Geocaching & QR Codes<br />Presented by Brittany Deterding<br />April 20, 2010<br />ADV400<br />
GEOCACHING<br />
What is Geocaching?<br />
What is Geocaching?<br /><ul><li> “A game of high-tech hide and go seek”
 GPS scavenger hunt to find containers/caches
 Similar to the 150-year-old game letterboxing, which uses clues and references to landmarks embedded in stories
 First documented placement of a GPS-located cache took place on May 3, 2000 in Beavercreek, Oregon
 Originally called GPS stash hunt  or GPS stashing– due to negative connotation of “stash” was soon changed to “Geocaching...
 Typical  "treasures“ not high in $$ value - aside from logbook, common contents are unusual coins or currency, small toys...
Larger caches include toys or trinkets of little value that are exchanged by scavengers – called “geoswag”
 Cache sizes range from containers as small as the tip of little finger ("nanos") to five-gallon buckets or even larger co...
Caches are currently placed in over 100 countries and on all 7 continents
As of April 19, 2010 there are 1,040,726 active caches and an estimated 3-4 million geocachers worldwide. In the last 30 d...
GPS Receivers<br />
The Hunt for a Cache: Way #1<br />INTERACT<br />LOG ONTO GEOCACHING.COM NOW<br />Traditional<br />Enter your postal code a...
The Hunt for a Cache: Way #2<br />INTERACT<br />INSTALL GEOCACHING IPHONE APP<br />iPhone Mobile Application<br />Download...
The Hunt for a Cache: Way #2<br />iPhone Mobile Application<br /><ul><li> Search by current location, address or GC code
 Filter your hides and finds from the Geocaching.com search results
 Access geocache details, including description, photo gallery, attributes, recent logs, hint and inventory
 Look up trackable item details, including item goals, while on the trail
 Save geocache listings, including maps and photos, for quick retrieval and offline use
 Log geocache finds and post notes in the field
 View geocache web pages on geocaching.com without leaving the application using embedded web browser</li></li></ul><li>Ge...
Brand Application: State Farm<br /><ul><li>Strategy: Coverage Made Clear
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Module | Web Trends (Geo-caching and QR Codes)

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Module | Web Trends (Geo-caching and QR Codes)

  1. 1. Geocaching & QR Codes<br />Presented by Brittany Deterding<br />April 20, 2010<br />ADV400<br />
  2. 2. GEOCACHING<br />
  3. 3. What is Geocaching?<br />
  4. 4. What is Geocaching?<br /><ul><li> “A game of high-tech hide and go seek”
  5. 5. GPS scavenger hunt to find containers/caches
  6. 6. Similar to the 150-year-old game letterboxing, which uses clues and references to landmarks embedded in stories
  7. 7. First documented placement of a GPS-located cache took place on May 3, 2000 in Beavercreek, Oregon
  8. 8. Originally called GPS stash hunt or GPS stashing– due to negative connotation of “stash” was soon changed to “Geocaching”</li></li></ul><li>The Caches<br /><ul><li> Typical cache is a waterproof container (varying in size) with log book and pen/pencil inside
  9. 9. Typical "treasures“ not high in $$ value - aside from logbook, common contents are unusual coins or currency, small toys, ornamental buttons, CDs, or books
  10. 10. Larger caches include toys or trinkets of little value that are exchanged by scavengers – called “geoswag”
  11. 11. Cache sizes range from containers as small as the tip of little finger ("nanos") to five-gallon buckets or even larger containers
  12. 12. Caches are currently placed in over 100 countries and on all 7 continents
  13. 13. As of April 19, 2010 there are 1,040,726 active caches and an estimated 3-4 million geocachers worldwide. In the last 30 days, there have been 4,384,065 new logs submitted.</li></li></ul><li>The Caches<br />
  14. 14. GPS Receivers<br />
  15. 15. The Hunt for a Cache: Way #1<br />INTERACT<br />LOG ONTO GEOCACHING.COM NOW<br />Traditional<br />Enter your postal code and click "search“ on geocaching.com<br />Choose any geocache from the list and click on its name.<br />Enter the coordinates of the geocache into your GPS Device.<br />Use your GPS device to assist you in finding the hidden geocache<br />Sign the logbook and return the geocache to its original location<br />Share your geocaching stories and photos online<br />
  16. 16. The Hunt for a Cache: Way #2<br />INTERACT<br />INSTALL GEOCACHING IPHONE APP<br />iPhone Mobile Application<br />Download “Geocaching” application from App Store (free or paid)<br />Browse list of geocaches near your current location<br />Select a cache to seek – then details given about difficulty, terrain, size, direction and miles away<br />Interactive live map showing current location & cache location and compass are provided to help find cache<br />When close to cache “Found It!” button appears & logged on geocaching.comaccount<br />Share your geocaching stories and photos online<br />
  17. 17. The Hunt for a Cache: Way #2<br />iPhone Mobile Application<br /><ul><li> Search by current location, address or GC code
  18. 18. Filter your hides and finds from the Geocaching.com search results
  19. 19. Access geocache details, including description, photo gallery, attributes, recent logs, hint and inventory
  20. 20. Look up trackable item details, including item goals, while on the trail
  21. 21. Save geocache listings, including maps and photos, for quick retrieval and offline use
  22. 22. Log geocache finds and post notes in the field
  23. 23. View geocache web pages on geocaching.com without leaving the application using embedded web browser</li></li></ul><li>Geocaching: From the Web to the Woods<br />
  24. 24. Brand Application: State Farm<br /><ul><li>Strategy: Coverage Made Clear
  25. 25. Goal: Promote the campaign and spread information about insurance to our target in a unique and innovative way
  26. 26. Idea: Geocaching integration
  27. 27. Went out and hunted for caches around the University of Illinois campus
  28. 28. Found cache outside Talbot Lab
  29. 29. Learned ways to make hunt better and more effective for our promotion
  30. 30. Secure cache to prevent theft
  31. 31. Use waterproof container
  32. 32. Logs rot/unreadable so promote online logging with promo codes</li></li></ul><li>Brand Application: State Farm<br />The Truth Pursuit<br />Why It’s Smart<br />Insider secrets are exposed while allowing consumers to interact with the campaign in a unique way <br />How It’s Done <br />A tech-savvy scavenger hunt has Young Adults looking for State Farm branded tokens…<br />Partnership: Ford MotorsPlacement: Salt Lake City, UT; Portland, OR; Pittsburgh, PA; Orlando, FA; San Antonio, TX; Bakersfield, CA; Minneapolis, MN; Nashville, TN; Wichita, KS; Hartford, CT<br />Price: $348,000<br />
  33. 33. QR CODES<br />
  34. 34. What is a QR Code?<br />Created by Japanese corporation Denso-Wave in 1994<br />Two-dimensional bar codes that can contain alphanumeric text <br />“QR” = Quick Response<br />Purpose: to allow content to be decoded at a high speed<br />Often feature URLs that direct users to sites where they can learn about an object or place (“mobile tagging”)<br />Decoding software on tools such as camera phones interprets the codes<br />Codes can provide a variety of types of information and can be placed in an assortment of locations<br />
  35. 35. Where are QR Codes Placed?<br />Codes found on product labels, billboards, and buildings<br />Can provide tracking information for products in industry, routing data on a mailing label, or contact information on a business card<br />The small code pattern can be hidden or integrated into an esthetically attractive image in newspapers, magazines, or clothing<br />
  36. 36. How are QR Codes Used in Advertising?<br />Can add them to any print advertising, flyers, posters, invites, TV ads etc containing:<br />product details<br />contact details<br />offer details<br />event details<br />competition details<br />a coupon<br />Twitter, Facebook, MySpace IDs<br />a link to a YouTube video<br />
  37. 37. QR Codes + Google<br />
  38. 38. A Business Card that “Talks” to Cell Phones<br />
  39. 39. QR Code Example<br />
  40. 40. QR Code Information Storage<br />QR Code data capacity<br />Numeric only Max. 7,089 characters<br />Alphanumeric Max. 4,296 characters<br />Binary (8 bits) Max. 2,953 bytes<br />Kanji/Kana Max. 1,817 characters<br />Error correction capacity<br />Level L 7% of codewords can be restored.<br />Level M 15% of codewords can be restored.<br />Level Q 25% of codewords can be restored.<br />Level H 30% of codewords can be restored.<br />QR codes use the Reed–Solomon error correction, see example below:<br />
  41. 41. QR Codes in Prime Time TV: CSI<br />
  42. 42. Research Question<br />Do you believe QR codes are a technological fad, or an innovation that will likely stay around for years to come? <br />Please provide a brief explanation and article(s) supporting your opinion. <br />
  43. 43. THANK YOU!<br />

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