When Delta's SnapTag is scanned, I'm brought to a mobile landing page, which shows three product images of the product depicted in the ad, and buttons to "pin" the product to Pinterest. Other than that, nothing else is offered to the reader of the ad. Question for the marketing/creative/digital folks at Delta. If the advertisement is targeted to consumers who have never purchased this particular product (my assumption), why are you asking them to pin the product on Pinterest? Is a consumer to pin something just because it looks good or, because they are a raving fan of the product, use it everyday and love it and want to share this experience with others? Not to digress, but this is what I don't get with pinning or likes, etc. How can a company, or I should say, why would a company solicit pins and likes from consumers who have never bought, tried and/or used their products or services? This seems awfully shallow and somewhat meaningless. Is there a reason for this that I just don't get?
Back to the campaigns and analysis.
While the code formats used in these ads can be debated, as I said, I'm more concerned with and interested in how successful either of these ads are at getting me (or any consumer) closer to purchasing a faucet. To know that Delta's ad stops at requesting a pin, and that Moen's ad goes that much further to provide useful and relevant product/company information, I believe Moen's ad wins hands down. Delta's ad is an interruption. Moen's ad is anything but.
The one feature that I believe could benefit both ads is more of an incentive to purchase (i.e., a discount code, coupon, etc.).
2D Bar Code Litmus Test: Moen - PASS, Delta - FAIL