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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. INSTANT
LOTTERY
Rapid entry into contests and competitions
AWARENESS

9. 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
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10. 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 to-
tal of $725,000 in free beauty products through a series of mini-sweep-
stakes. Readers who had signed up for the US fashion publication’s
contests were notified by text message 15 minutes before new give-
aways were about to take place. At this point, they opened the maga-
zine 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.
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11. 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.
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12. 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.
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13. 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

14. MOBILE
ARCADE
Playful experiences fuse physical with digital
AWARENESS 11

15. 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
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16. 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.
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17. 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.
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18. 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.
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19. 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.
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20. TRAVEL
BY TAG
distant experiences in the palm of your hand
AWARENESS 17

21. 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, espe-
cially 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 ser-
vices that are promoted best through demonstrations. Mobile tags are the tool to enable these expe-
riences, quickly changing a static two-dimensional communication piece into a very rich experience.
Marty Yaskowich
Managing Director, Tribal DDB Vancouver
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22. 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.
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23. 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.
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24. 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.
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25. 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 informa-
tion about the history of the location as well as maps to help tourists navigate
new areas.
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26. 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.
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27. 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.
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28. 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

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

30. 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.
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31. 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.
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32. 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.
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33. 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.
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34. 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.
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35. CONTENT
SAMPLING
delivering experiential media
INFORMATION
www.PSFK.COM
GATHERING
32
32

36. 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 in-
volved 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
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37. 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.
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38. 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.
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39. 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.
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40. 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

41. BEHIND THE
SCENES
Making hidden content available
INFORMATION
GATHERING
38
38

42. 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

43. 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

44. 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

45. 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

46. 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

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

48. 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 physi-
cal 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

49. 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

50. 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

51. 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

52. 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

53. 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.
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54. PSFK presents
FUTURE OF MOBILE TAGGING ExPERT ADVICE
Co n s u lti n g
Roger 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, 2D Barcode Strategy
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
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55. 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

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

57. 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

58. 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

59. 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

60. 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.
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61. 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

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

63. 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.
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64. 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.
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65. 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

66. 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

67. 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

68. 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.
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69. 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.
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70. 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

71. FEEDBACK
LOOP
Sharing recommendations with others
POST-PURCHASE
68
68

72. 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
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73. 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

74. 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

75. 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

76. 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

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

78. 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 sup-
port.”
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

79. 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

80. 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