem like lay-up questions, yet it appears as though the marketing and creative team didn't think twice about them.


If a consumer where to go to the company's desktop website, they would find additional information about the product and company that might aid in the purchase decision. For example, the company supports Komen for the Cure, which is a breast cancer charity, but no one would know that coming into the campaign via the print ad and code scan. Too bad, because socially responsible acts like this mean a great deal to a great many people, and often give cause for purchasing a product. 

I read and view a 2D campaign like this and wonder what the objectives are and how, if at all, they will be met.

2D Barcode Litmus Test: FAIL

A short time ago, shoe manufacturer, Crocs, launched this print advertisement, which features a QR Code. Scan the code and the reader is brought to a very well designed mobile website. Once on the mobile site, the reader of the ad can view any and all products, which are conveniently listed by category and, should the reader wish to purchase a pair of shoes, the mobile site enables purchases.


While the QR Code resolves to a well functioning mobile site, there is nothing more to the campaign than just that. Why not be more engaging, especially if the reader of the ad is a potential new customer? Why not offer a store locator, a mCoupon, product reviews, celebrity endorsements, a link to the company's blogs or social network pages? If the company and its agency went this far to develop a 2D campaign, why not go a bit further and make it truly remarkable?


As I have previously said, my thought regarding 2D marketing and advertising is not to cram any and every bit of content and functionality into a code scan resolve, but to ensure that there is enough value in the contents of the resolve so as to compensate the reader of the ad for scanning the code. For the same reason I failed Jenn-Air earlier in the week, I'll fail Crocs on the litmus test too.

Lastly, I would be curious to know if Crocs makes use of QR Codes on packaging and/or in-store.

2D Barcode Strategy Litmus Test: FAIL

Scan the QR Code in this print advertisement from Berkeley College and the reader will be linked to an error page (Directory Listing Denied - This Virtual Directory does not allow contents to be listed.). Whoops. I hope the college wasn't counting too much on this code/advertisement to draw people to the Open House, which happened yesterday. 



2D barcode best practices state that campaigns need to be thoroughly tested on various mobile devices and with a variety of code reader apps (free and paid for) to confirm that the code works correctly and the contents of the scan resolve properly.

2D Barcode Litmus Test: FAIL

The other day, I was reading through the latest issue of Architectural Digest and came across this clever advertisement from Jenn-Air. What you can't tell from the image below is that the oven shown in the ad is really a die-cut card which is adhered to the page and is meant to be removed. The idea is that the reader removes the card and holds it in front of them with one eye closed, and envisions what their kitchen would look like with the Jenn-Air oven. (The only copy on the page explains how this should be done.)


What gets even more interesting about the advertisement is that when the card is removed and turned over, it reveals a QR Code along with a very well written call to action and set of code scan instructions (see image below). When the code is scanned, the reader is brought to a YouTube video page, but this is where what could have been a model 2D barcode advertisement quickly falls apart.


The video is a 44-second commercial showcasing the Jenn-Air oven featured in the ad. At the end of the video, the reader of the ad is left nowhere. No going back to a mobile site home page and no going forward to claim a mCoupon, view a list of local dealers, view a product fact sheet, view interesting recipes, view an interview with a celebrity chef who endorses the oven, view product reviews, etc., etc. What could have continued to be a fun, interesting and interactive way to learn about and shop for an oven never materializes.


To know that it cost north of $100K for the ad space alone, and that the 2D and mobile portions of the ad were not as fully developed as they could have been, I wonder if Jenn-Air will realize the ROI that was projected for the campaign and if their objectives are met.

2D Barcode Litmus Test: FAIL

Last week, I wrote an article about Kellogg's Crunchy Nut cereal and wanted to post a follow up.

It seems as though my hunch was correct, the company Augme is involved with the QR Codes that appear on the back of Crunchy Nut cereal boxes. When I tried to speak with a senior marketing executive from Augme about the campaign, I was told in an email that "when the observation you made has zero relevance to the overall strategy, Kellogg's comes to us for clarity. We then decide whether it is worth commenting on." Additionally, the senior marketing executive said, "I strongly suggest getting a better understanding of consumer response technology and strategy before making those statements which offend major brands and agencies which work diligently on turning static media like a cereal box into rich media, and utilize key customer acquisition capabilities of mobile to customize content experiences as the brand gets a foot hold in the market." And finally, "We always appreciate comments, but I or Augme would not be interested in perusing further conversation."

While I'm not sure what any or all of these comments may say to you, this is what they say to me and how I would respond:

• Kellogg's probably caught wind of my not too favorable blog post and thought to take Augme to task over the comments I made. Keep in mind, the biggest issue I had with the campaign is that there is a 15 second video on the code scan resolve which amounts to very little, if anything, in the way of delivering real value and/or benefit to the consumer.
• Because I do have a good understanding of 2D technology and client acquisition strategy, I know that delivering a video such as this via a QR Code amounts to nothing more than an interruption, and interruptions are the last thing for a new, or any, product (Crunchy Nut is a new product) to make use of to gain a foot hold in the market. Last I knew, it took incentives like coupons, contests, giveaways, a darn good product offering with real competitive advantages, or a relevant and unique product story to gain a foot hold and win new customers.
• If my constructive statements offend major brands and agencies, so be it. I am not the CMO or creative director developing and signing off on one 2D barcode campaign after another that sorely lacks in adhering to marketing fundamentals, let alone 2D technology fundamentals to ensure that codes are scanned correctly. I refer back to a campaign that a major national department store did where the video linked to the code used in a print advertisement was not ready in time for when the ad launched. If I go ahead and call out the company on this misstep I'm the one offending, please. Why shouldn't the company be blamed for offending all of the consumers that saw the ad, scanned the code and got stuck reading an error message?
• How well thought out is the "customized content experiences" used in this campaign? Okay, it seems as though each scan is detected for geo location and the video shown on the scan resolve follows suit. But if Kellogg's is working with six global agencies on this campaign (this was mentioned to me by the Augme senior marketing executive), why not take advantage and show consumers scanning the code a video of people that live halfway around the world and how they like to eat Crunchy Nut for breakfast or anytime? To me that would be more interesting, more engaging, than watching two people walking in a field. (In the video I saw, two people were walking in a field in Magnolia, Washington.)
• Lastly, in regard to the senior marketing executive's wish to no longer have a conversation with me, it should be noted that I reached out to this person first and asked if Augme was involved with the campaign. I also said that even if the company was not involved, I would still welcome a conversation, because I am always interested in speaking with new and different companies in the 2D industry. This is what gets me the most...here I am trying to have an open and frank discussion, on a professional level, about a topic of mutual interest and the answer is no, we don't want to have a conversation. Sound defensive? It does to me. 

To the senior marketing executive at Augme, please know that I will continue to post story after story on the topic of 2D barcode use and strategy, and it's up to each company (and their agency) to either wow me and the rest of the consuming public or not. Let's not make excuses for laziness, lack of creativity, lack of understanding, internal corporate politics or jumping on the band wagon.

In the latest issue of TIME magazine, there is an interesting article that discusses a new and different type of highway entrance/exit system, which has been shown to reduce accidents. In the article, a long URL (time.com/diverging_diamond) is provided which links to a video showing how the entrance/exit system works. What a great opportunity to provide a 2D barcode, so that a reader of the magazine can instantly connect to the video, in addition to other TIME content.


Since TIME already uses QR Codes to promote feature stories or sections of the magazine, as well as its mobile app, why not supplement articles throughout the magazine with barcodes as a means to provide more in-depth information about specific topics? Granted, not every reader has a smartphone, but if the trend is that more and more people are getting smartphones then why not, as the investment industry says, let the trend be your friend and make more use of 2D barcodes? For readers who don't have smartphones, they can still key in the URL provided, or maybe a SMS code could be provided to make keying that much easier.


If the cost to generate, manage, track and print 2D barcodes is relatively inexpensive, why not take advantage of the technology, and offer the potential for a more enhanced experience for your readership? Just asking the question.

This has to be one of the most ridiculous uses of 2D barcode technology that I have seen, and I congratulate the person(s) who was able to 'sell' Kellogg's Crunchy Nut's marketing team on the idea to use 2D for this campaign.


Kellogg's Crunchy Nut cereal is currently running a campaign, which is titled "It's Morning Somewhere" and the idea behind the campaign is that anytime is like breakfast time - a great time to eat and enjoy Crunchy Nut cereal. To promote the campaign, Kellogg's has placed a QR Code on the back of Crunchy Nut cereal boxes. When the code is scanned, the customer is brought to a very simple mobile page, which is divided into three sections. The top section displays a product logo, the middle section is a video screen which displays the copy "Right Now: It's Morning in Magnolia, Washington" and the bottom section displays an image of a cereal bowl with the words "It's Morning Somewhere."


The video is all but 15 seconds in length and reminds me of the television show"Seinfeld." Why? Because it's a video about nothing. All the video shows is two people walking in a country field, which I'm guessing is Magnolia, Washington. When the top and bottom sections of the mobile site are touched, nothing happens either. So, with all of this nothing going on, what does Kellogg's expect in return? Sure the marketing team can count code scans, but what then?

With so many directions and opportunities to take a campaign like this (i.e., It's Morning Somewhere), I am at a total loss to understand what was going through the marketing team's mind during production. There is absolutely nothing in this campaign for the consumer...no purchase discount, no nutritional tips, no recipes, no contest, no meaningful interaction with people in different parts of the country, let a lone Magnolia, Washington, etc., etc. The next time Crunchy Nut's marketing team wants to implement a 2D barcode campaign, maybe they should take a play from the Special K marketing team.

Lastly, based on the mobile site's URL (http://aug.me/A6p7UI), I am wondering if the company Augme is somehow behind the campaign. If it is, perhaps a customer's geo location is being detected on the scan and the location featured in the video changes as a result (e.g., someone in New York might see a video of Magnolia, Washington while someone in Denver might see a video of Tampa, Florida). If that's the case then my question remains, where or how does the consumer benefit by scanning the code?

2D Barcode Litmus Test: FAIL


(Thank you Dave)

Recently, I was interviewed by Josiah Mackenzie, publisher of Hotel Marketing Strategies. Josiah's blog, as the name suggests, focuses on the hospitality industry, and he often writes about how different technologies and applications can be used in a hotel setting to drive new business, build loyalty and deliver superior customer service. Our conversation was focused on 2D barcodes and how they can be put to work at a property. While the interview was brief and to the point, there are many other ways in which 2D barcodes can be used to enhance a guest's experience. You can read the interview here.

Warbasse Design, the multimedia firm known for their designer 2D barcodes and the Who's Who in the 2D Barcode Industry directory, has just released 2DGO, a mobile app which helps users find and select the best 2D barcode reader app for their mobile device.


When the app is launched, the user's mobile device is automatically detected and, from there, the user can select one of three buttons: QR Code and Data Matrix, Alternate Formats and 2D Barcode Identifier.

QR Code and Data Matrix 
In this section, the user will be shown a list of QR Code and Data Matrix (i.e., open source codes) reader apps that are compatible with the mobile device that was detected. For example, with my HTC Incredible, I was given the following choice: ZXing Team, ScanLife, Mobile Tag, i-nigma and NeoReader code reader apps. When the user touches on the reader app icon, they are brought to a page that enables them to download and install the app. Currently, all apps that are recommended by 2DGO are free. 

Alternate Formats
In this section, the user will be shown a list of code reader apps that will detect and read the following proprietary 2D Barcodes: BeeTag, Microsoft Tag, ScanLife ezCode and WiMO. Again, touch an icon and the user will be brought to a page to download and install the code reader app.

2D Barcode Identifier
An individual can use this section to help identify a 2D barcode that he/she has seen in the market, but cannot recognize the code type. Listed in this section are icons of the more popular 2D barcodes being used and, once the code in question has been identified, the user can download and install the corresponding code reader app. The 2D barcodes that are listed include: BeeTag, Blotcode, Dandelion, Data Matrix, JAGTAG, Microsoft Tag, QR Code, ScanLife ezCode, ShotCode and WiMO Marker.

As much as Warbasse Design intends to help individual users find their way to the right 2D barcode reader app, the company plans to promote and offer the 2DGO app to advertisers, as well. Here, the idea is that an advertiser can reference the app in a 2D barcode based advertisement, as a means to help the reader of the ad know what code reader app will work best. Lastly, 2DGO also gives advertisers the option and ability to private label the app and, from a brand management perspective, this may be useful and beneficial.

A multi-channel campaign has recently been launched to promote the 53rd Annual Grammys, and featured in the campaign in a designer QR Code. The billboard shown below was spotted in a New York City subway station, which is not an ideal location for a 2D barcode based advertisement (there is no Internet connection in the New York City subway system). Strike one.


When the code is scanned, the reader of the advertisement is brought to a mobile website that has a list of 'Most Recent Tags,' which is either a list of songs that people want to share, or a method by which the public can vote for songs. I can't tell which. Regardless, when a particular song is touched, the reader is brought to another page where they can play and listen to a 30-second clip of the song or, at least, that's the intention. Due to buffering issues/hangups, I was never able to hear the full 30 seconds of any song selected. Strike two.


Above and beyond the issues with scanning the code in the subway and playing the songs, what I fail to understand about this entire campaign is what does any of this have to do with the Grammys. All I can see or find is a song list and, even with that, I have no idea of how people post up a song. There is an app to download on the mobile site and maybe that has something to do with it, but I was unable to access and download the app. Why isn't there information about the awards ceremony, or who the category contenders are, or what's the history of the Grammys, etc., etc.? There is a desktop website and it is filled with this type of information and much more. So, why not on the mobile site too? Strike three.

Because three strikes usually equates with enough is enough, I guess don't have to bother mentioning the fact that this advertisement and the scan resolve has no call to action, no offer, no real value and no real benefit. The creator of the advertisement doesn't even think it is necessary to provide descriptive and instructional copy around the QR Code. And, by the way, who is the creator of the advertisement? Is it The Grammys, CBS television, both, neither, who?

It's too bad that this 2D experience is sub-par, because with so many eyes focused on the awards ceremony (and its affiliated advertising), similar to Super Bowl, Oscars, etc., it could have been a great opportunity to spread the word and raise awareness of 2D barcode technology.

End Note: When I first scanned the QR Code in this advertisement several days ago, I could have sworn I landed at a totally different mobile website, one that more or less mirrored the desktop version and was quite impressive. I wonder if the code was hijacked or if the resolve was changed somehow from one day to the next. 

2D Barcode Litmus Test: FAIL