Agenda QR Codes Jag Tags & Others Best Practices Case Studies
QR Codes – What are they and how are they used? Users with a camera phone equipped with the correct reader software (ScanLife, etc.) can scan the image of the QR Code causing the phones browser to launch and redirect to the programmed URL Fairly new in the U.S. but becoming more mainstream with adoption of Android Experience is different by device and by application used to read QR Code Flexible – QR Code creative can remain the same while back-end content changes. Overall, QR codes are an incredible tool to link marketing channels and enhance and expand messaging potential *From Euro Mobile Education Guide 3
QR Pros Stand out from the page or screen and are therefore a more powerful call to action Can contract a far larger amount of information and variables, helpful for measurement from different media and campaigns
QR Cons Most QR codes require that the consumer download a reader before any interaction can begin QR code might direct users to a website that does not display properly on a cell phone
What is JAGTAG? JAGTAG is a mobile marketing platform utilizing 2D barcodes and Keywords to send back multimedia to 90% of mobile phones. Agencies, Brands, Retailers and Publishers contract with JAGTAG to run their mobile campaigns.
JAGTAG ProsEliminate the barrier of downloading an app. With JAGTAGs, the consumer takes a picture of the tag using any device with a camera and MMS capability, and then sends it to the MMS short- code specified in the ad. JAGTAG‟s servers match the dot pattern in the code to campaign content, and quickly return it to the consumer.All JAGTAGs can be used to send consumers Text, Images, Video via SMS/MMS, Email or TwitterJAGTAGs have been used for Messaging, Sweepstakes, Coupons and Sales
JAGTAG Cons MMS is slow and expensive and most people don’t like it JAGTAG uses a proprietary barcode format, which doesnt‟t help the already very fragmented mobile barcoding industry There is a fee associated with keeping a JagTag active
ExamplesQR Codes have seen immense popularity and adoption in Asia and Europe due to standardized barcode scanners pre-loaded on devices and consumer educationCurrently there is not a standardized barcode reader in the U.SSome readers work with some QR codes, but not with allTags, such as by Microsoft, are also beginning Microsoft tag QRCode Datamatrix JagTag to see use, further complicating adoption of a
Comparisons QR Code Datamatrix Microsoft tag JAG TagRequires Reader requires image sent as MMS to Jag Tag.Fee for Use NO NO NO YESOpen SourceMost WidelyUsedDirectlylaunches mobilesitePre-loaded in many casesreader can readRequires uniquereaderB&W or Color B&W B&W Color or B&W B&W
Best Practices Always provide instructions on how to activate a code. 33% more people engaged signs with instructions than those signs without instructions Make the code stand out; this is a very good way to entice a consumer into scanning your code. As a rule of thumb, the width and height of a code should be at least 1 inch for every 1 foot that a user must stand away from the code.
Creative Thought Starters Best incorporated with direct mail, retail and outdoor to link the physical and the digital world QR codes in email or web page should be avoided, except in the circumstance of linking a user to a mobile download Provide excellent source for additional product information and functionality QR code could link to product demo video Due to cross carrier barriers with shortcodes, QR codes could prove to be the most effective way to communicate with customer prospects in the mobile channel Integrate with social media to enhance presence and engagement Link to coupons, mobile downloads such as wallpapers, ringtones, music and videos, podcasts and mobile optimized websites containing product information, reviews and other marketing communications 13
Experiential – Chevy at SXSW• As a super sponsor of SXSW, Chevy used the event as a showcase for the Volt and the Cruze and a test bed for mobile marketing• Chevy affixed QR codes on pre-production models of the Volt and Cruze which when photographed with a camera phone, launch a WAP highlighting key vehicle features• Chevy also partnered with location-based services from Gowalla and utilized augmented reality tactics at SWSW• Chevy utilized QR codes to drive consumer engagement and interactivity• Chevy reported that 2% of the SXSW Interactive attendees interacted with QR codes and 8.5% of that 2% scanned the QR codes on more than one vehicle• Blog posts, tweets and other media content mentioning Chevy‟s use of QR codes at SXSW racked up 1,680,230 impressions http://www.emarketer.com/blog/index.php/chevy-case-study-qr-codes-mobile-location-inspire-brand-engagement / 15
Sales/Guerilla – Zoo Records “Hidden Animals”• Won a Gold Medal at the 2010 Cannes Advertising Festival for its „Hidden Sounds‟ QR Code campaign promoting 14 indie bands for Zoo Records, an alternative music store in Hong Kong• The QR Codes were assembled into the shapes of animals that live hidden in the city and posted all over the streets of Hong Kong• Scanning the codes in the animals allowed users to read more information about a band and hear their music, purchase the songs directly and share them on social media• The campaign was considered a success by the volume of sharing on blogs and social networks and the fact that more than half of the 14 bands sold out their albums within the first week http://2d-code.co.uk/winning-qr-code-campaign 16