2.15.2012

When Interactive Marketing Fails

Recently, I saw this "interactive" print advertisement for Beauty Bar and, while clever, I am not really sure what to make of it.

Printed in the center of the page, on the woman's face, are the following "interactive" instructions: 1. Go to beautybar.com/now on your smartphone browser. 2. Place smartphone here. 3. See today's look applied. Simple, right? Wrong. I followed the instructions and attempted to "interact" several times, but nothing appeared on the screen. Frustrated, I went to my laptop and typed in the URL address given in the instructions. Here, I was able to see what I should have been able to see on my smartphone, which was a rotation of six different images of the model in the print advertisement, where each image portrayed the model in a different look (i.e., different makeup). 


As I said, a clever use of a smartphone, but too bad the interactive experience never materialized as intended. But, even if the experience worked, I wonder how the company would enable the reader of the ad to read and learn more about their products, purchase the products and/or share the content/mobile experience with others. Also, where would the value and benefit have been for the reader? Was a purchase discount being offered, exclusive content, anything?  


Questions to the marketing/creative team: Did you consider using a mobile barcode or a digital watermark?  Did you find codes or watermarks too involved or too costly? Did you actually test the resolve mechanism?  Was this developed in-house or via an agency or vendor? Were any objectives set for the campaign?

Question for the players at home: Do you believe we see more of this interactive strategy or does it fall by the wayside?

While this is not a true 2D barcode campaign, it strives to be interactive, but fails. Sorry.

2D Barcode Litmus Test: FAIL

1 comment:

  1. It looks like a complete cock-up on behalf of the marketing team. The given url results in a 404 page, with the actual page seeming to be beautybar.com/beautyofnow. But even then it doesn't resolve to anything on a mobile phone that could be overlaid on the advert, only the desktop site. Very bizarre.

    With regards use of a 2D code, a combination of a QR Code and the url underneath within a blank area would have been better (like the talking CV from last year). Overlaid on the face looks a little odd. As long as the destination worked of course!

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