Giorgio Armani uses Image Recognition

Giorgio Armani launched a new interactive print advertisement to promote its new Sport Code fragrance, and the interactive method used in the advertisement is based on WiMO's image recognition technology.

In the lower left-hand corner of the advertisement is copy which reads, "Scan this ad to receive a free sample. This ad is WiMo enabled. Scan this page with the WiMO app." Beneath this copy there is additional verbiage which states, "iPhone/Android/Blackberry or point your phone to getwimo.com." While it's all well and good that the company provides a call-to-action and instructs readers of the advertisement on how to interact with the page, it might help if the copy was not in such minuscule type and placed near the magazine's gutter. (Was creative and media placement in sync here?)

When the page is scanned with the WiMO app, the reader of the advertisement is brought to a mobile friendly page where they can type in their name, email address and postal address to claim the free fragrance sample. Beneath the contact form, there are buttons which enable social sharing via Facebook, Twitter and email. So far, so good, but what then? Exactly, what then? Nothing.

After entering the requested name and address information and pressing the send button, there is nothing else for the reader of the ad to do or see. No link to the main Giorgio Armani website, no link to a fashion page or video, no link to another fragrance page, no link to a shopping page, nothing. You have the consumer in hand, why not try to go one step further?

While the technology used is slightly different than QR Codes, Microsoft Tags, etc., the premise remains the same...how great is the 2D/mobile/interactive experience and does it offer value, relevance, meaning and benefit to the consumer? Yes, a free product sample is offered in exchange for spending the time to scan, but why not make the experience that much richer and more fulfilling. Most everywhere in the digital space site/page stickiness is looked upon as a way to win business, but here the site/page is more like Teflon.

2D Barcode Strategy Litmus Test: FAIL

1 comment:

  1. Thanks Roger for publishing this post. Interesting indeed to see that although Armani tried, they just didn't take it to the next level.
    Would have been interesting to see if they can enable "Liking" the facebook page or get the ability to "hear" the sensous voice of the models say "thank you" or something - within brand and "surprising" me as a consumer.