The document provides an overview of mobile codes like QR codes and SMS codes. It discusses how QR codes work, providing examples of best practices for using QR codes in advertising and promotion. Specifically, it shows how QR codes have been used effectively by companies to link to engaging mobile content from print materials. It also outlines some pitfalls to avoid, such as linking QR codes to non-mobile websites or providing dull content that fails to incentivize users. The document aims to educate on using this technology to enhance marketing communications.

1. Mobile
Codes:
Adver2sing
and
promo2on
QR
never
be
the
same
again
will
1

2. Purpose
To
establish
a
base
of
knowledge
for
developing
communica2ons
technology
pertaining
to
scan
codes,
showcasing
how
they’re
being
used
in
the
marketplace
and
lay
the
groundwork
for
future
use
for
Mullen
clientele.
QR
2

3. Agenda
QR
Codes
• Overview
• Best
In
Class
Examples
• What
Not
To
Do
QR
SMS
Codes
• Overview
• Best
In
Class
Examples
Other
Scan
Code
Op2ons
3

4. QR
Codes
QR
4

5. Background
QR
Code:
Quick
Response
Code
History:
A
QR
Code
is
a
two-­‐dimensional
bar
code
created
by
Japanese
corpora2on
Denso-­‐Wave
in
1994.
Although
ini2ally
used
for
tracking
parts
in
vehicle
manufacturing,
QR
Codes
are
now
used
in
a
much
broader
QR
context.
The
use
of
the
QR
Code
is
free
of
any
license.
The
QR
Code
is
clearly
defined
and
published
as
ISO
standard.
Denso
Wave
owns
the
patent
rights
on
QR
Code,
but
has
chosen
not
to
exercise
them.
5

6. More
Informa2on
In
Less
Space
Since
a
QR
Code
carries
informa2on
both
horizontally
and
ver2cally,
it’s
capable
of
encoding
the
same
amount
of
data
in
approximately
one-­‐tenth
the
space
of
a
tradi2onal
bar
code.
They
can
hold
up
to
4,000
characters.
QR
6

7. Prac2cal
Use
QR
codes
can
be
used
in
a
number
of
ways
Add
them
to
any
print
adver2sing,
flyers,
posters,
invites,
tv
ads,
etc.
Link
To
Content
Such
As:
*
Product
details
*
Contact
details
*
Offer
details
*
Event
details
*
Compe22on
details
*
Coupons
*
Twi]er,
Facebook,
MySpace
IDs
*
Link
to
your
YouTube
video
*
Entertainment:
games,
trivia,
etc.
*
Store
loca2on/Contact
informa2on
7

8. Cheap
&
Quick
Anyone
with
access
to
a
computer
can
generate
QR
codes
for
free
8

9. Best
In
Class
QR
9

10. This
code
resolves
to
a
mobile
site
which
shows
12
original
recipes
for
the
products
and
can
be
used
as
a
shopping
list
for
all
the
ingredients
one
needs
for
a
certain
recipe.
10

11. This
resolves
to
a
mobile
site
where
visitors
can
offset
100g
of
CO2
once
per
day
and
feel
good
about
it.
There
is
also
a
daily
lo]ery
with
the
chance
of
winning
cash
prizes.
11

12. This
poster
adver2sing
the
Iron
Man
2
movie
sends
you
to
a
mobile
site
with
photos,
trailers
and
informa2on
about
local
show2mes.
12

13. These
Oakley
QR
Codes
were
hidden
within
‘digital
snowstorm’
displays
in
the
windows
of
Oakley’s
stores.
The
QR
Code
resolves
to
a
mobile
site
where
visitors
can
enter
to
win
a
week
long
vaca2on
and
are
given
a
reference
that
they
can
use
to
get
an
Oakley
gif
in
store.
13

14. The
Detroit
Red
Wings
including
QR
codes
in
their
game
program.
The
interac2ve
programs
include
video
and
games.
14

15. Simmons
placed
QR
codes
on
in-­‐store
tags
for
the
new
Beautyrest
line.
Giving
shoppers
the
ability
to:
• Play
a
Beautyrest
video
illustra2ng
new
technology
in
the
beds.
• And
to
facilitate
the
sharing
of
the
QR
tag
content
via
social
media,
Simmons
has
included
Facebook
and
Twi]er
bu]ons
on
the
content
Web
site.
15

16. What
Not
To
Do
QR
16

17. Don’t
Link
To
Non-­‐Mobile
Sites
This
QR
Code
resolved
to
the
non-­‐
mobilized
company
website
where
you
then
had
to
click
another
link
to
get
to
the
contest.

18. Shorten
URL’s
When
Possible
The
QR
Code
in
this
adver2sement
for
Ralph
Lauren
decodes
as
an
unnecessarily
long
url.
h]p://m.ralphlauren.com/default.aspx?
ab=nym
The
QR
Code
should
have
been
smaller
and
thus
held
a
higher
level
of
error
correc2on
(ECL),
meaning
more
likely
to
scan
properly.

19. Make
It
Engaging
and
Worthwhile
A
Siemans
newspaper
ad
resolves
to
a
series
of
short
paragraphs
on
combined-­‐cycle
power
plants,
HVDC
transmission
lines
and
performance
contrac2ng.
These
are
about
as
exci2ng
as
watching
paint
dry.
Where
is
the
engagement?
If
someone
has
gone
to
the
trouble
of
decoding
your
QR
Code
the
last
thing
they
want
to
see
is
bland
content,
instead
give
then
something
valuable.

20. The
Next
Evolu2on
of
QR
Codes
QR
20

21. Designed
QR
Codes
Designed
QR
codes
are
op2mized
to
include
a
picture
or
logo
to
enhance
conversion
rates.
The
merit
of
the
whole
effort
is
simply
a]rac2veness.
In
a
world
full
of
QR
Codes
it
seems
to
be
more
and
more
important
to
give
each
code
a
unique
design.
However,
you
cannot
simply
slap
an
image
into
the
code
-­‐
the
structures
of
the
code
has
to
be
rearranged
in
a
way
that
no
informa2on
is
lost
-­‐
even
with
the
picture
in
it.
Thus,
there
isn’t
currently
a
free
generator
for
designed
QR
codes.
21

22. Audio
Codes:
Convert
sound
into
text
Text
data
could
be
sent
with
music
or
sound.
100
words
could
be
sent
in
about
1-­‐2
seconds.

23. Codes
Everywhere
Google
s2ckers,
with
QR
code,
located
in
store
windows
will
take
you
to
that
business'
mobile
Place
Page,
where
you
can:
•
Read
reviews
from
other
customers
•
Find
and
use
their
coupons
•
Star
the
business
to
remember
to
check
it
out
later
•
Leave
a
review
when
the
experience
is
s2ll
fresh

24. Quick
Mobile
Transac2ons
Scan
a
QR
code
with
all
of
the
necessary
PayPal
informa2on
embedded
in
order
to
complete
the
transac2on.
All
you
have
to
do
is
is
approve
it.

25. Text
Based
SMS
Codes
QR

26. The
QR
Code
Alterna2ve:
Non-­‐Smartphone
or
Web
Based
Phones
• The
user
simply
takes
a
picture
of
the
code
and
texts
it
to
a
number,
the
same
way
they
send
a
picture
to
a
friend.
• Approximately
75%
of
camera
phone
owners
have
an
MMS
messaging
plan.
• WAP
links
are
appropriate
for
only
those
uQR
with
a
mobile
web
plan
(approximately
sers
35%
of
all
mobile
users).
• Priced
on
a
pay-­‐per-­‐ac2on
model,
providing
marketer’s
superior
efficiency
and
ROI
measurability.
Nega;ves:
• Time
from
picture
to
content
(8
mins.).
• Inability
to
have
in-­‐depth
interac2on,
just
a
video
or
message

27. Best
In
Class
QR
27

28. Sports-­‐Bar
Table
S;cker:
Receive
the
Patriots
schedule
on
your
phone

29. Public
Bathroom
Changing
Sta;on:
Receive
2ps
on
how
to
prevent
and
soothe
your
baby's
diaper
rash

30. Johnson’s
Baby
Print
Ad:
Receive
video
from
female
stand
up
comedians
talking
about
their
pregnancy
experience

31. NYT
Poster:
Receive
local
informa2on
including,
good
restaurants,
current
loca2on
and
weather.
In
addi2on
to
other
informa2on
like,
stock
market
updates,
sports
updates,
jokes,
and
TV
lis2ngs.

32. Nike
Clothing
Tag:
Receive
video
highlight
reel
of
specific
athletes
doing
what
they
do
best.

33. CHASE
ATM
Sign:
Receive
informa2on
regarding
current
investment
opportuni2es
as
well
as
info
on
Rewards
programs

34. Dunkin
Donuts
Poster:
Receive
a
coupon
for
a
free
cup
of
coffee.

35. Other
Codes
QR
35

36. Microsof
Tags
• You
scan
Tags
with
an
applica2on
called
the
Microsof
Tag
Reader
which
is
free
and
easy
to
download
the
Tag
Reader,
free
to
scan
Tags,
free
to
create
and
use
Tags.
• The
Tag
Reader
uses
the
camera
on
your
mobile
phone
to
scan
the
Tag
and
then
connects
to
the
Internet
to
get
more
informa2on
associated
with
the
Tag.
QR
36

37. Golf
Digest
Tutorial:
When
readers
scanned
the
Tag
they
were
taken
instantly
to
a
video
lesson
with
Golf
Digest
senior
editor
Peter
Morrice.

38. • S2ckyBits
is
an
app
that
lets
users
affix
video,
photos,
text
or
audio
to
real-­‐
world
objects,
as
long
as
those
objects
have
barcodes.
• Users
scan
a
barcode
and
then
upload
a
piece
of
content
or
view
what
others
have
already
uploaded.
QR
38

39. Next
Weeks
Presenta2on
QR
39

40. Techno
Accessories:
Really?

41. Thank
You
QR
41