PSFK presents Future Of Mobile Tagging Report

PSFK presents FUTURE OF MOBILE TAGGING A REPORT www.PSFK.COM n s u lti n g Co ii

PSFK presents FUTURE OF MOBILE TAGGING AWARENESS FOREWORD Co n s u lti n g Mobile tags offer a unique opportunity for brands and their agencies to Beyond the purchase, marketers can use the technology to enhance interact with potential and existing customers. These two dimensional customer service. For example, how-to instructions can be made barcodes can be applied to almost any surface and the information easily accessible with the simple capture of a mobile tag. contained within them can be leveraged to create incentives and drivers that lead consumers along the purchase path. Mobile tags provide an exciting opportunity to interact with customers in ways not previously available to marketers. This report By bridging the online-offline divide with a click of a mobile phone shines a light on to the work of other marketers to both inspire you button, mobile tags can drive a brand or product’s awareness. In this and present some mobile tagging options as you consider your report we look at how companies are using competitions and gaming next campaign. to engage a new audience. When a shopper scans a mobile tag, they can also gather a deeper level of information that will help them decide about the purchase of a product. Marketers are using the technology to provide an insider’s view about a brand—and they are also using the mobile tag to provide Piers Fawkes Founder & President immediate status updates sent directly to a customer’s phone. PSFK Mobile tags can support the purchase stage. Opportunities being explored by brands and their agencies include the ability to scan-to- pay and also the offering of loyalty rewards. This report is kindly sponsored by PSFK.COM ii

PSFK presents FUTURE OF MOBILE TAGGING AWARENESSCONTENTS TABLE OF Co n s u lti n g introduCtion 1 CrEAtiVE usEs 3 AWArEnEss Instant Lottery 5 Mobile Arcade 11 Travel By Tag 17 inForMAtion gAtHEring Product Preview 26 Content Sampling 32 Behind The Scenes 38 Scan-Triggered Updates 44 ACtion/PurCHAsE Scan-To-Pay 53 Unlockable Rewards 59 Post-PurCHAsE Feedback Loop 68 Mobile How-To 74 HoW to MobilE tAg Introduction to Tagging, Benefits and Uses 83 Reporting and Measurement 85 Custom Tag Marketing Execution Showcase 86 PSFK.COM

PSFK presents FUTURE OF MOBILE TAGGING INTRODUCTION Co n s u lti n g PSFK’s Future Of Mobile Tagging PSFK PROCESS PSFK conducted a research cycle during which our SPONSOR report presents key trends in the researchers searched for signs of change and spoke The publication of this report is kindly mobile tagging space, so as to to opinion leaders about shifts in the mobile tagging supported by Microsoft Tag ® inspire marketers and their creative landscape. Our researchers gathered hundreds of pieces agencies about their future use of of data that provided signals of change in usage of the technology in their branding mobile tags. At the end of the research period, PSFK’s team conducted pattern recognition to identify trends, activity and communication the strongest of these are featured in this report. campaigns. ABOUT PSFK is the go-to source for new ideas and inspiration for creative business. The New York City based trends research and innovation company publishes a daily Throughout this report you will see news site, provides research and business consultancy, tags that take the reader to additional manages a network of experts and hosts idea generating information, including videos. events. PSFK aims to inspire its readers, clients and guests to make things better—whether that’s better products, better services, better lives or a better world. CONTACT Piers Fawkes - Project Lead piers.fawkes@psfk.com Jeff Weiner - Business Development jeff.weiner@psfk.com Get your free tag reader in your smartphone’s app store by searching For copies of this report, scan the mobile tag on this for ‘Microsoft Tag,’ or at the URL: page or visit: www.gettag.mobi www.psfk.com/future-of-mobile-tagging PSFK.COM 1

PSFK presents FUTURE OF MOBILE TAGGING AWARENESS INTRODUCTION Co n s u lti n g ABOUT MOBILE TAGS A mobile tag is a two-dimensional image encoded with information. It is decoded using a cameraphone application. These tag reader applications are able to scan tags and react accordingly based on the patterns within the image. Based on the information contained within the tag, the tag reading software can perform a variety of functions including the display of text or images, hyperlinking to specific URLs, linking to video content and providing contact information. VARIATIONS Information can be encoded into two-dimensional images in multiple ways. There have been upwards of 70 different types of tags developed over the past decade, each with associated applications built to identify their specific method of encoding. Many of these application designs are used for logistical purposes in industrial verticals. For the purposes of this report, it is important to consider three key consumer-facing methods for capturing information through a cameraphone. MICROSOFT TAG QR BARCODES Microsoft Tag® is a barcode Originally used as a method for Various mobile phone designed to deliver encoded tracking vehicle part inventory, applications are using the information to a phone from a the Quick Response code is an barcodes found on products to server. When the Microsoft Tag is open source platform now used serve up information and scanned by a mobile phone’s as a form of scannable barcode. services. When a user scans the reader, it gathers information QR is a not a proprietary barcode with their phone’s loaded on a server and sends it medium, so there are a number camera, services like Stickybits, back to the phone. This feature of disparate formats available for RedScan and eMoby will identify allows the tag to be used use. The design of this type of the product and provide pricing differently over time as the mobile tag contains the entirety information, user reviews and information can be updated on of the information being other product data. the backend without changing transmitted and therefore doesn’t the design of the encoded image. need online access to decode the Microsoft Tag offers an array of information held within it. Each tracking metrics including code can contain over 4,000 location data. alpha numeric characters. Learn more about creating mobile tags for business and marketing in a special How To Tag section beginning on page 81, brought to you with help from our sponsor Microsoft Tag. PSFK.COM 2

PSFK presents FUTURE OF MOBILE TAGGING CREATIVE USES Co n s u lti n g For AWArEnEss 1. INSTANT LOTTERY 2. MOBILE ARCADE 3. TRAVEL BY TAG For inForMAtion gAtHEring 4. PRODUCT PREVIEW 5. CONTENT SAMPLING 6. BEHIND THE SCENES 7. SCAN-TRIGGERED UPDATES For ACtion/PurCHAsE 8. SCAN-TO-PAY 9. UNLOCKABLE REWARDS For Post-PurCHAsE 10. FEEDBACK LOOP 11. MOBILE HOW-TO PSFK.COM 3

CHAPTER 1 AWARENESS Mobile tags can be used to capture people’s attention and draw them into an experience. Marketers can use them to raise awareness, build brand perception and engage an audience that is on the go. 1. instant lottery 6 2. Mobile Arcade 3. Travel By Tag www.PSFK.COM 4 4

INSTANT LOTTERY Rapid entry into contests and competitions AWARENESS

PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g iNSTANT lOTTERY The organizers behind promotional competitions are leveraging mobile bEAutY Point tags as a platform for instant entry ProduCt oF sAlE into contests. With the ability to giVEAWAY ContEst quickly access information through a personal phone, people are able to enter contests with less friction around signup and registration. OPPORTUNiTiES • Turns static media into a “live” experience where the shopper may sCAn turning win instant prizes. EntErs ProduCt • Information like location and FAns into bArCodE contact details can be easily tiCKEt sCAns into captured from the phone, making it a one-click, opt-in process to giVEAWAY rEWArds enter sweepstakes. • Promotions that can be updated through mobile tags give print media a longer shelf life. “Brands are doing a number of things to drive people to sweepstakes. From the consumers’ point of • Downloadable content including view, they just want to scan, sign up and have a chance to win. It is simply a more convenient way for contest details can be shared somebody to start interacting with them at the beginning of the experience.” among friends. Aaron Getz Product Unit Manager, Microsoft Tag PSFK.COM 6

PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g BEAUTY PROdUCT givEAwAY For the August 2010 issue of Allure Magazine, readers were given a total of $725,000 in free beauty products through a series of mini-sweepstakes. Readers who had signed up for the US fashion publication’s contests were notified by text message 15 minutes before new giveaways were about to take place. At this point, they opened the magazine and entered by simply scanning a Microsoft Tag on a specified page. The use of mobile tags reportedly attributed to a 28% increase in entries over the previous year’s issue. PSFK.COM 7

PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g POiNT OF SAlE CONTEST When Wilkinson Sword launched their new Hydro Razor 5 in the UK, they featured mobile tags alongside the retail product displays. By scanning a QR code on a POS promotional flyer, shoppers were able to visit a site where they could view videos highlighting the razor’s new features and enter a competition. PSFK.COM 8

PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g SCAN ENTERS FANS iNTO TiCKET givEAwAY Independent record label Fearless Records published Microsoft Tags to help fans win tickets for their bands’ shows. Printed fliers and websites advertising upcoming shows invited fans to scan the tags to receive a free track download and also get entered into a drawing for tickets. PSFK.COM 9

PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g TURNiNg PROdUCT BARCOdE SCANS iNTO REwARdS To promote their newly launched fair trade ice cream, Ben & Jerry’s partnered with Stickybits in November 2010 to reward the first 500 users to scan the new flavors. Upon scanning, consumers had the chance to win free Ben & Jerry’s products, and were able to win a branded T-shirt after scanning two separate pints. PSFK.COM 10

MOBILE ARCADE Playful experiences fuse physical with digital AWARENESS 11

PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g MOBilE ARCAdE Mobile tags are being used as a platform to initiate social games tEAM-bAsEd PHonE As gAME and group-based challenges. Tags MobilE gAME ControllEr that are tied to one another can be EnCourAgEs spread across physical and digital CAMPus spaces to encourage discovery and playful experiences. intErACtion OPPORTUNiTiES • Team and group affiliations can be facilitated through the use of mobile tags, giving people the option to scan different mobile loCAtion- riddlEs tags to show their support for bAsEd gAME EnCourAgE groups and brands. tHrougH CitY • Promotions can deliver an CEntrAl PArK EXPlorAtion incentive to drive people to particular locations and bring them together for shared experiences. • Tags can be used to turn the phone into a console, launching experiences that use a “We work with a mainstream audience, and we know they’re playing games on their phones. If we can smartphone’s camera to react to incorporate gaming into a brand’s advertising and make it fun with value to the consumer, it becomes a win/win. There’s the potential for these games to add something that people don’t already have on the physical world. their phone.” Carlos Lamadrid Senior Vice President & Chief Brand Officer, Woman’s Day Brand Group PSFK.COM 12

PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g TEAM-BASEd MOBilE gAME ENCOURAgES CAMPUS iNTERACTiONS A student team at Boulder Digital Works, the creative technology program at Colorado University, developed the on-campus game Zombies vs. Hippies through the use of posters embedded with a Microsoft Tag. By scanning different posters, participants were entered into various group missions and hunts that took place on campus between groups of students, guided by instructions delivered through each tag. By completing missions for their team, participants added to their team’s overall score. PSFK.COM 13

PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g PhONE AS gAME CONTROllER Pirata is a multi-player, augmented reality boat racing game that uses iPhones as controllers. When standing in front of a computer screen loaded with the game’s website, each player is able to choose a side by scanning one of two tags. Once enough players sign up for a team, the players compete by making a rowing motion with their phone and propelling their boat forward. PSFK.COM 14

PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g lOCATiON-BASEd gAME ThROUgh CENTRAl PARK To promote New York City parks during Arbor Day weekend, Agency Magma devised a game played using mobile tags scattered throughout Central Park. Participants moved along a map to various points in the park where they could scan QR codes to learn more about the immediate area. This information came in the form of a trivia-based game, where players were able to move along different paths as a strategy to potentially earn more points. PSFK.COM 15

PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g RiddlES ENCOURAgE CiTY ExPlORATiON Russian beverage company Red Energy staged a hunt through Moscow that led participants from one tag to another, using riddles as clues to the next location. The game began each week at a large mobile tagged billboard at one of Moscow’s central metro stations. By scanning the QR code on the advertisement, participants were sent to specific street corners and bus stops. The winner was the fastest to crack all seven clues. The game and prizes were updated each week, providing new challenges for returning players. PSFK.COM 16

TRAVEL BY TAG distant experiences in the palm of your hand AWARENESS 17

PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG TRAvEl BY TAg By delivering rich video experiences and location-specific content, mobile liVE PrEViEW rEgionAl tags can help potential travelers get oF VACAtion inForMAtion a better understanding of unfamiliar dEstinAtions EnCodEd places. Regional information can be in PostAgE instantly available anywhere, especially via tags on promotional flyers, stAMPs postcards and travel material. OPPORTUNiTiES • Destination experiences can be brought to life through point- bringing tAggEd CitY of-view videos and live webcam previews of actual locations. tourist giVEs tourists • Mobile tags can give people dEsitinAtions HistoriCAl the opportunity to purchase to liFE WitH ContEXt tickets directly while previewing VidEo destinations, at a time when travel is most actively on their mind. • Tags can include supplementary information that lives on location- relevant items like mail, buildings, “The storytelling ability we have today is so much more advanced than it was even five years ago and regional marketing collateral. because of the ability to immediately link people to content. This is a great boon to products and services that are promoted best through demonstrations. Mobile tags are the tool to enable these experiences, quickly changing a static two-dimensional communication piece into a very rich experience. Marty Yaskowich Managing Director, Tribal DDB Vancouver PSFK.COM 18

PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG Co n s u lti n g livE PREviEw OF vACATiON dESTiNATiONS By adding Microsoft Tags to print advertisements, the Fort Lauderdale Convention and Visitors Bureau was able to deliver live views of beach destinations. Posters were distributed through Manhattan to attract tourists to vacations in the state; when scanned, users were directed to live webcams which showed various areas in real time. In addition, tagged brochures sent readers to descriptive videos of Fort Lauderdale resorts. PSFK.COM 19

PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG Co n s u lti n g REgiONAl iNFORMATiON ENCOdEd iN POSTAgE STAMPS Correos, Spain’s postal authority, in conjunction with the mobile marketing company Macanudos, has released a QR-coded stamp that when scanned will pull up additional information about a particular product or place. The mobile tag on the first release of stamps directed a phone’s browser to information and videos about the Alhambra of Granada region. PSFK.COM 20

PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG Co n s u lti n g BRiNgiNg TOURiST dESTiNATiONS TO liFE wiTh vidEO The Canadian Tourism Board has used mobile tags in a print campaign aimed at attracting travelers from the US. QR codes appeared in ads designed to look like blog posts that were featured in publications including the New York Times. When scanned, people were able to find out more about various travel destinations through interactive videos that brought to life experiences like riding down a mountain zipline at 90mph or taking a horse carriage ride through old Quebec City. PSFK.COM 21

PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG Co n s u lti n g TAggEd CiTY givES TOURiSTS hiSTORiCAl CONTExT In the Italian city of Turin, web agency mediaKi.it placed Microsoft Tags in parks, museums, and monuments, so that visitors could scan them as they walked past important landmarks. When scanned, the tags provide information about the history of the location as well as maps to help tourists navigate new areas. PSFK.COM 22

PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Magazine publisher Carlos Lamadrid explains how tags can bring innovation to print advertising • When utilizing a tag in any campaign, it’s important to go through • Combining reader familiarity and the reliability of Microsoft Tag, a magazine certain steps. You have to train the consumer, and give them a reason to can easily sell the platform to advertisers as a tool that works and delivers take action. Alongside this, the actual tag itself has to offer something the intended experience. of true value to the consumer. • Brands should help consumers understand mobile tagging. One of the most • Tags tied to print can add deeper information or how-tos, but another important ways to do that is to make sure it is easy to understand what will stand-out use is giving alternative information to different types of be the specific value of scanning a tag. The best examples of this are tools readers. A recipe published in print may be useful for the main audience, that add to the content with which consumers are already engaging. So, if but there’s the opportunity to provide information for readers with the product is food, the consumer needs to know that by scanning they’re alternative diets. going to be receiving related information, such as a recipe, that will add to their experience. • Brands that use tags as a platform to launch games need to keep the experience fast and simple, and somehow unique from what these • One challenge is effectively demonstrating product benefits on the small people might already be playing on their mobile phone. One way to do screen of a mobile device. With Woman’s Day, brands are using print to this is by establishing some element in the print context that users can communicate the benefits and Microsoft Tag to deliver incentives, rather draw from while in the game. If an advertiser can incorporate this into than the other way around. their branding and create a fun experience, it offers real value to the consumer, making the interaction a win/win for both parties. Carlos Lamadrid SVP & Chief Brand Officer, Woman’s Day Brand Group Carlos Lamadrid is the Senior Vice President and Chief Brand Officer of the Woman’s Day Brand Group. Carlos brings years of leadership experience in publishing and a passion for great brands to help to steward the Woman’s Day suite of platforms to a new level. Since May 2010 Woman’s Day has been using Microsoft Tag in both their advertising and their editorial content to bring richer experiences to readers. PSFK.COM 23

PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Agency Founder Michael Ferrare shares his thoughts on the uses of mobile tags in advertising campaigns • Mobile tags like QR codes are an emerging technology that people are • When people have the opportunity to more easily capture information, and definitely going to use because it’s a really efficient means of accessing they can intuitively understand how they are supposed to use it, they want information. to bring their friends in to have the same experience. • Right now mobile tags are best used for allowing people to initiate a • Tags allow for a new strategy of creating content around specific events process, rather than to just deliver a coupon or content. Every ad today and locations to complement print media. The key idea is to use the mobile can have some type of mobile tag in the corner that makes transactions device to unlock digital content from something in a physical space. easy for consumers. • Great tag design makes dealing with change easier—most mobile tags are • The general concept of scanning an advertisement to connect with unmemorable and similar; it’s surprising that in a branded world, everyone a brand allows for a new path to the consumer, with potentially new is using basically the same image. Brands need to differentiate themselves experiences. With that, comes an opportunity to create original, and based on thoughtful use of design. uniquely memorable consumer content that offers more than just coupons. Michael Ferrare Founder, Agency Magma Michael Ferrare is the founder of Agency Magma, a creative content agency that helps brands explore new and innovative marketing approaches. The agency is made up of young creatives with expertise in emerging media. Specializing in premium brands and interactive experiences, Ferrare is formerly of Crispin, Porter + Bogusky, where he executed integrated creative work for Virgin Atlantic, Method Home, MINI, Burger King, Borders, and Volkswagen. PSFK.COM 24

CHAPTER 2 INFORMATION GATHERING Mobile tags can guide potential customers towards purchase by providing more information about products, services, retail and more. The quick access to additional information can create personal experiences that can be tailored for each shopper. 1. Product Preview 6 2. Content Sampling 3. Behind The Scenes www.PSFK.COM 25 25 4. Scan-Triggered Updates

PRODUCT PREVIEW giving consumers a sneak peek while with the product INFORMATION GATHERING 26 26

PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g PROdUCT PREviEw Mobile tags can give people the information they need to make lEArning sCAn For decisions about products they About nAturAl ProduCts tHAt are considering. With additional Food bEForE MAtCH HEAltHY technical information, people PurCHAsE diEts can understand how products will fit their wants and needs and they can also understand what to expect from an experience before they commit to making the purchase. WinE bottlEs giVing rEAl- OPPORTUNiTiES WitH tAsting liFE obJECts A • Scanning can direct shoppers notEs FroM to product specifications that digitAl MEMorY provide them with a deeper tHE ProPriEtor understanding of potential benefits. • Mobile tags can be linked to product reviews and side-by-side comparisons to help influence a customer’s decisions “We see a lot of good uses of tags around recipes. People can scan for additional information, such • For customizable products such as nutritional content, before they make a dish. If you’re looking at a dish with pork but you don’t eat as automobiles, shoppers can be pork, you can scan to find a recipe with alternatives.” connected to a site that enables them to add or subtract options, Carlos Lamadrid allowing them to see how their Senior Vice President & Chief Brand Officer, Woman’s Day Brand Group selections influence price and/or design. PSFK.COM 27

PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g lEARNiNg ABOUT NATURAl FOOd BEFORE PURChASE Meyer Natural Beef produces meat without additional hormones or antibiotics, selling to consumers who are highly interested in knowing how their food is sourced and about the farms that produce it. By scanning a Microsoft Tag on the packaging, shoppers can capture in-depth information about these practices while they’re standing in the grocery aisle. PSFK.COM 28

PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g SCAN FOR PROdUCTS ThAT MATCh hEAlThY diETS Shopwell is a platform that helps people manage their diet and nutrition needs. Users build an online proﬁle noting information such as gender, age and goals, which the service uses to offer personalized food shopping advice. When visiting retail locations, shoppers can scan product barcodes through the Shopwell mobile app, instantly pulling up highlighted ingredients and nutrition labels. It will also tap into a user’s dashboard in order to generate customized food scores and provide suggested alternatives. PSFK.COM 29

PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g wiNE BOTTlES wiTh TASTiNg NOTES FROM ThE PROPRiETOR California’s wine focused marketing group, Sevencamp, is aiming to standardize the use of mobile tags on wine bottles through their offshoot QR4Wine. When the bottles’ labels are scanned, wine tasting notes and extensive information about the vineyard are provided. PSFK.COM 30

PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g giviNg REAl-liFE OBjECTS A digiTAl MEMORY Tales of Things is a collaborative project that makes it easy for people to add digital memories to any physical object by attaching a QR code. The codes are associated with online video, audio or text that tells the ‘tale’ of that object. The idea behind the project is that the addition of narrative creates a deeper connection between people and their physical objects. PSFK.COM 31

CONTENT SAMPLING delivering experiential media INFORMATION www.PSFK.COM GATHERING 32 32

PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g CONTENT SAMPliNg Mobile tags placed in relevant EnCoding sAMPlE MusiC locations offer people the ability to An AutHor’s bEForE quickly experience content that AdditionAl PurCHAsE illuminates whatever they are involved with at that moment. This WorK into content can give people more infor- booKs mation when engaged with physical displays or print media, as well as useful contextual information about the world immediately around them. OPPORTUNiTiES tAggEd PAgEs PlAnEtAriuM • Interviews with artists, producers, giVE MorE dEliVErs riCH and directors can be included ContEXt to inForMAtion along with information about booK ContEnt WitH MobilE upcoming shows. tAg • Digital information can be mapped to match physical displays embedded with mobile tags, delivering the experience of exploring the real world with video content. “Right now people can be taken to straightforward content like video, and we’ll see that develop into a wider range of options. People will be able to interact with a rich mobile-optimized microsite to get more • Books can be kept up-to-date information on the spot.” with revised contextual information that accompanies Aaron Getz the content. Product Unit Manager, Microsoft Tag PSFK.COM 33

PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g ENCOdiNg AN AUThOR’S AddiTiONAl wORK iNTO BOOKS Atria Books has been experimenting with giving authors an additional platform through which to add content to their printed works, by adding Microsoft Tags onto advertisements and book covers. The tags display content such as videos of the author and their body of work, or detailed explanations about scenes and characters delivered directly by the author. PSFK.COM 34

PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g SAMPlE MUSiC BEFORE PURChASE Displayed in the windows of music, film and theatre venues, the Windowposter presents a Microsoft Tag that helps users to get more information about upcoming events. When scanned, the tag sends people to music track previews and trailers for upcoming shows. PSFK.COM 35

PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g TAggEd PAgES givE MORE CONTExT TO BOOK CONTENT An edition of Jules Vernes “Around The World In 80 Days” features mobile tags in place of footnotes to provide more information. By scanning the tag, readers are taken to relevant sites that provide contextual information such as historical context and other commentary about the content they are currently reading. PSFK.COM 36

PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g PlANETARiUM dElivERS RiCh iNFORMATiON wiTh MOBilE TAg The Adler Planetarium in Chicago leveraged Microsoft Tag technology when they hosted a photo exhibit called “From Earth to the Universe.” The exhibition showcased images from space that included various star constellations, nebulae, and galaxies. By scanning a Microsoft Tag, visitors were able to explore rich video versions of each installation while following along within the physical display. PSFK.COM 37

BEHIND THE SCENES Making hidden content available INFORMATION GATHERING 38 38

PSFK presents FUTURE OF MOBILE TAGGING BEHIND THE SCENES Co n s u lti n g BEhiNd ThE SCENES Mobile tags are acting as the gate- way for behind-the-scenes experi- sEE tHE FuturE outdoor sCAn ences and content. These links pro- oF buildings in giVEs insidEr vide additional information about dEVEloPMEnt ViEW oF HoMEs physical objects, and allow content For sAlE that is otherwise undeliverable in a public space to live on a personal screen instead. OPPORTUNiTiES • By scanning mobile tags, customers can be shown stories about how products are made nEWsPAPEr rEstAurAnts from material sourcing to dEliVErs rEVEAl MEnu production processes, adding value to the final purchase. rACE CoursE PrEPArAtion • For retail store openings, EXPEriEnCE real estate and new building bEForE tHE development, people can be given glimpses into construction rACE progress, and tours of what the interior spaces will look like. • Mobile tags related to large “Tags can be used to create a more interactive and personal shopping experience for consumers. By events like concerts and festivals can resolve to interactive maps scanning a Tag at an auto dealership, the customer can get an in-depth look at the car they want to and guides, providing visitors buy with the options of their choosing, without it having to be physically in the dealership.” with information about what to expect before they attend. Daniele Romeo CEO, mediaKi.it PSFK.COM 39

PSFK presents FUTURE OF MOBILE TAGGING BEHIND THE SCENES Co n s u lti n g SEE ThE FUTURE OF BUildiNgS iN dEvElOPMENT Parts of the Gatwick Airport in London are under redevelopment, potentially creating some inconvenience for travellers. Airport management is attempting to alleviate the situation by providing information about the project to visitors. People can scan codes placed around the airport that deliver a guided tour of areas under construction through maps and video. PSFK.COM 40

PSFK presents FUTURE OF MOBILE TAGGING BEHIND THE SCENES Co n s u lti n g OUTdOOR SCAN givES iNSidER viEw OF hOMES FOR SAlE Windermere is a real estate group that uses Microsoft Tags to provide more information about properties for sale. When a prospective buyer scans a mobile tag placed on a property’s ‘For Sale’ sign or a realtor’s print collateral, they are led to an inside tour of the particular home including additional imagery, pricing and access to contact information. PSFK.COM 41

PSFK presents FUTURE OF MOBILE TAGGING BEHIND THE SCENES Co n s u lti n g NEwSPAPER dElivERS RACE COURSE ExPERiENCE BEFORE ThE RACE In October 2010, the New York Daily News used Microsoft Tags throughout the newspaper to add additional information to their coverage of the 40th New York City Marathon. Readers who scanned the tag before the race were able to see maps of the course, as well as a video showing it from a runner’s perspective. PSFK.COM 42

PSFK presents FUTURE OF MOBILE TAGGING BEHIND THE SCENES Co n s u lti n g RESTAURANTS REvEAl MENU PREPARATiON Mesob, a New Jersey-based Ethiopian restaurant, has placed QR codes on their tables that take diners to instructional videos when scanned. In addition to detailing the production of the restaurant’s coffee, the videos show customers how the restaurant makes Injera, a traditional Ethiopian bread that is used instead of cutlery for eating. The additional information prepares people for the dining experience, while also offering cultural insight into the country’s practices. PSFK.COM 43

SCAN-TRIGGERED UPDATES instantly capturing status information INFORMATION GATHERING 44 44

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g SCAN-TRiggEREd UPdATES dEliVEring bus trACK tHE Mobile tags are being used to quickly capture up-to-date status sCHEdulE inFo JournEY oF information, whether from personal in rEAl-tiME A ProduCt’s items or from public transportation. PACKAging Tags with information that can be updated without changing the physical design are being used to quickly relay changes, often including a layer of information about location. OPPORTUNiTiES dEtErMinE instAnt • Mobile tags can link to the latest WHEtHEr An trACKing oF press, news or social buzz around a product or release, allowing itEM is stolEn CurrEnCY interested consumers to stay up or not EXCHAngE to date and/or participate in the excitement being generated. rAtEs • At events or conferences, informational tags can provide attendees with the latest schedules, speakers and/or performances, ensuring that they “The more our lives are connected, the more we want to make everything we do shareable. Mobile don’t miss out on any of tags give people the tools to do that. If someone sees something on the street, they can actually the experience. bookmark it right away or share a link to it immediately.” • Mobile tags can be used to create histories and/or up-to- Vincent Jansen the-minute statuses of physical Co-Founder, Likify objects and/or places. This adds deeper meaning and relevancy to people’s interactions with these properties. PSFK.COM 45

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g dElivERiNg BUS SChEdUlE iNFO iN REAl-TiME A pilot program developed in a partnership between GVB, Sparked BV, and MINIbar at Amsterdam’s Central Station provides information and entertainment about the city’s transportation system to travelers who scan a Microsoft Tag. By snapping the Tags located on tram and bus stops at the Station Square, riders receive free access to specific arrival and departure information, the latest news on public transportation, a mobile movie series and art of the day. Also three randomly selected people who snap the Tag will win a €100 euro (about $140) credit to their transportation subscription. PSFK.COM 46

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g TRACK ThE jOURNEY OF A PROdUCT’S PACKAgiNg Columbia Sportswear has launched a new aspect of its online shipping service called A Box Life, which allows its customers to choose a previously used cardboard box for delivering their purchase. A QR code on the outside of each used box allows the customer to track where the box has been and also enables pictures to be uploaded to create a history of the box’s journey. 60% of customers have taken up the option when buying goods from the website. PSFK.COM 47

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g dETERMiNE whEThER AN iTEM iS STOlEN OR NOT The Kryptonite Bike Revolution ID Kit includes a bike frame with a tamper- proof QR code called PulseID that links to an online site, providing the bicycle’s current status. If the bike is stolen, the owner can update the code at the website bikerevolution.com. The PulseID tag located on each bike can be scanned by any passerby to determine whether or not it has been stolen. If it is, users can click the ‘Contact Us’ button and provide location details, automatically alerting the police, local clubs, shops and the site’s army of Bike Detectives. PSFK.COM 48

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g iNSTANT TRACKiNg OF CURRENCY ExChANgE RATES A concept design for paper currency developed by QR Arts proposes using QR codes printed directly onto paper notes that would contain information on current exchange rates. By updating the code on a daily basis, international travelers would be able to quickly access the value of their currency at the time of exchange, ensuring that they are receiving the correct rate. PSFK.COM 49

PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Marty Yaskowich talks about creating customer experiences through mobile tagging • As the market matures and evolves, digital becomes a more and • The storytelling ability that we have today is so much more advanced more important piece for brands who want to create an immersive, than it was even five or ten years ago, because of the ability to quickly link entertaining, and shareable experience for their customers. people to this content. • Mobile tags are a useful tool for transferring a consumer from a • When including mobile tags in any marketing message, not only does the somewhat static two-dimensional communication piece, like print, into a content have to be very high-value, but the setup for the content also really very rich experiential piece. has to sell consumers on the notion that participating in the experience is something they really want to do. • Video allows people to dive deep into experiential content. Something like tourism marketing tends to be all things to everyone, so it’s much • The best examples of using mobile tags we’ve seen combine a physical more powerful to show those experiences than simply tell somebody space along with information regarding where that person is. People are about them. now able to get a deeper experience because they are able to interact with content through both the mobile device and the scannable tag. Marty Yaskowich Managing Director, Tribal DDB Vancouver Marty Yaskowich is an accomplished strategist and integrated marketer with experience leading some of Canada’s marketing powerhouses and the world’s largest brands. Through his role with Tribal DDB Vancouver, Marty has overseen the work done around using mobile tags to inspire tourists to visit Canadian destinations. PSFK.COM 50

PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Robert Marquis describes how marketers can use mobile tagging • The use of mobile tags requires companies to ask themselves how to • Tracking is an important feature of mobile tags, so agencies should be best move customers and prospects from the print/physical world to thinking about whether to generate and track the tag in-house or through the digital world, or even from the digital world back out to the physical an outside vendor. It’s important to ensure that the scan will resolve to a world. The basic question to ask is how to find new and interesting ways place that’s been optimized for mobile, and to determine how the creative to enhance the overall brand/product/service experience with little or design elements will be assembled and presented, taking into consideration no interruption. the tag itself. • Most any content (i.e., URL address, vCard information, location map, • Mainstream consumers today need some explanation to help understand video, audio, SMS, phone dial, etc.) can be linked to a tag, regardless mobile tags, but it’s important for companies and agencies to do their of format or platform. What makes content live best on the various homework on the details of the core technology as well. There are many platforms is that it is optimized for mobile viewing in general, as well as facets to tagging technology and its use, so it makes sense to spend some the particular device that was used to scan that tag. When these issues time upfront researching, studying and asking some questions. aren’t considered by the brand or agency, the result is often a less than optimal user experience and/or poor response rates. • When companies execute a mobile tag campaign, it’s important that they not lose sight of the fact that the tag merely serves as a tactical element, not the strategy for the entire campaign. Roger Marquis Founder, 2DBarcodeStrategy.com Roger Marquis is founder of 2D Barcode Strategy, a marketing consultancy that focuses on the use and strategy of 2D barcode technology for marketing, advertising and general business purposes. Prior to this, Mr. Marquis has held senior level marketing management positions at leading global organizations within the financial services, technology and publishing industries, and he conceived and managed True Wind, his own travel accessories company. Experienced in all aspects of the marketing mix and knowledgeable about digital and traditional marketing practices, Mr. Marquis is considered a thought leader in the growing mobile tag industry and is known for providing insightful analysis on the subject PSFK.COM 51

CHAPTER 3 ACTION/ PURCHASE Mobile tags provide a strong opportunity to convert a potential sale. Coupled with the existing profile information often held on phones, these mobile tags can encourage swift purchase. 1. Scan-To-Pay 6 2. Unlockable Rewards www.PSFK.COM 52 52

SCAN-TO-PAY instant transactions and payments ACTION/PURCHASE 53 53

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g SCAN-TO-PAY Shoppers can pay for items with the simple scan of a mobile tag. Systems sCAn to sKiP guMbAll are available that handle significant tHE linEs MACHinE aspects of the payment process, PAYMEnts helping people make swift purchases triggErEd bY when they want, where they want. sCAn OPPORTUNiTiES • The inclusion of mobile tags on products can give customers the option of making purchases directly from their phone, lowering barriers to transactions APP EnAblEs buYing MoViE and turning any interaction with sElF-CHECKout tiCKEts a product into a point-of-sale At rEtAil tHougH opportunity. storEs onlinE gAME • Enabling customers to scan tags for purchasing can bring a level PlAtForM of exclusivity to their shopping experience, allowing them to skip lines and expedite their store visit. • Scan-to-pay services encourage customers to enter their personal “There’s a unique opportunity to turn impressions into point-of-sales. If you’re at a bus stop looking at details, enabling retailers to a movie poster, you can scan that poster’s tag. It can bring you to a mobile-optimized website with a gather data about, and better trailer of the movie. If you like it, you can use your map to find the closest movie theater in the closest track their purchasing habits. half-mile radius and then buy tickets through your phone.” Patrick Donnelly Founder, QR Arts PSFK.COM 54

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g SCAN TO SKiP ThE liNES Select locations of the Ethical Bean Roastery and Ethical Bean Xpress cafés in Vancouver are accepting mobile orders via smartphone. The coffee retailer is using the Mobio payment system, which allows users to scan a mobile tag to place an order. Once scanned, the person can skip the line and pick up their selected beverage at the checkout. PSFK.COM 55

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g gUMBAll MAChiNE PAYMENTS TRiggEREd BY SCAN Developers at PayPal Labs have built a prototype system to connect online payment processes to physical purchases. Scanning a QR code links the shopper to a form page to complete the transaction process. Once the process is complete, the gumball machine detects that it has received a payment and dispenses candy. PSFK.COM 56

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g APP ENABlES SElF-ChECKOUT AT RETAil STORES Mobile applications like AisleBuyer allow users to complete in-store purchases without the need to pay at the check-out counter. By scanning the barcode found on the back of products, phone users can get related suggestions, reviews, and the ability to complete a transaction within the application. Shoppers can then show their on-screen receipt and leave the store with the product in hand. PSFK.COM 57

PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g BUYiNg MOviE TiCKETS ThROUgh ONliNE gAME PlATFORM Microsoft’s online gaming system Xbox Live has partnered with MovieTickets.com to simplify the purchase process for cinema tickets. When gamers watch a trailer a Microsoft Tag appears. Once scanned, it takes users to a transaction page with additional information. PSFK.COM 58

UNLOCKABLE REWARDS Mobile-enabled loyalty programs ACTION/PURCHASE 59 59

PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g UNlOCKABlE REwARdS Mobile tags allow consumers to become members of a brand’s APP rEWArds storEFront loyalty program by gathering points sHoPPErs For WitH to gain rewards. Programs are being sCAnning sCAnnAblE developed that give shoppers more bArCodEs CouPons reason to scan mobile tags, some of which feature new thinking around play and the tagging process. OPPORTUNiTiES • By enabling people to collect points by scanning mobile tags that can be redeemed at a later date, people are being EnCodEd turning encouraged to have more brand- CouPons PHYsiCAl toYs led interactions. dEliVErEd into digitAl • Making coupons available tHrougH EMAil CHArACtErs through mobile tags attached to promotional materials or even retail display windows can help drive customers into stores. • Scannable coupons available at the point-of-sale offer an additional incentive to shoppers “On-product tags can be the traditional local coffee shop loyalty program, except without requiring who are considering a potential the actual paper punch card. In this way, the product experience and value transfer are more immedi- purchase. ate, so the rewards are instant.” • Coupons can be added at the end Michael Ferrare of marketing or brand messages Founder, Agency Magma delivered through mobile tags, giving customers a reason to watch all of the directed content. PSFK.COM 60

PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g APP REwARdS ShOPPERS FOR SCANNiNg BARCOdES CheckPoints is a mobile shopping and marketing application that combines check-ins, barcode scanning and rewards for an all-in-one consumer and brand- friendly platform. The service is designed to encourage shoppers to interact with brand-sponsored products at offline stores by linking barcode scans with reward points. CheckPoint users check in at participating retailers through an iPhone app to view the current advertised products. When scanning these product barcodes, customers accrue points, which can be instantly redeemed in the Rewards Store for gift cards, airline miles and gadgets. PSFK.COM 61

PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g STOREFRONT wiTh SCANNABlE COUPONS Axis Salon in Washington, D.C. created an artfully designed storefront window display with the help of QR Arts that included “bubbles” containing individual QR codes. Upon scanning the codes, passersby were taken to YouTube videos featuring beauty icons or coupons for discount services such as a free scalp massage or 10% off hair products. By encouraging this exploration from outside their shop, the salon provided incentives for curious customers to walk inside and learn more about their services. PSFK.COM 62

PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g ENCOdEd COUPONS dElivEREd ThROUgh EMAil Email marketing service MailChimp has added a new service called Pyow! that makes it easy for business owners to create QR code coupons and send them out to their subscribers. Customers can either print out the code or save it on their smartphones for redemption at the store. An accompanying mobile application enables retailers to scan the tag at checkout to verify authenticity. PSFK.COM 63

PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g TURNiNg PhYSiCAl TOYS iNTO digiTAl ChARACTERS In conjunction with the launch of the Xbox Kinect gaming system, Burger King provided limited edition stuffed animals along with their kids meals. After scanning a tag associated with the physical toy, the Kinectimals game uses the Kinect recognition system to translate real-life movements made with the toy animal onto the screen. This allows the player to use the physical toy to interact with other in-game animals. PSFK.COM 64

PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Patrick Donnelly shares insight on how mobile tags can provide measureable value • Mobile tagging is beginning to move people from impression to • It’s important to think about how you can design or theme a tag to ensure interaction with a brand. When a mobile tag can prompt someone to they fit within the graphic identity of the parent brand. Something like watch a video, interact with a mobile site, or book a hair appointment, it a designer QR code is essentially a logo that people can take a picture has gone from just viewing a static ad to actually creating revenue and of with their phone within which, a call to action is built in. So it’s a little, creating a return on investment. It can also raise the profile of a brand or square, beautiful, interactive logo. In general, I think people are more company, which is an intangible return from the tag experience. interested in scanning things that are a bit more colorful, especially if they have some “wow” factors in them. • By adding a mobile tag to a pre-existing print ad or a kiosk in a store, brands have the ability to turn those impressions into a deeper • We find that if you scan a mobile tag like a QR code and there’s nothing of experience that they’ve pre-designed, which can be a very powerful value on the other end, people get frustrated. So, as you’re scanning the additional return on their investment. tag, it’s important to consider whether the experience on the other side makes sense. It also needs to make sense in context, so that the tag has • With the addition of mobile tags, brands have this unique ability to something to do with the ad that on which it is printed . turn impressions into point of sale opportunities, and because of the speed of the technology, this can occur within the span of two minutes. The value lies in the translation of those impressions into financial transactions, or just great experiences for a brand and consumers. Patrick Donnelly Founder, QR Arts Patrick Donnelly is CEO and Founder of QrArts LLC, an integrative media consulting agency that specializes in mobile user experience with respect to mobile tagging and 2D barcodes. QrArts creates brand engagement strategies that help move consumers from impressions to interactions, and specializes in the design and implementation QR code campaigns. PSFK.COM 65

PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Daniele Romeo describes innovative ways consumers can benefit from mobile tags • We feel that the goal of mobile tags should be to let the users feel • There is also opportunity around the buildup of loyalty points by scanning involved in a link between real life and virtual space. mobile tags. Users can access a merchant’s network through a mobile tag and by joining the community, can use whatever services the network • Mobile tags allow for instant information and interactive content around offers. The build-up of points accumulated while using these services will products and places using just a mobile device. The aim is to bring help them receive discounts and special offers. people into a digital space that makes their experience more interactive, enjoyable and at the same time expands their knowledge. • Simple giveaways can be integrated with tags, providing an intermediary interaction that is both helpful for organizations and informative for the • Mobile tags can be used to create a more interactive and personal people who are scanning. shopping experience for consumers. By scanning a tag at an auto dealership for example, the customer can view the car they want to buy with the options of their choosing, and change these before the final decision. Daniele Romeo CEO, mediaKi.it With a background as a professor at the European Institute of Design, Daniele develops ideas and solutions that empower mediaKi.it Ltd as a web & social media company. Over the last 4 years, he has built a team of professionals who make mediaKi.it an agency leader in the development of digital applications. The team works to build interaction within social networks as well as the development of social media marketing and social community management strategies. PSFK.COM 66

CHAPTER 4 POST-PURCHASE Even after the sale, the mobile tag can drive customer satisfaction by providing extra service and support. This could be as simple as providing a how-to guide or additional content to loyal customers. 1. Feedback loop 6 2. Mobile how-To www.PSFK.COM 67 67

FEEDBACK LOOP Sharing recommendations with others POST-PURCHASE 68 68

PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK LOOP Co n s u lti n g FEEdBACK lOOP By acting as a vehicle through which consumers can quickly share sCAn tAg to loYAltY thoughts with brands, friends, and FACEbooK liKE MEAsurEMEnt others, mobile tags are emerging as PHYsiCAl itEMs sYstEM WitH a platform for feedback. Tags can tAgs initiate the customer review process, and can trigger recommendations within the customers’ social networks. OPPORTUNiTiES • Mobile tags can provide a quick way for people to share sCAn to lEAVE VotE on products, services or events with their friends on popular social ProduCt Artists networks like Facebook and rEViEWs tHrougH Twitter. tAgs lEFt on • Whether related to products, ArtWorK services or events, mobile tags can provide a channel that takes people to sites where they can leave more personal reviews about their experiences. “We see good uses of tags in art, with the potential to have people leave digital comments with • During campaigns and events, pieces in a gallery. You could also link to things like videos, where you have an artist actually explain tag scans can enable customers their own piece and give personal tours, through the phone that you bring with you everywhere.” to get involved and voice their opinions through simple voting Patrick Donnelly systems or polls. Founder, QR Arts PSFK.COM 69

PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK ACCESS ExCLUSIVE LOOP Co n s u lti n g SCAN TAg TO FACEBOOK ‘liKE’ PhYSiCAl iTEMS A new service called Likify, created by Belgian company Boondoggle Lifelabs, allows marketers to add mobile tags to products and signage. When people scan a QR code with their cell phone, it triggers a Facebook ‘like’ on the associated brand’s Facebook page. Nike has been using the codes in Belgium in a campaign to promote their shoes by getting people to “like” different jogging routes. PSFK.COM 70

PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK LOOP Co n s u lti n g lOYAlTY MEASUREMENT SYSTEM wiTh MOBilE TAgS Recommendi is a customer survey system for businesses. Business owners place mobile tags in locations where shoppers will easily encounter them, such as dining tables, shop windows and receipts. Scanning these tags links the customer to a questionnaire that will collect their feedback and provide discounts in return. PSFK.COM 71

PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK LOOP Co n s u lti n g SCAN TO lEAvE PROdUCT REviEwS Consumer research consultancy EveryDay Lives is developing a prototype application that will use mobile tags to capture customer feedback at the point of purchase. Barcodes or mobile tags attached to products will resolve to a consumer survey feedback page which, when scanned, will deliver coupons or reward points in exchange for thoughts on the product or service experience. PSFK.COM 72

PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK LOOP Co n s u lti n g vOTE ON ARTiSTS ThROUgh TAgS PlACEd NExT TO ARTwORK The Art Loop Open at Block 37 in Chicago incorporated Microsoft Tags into a recent group show to create an interactive experience for visitors. Each piece of artwork featured in the exhibition included a Microsoft Tag next to it that enabled attendees to vote for the artist whom they felt should win the gallery competition. The tags also allowed viewers to access additional information about the art piece along with the artist’s bio. PSFK.COM 73

MOBILE HOW-TO delivering detailed instructions when they are needed most POST-PURCHASE 74 74

PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g MOBilE hOw-TO Instructional information is being encoded into mobile tags that helps FurniturE rECiPEs And people better understand products AssEMblEd PrEPArAtion and services. This can take the form WitH HElP FroM instruCtions of visual how-to content, or sugges- instruCtionAl dEliVErEd tions and recommendations for better use. VidEo on Food PACKAging OPPORTUNiTiES • Attaching mobile tags that contain information about optimal product usage to packaging can offer customers PHYsiCAl sKills FitnEss advice on ways to best enjoy a dEMonstrAtEd EQuiPMEnt product or service. bY VidEo WitH A trAinEr • By making how-tos and usage tHrougH built in instructions accessible through simple tag scans, brands can instruCtionAl empower their customers to PostErs feel more confident about their purchase and ensure optimized ownership. • Mobile tags that resolve to “Mobile tags are very useful tools that can be used by marketers throughout the purchase path. Im- troubleshooting guides can cut portantly, they are just as valuable post-purchase when customers need a brand’s service and support.” down on the need for customer service calls, helping people have Piers Fawkes an ideal brand experience even Founder & President, PSFK after purchase. PSFK.COM 75

PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g FURNiTURE ASSEMBlEd wiTh hElP FROM iNSTRUCTiONAl vidEO In an effort to make the furniture assembling process more intuitive, how-to video network Howcast illustrated how barcodes on furniture pieces could be linked to video with clear instructions guiding consumers through a step-by-step process. Created as a pitch to IKEA, the video demonstrates how this technology could be leveraged not only to improve consumer satisfaction, but to help cut down on customer support costs as well. PSFK.COM 76

PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g RECiPES ANd PREPARATiON iNSTRUCTiONS dElivEREd ON FOOd PACKAgiNg Mobile marketing agency mediaKi.it created a campaign for Eurofood’s KV Nordic smoked salmon packaging that connected customers with exclusive mobile content after scanning a Microsoft Tag included on the packaging. The mobile product site contained smoked salmon recipes from two famous Italian chefs that helped people understand how to best cook with the product. PSFK.COM 77

PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g PhYSiCAl SKillS dEMONSTRATEd BY vidEO ThROUgh iNSTRUCTiONAl POSTERS The sports program coordinator for Youth Fusion Quebec has produced a series of QR Code Skill Posters to help demonstrate proper volleyball techniques. When scanned by people working out at a gym, the mobile tags resolve to brief YouTube videos of the skill being demonstrated, helping people connect instruction with action. PSFK.COM 78

PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g FiTNESS EqUiPMENT wiTh A TRAiNER BUilT iN Playworld Systems, a leading manufacturer of imaginative outdoor playground and fitness equipment, has introduced Microsoft Tag technology into its ENERGI Total Body Fitness System. Users interested in completing the guided workout scan the Tags placed on equipment, allowing them to access video demos to ensure they exercise safely and with the proper form. PSFK.COM 79

PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Vincent Jansen and Jesse Wynants describe how tags can be used to share experiences between friends • From a marketing point of view it’s becoming very important • When brands think about how to deliver the best experience to people, to get Facebook ‘likes’ from users. Where once upon a time the it’s important to take the approach of giving people something they will information valuable to marketers was impressions, email addresses or want to share with their friends first. clickthroughs, the ‘like’ has become the new metric of engagement. • People are becoming accustomed to interacting with different kinds • People want everything they do to be much more shareable. When they of digital rewards and content launched through physical actions, like make a purchase, for example, they want people to know in some way. scanning mobile tags. Mobile tags can be the link between these online and offline activities. People should be able to share what they’re doing, by just pointing their phone at something and scanning. • Mobile tags give people an easy tool for sharing. If they see something on the street with a tag, they can actually bookmark it or share it instantly with others. Vincent Jansen Jesse Wynants Co-Founders, Likify Vincent and Jesse are members of Boondoggle Lifelabs, a unique creative playground within the Belgian communication agency Boondoggle. The Lifelabs team invent and develop innovative, original and digital ideas into real-world execution to be used by agencies and advertisers all over the world. PSFK.COM 80

MICROSOFT PRESENTS HOW TO MOBILE TAG A GUIDE A MICROSOFT TAG SPONSORED REPORT TAg.MiCROSOFT.COM

MICROSOFT PRESENTS HOW TO MOBILE TAG TABLE OF CONTENTS Introduction to Tagging, Benefits and Uses 83 Reporting and Measurement 85 Custom Tag Marketing Execution Showcase 86 Insights from John Puterbaugh, Nellymoser 89 Steps To Get You Started 90 TAg.MiCROSOFT.COM 82

MICROSOFT PRESENTS HOW TO MOBILE TAG INTRODUCTION Today, businesses can innovate by By the end of 2011, over 60% of mobile phone users in the United States will own a smartphone capable of scanning mobile integrating mobile tags into their marketing tags.* Microsoft Tag can be used to provide greater interactivity activities. Microsoft’s Tag® is a flexible tool between brands and their customers. They transform static print that can be used across brand led advertisements and marketing materials into dynamic mobile media. Tags link consumers to helpful product information, communications—from advertising to promotions, coupons, and more. packaging. Consumers simply use mobile whO iS USiNg MiCROSOFT TAg? applications to scan these codes with the A broad range of marketers are using the technology across cameras built into their smartphones. consumer packaged goods, retail, publishing, automotive, and entertainment. whY MiCROSOFT TAg OvER OThER 2d BARCOdES? The multi-colored tags feature a few important innovations on top of the general QR code. Tags can be fully customized to match your brand identity without impacting the scan quality and will remain the same small size, regardless of the amount of data behind them. Tags can be updated with new content at any time, breathing new life into your physical materials and saving your valuable print production dollars. Also, the Tag reader will scan any Tag, reducing any confusion for your customers about which reader to use and making it easy for them to consume your campaign content. “Tag delivers an intuitive element for products that need extra communication. The technology improves our customers’ shopping experience, allowing them to go from 0–60 a lot quicker, which benefits our brands in terms of ‘closing the deal’ in the most efficient manner.” * From Peter A. Mayer Research, “Three Reasons 2D Mobile Tagging Is Ready to Take Off” Lenna Conley, JCS Global Brand Development Crock-Pot Brand TAg.MiCROSOFT.COM 83

MICROSOFT PRESENTS HOW TO MOBILE TAG BENEFITS AND USES Microsoft Tag offers a solution that can • Cross-Media: Use them anywhere: Print, online, TV, billboards, point-of-sale. drive awareness, provide an opportunity • Engaging: Simple, intuitive, and interactive Microsoft Tags for a consumer to understand a product or enable immediate response and deeper engagement from service, drive the shopper to a sale, and your customers, providing a unique vehicle to influence in- offer a way to provide customers with high the-moment behavior, drive deeper engagement with your brand, and turn interest into action. quality service after the purchase. • in-depth Reporting: With built-in tracking, metrics and Microsoft Tags offer brands the following analysis tools, Microsoft Tag gives companies access to opportunities: campaign data that can help them make effective decisions about their marketing expenditures. • Agility: Microsoft Tag’s dynamic technology lets businesses change campaigns at any time, enabling companies to react and evolve in real-time and deliver the most powerful outcomes from their campaigns. • device Recognition: Tag’s backend platform tracks device IDs, so it recognizes the phone type and when the user engages with the Tag. This lets marketers create campaigns targeting specific phones. • Availability: The Tag Reader can be used with most mobile platforms, widening the audience that can engage with Tags. The Tag Reader is available for Windows Phone 7, Windows Mobile, iPhone, Android, Blackberry, and J2ME devices. TAg.MiCROSOFT.COM 84

MICROSOFT PRESENTS HOW TO MOBILE TAG REPORTING AND MEASUREMENT One of the most powerful features of Tag is its robust reporting tool. Updated in near real-time, Tag Reports can show you where and how many times your Tag is being scanned, allowing you to gain valuable insights into how your customers are engaging with your physical materials. You can also group Tags together under a category to measure the full impact of a campaign. The Heat Map report delivers the rough geographic location of each scan, letting you see how your marketing messaging is (literally) resonating around the world. The suite of Daily Scan reports allows you to view the total number of times a single, or group of tags has been scanned during a set period of time. Gain valuable insights into when your messaging is making an impact and understand the exact moment that your customers are engaging with your brand. “Tag is helping us solidify our audiences and do better targeting for future campaigns. We found that tag added to the curiosity of the print ad and added a new level of interest.” Adelheid Kutscher, Senior Advertising Manager Microsoft’s Corporate Marketing Group. TAg.MiCROSOFT.COM 85

MICROSOFT PRESENTS HOW TO MOBILE TAG MICROSOFT TAG SHOWCASE A great feature of Microsoft Tag for marketers is the ability to customize the design of the Tag. Marketers have been experimenting with the triangle and dot options in highly creative ways. high dESigN TAgS FOR EdUCATiON Loescher, one of the largest textbooks publishers for Italian secondary schools, uses cleverly designed tags that allow students to download additional learning materials. The publisher created designs that mask the traditional dot or triangle designs of the Microsoft Tag. POPSTAR’S FANS ChOOSE ChARiTY As part of the launch of his album Last Train to Paris, Diddy used custom Microsoft Tags to offer fans the chance to win prizes and deliver exclusive content such as behind-the-scenes studio footage. The Tags appeared online at 12daysoftag.com and fans could scan designs linked to five different charities to vote on which one the music supremo would donate $10,000 to for each day during the duration of the campaign. www.12daysoftag.com TAg.MiCROSOFT.COM 86

MICROSOFT PRESENTS HOW TO MOBILE TAG MICROSOFT TAG SHOWCASE The technology behind Microsoft Tag CAR dEAlER TEllS BEhiNd ThE SCENES STORiES allows for sophisticated use by marketers Acura has recently incorporated Microsoft Tags in their 2011 au- including tracking and custom content. tomotive brochures. The Tags have been placed within the brochure spreads describing unique Acura technologies. By scanning the Tag, an in-depth video is launched where key Acura engineers discuss the technologies in greater detail, providing the user with a behind-the-scenes look at the thought processes involved in developing these advancements. By utilizing the Microsoft Tags, consumers are provided with information previously only available via desktop computers. These Tags also give dealers a new informational tool to share with consumers during the sales process. Acura has also placed dealer-specific Mi- crosoft Tags on each brochure which provides the consumer an easy way to access the dealer’s mobile website. TAgS TRACK EFFECTivENESS For the launch of Microsoft Office 2010, the software’s advertising team used Microsoft Tag in its advertising and product packaging to link potential buyers to a mobile site. Once there, customers could learn about new product features through videos and tutorials, download templates, and register for a trial version of the product. Microsoft adapted the Tag for each publication and ad type to track popularity of the messaging by publication. TAg.MiCROSOFT.COM 87

MICROSOFT PRESENTS HOW TO MOBILE TAG MICROSOFT TAG SHOWCASE CiARA wE ThE KiNgS Ciara’s most recent CD release was Independent band We The Kings created complemented by a week of tweets that two unique Microsoft Tags to help promote featured embedded Microsoft Tags linking to their Take Action tour. When scanned, the exclusive videos, performances, and Tags provided fans with access to exclusive personal messages. content and entered them in a contest for a chance to win tickets to upcoming concerts. Kv NORdiC gET MARRiEd In order to connect with shoppers, KV Get Married magazine was the first bridal Nordic leveraged Microsoft Tags on its publication to incorporate Microsoft Tag into smoked salmon packaging. When scanned, its print content. Select editorial and consumers were connected to a mobile site advertisements appearing in the magazine that details salmon preparation, complete included Tags that instantly connected with recipes by famous Italian chefs. readers to videos, websites, photos and additional information. 88 TAg.MiCROSOFT.COM

MICROSOFT PRESENTS HOW TO MOBILE TAG ExPERT ADVICE John Puterbaugh explains why Microsoft Tag is a valuable marketing tool • Mobile scanning has the ability to provide a truly integrated digital • When someone actually performs a mobile scan, the intent is at a higher level experience to consumers. A simple scan of a mobile tag can deliver of engagement than just going to a website. The fact that someone took out rapid information that’s both dynamic and real-time. Because of this, a phone and scanned in a print ad or other format needs to be recognized as the addition of mobile tags has revitalized traditional categories such as a very high level of engagement and valued by marketers accordingly. print, out-of-home and event-based marketing. • Mobile tags allow for a new kind of digital metric and increased measurabil- • The themes that have emerged around mobile tagging have developed ity for out-of-home and magazines. The metrics that come along with tags along four key uses: scan and view (video), scan and listen (music), scan allow for unique device IDs, along with video view times, which both rep- and win, and scan and buy. The last two have developed most recently resent much more accurate and detailed reporting than is the norm for the because of the ability to keep track of users after the first engagement— industry. people only have to enter their information once. • It’s assumed that formats that don’t require a download will have higher • Mobile scanning effectively removes friction from the discovery and response rates; the misconception is that formats without downloads will information gathering process because consumers no longer have to have a larger user base. Nellymoser’s campaign results indicate that this ac- type a URL into their mobile or PC browser. tually isn’t a factor; the download process on most smartphones is stream- lined enough to still allow for quicker access to content by scanning than a • What agencies really need to think about is the form of the mobile en- user would get by typing information into a browser gagement and the value that it’s going to bring to the consumer. I think there’s a tremendous opportunity if you build some trust and add value in the process. If you can scan and actually make purchases right out of the catalog or scan and buy right out of an ad, that’s adding value. John Puterbaugh, Ph.D. • The great thing about using something like a Microsoft Tag is that it Founder and CEO, Nellymoser allows an agency to streamline their process. They can print the tags John has more than 20 years of experience in creating and developing ahead of time and have them direct to a URL, allowing them to do their interactive rich media solutions for IP networks, mobile phones and physical print production like an advertisement, in parallel and almost other consumer products. He is the founder & CEO of Nellymoser. independently of their mobile engagement. Then their mobile Nellymoser is an industry leader in delivering turn-key interactive video, mobile commerce and rich media marketing campaigns to mobile phone engagement can focus on really considering their audience. users. Customers include Amazon, Target, AT&T, Verizon, San Disk, Adobe, Hearst and Conde Nast. Nellymoser’s technology can be found in over 1 billion consumer products including Microsoft Xbox / Xbox 360, Sony Playstation & Leapfrog’s Leapster game titles and Adobe’s Flash. TAg.MiCROSOFT.COM 89

MICROSOFT PRESENTS HOW TO MOBILE TAG STEPS TO GET YOU STARTED To see how easy it is to create your own Tag, visit tag.microsoft.com today. Get your free tag reader in your smartphone’s app store by searching for ‘Microsoft Tag,’ or at the URL www.gettag.mobi For detailed implementation guidelines, visit tag.microsoft.com/resources/implementationguide.aspx For additional information contact Bill McQuain at taginfo@microsoft.com TAg.MiCROSOFT.COM 90

PSFK presents FUTURE OF MOBILE TAGGING Co n s u lti n g PSFK PROCESS PSFK conducted a research cycle during which our researchers searched for signs of change and spoke to opinion leaders about shifts in the mobile tagging landscape. Our researchers gathered hundreds of pieces of data that provided signals of change in usage of mobile tags. At the end of the research period, PSFK’s team conducted pattern recognition to identify trends, the strongest of these are featured in this report. ABOUT PSFK is the go-to source for new ideas and inspiration for creative business. The New York City based trends research and innovation company publishes a daily news site, provides research and business consultancy, manages a network of experts and hosts idea generating events. PSFK aims to inspire its readers, clients and guests to make things better—whether that’s better products, better services, better lives or a better world. PSFK.COM 91

PSFK presents FUTURE OF MOBILE TAGGING Co n s u lti n g For copies of this report visit: www.psfk.com/future-of-mobile-tagging CONTACT Piers Fawkes - Project Lead piers.fawkes@psfk.com Jeff Weiner - Business Development jeff.weiner@psfk.com Version 1.0 January 2011 Photography by Louis Caldarola www.louiscaldarola.com PSFK.COM 92

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