1. 1
White Master
Codis QR
en la
Comunicació
d’empresa
Jordi Caralt
Desenvolupador Multimèdia
Futura Interactive
jordi.netau.net
@jordicaralt
jordi.caralt@futura-tc.es
Copyright 2013 Jordi Caralt. All rights reserved.
2. Codis QR. 22/02/2013
en la Comunicació d’empresa Continguts
2
Copyright 2012 Jordi Caralt. All rights reserved.
1. Què són, origen, tipus, evolució
2. Característiques tècniques.
3. Lectura de codis QR
4. Generació de codis QR.
5. Fent servir QR-Codes.
6. Estratègia. (online+offline)
7. Casos d’èxit
8. Workshop
6. 6
Introducció
Copyright 2012 Jordi Caralt. All rights reserved.
usuaris - interactuar més i millor
amb marques (offline).
50% dels escans es realitzen a casa i
l'altra meitat a la botiga (comScore)
interactivitat fàcil, útil i completa,
unir el món físic i el digital
redefinint l'experiència de l'usuari
millorant les estratègies de (P&M)
7. 7
Finalitat
Copyright 2012 Jordi Caralt. All rights reserved.
Promocional, de màrqueting o
publicitària
Cupons o tiquets i han de ser
validats o canviats en un punt de
venda.
Utilitzats en processos industrials
com identificació, logística, gestió de
flotes o traçabilitat.
Pagaments Mòvils
www.aecoc.es
(standard
España)
8. 8
Aplicacions
Copyright 2012 Jordi Caralt. All rights reserved.
Packaging del productE.
Materials impressos.
En Tv.
En valles publicitàries.
En internet.
Altres: menjar, roba, pantalles, web,
etc.
9. 9
Funcions
Copyright 2012 Jordi Caralt. All rights reserved.
Obrir una pàgina web.
Fer una trucada de telèfon.
SMS o MMS.
Correu electrònic.
Publicació a una xarxa social.
Fer una nota
Cita al calendari.
Contacte a l'agenda.
Configurar un menú d'opcions.
Descàrrega de contingut multimèdia
10. 10
Claus de l’exit
Copyright 2012 Jordi Caralt. All rights reserved.
1. Donar instruccions sobre com
descarregar una app de lectura
2. Informar el consumidor del que
trobarà a l'escaneig.
3. Oferir contingut rellevant, útil o
exclusiu.
4. Adaptar el contingut a mòbil.
5. Provar el contingut en diferents
sistemes operatius i terminals.
11. 11
Claus de l’exit
Copyright 2012 Jordi Caralt. All rights reserved.
12. 1. Què són
Copyright 2012 Jordi Caralt. All rights reserved. 12
13. Què són, origen, tipus, evolució
13
Copyright 2012 Jordi Caralt. All rights reserved.
Evolució dels codis 1D
QR = Quick Response
Patent no exercida (Denso-Wave -
Toyota)
Interpretats no només per scanners
Autogenerables
Poden contenir més informació
15. 1. Lliures - Propietaris
2. Autogenerables - Generats per tercers
15
Tipus de codis 2D (BiDi)
Copyright 2012 Jordi Caralt. All rights reserved.
16. 16
¿Què aporten?
Simplifica interacció amb
smartphones
Redueix errors tecleig
Afavoreix consultes/consum per
impuls
Mètrica i conversió del món real
Implementació a cost 0 (o quasi)
Vincle món
físics amb
internet
18. Característiques tècniques
18
Copyright 2012 Jordi Caralt. All rights reserved.
7,089 Números
4,296 Alfanumèrics
Capacitat 1,817 Kanji/Kana
19. 19
Decisions prèvies
Copyright 2012 Jordi Caralt. All rights reserved.
Denso Wave – Patent alliberada
(www.denso-wave.com)
www.qrcode.com
“QR Code is a registered
trademark of DENSO WAVE
Patents INCORPORATED. “
20. 20
Normes Color / Contrast
Copyright 2012 Jordi Caralt. All rights reserved.
El contrast entre el fons i el
QR ha de ser superior al
20%
Si el contrast és suficiente
(+20%)
no importa el color/s del
codi
22. 22
Normes Llegibilitat
Copyright 2012 Jordi Caralt. All rights reserved.
Tamany
Contrast QR amb la base
Òptica del telèfon (macro)
Llum ambient
Angle
Nivell de curvatura superfície
25. 25
Requisits per escanejar
Copyright 2012 Jordi Caralt. All rights reserved.
Smartphone = Scanner
Smartphone amb càmara
Software apropiat (app)
26. Webs generadores
26
Apps per escanejar
Copyright 2012 Jordi Caralt. All rights reserved.
qrcode.kaywa.com
qrcode.es/es/generador-qr-code/
http://goqr.me/
visualead.com/
27. 27
Seguiment de campanyes
Copyright 2012 Jordi Caralt. All rights reserved.
2d-code.co.uk/qr-code-management-
systems/
28. 28
7 claus
Copyright 2012 Jordi Caralt. All rights reserved.
Què trobaré si capturo el QR?
Implementació tècnica correcta
Continguts i estratègies “movilitzades
Cobertura?
Benefici directe i real per l’usuari
Continguts i landing-pages actualitzats
Mesurar
34. 7. Casos d’èxit
Copyright 2012 Jordi Caralt. All rights reserved. 34
35. 35
Coca-Cola
Copyright 2012 Jordi Caralt. All rights reserved.
Solució: Quan els consumidors escanejaban
els codis inserits en les llaunes, podien veure
contingut relacionat amb la UEFA Euro 2012 i
vídeos de la campanya relacionada en xarxes
socials de Coca-Cola, entre altres coses. A
més, va suposar la primera campanya massiva
de codis a Espanya amb anuncis a televisió.
Resultat: Una molt bona manera de buscar la
interactivitat amb l'usuari des del mateix
moment de compra o consum, de fidelitzar,
d'enllaçar la seva acció amb les xarxes socials
digitals, d'extreure dades valuoses i millorar
l'experiència d'usuari.
Punt de partida:
Coca-Cola Espanya
buscava innovar i fer
alguna cosa diferent
amb els seus
consumidors amb vista
al patrocini de la UEFA
Euro 2012.
36. IAB Inspirational 2011
36
Punt de partida: BtoB
va voler patrocinar d'una
manera diferent el
festival Inspirational
2011 de IAB Spain, un
dels esdeveniments de
referència del sector de
la comunicació digital.
Copyright 2012 Jordi Caralt. All rights reserved.
Solució: L'agència desenvolupament una app
(disponible per iPhone i Android) anomenada
Appescar amb la qual els assistents al Festival van
poder fer networking i guanyar premis.
Resultat: Aquesta aplicació va ser descarregada
per un de cada quatre assistents. Amb ella, els
Smartphones es van convertir en "cabells blancs"
amb les que van capturar aperitius i regals: peces de
maki, sushi, còctels marins, marxandatge, etc., Que
els pescadors van poder gastar a la festa de l'últim
dia.
37. 37
Punt de partida:
Budweiser volia compartir la
seva història amb els seus
clients a través de nous
mètodes que mostressin
"l'orgull, la passió i
l'artesania que ha estat la
columna vertebral de
Budweiser durant
generacions".
Copyright 2012 Jordi Caralt. All rights reserved.
Solució: Per a això, Budweiser utilitzà els codis QR
integrats en els envasos dels productes per permetre
als consumidors conèixer l'historial de la cervesa
especifica que tenien entre les mans. Si s'escaneja
el codi, l'usuari era redirigit a TrackYourBud.com o la
descàrrega de l'aplicació. Alli, debian introduir la data
d'elaboració que venia indicada en la seva cervesa.
Resultat: Una experiència tan offline com beure una
cervesa, va ser combinada amb una estratègia digital
que permetia no només millorar l'experiència del
consumidor, sinó demanar dades sobre qui, on i
quan estava consumint cadascun d'ells.
Budweiser
38. 38
Punt de partida: NRMA
volia mostrar al públic que, a
diferència d'altres
companyies d'assegurances
d'automòbils, ells si cobrien
extres com els sistemes de
so personalitzats.
Copyright 2012 Jordi Caralt. All rights reserved.
Solució: Per a això, van adaptar una parada
d'autobús fora de l'estació de Wynyard a Sydney,
Austràlia. La parada va ser equipada amb
altaveus estèreo que reproduïen les pistes
seleccionades pel públic a través d'una app que es
descarregava mitjançant un codi QR
Resultat: Tot i no haver transcendit dades sobre els
resultats d'aquest cas concret, convé destacar per la
seva esperit innovador i experimental. Els codis QR
no són més que una via de connectivitat instantània
amb l'usuari, la resta depèn de la proposta creativa
Seguros NRMA
39. 39
Punt de partida:
Heineken volia combinar en
un festival de música una
acció de màrqueting original,
participativa i divertida que
jugués amb l'ús del mòbil.
Copyright 2012 Jordi Caralt. All rights reserved.
Solució: Tots els assistents podien disposar del seu
propi QR imprès i enganxat als seus cossos, de
manera que quan es escanejava, donava informació
sobre cada persona i sobre els seus gustos
particulars. Similar a la identitat virtual en xarxes
socials, però en el món real i durant un macro
esdeveniment.
Resultat: La campanya de Heineken va ser una
manera molt intel·ligent i social d'usar codis en un
festival de música. En aquests esdeveniments se sol
conèixer gent nova, els codis QR van facilitar que
s'interactués més i millor, fomentant la participació
d'un joc que no era sinó una acció de màrketing. No
només va funcionar a nivell creatiu, sinó que
Heineken va obtenir interessants dades per a la seva
business intelligence, a més de convertir els
assistents en anuncis errants de la compania
Heineken
40. 40
Punt de partida: Esquire
volia donar als lectors de la
coneguda revista més
informació sobre articles de
moda que apareixien en la
secció "Col·lecció Esquire".
Copyright 2012 Jordi Caralt. All rights reserved.
Solució: Es van inserir codis en la mateixa revista
per donar als lectors un menú d'opcions de
cadascuna de les peces de roba, que permetien
visitar la web del dissenyador, comprar el producte,
subscriure a la revista o conèixer contingut
relacionat.
Resultat: D'aquesta manera tan senzilla, Esquire va
aconseguir enllaçar un suport purament offline amb
el mCommerce. Això dóna importants pistes sobre el
futur de mitjans tradicionals i la forma de redefinir
utilitzant els mitjans digitals
Esquire
41. ?
41
Copyright 2012 Jordi Caralt. All rights reserved.
Gràcies!
jordi.caralt@futura-tc.es
jordi.netau.net
@jordicaralt
Editor's Notes
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
Bring people and ideas together to collaborate efficiently and produce a better end result
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
Bring people and ideas together to collaborate efficiently and produce a better end result
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Safeguard work and protect sensitive information
Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
Bring people and ideas together to collaborate efficiently and produce a better end result
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Safeguard work and protect sensitive information
Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
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Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
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Safeguard work and protect sensitive information
Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
Bring people and ideas together to collaborate efficiently and produce a better end result
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Safeguard work and protect sensitive information
Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
Bring people and ideas together to collaborate efficiently and produce a better end result
Unify a wide range of information that can be reliably shared with anyone, anywhere
Safeguard work and protect sensitive information
Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
Bring people and ideas together to collaborate efficiently and produce a better end result
Unify a wide range of information that can be reliably shared with anyone, anywhere
Safeguard work and protect sensitive information
Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can:
Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact
Bring people and ideas together to collaborate efficiently and produce a better end result
Unify a wide range of information that can be reliably shared with anyone, anywhere
Safeguard work and protect sensitive information