QR codes provide a physical link to digital content by encoding website URLs and other information that can be scanned by smartphone cameras and decoded. Popular scanning apps include ScanLife, I-Nigma, AT&T Scanner, and BeeTagg. Mercedes-Benz USA is using QR codes in various ways like linking to owner's support videos and iPad apps from codes placed on cars and signage, and connecting customers to dealer websites, vehicle information pages, and a mobile product guide.

1. QR Codes: Physical Links to Digital Content
Popular Free scanning apps: ScanLife, I-Nigma, AT&T Scanner, BeeTagg
Neil Nathanson
6/29/11

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Learn.mbusa.com – in top navigation bar find: Learning Link LIVE

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Technically what are QR Codes?
• QR codes are 2D bar codes – hold more data than 1D bar codes
• 1 dimensional codes are linear and have 1 axis
• 2 dimensional codes are square and have 2 axes: an x and y axis
• There are 3 popular formats of 2D bar codes:
• QR Codes (Quick Response) • Datamatrix Codes • Microsoft Tag

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How you scan a QR Code
• Mobile devices with cameras can use scanning apps to view and decode the information
• Popular Free scanning apps: ScanLife, I-Nigma, AT&T Scanner, BeeTagg

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Why is now the time to consider QR codes?
• QR codes are an aspect of the mobile device and mobile Internet explosion
• Inflection point in 2011 Q1 more Smartphones + Tablets sold than Desktop + Notebook computers
• Mobile Internet usage is on track to exceed Desktop Internet usage by 2014

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You are most likely starting to see more QR Codes recently
• They are showing up everywhere
• Began as an inventory device and are becoming popular for marketing and other uses
• They are a way to connect with people via their devices
• Function as physical links connecting consumers to digital content and your brand

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QR Codes can be designed for more appeal
• Error correction lets QR work even if some areas are covered
• Graphic design brings them to life:
• Colors and spot graphics can be used
• Stylized grid shapes and decorations
• Logos and characters for branding for marketing uses

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How MBUSA is using QR Codes at Auto Shows
• Codes on all cars and signage at show
• Links to landing pages for more info
• Landing pages have form for customer data collection/response

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How MBUSA is using QR Codes with iPad apps
• The QR code has a link to go directly to the iTunes store location for that app
• Makes locating a specific app for downloading faster and easier

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How MBUSA is using QR Codes with Owner’s Support Videos
• Links to mobile version of Owner’s support videos,
• QR codes are placed in 4 locations:
• On the Car, in the Owner’s Manual Pouch, On the Delivery Checklist, in the Welcome Kit

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How MBUSA L&P uses QR with MPG: Mobile Product Guide
• Available on Learning Link providing quick linking to this dealer tool for mobile information

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How MBUSA L&P uses QR to deliver product information
• Informational videos will be made available during M-Class launch via QR links

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Some ways Dealers can apply QR
• Business card contact info - connect customer to Staff
• Dealer website or app - connect customer to Dealership
• Pre-Owned vehicle webpage - connect customer to Car
Neil Nathanson
Mercedes-Benz USA, LLC
Phone: 201-573-4135
Neil.Nathanson@mbusa.com
Scan my business card

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How you can easily make a simple QR code for free in 2 minutes
• Websites for code creation
• http://qrcode.kaywa.com simple generator
• http://azonmedia.com/en/qrcode-generator more capable generator (vCards, error correction)
• More complex systems exist to allow tracking and reporting beyond simple codes

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MBUSA QR url shortener/redirect/tracking/reporting application
• http://qr.mbusa.com/qr.ashx?L=shortcode in example below “2012M”
• Reports on how many times a code was followed with requesting device identified
• Can be used in conjunction with MBUSA.com campaigns, in example below “MClass”
http://www.mbusa.com/m?utm_source=QRCode&utm_medium=print&utm_campaign=MClass

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Questions?