2D Bar Code Strategy

In their current print advertising campaign, Jakks Pacific, the parent company of Cabbage Patch Kids dolls, shows us how not to display a QR Code. (This is the right-hand page of a two-page spread.)


First, the QR Code is much too small. Best practice states that QR Codes should be no smaller than one inch square. This code is only 3/8 of an inch square. Percentage chance of a consumer being able to scan the code: 0%.



Second, the company placed the code in the gutter of the magazine, which does not make it easy for a consumer to 1) find/spot the code and 2) scan the code. If the marketing/creative team knew they were producing a two-page ad, why place the code in such a location? Best practice puts the code on the side of the page opposite the gutter, in the upper or lower corners.

Third, there is absolutely no copy associated with the QR Code to instruct and/or describe. Here too, best practice would have some sort of verbiage informing and educating the consumer about the code and what to do with it, as well as, and at a minimum, providing some sort of call-to-action.

From an overall strategic and tactical perspective, it doesn't get much worse than this. If your company wants to make a go of using 2D technology, here's just not what to do.

Lastly, a wager...the company sees no return, benefit or value in featuring a QR Code, so they will no longer use them again in their advertising. Bottom line: A missed opportunity for Jakks and a missed opportunity for the consumer. What a shame. 

2D Barcode Litmus Test: FAIL

Recently, Pilot Pen launched a print advertisement in Real Simple magazine to promote a new pen with erasable ink, and featured in the ad is a QR Code.


The most notable aspect of this advertisement, I believe, is the call-to-action. Typically, 2D-based advertisements lack a strong/urgent call-to-action, which is directly tied to the code, but, with this advertisement, just the opposite is true. This ad's call-to-action, which reads, "Be one of the first 100 to scan this code with your smartphone and get a FREE FriXion!" not only prompts a consumer to respond quickly, but also instructs the consumer as to what to do with the code itself (i.e., scan it).


When the code is scanned, consumers are linked to a web page that informs them as to whether or not they are one of the first 100 people to scan and respond. In my case, I was not one of the first 100, so the web page I was linked to provided me with an email contact form, which could be filled out in exchange for discount coupons to be sent via email. If I was one of the first 100 people to respond, I suppose a contact form would have been on the page, as well, asking for information as to where they could send me my free pen.

As much as I like the advertisement's call-to-action, there are a few things that could have been implemented to make the campaign a bit stronger. First, the density of the QR Code could have been lessened (i.e., simplified), so as to ensure the scanability of the code. Second, the scan resolve experience could have been richer in that the landing page could have offered more than just a contact form. Why not create a more detailed mobile page and offer some of the product/company information found on the desktop version? Third, why not encourage word of mouth and offer social sharing links on the scan resolve landing page? Fourth, why link the scan resolve landing page to the desktop version of the company's website? Again, why not make a feature/capability rich mobile website? And, fifth, to increase the visibility of the QR Code the code should have been positioned in the lower right-hand corner of the ad, since it was a right-hand facing page. Placing the code near the gutter makes it more difficult for consumers to find and scan the code.

All told, I like the campaign, because it is straight to the point and effective...could it have gone further (i.e., richer 2D/mobile experience), yes, but it certainly accomplishes what it sets out to do.

2D Barcode Litmus Test: PASS

Recently, Pillsbury used a QR Code in a Sunday newspaper coupon circular, and it's great to find a campaign that actually works well and delivers.


First, the company does it right by providing copy next to the code that 1) serves as a call-to-action ("Find Your Favorite Pillsbury Recipes on our New Mobile Website"), 2) tells the reader of the circular what to do with the code ("Scan this QR code with your smartphone or visit m.pillsbury.com), and 3) informs the reader about a code reader app ("You may need to download a QR Reader app"). With respect to item number three, this is the first time I have seen an advertiser write "may need to download a QR Reader app" and I mention this because, for no other reason, it shows that the company is in tune with the target audience, as well as the technology.


Second, the scan resolve goes to a mobile website that lists a wide variety of recipes that are well categorized and easy to sort through. Also listed is information about the company's Bake-Off Contest and cooking products.

Third, although the QR Code is not as simple as it could be, it is large enough to be easily spotted and scanned (see related article). 

Simple in its approach, yes, but that's because the campaign and the mobile website/experience doesn't need to be any more complex than it has to be. Is value being delivered via the code/experience, yes, if you are searching for food recipes, product information and customer reviews. The only component of the campaign that I might have changed was the way coupons are being offered. On the left and right edge of the coupon circular, Pillsbury offers a total of six coupons to be clipped and used. Why not provide mCoupons, and bring the mobile aspect/experience that much further? It seems as though the company is making a big enough push for its new mobile site, this would add one more dimension and way to interact. Just a thought.

2D Barcode Litmus Test: PASS

Let's play a game. Step 1: Locate a popular consumer magazine or local daily newspaper. Step 2: Find an advertisement in the publication that displays or features a QR Code or Microsoft Tag. Step 3: Scan the code. Step 4: Experience the journey between the print world and the digital world. Step 5: Set the advertisement and your mobile phone to the side  and please continue to read on.

Without my seeing the advertisement you chose or experiencing its scan resolve content, I will wager that, if I were to remake the advertisement, mine would be much better and more effective than the original. Here's why.

Reason #1: Descriptive/Instructional Copy
My advertisement would include copy along side the QR Code or Microsoft Tag, which informs the consumer of the following: type of code shown, where/how to download a code reader app, scan call-to-action, non-smartphone details (i.e., text/short code or URL address information), and where/what the code will resolve to. Does your advertisement have any and/or all of that information?

Reason #2: Mobile Optimized Content
The code in my advertisement would resolve to content (e.g., home page, product page, video, audio, etc.) that is optimized for a mobile platform, not a desktop platform. Does your advertisement link to a mobile site or mobile content?

Reason #3: Mobile Device Detection
When the code in my advertisement resolves, it auto detects the consumer's mobile device and optimizes the scan resolve content for perfect viewing. Did the content in your advertisement's scan resolve appear as best it could on your device?

Reason #4: Value Statement/Offer
As indicated in the call-to-action, my advertisement would offer some form of value or incentive to the consumer for 1) making the effort to scan the code and/or 2) expressing an interest to purchase the product/service. What value or incentive was offered via your advertisement?

Reason #5: Overall User Experience
My advertisement would ensure a highly satisfactory and seamless user experience from end to end, because the advertisement would be developed from the consumer's perspective, not my own. Did your advertisement deliver such a consumer-focused experience?

Reason #6: Social Sharing
Because the power of social networking can never be underestimated, I placed social sharing widgets in my code's scan resolve content. Did your advertisement make it easy for you to share the scan resolve content with your social network?

So, how did the advertisement you selected fair against mine? Better or worse? If better, great, please send it along, I would love to see it. If worse, it doesn't surprise me, just take a look at the 2D Barcode Litmus Test Scorecard on this website and take note of the Pass/Fail ratio.

Although 2D barcodes are still relatively new in the U.S. market, we are far enough along to know that there are a number of marketing and technology related best practices, such as the ones listed above, which should be deployed when implementing a 2D campaign. Of course, not every best practice will be applicable to each and every advertising situation or strategy but, as with most any other discipline that has a set of best practices, the more practices that can be implemented the greater the chance of success. And, the last I checked, I believe this is a goal for which most marketers/businesses strive to achieve.

Is American Airlines conducting a 2D barcode-based A/B split test before our very eyes?

Recently, I received the direct mail package below and on the back panel was a large QR Code, nothing more, nothing less (i.e., no code instructions or description, no text/short code or URL address, no call-to-action or incentive to scan). When I scanned the code, I was brought to a web page (non-mobile) that promoted the redemption of air miles, as well as the company's travel Hot Spots for July, August, September and October. (Question: Why is information for July being shown on the web page, aren't web pages suppose to be dynamic to the point that dated product/sales information can be deleted?)


When I tried to touch and select a listed Hot Spot destination, nothing happened, no additional information was provided. Question for the American Airlines marketing team, how is a customer supposed to learn more about a destination and know which itinerary to purchase without additional information? It seems to me that the website should offer that functionality, that information, at a minimum. Beyond that, there was no other experience to experience on the website worth mentioning.


With all of that aside, my bigger thought/question is about the direct mail package in and of itself. Did American Airlines take their use of direct mail 2D codes seriously enough to conduct an A/B split test, as most any traditional direct mail campaign would undergo? For example, did I get the "A" package with no information or copy associated with the code, versus the "B" package that had information or copy associated with the code? Was the "A" package's code scan resolve (i.e., landing page) different than the "B" package's code scan resolve? Pick a variable, any variable, was it tested in relation to the use of codes?

As with most of the campaigns that I review, I try to find the value, meaning, benefit, relevance that's being offered/delivered to the consumer by the advertiser via the 2D barcode but, with this campaign, I wanted to focus on the idea of testing, experimentation and research. From a best practice perspective, I advocate the idea of testing codes and code related variables, all as a matter of learning what works, what doesn't work and why, so that the next 2D campaign can be that much more effective and efficient.

Next month, the International Mobile Marketing Business Network (IMMBN) will host a three-day online event, and it gives me great pleasure to announce that I have been invited to participate as a presenter.

Founded by Kim Dushinski, a recognized leader in the mobile marketing industry, the IMMBN works to help companies, large and small, new and established, launch and build successful mobile marketing businesses.

The IMMBN's first Mobile Marketing Virtual Summit will be held August 30 - September 1, and the goal of the event is to share tips, techniques, tools and strategies about how to build a thriving mobile marketing business and develop dynamic mobile marketing campaigns.

Ms. Dushinski will host the twice daily online sessions (12:00 PM ET and 3:00 PM ET), and the other featured speakers will include: Christina “CK” Kerley (B2B Marketing Specialist), Dan Hollings (Internet Strategist), Dave Sheehan (Go Mobile Now), Linda Daichendt (Strategic Growth Concepts) and Peggy Ann Salz (MSearchGroove).

The summit is for IMMBN members only, but there is still time to join the organization and attend the event.  Please click here to learn more about the organization and event itself.

Martin Lindstrom, a 2009 recipient of TIME Magazine’s “World's 100 Most Influential People” and author of the best-seller Buyology—Truth and Lies About Why We Buy, may know a great deal about all things marketing and branding but, when it comes to the use of 2D technology and mobile he (and/or his publisher and/or his agency) needs to brush up on a thing or two.


In the current issue of Fast Company, Lindstrom placed an advertisement to promote his latest book called Brandwashed. While the premise of the book is very interesting and will most likely draw a lot of attention within marketing and business circles, much less can be said for the scan resolve content/mobile experience that is offered via the QR Code, which is featured in the ad.


When the code is scanned, the reader of the advertisement is brought to a six second You Tube video (yes, six seconds) of an infant saying something. Because part of the book discusses the age at which people become susceptible to corporate branding messages (i.e., infants and younger), I can understand why an infant muttering a word close to McDonalds is shown in the video but, is this really going to get people to take a closer look and purchase the book? I had to watch the video several times to understand what the baby was saying and what the connection is with the book. Also, I don't understand the code scan instructions, which read, "Scan, then place smart phone over the baby's mouth to hear the first word recognized by most kids worldwide." Placing the phone over the picture of the baby's mouth has nothing to do with scanning the code or being able to hear the video so, why make the reader of the ad, who might not know any better in regard to how QR Codes work, jump through an unnecessary hoop.

For someone such as Mr. Lindstrom, who seems to know his stuff when it comes to marketing and advertising, I don't believe the 2D barcode interaction and mobile experience that is delivered through this advertisement is on par with his other work. Look at the website, which was created to launch and promote Brandwashed, and there is any number of other items Mr. Lindstrom could have linked the code to. For example, an excerpt of the new book, a summary of his background, the Brandwashed Intelligence Test or the ability to pre-order the book. Any and all of this would be of value and meaning to a consumer and help move the consumer further down the purchase decision path. A six second video such as the one used, at least to me, doesn't really register.      

Mr. Lindstrom probably knows a lot more about marketing practice and theory than I do, and maybe there is a real good reason for the use of a six second video of a baby muttering, but I just can't figure it out.  Mr. Lindstrom, can you please share your rationale? Maybe this is all part of what you try to get across in your book, perhaps there is something subliminal going on here?

2D Barcode Litmus Test: FAIL

IDEAlliance (International Digital Enterprise Alliance), a global community of content and media creators, and their service providers, material suppliers, and technology partners, will host a three-part webinar series on mobile marketing and QR Codes, and I am pleased to announce that I have been asked to be one of the presenters.

The three-part series, to be held August 23, 24 and 25 at 2:00-3:00 PM ET, will discuss how companies can add mobile to their marketing mix and focus on QR Code campaign creation, implementation and strategy. In addition to myself, other presenters include: Patrick Donnelly (QRArts), Philip Warbasse (Warbasse Design), Brandy Stemen (San Diego Union Tribune) and Michael Philipson (Philipson Group). Moderating the discussion will be Louise Kralka (Groupe PDI).

The series is FREE to attend, and for those who are new to mobile and all things QR Code, it will be a great jumping off point. To enroll in the series and view the agenda in detail, please click here.

"Now You're Getting Somewhere" is the headline found in a recent Royal Sonesta print advertisement. Oh really Royal Sonesta marketing/creative team, because when I scan the (very dense) QR Code displayed in the ad, I go absolutely nowhere. In fact, even after trying four or five different code reader apps, and spending several minutes in the process, I still go nowhere. Not a great/optimal experience, mobile, brand or otherwise, especially when the copy alongside the code reads "Scan with your smartphone and learn more about Travel Pass, our guest recognition program." At least the ad provides text/short code information, so that a non-smartphone user can take advantage of the Travel Pass program or, should I say, a smartphone user who cannot scan the QR Code to begin with.


Recently, I wrote about QR Code density and how important it is for advertisers to simplify the URL that is embedded in a QR Code, so that the code itself is a simple and clean as can be, which, in the long run, helps ensure a successful scan.


Scanning should not be a chore, a challenge, a task, an obstacle, etc., because if it turns out that way, chances are the prospective customer will be lost and the existing customer will start to perceive the brand differently and possibly in a negative manner. While I am not sure what the company wanted to use for the scan resolve content, chances are the idea was to link readers of the ad to the Travel Pass page on the company's website. If that is in fact the case, then why not create a code such as the one below. Much less dense and easily scanable, yes?


If you read between the lines, my comments on this campaign have less to do with code density and whether or not scanning becomes a chore, and really more to do with code testing. Question to the Royal Sonesta marketing/creative team: When did you test the code and how did you test the code? A rigorous test schedule would/should have indicated very early on that the code was too dense and difficult, at best, to scan. Testing is often never spoken about with respect to 2D barcode use, but it should be.

Final comment. When developing a 2D/mobile campaign, advertisers and their agencies need to keep one word in mind, seamless.

2D Barcode Litmus Test: FAIL

Fiat USA recently launched this advertisement in The New York Times, which features a QR Code.

When the code is scanned, the reader of the advertisement is linked to a web page that offers the reader a chance to RSVP to one of the live events that the company has planned in New York, Chicago, Miami and Los Angeles, all to promote its new 500 automobile. Additionally, the web page features basic information about the event and the venue, social networking buttons, a Twitter feed and a listing of event partners.


When the RSVP button is touched, interested consumers are prompted for first name, last name and email address and then, having submitted this information, they are asked for full contact information, whether or not they wish to opt-in for future contact and whether or not they consent to being filmed at the event. All pretty straight forward stuff to build a prospect list which, by the way, seems to elude many companies.


What's also worth mentioning is that one of the calls-to-action in the ad is to reserve drive-in seating in a new 500 by scanning the QR Code or going to the URL provided and to then RSVP for one of the events. (Each venue will have a drive-in cinema, so the thought is to have an interested consumer sit in the new car while enjoying a free movie. Great idea.)

Something else that I like about the campaign is how the mobile experience ties in with a tag line used in the ad, which reads "Simply more." Yes, Fiat could have gone all out and loaded the web page with videos, product reviews, product specs, dealer locator, etc., etc., but they didn't and, by not doing so, it fits right in with the tag line. Sometimes less is more. Also, to know that the reader of the ad can enjoy espresso, gelato and bocce ball at each of the events, let alone the ability to see the 500 up close and personal, this is where the value of the scan lies. Immediate value, no, but offered nonetheless.  

2D Barcode Litmus Test: PASS

Last week, the Professional Golfer's Association (PGA) launched a half-page advertisement in The New York Times, which featured a JAGTAG QR Code. The advertisement was used to promote the final rounds of the PGA Championship, which just ended this past weekend.


For those not familiar with JAGTAG QR Codes, know that JAGTAG, which was recently purchased by Augme Technologies, developed their own version of a QR Code in spite of the fact that they had, up until recently, been all about their own proprietary code called a JAGTAG. Seeing how the barcode industry and advertisers were embracing QR Codes more and more, it seems as though the company did not want to hold out and rely solely on their proprietary code, so they developed their own version of a QR Code. (If I am wrong on this, please someone from Augme/JAGTAG correct me.) To date, this is only the second JAGTAG QR Code that I have seen.

Although there is no instruction or description associated with the JAGTAG QR Code in the advertisement, I do give the PGA points for a well-crafted mobile website, which the code links to. When the reader of the advertisement scans the code, they are brought to a mobile site that displays the tournament's leader board and provides links to the following items: tee time schedule, TV schedule and player bios. Also, at the top of the screen, there are at least two rotating banner ads, one for the PGA shop and one for an iPhone app.


As good as the mobile site is, there are a couple of questions/comments I have for the marketing/creative/development team. First, when a reader touches the "PGA Shop" link, why are they brought to a desktop version of the shop's website? Why not link to a mobile shopping page, and keep the mobile experience happening? Second, when a reader touches a player's name to read their bio, why does the reader then have the option to view the full mobile site? Why not link the reader to the full mobile website upon scanning the code? (The full mobile site provides links to: locate a player on the course, a Twitter stream, spectator alerts, snap and share the broadcast via Facebook and Twitter, follow the event live, video highlights and top stories.) If it's all about the user experience, why not lead with the full mobile site and continue with the mobile site?

I am curious to know if the PGA used any JAGTAG QR Codes at the event itself and, if so, how? Also, knowing that Golf Digest, a leading golf magazine, has for quite some time made use of Microsoft Tags in their publication, I am wondering if any thought or consideration was given to this type of code, figuring that so many Golf Digest readers (i.e., PGA Championship fans/viewers) would already be aware of and accustomed to Tags.

2D Barcode Litmus Test: PASS

The other day, a story was reported about QR Codes being placed on the bottoms (i.e., bikini bottoms) of Britain's female beach volleyball champions, all in time for this week's test London 2012 Olympic beach volleyball tournament.


Since the story broke, the campaign has garnered a great deal of attention in the 2D barcode community, as well as outside, and it has raised some interesting thoughts and questions about how clever the use of QR Codes, in this manner, may or may not be. One camp believes that using codes in this manner makes little or no sense, because the codes are too small and the players are too far away and moving too often to make the codes scanable. The other camp believes that it was never the advertiser's intention to have the codes scanned in the first place, and that it was more a matter of generating some free publicity for the brand. While I can understand each camp's perspective and reasoning, I believe an interesting word/idea is being used here that we don't often see or hear when discussing and analyzing 2D campaigns, and that word/idea is intention.

Developing and implementing 2D-based campaigns that hinge on the idea of intent, I believe, starts to create a slippery slope for advertisers, and here's why. When a consumer sees a 2D code, their reaction is to scan. But, if the advertiser's intention was for the code not to be scanned, and there was some other modus operandi behind the campaign, what does this mean or do to the consumer? What will the consumer think or how will he/she react to the next 2D code that he/she comes across from this brand or others? How does the consumer benefit or win in this situation? What happens to the consumer's set of expectations, as they relate to the advertisement, offer, call-to-action, brand experience, mobile experience, etc.? Sure the advertiser knew what they intended to have happen via the campaign, but no one clued in the consumer.

While there is probably little denying that the company got a great deal of free publicity from this campaign, was that their only objective? If not, what were the others and were they met? To make 2D campaigns intentional or unintentional may be clever at best, but if the idea is to drive business and raise awareness and adoption of the technology, I don't see how playing clever mind games like this really helps. To me, it's kind of like saying, here's the URL for our company's website, go check it out, but when you get there don't be surprised or disappointed if the home page and everything you thought you were going to be able to see, read about and do is not there. Something just does not sit right, or is it me?

Lab 42 recently published the infographic below, which comes as a result of the company conducting an online survey via social networks of 500 people in the U.S. over the age of eighteen.


While some of the findings may be obvious or not and/or useful or not, the one question I would have asked is: Knowing where a code leads to or what a code offers, would you scan the same code again? To me, a question like this speaks to the overall effectiveness of a code/campaign, not just where people are finding them, how well they might be recognized and how they are being used.

Sunbrella, the manufacturer of premium outdoor fabrics and upholstery, recently launched this print campaign,  which features a QR Code.

When the code is scanned, the reader of the advertisement is brought to a mobile website (how refreshing), which is rather well thought out. On the mobile site, a consumer can: learn how to clean the fabric, where to buy the fabric, view a fabric image gallery and read about designer perspectives. As much as the mobile website serves its purpose (i.e., providing basic product and company information), I believe the company could have gone down the value delivery path a bit further. Not that any and all 2D-based advertisements need to provide a free lunch, but if the point of advertising is to captivate an audience and move that captive audience further along in the purchase decision process, why not offer something of significant value and/or benefit, call it an incentive if you will? Why not offer a person who scans the QR Code a dollar amount off the purchase of something, anything, Sunbrella? Or, since the company is all about outdoors, why not offer an outdoor home accessory of some kind, based on a Sunbrella purchase?

The thought here is to make the code scanning experience that much more remarkable, intriguing, exciting, etc., so that the person scanning the code 1) becomes that much more interested in the product being advertised and 2) wishes to tells others in their social network about the company, the product and, just as importantly, the experience in and of itself. To this last point, one item I did not notice on the mobile site was a way for a reader of the ad to easily share the mobile website's content via Facebook, Twitter, email, etc. Social sharing and email widgets should be part of most every mobile site. 

2D Barcode Litmus Test: PASS

Last year, Allure magazine featured about 36 Microsoft Tags in its August "Free Stuff" issue and received about 444,000 code scans (see article). This year, Allure placed 33 Tags in the August issue, same premise (i.e., free stuff), and it was recently reported that, in just three days time, the magazine has gotten 200,000 code scans. If this pace continues, last year's record of 444,000 scans will be broken.

While I have little doubt that last year's number will be surpassed, and that Microsoft and Allure will both hang their hats on this campaign, what I would like to know is 1) of the 200,000 scans this year, or the 444,000 scans last year, how many were done by the same person/same mobile device, 2) given the number of unique magazine readers/ Tag scanners, what's that number versus the magazine's circulation, which is pegged at over one million, and 3) how has the use of Tags increased magazine sales, this year and/or last year? It's one thing to claim a high rate of scans, it's another to know exactly how many people are behind the scans and how sales have been effected by the use of 2D technology.

Certainly a campaign like this benefits the companies providing the free merchandise, but I wonder just how much Allure gets out of it. If anything, I suppose they get some free publicity from the stories that are written based on the campaign.

If anyone from Microsoft Tag or Allure cares to chime in please do. Thank you.

The other week, I wrote about Augme Technologies' purchase of JAGTAG. Late last week, the company announced the purchase of Hipcricket Inc. for $44.5 million. Now what, or should I say, who's next? The company seems to be upping the ante with respect to being able to provide robust mobile marketing solutions, but the question still remains, can the campaigns based on Augme's platform deliver, regardless of this or any other merger/consolidation activity? Time will tell.

Last Friday, Mobile Marketer posted an article about Toyota Motor Sales U.S.A.'s new promotional campaign, which features a SnapTag.

According to the article, Toyota chose SnapTag over QR Codes, because the company wanted to reach as broad of a mobile phone audience as possible. Where QR Codes only play to a smartphone audience, in a pure sense, SnapTags play to a smartphone audience and a feature phone audience. Smartphone users can download a SnapTag reader app to scan the Tag, and feature phone users can send a short code in order to receive a reply message with the intended content. What I can't see in the Toyota SnapTag below are the instructions for locating and downloading the SnapTag reader app, but maybe this is written in the promotional piece itself and is not part of the Tag.


Besides the thought of trying to reach as broad of an audience as possible, the article goes on to say that, "Toyota was able to brand the SnapTags with icons and logos that are specific to the company, rather than a QR code that does not offer any brand affinity." Please read that last part again, "rather than a QR code that does not offer any brand affinity." Hello, Toyota marketing/creative and/or your agency, not sure where you are getting your information from, but QR Codes can be customized and do offer brand affinity. While generic QR Codes are just that, generic, there is the ability to customize a QR Code with a logo and/or corporate colors (i.e., brand affinity) (see QRArts, Warbasse Design). Why and where this misconception comes from, I have no idea.

A second QR Code misconception is stated in the article comes from Michael K. Nelson, interactive communications marketing manager at Toyota, “SnapTags give us the ability to deliver multimedia content like videos and other interactive content, as opposed to QR codes which typically drive consumers to a Web site." Hello, Mr. Nelson, QR Codes need not always be linked to a website, they can be linked to multimedia content like videos and interactive content as well, it all depends on what the advertiser wants as the scan resolve.
 
Mr. Nelson also states, "Finally, SpyderLynk (the owners of SnapTag) gaves [sic] us the ability to measure our marketing performance to ensure we’re delivering what consumers want." and makes it sound as though QR Codes cannot be measured. Mr. Nelson, in case you did not know, QR Codes can be tracked with the same amount of accuracy and detail as SnapTags, it just all depends on the QR Code platform being used.

Lastly, it's great to see that a major brand such as Toyota is embracing the use of 2D technology, and it will be interesting to hear results if Toyota and/or SnapTag are so inclined to share, but the one thing I leave you with is this. I downloaded the SnapTag reader app and tried several times to "snap" the Tag, but it did not work. In all fairness, this Tag might not be ready for scanning but, if it is, Mr. Nelson might wish to rethink how "we're delivering what consumers want" (i.e., a 2D code that works). (FYI...I believe the SnapTag above is ready for prime time, because it is the same Tag used on SpyderLynk's website where they offer a demo of the technology.)

Progressive Insurance, recently launched a two-page (front and back) advertisement in Real Simple magazine, where each page features a QR Code. The campaign is built on a "Where's Waldo?" theme, but instead of finding Waldo the idea/challenge is to find Flo, the company's spokeswoman.

When the first QR Code is scanned, the reader of the ad is brought to a very simple page which reads, "Find Flo. Find me as fast as you can. Lower your time by finding the bonus items." At the bottom of the screen is a "Play Game" button which, when touched, the reader can start to play the game and try to locate Flo in the same image that appears in the print ad. So, which is it? Is the reader suppose to play on the printed page or the digital page? Does it matter?


On the top of the second page (see image below), the QR Code is displayed with this caption, "Find Flo and Pickles! Now Flo and her buddy are hiding. And don't forget, in the time it takes to find them, you could save hundreds on car insurance at progressive.com." Scanning the second code brings the reader of the ad to the same landing page as the first code, and when the "Play Game" button is touched the same "Find Flo" image is used.

So, what's really going on here? Let's take a closer look. First, the company makes reference to a person named Flo like everyone knows who she is and/or cares. If I am a Progressive customer, chances are I know who Flo is and what she stands for, but as an existing customer, am I really going to pay that much attention to a sales ad, let alone the game? Probably not. If I am not a Progressive customer, Flo probably means very little to me and to try and find her and her buddy probably means that much less. So chances are the game means little to me and, perhaps, the code as well. Second, with respect to the tag line or call-to-action (i.e., And don't forget, in the time it takes to find them, you could save hundreds on car insurance at progressive.com), what's that suppose to mean? For some people it might take 10 seconds to find Flo and/or Pickles, others maybe 30 minutes, depending on how they go about playing the game, so which is it? Ten seconds or 30 minutes to save on car insurance? Third, what happens after the game is played (in full disclosure, I did not have the wherewithal to play to the end), is something won or awarded to the reader of the ad?

My take on this campaign: the target audience is not very well defined, the call-to-action is not very well articulated, the use of the QR Code means very little, or I should say, delivers very little and, when all is said and done, the reader of the ad walks away with nothing. Instead of offering someone the chance to win a silly search game, what about the chance to win some money off of their first premium bill, or to win a free accessory for their car, etc. Something, anything, of substance and value. I know car insurance advertising has gone through a number of thematic changes as of late, all to attract younger drivers, but is this the way (i.e., to find Flo and play games)? While it might make sense from Progressive's perspective, I am somewhat skeptical, especially because I don't know who this ad is really targeted towards given the demographics of Real Simple magazine. Could this have been a media placement gone wrong?

2D Barcode Litmus Test: FAIL

Edelman Leather, a manufacturer of premier leather for upholstery, has launched a new print campaign, which features a QR Code. This full-page, right-side advertisement was spotted in the current issue of Architectural Digest, and one thing worth noting about the code, other than the fact that there are no instructions or descriptions accompanying it, is that the code is not displayed in the most ideal location. Putting the code up against the gutter lessens its visibility, as readers thumb through the magazine, and also makes it a bit more difficult for readers to scan. Ideally, the code should be placed opposite the gutter or in the center of the page.


When the reader of the ad scans the code, he/she is brought to the "what's new" page on the desktop version of the company's main website. Ho, hum. While it's great that the company wishes to announce and promote a new line of leather products, there is absolutely no incentive or call-to-action to motivate someone to order samples, place an early order, or even request additional information. Nothing. Once again, a company extends its hand to engage and interact with a prospective client, but chooses to walk away before doing so. Either business is that great and Edelman does not need to rely on winning new customers, or the marketing/creative team simply did not think through the 2D/mobile experience full or far enough. My guess is the latter. 
 

Companies need not feel overwhelmed by the thought of using 2D barcodes in their advertisements. Yes, there are a number of nuances to the technology from a technical and marketing perspective, but all it really takes is some well thought out planning, time spent learning about 2D and mobile marketing best practices and, if need be, a reality check prior to launch.

2D Barcode Litmus Test: FAIL

In the past, I have commented about QR Code density and, because this is an often overlooked topic/best practice, I thought to revisit the subject in greater detail.

Code density refers to the number and size of the black modules that make up a QR Code itself. As more information is embedded into a QR Code, the number and size (i.e., the density) of black modules increases and the code becomes that much more difficult to scan by a code reader app. The images below illustrate the idea of code density. Both images link to the same URL address (http://www.2d-barcodestrategy.com/2011/06/you-didnt-really-want-readers-to-scan.html). The top code was generated using the long URL. The bottom code was generated using a URL shortener. Very easy to see the difference with respect to density.



If either of these two codes had to be reduced in size to fit a magazine print advertisement, chances are the person reading the ad would have a harder time scanning the top code than the bottom code, all because of density. When generating QR Codes, the objective, among many others, is to keep the information embedded in the code as simple as it can be, and this is where URL shorteners (e.g., TinyURL, bit.ly, goo,gl, etc.) come to play.

As necessary and as advantageous as URL shorteners can be with respect to QR Code generation, they do have their disadvantages, and even security risks, that need to be understood and addressed as a 2D campaign strategy is formulated and implemented. Listed below are a number of issues and/or concerns with the use of URL shorteners:

Reach: Many email networks and Wi-Fi hotspots at libraries, airports and restaurants actively block links that use URL shortening services. When you use a URL shortening service be prepared for some users to not be able to access your message.

Code Management: Some URL shortened links cannot be edited and do not expire, so they will always redirect to the site for which they were originally created. It's always a good idea to check that your long URL and/or custom name are correct before creating, sharing, or printing your URL shortened links.

Control of Information: With many URL shortening services you are releasing to them the right to harness your user data and share it with the world, including your competition. For example, to learn more about the life of any given bit.ly URL, simply add a "+" sign to the end of that link and you will be directed to a page with that link's statistics.

Link Rot: Short URLs will be subject to link rot if the shortening service stops working; all URLs related to the service will become broken. It is a legitimate concern that many existing URL shortening services may not have a sustainable business model in the long term.

Closure by Internet Service Provider: URL shortening sites are sometimes shut down by their hosting Internet service provider (ISP) because the links are being used for illicit purposes.

International Law: Shortened Internet links typically use foreign country domain names, and are therefore under the jurisdiction of that nation. Libya, for instance, exercised its control over the .ly domain in October 2010 to shut down vb.ly for violating Libyan pornography laws. Failure to predict such problems with URL shorteners and investment in URL shortening companies may reflect a lack of due diligence.

Blocking: Some websites prevent short, redirected URLs from being posted. In 2006, MySpace banned posting TinyURLs and Facebook, in July 2010, blocked TinyURL and bit.ly links, as part of what it called a "temporary spam prevention measure."

In 2009, the Twitter network replaced TinyURL with bit.ly as its default shortener of links longer than twenty-six characters. In April 2009, TinyURL was reported to be blocked in Saudi Arabia. Panera Bread blocks access to TinyURL within its free Wi-Fi network. Yahoo! Answers blocks postings that contain TinyURLs, Wikipedia does not appear to accept links by any URL shortening services in its articles and Craigslist does not appear to accept bit.ly links in its posts. Microsoft web security is currently blocking the URL shortener o-x.fr as a "phishing site".

Privacy and Security: Users may be exposed to privacy issues through the URL shortening service's ability to track a user's behavior across many domains. On the security side, a short URL obscures the target address and, as a result, can be used to redirect to an unexpected site.

Additional Layer of Complexity: Short URLs, although making it easier to access what might otherwise be a very long URL or user-space on an ISP server, add an additional layer of complexity to the process of retrieving web pages. Every access requires more requests (at least one more DNS lookup and HTTP request), thereby increasing latency, the time taken to access the page and also the risk of failure, since the shortening service may become unavailable.

The last disadvantage and/or risk associated with the use of URL shorteners is probably the most important to discuss and understand, and this relates to Catastrophic Point of Failure, a phrase coined by Philip Warbasse, head of Warbasse Design. According to Mr. Warbasse, marketers, creatives and developers need to look at a 2D barcode or pure mobile campaign, from beginning to end, and consider what he refers to as "fail points." Some fail points are embarrassing (e.g., a broken link to an image) while others can be catastrophic (e.g., a broken link to a page or the entire site itself). To know that a QR Code may be generated using a URL shortener, Mr. Warbasse believes that the client must understand what they are giving up by using a URL shortener. In this case, control over entrance to the campaign. "It's like having your neighbor hold your house keys. Every time you want to get in your own home, you have to go across the street to get your keys and if your neighbor is not home, you are out of luck," says Warbasse. At times, when it matters most, companies should never hand over control of their mobile strategies/campaigns to a third party (i.e., a URL shorterner service), because of all of the disadvantages and risks mentioned above. An advertiser's goal should be to minimize fail points and, if that's the case, it only makes sense to bring URL shortening in-house. Another solution might be to register a short, nondescript URL instead of making use of a long one.

In summary, I have seen far too many 2D-based campaigns fail for the simple reason that the QR Code used was too dense. Before setting out to build a QR Code-based campaign, know the standards when it comes to code generation and density, and know that using a third-party URL shortener may not always be the best solution.