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PSFK presents


            FUTURE OF
            MOBILE
            TAGGING


        A                    REPORT

www.PSFK.COM n s u lti n g
           Co                         ii
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




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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
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




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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.


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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



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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
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                                                                    4
INSTANT
LOTTERY
Rapid entry into contests and competitions




                                             AWARENESS
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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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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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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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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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.




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MOBILE
ARCADE
Playful experiences fuse physical with digital




                                                 AWARENESS   11
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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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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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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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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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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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TRAVEL
BY TAG
distant experiences in the palm of your hand




                                               AWARENESS   17
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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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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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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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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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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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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 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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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
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                                                                     25
                                           4. Scan-Triggered Updates
PRODUCT
PREVIEW
giving consumers a sneak peek while with the product




                                                       INFORMATION
                                                         GATHERING
                                                                 26
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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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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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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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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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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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CONTENT
SAMPLING
delivering experiential media




                                INFORMATION
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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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FUTURE OF MOBILE TAGGING                                      CONTENT SAMPLING
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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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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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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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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.




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BEHIND THE
SCENES
Making hidden content available




                                  INFORMATION
                                    GATHERING
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FUTURE OF MOBILE TAGGING                              BEHIND THE SCENES
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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




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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.




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FUTURE OF MOBILE TAGGING                                           BEHIND THE SCENES
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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.




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FUTURE OF MOBILE TAGGING                                       BEHIND THE SCENES
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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.




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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.




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SCAN-TRIGGERED
UPDATES
instantly capturing status information




                                         INFORMATION
                                           GATHERING
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FUTURE OF MOBILE TAGGING                                  SCAN-TRIGGERED UPDATES
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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.




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FUTURE OF MOBILE TAGGING                                      SCAN-TRIGGERED UPDATES
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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.




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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.




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FUTURE OF MOBILE TAGGING                                         SCAN-TRIGGERED UPDATES
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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.




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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.




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 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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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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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
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                                                                  52
SCAN-TO-PAY
instant transactions and payments




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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




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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.




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FUTURE OF MOBILE TAGGING                                     SCAN-TO-PAY
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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.




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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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FUTURE OF MOBILE TAGGING                                    SCAN-TO-PAY
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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.




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UNLOCKABLE
REWARDS
Mobile-enabled loyalty programs




                                  ACTION/PURCHASE
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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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FUTURE OF MOBILE TAGGING                                     UNLOCKABLE REWARDS
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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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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.




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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.




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                                                                                    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.




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 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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 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.




  PSFK.COM                                                                                                                                                                66
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
FEEDBACK
LOOP
Sharing recommendations with others




                                      POST-PURCHASE
                                                  68
                                                  68
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




PSFK.COM                                                                                                                                                          69
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
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
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
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
MOBILE
HOW-TO
delivering detailed instructions when
they are needed most




                                        POST-PURCHASE
                                                    74
                                                    74
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
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
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
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report
PSFK presents Future Of Mobile Tagging Report

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PSFK presents Future Of Mobile Tagging Report

  • 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 PSFK.COM 6
  • 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. PSFK.COM 7
  • 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. PSFK.COM 8
  • 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. PSFK.COM 9
  • 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 PSFK.COM 12
  • 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. PSFK.COM 13
  • 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. PSFK.COM 14
  • 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. PSFK.COM 15
  • 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. PSFK.COM 16
  • 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 PSFK.COM 18
  • 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. PSFK.COM 19
  • 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. PSFK.COM 20
  • 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. PSFK.COM 21
  • 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. PSFK.COM 22
  • 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. PSFK.COM 23
  • 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. PSFK.COM 24
  • 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. PSFK.COM 27
  • 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. PSFK.COM 28
  • 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. PSFK.COM 29
  • 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. PSFK.COM 30
  • 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. PSFK.COM 31
  • 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 PSFK.COM 33
  • 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. PSFK.COM 34
  • 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. PSFK.COM 35
  • 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. PSFK.COM 36
  • 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. PSFK.COM 50
  • 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 PSFK.COM 51
  • 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. PSFK.COM 57
  • 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
  • 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. PSFK.COM 60
  • 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. PSFK.COM 61
  • 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. PSFK.COM 65
  • 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. PSFK.COM 66
  • 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 PSFK.COM 69
  • 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