Michael K. Nelson, the Senior Digital Marketing Manager for Toyota Motor Sales, USA Inc., presented this deck at the Mobile Marketing Association forum in 2011. The deck showcases the functionality of the ToyoTag, the SnapTag SpyderLynk specifically built for Toyota. The deck touches on SnapTag's superior functionality and brandability when compared to other 2D mobile barcodes, such as the QR code and the Microsoft Tag. The presentation also highlights the ways Toyota has been able to better reach and create a dialogue with consumers using the ToyoTag.

1. Michael K. Nelson
Sr. Digital Marketing Manager
Toyota Motor Sales, USA Inc.
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2. History Lesson: Denso/ Toyota created, named and patented
the Quick Response (QR) Code™ in 1994
• Denso/ Toyota did this because 1D barcodes
could not accommodate both numbers and
Japanese text to track inventory
• Denso chooses not to exercise its patent
rights -- Original “Idea for Good”
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3. Why SnapTag™ (ToyoTag™)?
• Text is king and a camera app is on nearly every mobile phone
– At this point, taking a picture and texting are more “natural” behaviors than scanning
• Toyota’s “kai-zen” (continuous improvement) mentality prevents us from being
satisfied with a 1994 technology that was never made for marketing
– It’s in our DNA! – QR Codes™ were born from the need to improve 1D Barcodes
• Toyota can not stand on the “digital sidelines” in these early stages of 2D Barcode
adoption
– SnapTags™ are low risk/ low cost with key advantages over other 2D Barcodes
SnapTag™ (ToyoTag™) Advantage:
 Reach
 Brandable
 Flexibility
 Peace of Mind
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4. ToyoTag ™ Video
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5. ToyoTags™ Extend the Engagement Past the Event
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6. Reach: 2D/ QR Codes™ and SnapTag™ by the Numbers*
• Marketers can not count on today’s consumers having a reader; let alone the
right one
• Currently, text is king – the most popular mobile activity
– Toyota will market “in the present” with an eye on the future
2D/ QR Codes™ SnapTag™
(ToyoTag ™)
Goggles and MS Tag are the only ~90% of mobile phones have a
pre-installed smartphone readers data plan and a camera**
• * Nielsen Survey Nov 2011: US Mobile Phone Penetration
• * * SpyderLynk
• Each stick person represents approx. 60 MM US Mobile Subscribers
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7. Brand-ability: Which of these 2D/QR Codes™ Goes to a
Toyota Digital Property?
What About These?
• To lessen confusion, ToyoTag ™ branding creates one standard (and common
language) within Toyota
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8. Brand-ability: 2D/ QR Codes™ can be branded, too!
Yes, but….
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9. Side Note: Both do well in their own space. However,...
Great tool for inventory ≠ Great tool for marketing
≠
• Created for inventory mgmt. • Created for marketing
• Cold, sterile, lacks emotion • Easy to identify brand; Logo is “Seal
• The square shape is very rare of Approval”
in nature • Circles are very present in nature
• Meant for computers and • Meant for people (you and me)
machines
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10. Flexibility: ToyoTags™ play a key CS role by instructing
owners how to pair their mobile device
• Encourage users to “cut the
desktop cord” and learn
on-device
• Entune utilizes Bluetooth which
works on both feature and
smartphones
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11. Flexibility: ToyoTag ™ performed double-duty for the Hatsune Miku
Augmented Reality Experience
• ToyoTag ™ was a mechanism to get fans directly to the app stores and, also act as a
stage /AR marker for both Hatsune and the 2011 Corolla
• This AR experience again shows that consumers will download an app if there is
compelling content for them (i.e., Best Buy App/ “Despicable Me” Promotion)
• Created this fun activation to prepare our audience (e.g., dealer staff, owners, and
shoppers) for a deeper and richer AR experience with our vehicles
+ =
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12. Side Note: Shopping Tool App daily downloads increased by
600%!
Downloads • Hatsune AR was supported by
9/16/11 MikuScape
very little paid media
Party Royal /T in • And, it’s still going strong
Culver City
• Leads also increased by 25%
(WoW) during the week of
9/11/2011
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13. Flexibility: It’s about people, after all
• Two Campaigns; Same Graphic
– $10 donation added to phone bill
– Toyota matched all employee donations
– ToyoTag ™ was also featured on the
toyota.com homepage for public donations
• By taking less than 90 seconds to donate, this
streamline process helped donors avoid the
twenty (20) form-field website
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14. Peace of Mind: Props to Nissan for trailblazing QR Codes™
on MY12 Monroney Labels
• Very good set-up and instructions
– Provides good examples of what the
user will get
– Asks user to use “favorite QR reader app”
• Ads are common within “free” readers
–This reader’s ad banner blocks key
bottom navigation on Nissan’s mobile site
• Solution: Nissan should integrate a QR Code™
Reader into its app
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15. Side Note: Reader is a great compliment to the Shopping
Tool App’s VIN barcode reader, mLot™
• Coming Thanksgiving 2011 to iOS and Android devices!
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16. Peace of Mind: How to make the QR Code™ better! ;-D
• Marketers could use the SnapTag™ Ring Lock-up to get users directly to the company’s
reader in the app store via SMS
* QR Code example does work but the SnapTag Ring Lockup surrounding it was not activated as to not endorse any one QR reader
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17. Warning! Poor instructions are not helping
• Nobody reads the instructions…especially if they are 56 words long!
• ???
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18. Parting words….
• ToyoTag™ (SnapTag™) - 21st Century version “for more information go to
toyota.com”
– This is not a channel like TV or Print
– It’s a low risk/ low cost facilitator of conversations
– Gives us a fighting chance to have a dialog with consumers—of course, on their terms!
• Even when smartphones become the dominant device, new users
(i.e., Boomers) will still need to learn how to use it
• Even with all its benefits, the “free”, open-source QR Code™ could make mobile
phones vulnerable
– Most 2D/ QR Code™ readers don’t block Java Script and/ or URL redirects leaving
consumers’ phones open to malware or worse
– Unbranded QR Codes™ all look the same --- lends itself to abuse and/or sabotage
– PCs (open-source) vs. Apple (proprietary)
• Education, education, education!
– For both consumers and marketers alike
– “Education consists mainly of what we have unlearned” --- M. Twain
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19. THANK YOU!!!!
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