QR (quick response) Codes

July 2011

QR Codes

Jag Tags & Others

Best Practices

Case Studies

QR Codes – What are they and how are they used?

Users with a camera phone equipped with the correct reader software (ScanLife, etc.) can scan the image of the QR Code causing the phone's browser to launch and redirect to the programmed URL

Fairly new in the U.S. but becoming more mainstream with adoption of Android

Experience is different by device and by application used to read QR Code

Flexible – QR Code creative can remain the same while back-end content changes.

Overall, QR codes are an incredible tool to link marketing channels and enhance and expand messaging potential

3 *From Euro Mobile Education Guide

QR Pros

Stand out from the page or screen and are therefore a more powerful call to action

Can contract a far larger amount of information and variables, helpful for measurement from different media and campaigns

QR Cons Most QR codes require that the consumer download a reader

before any interaction can begin QR code might direct users to a website that does not display

properly on a cell phone

What is JAGTAG?

JAGTAG is a mobile marketing platform utilizing 2D barcodes and Keywords to send back multimedia to 90% of mobile phones. Agencies, Brands, Retailers and Publishers contract with JAGTAG to run their mobile campaigns.

JAGTAG Examples

JAGTAG ProsEliminate the barrier of downloading an app.

With JAGTAGs, the consumer takes a picture of the tag using any device with a camera and MMS capability, and then sends it to the MMS short-code specified in the ad. JAGTAG’s servers match the dot pattern in the code to campaign content, and quickly return it to the consumer.

All JAGTAGs can be used to send consumers Text, Images, Video via SMS/MMS, Email or Twitter

JAGTAGs have been used for Messaging, Sweepstakes, Coupons and Sales

JAGTAG Cons MMS is slow and expensive and most people don’t like it

JAGTAG uses a proprietary barcode format, which doesn't’t help the already very fragmented mobile barcoding industry

There is a fee associated with keeping a JagTag active

Examples

QRCode Datamatrix JagTagMicrosoft tag

QR Codes have seen immense popularity and

adoption in Asia and Europe due to

standardized barcode scanners pre-loaded on

devices and consumer education

Currently there is not a standardized barcode

reader in the U.S

Some readers work with some QR codes, but

not with all

Tags, such as by Microsoft, are also beginning

to see use, further complicating adoption of a

standardized QR code

ScanLife has partnered with Sprint & Verizon

Pre-loading app on some devices

ComparisonsQR Code Datamatrix Microsoft tag JAG Tag

Requires Reader requires image sent as MMS to Jag Tag.

Fee for Use NO NO NO YES

Open Source

Most Widely Used

Directly launches mobile site

Pre-loaded reader can read

in many cases

Requires unique reader

B&W or Color B&W B&W Color or B&W B&W

Best Practices Always provide instructions on how to activate a code. 33%

more people engaged signs with instructions than those signs without instructions

Make the code stand out; this is a very good way to entice a consumer into scanning your code.

As a rule of thumb, the width and height of a code should be at least 1 inch for every 1 foot that a user must stand away from the code.

Creative Thought Starters

Best incorporated with direct mail, retail and outdoor to link the physical and the digital world

QR codes in email or web page should be avoided, except in the circumstance of linking a user to a mobile download

Provide excellent source for additional product information and functionality QR code could link to product demo video

Due to cross carrier barriers with shortcodes, QR codes could prove to be the most effective way to communicate with customer prospects in the mobile channel

Integrate with social media to enhance presence and engagement Link to coupons, mobile downloads such as wallpapers, ringtones, music

and videos, podcasts and mobile optimized websites containing product information, reviews and other marketing communications

13

Case Studies

INSIGHTS

Experiential – Chevy at SXSW

• As a super sponsor of SXSW, Chevy used the event as a showcase for the Volt and the Cruze and a test bed for mobile marketing

• Chevy affixed QR codes on pre-production models of the Volt and Cruze which when photographed with a camera phone, launch a WAP highlighting key vehicle features

• Chevy also partnered with location-based services from Gowalla and utilized augmented reality tactics at SWSW

• Chevy utilized QR codes to drive consumer engagement and interactivity

• Chevy reported that 2% of the SXSW Interactive attendees interacted with QR codes and 8.5% of that 2% scanned the QR codes on more than one vehicle

• Blog posts, tweets and other media content mentioning Chevy’s use of QR codes at SXSW racked up 1,680,230 impressions

15 http://www.emarketer.com/blog/index.php/chevy-case-study-qr-codes-mobile-location-inspire-brand-engagement/

Sales/Guerilla – Zoo Records “Hidden Animals”• Won a Gold Medal at the 2010

Cannes Advertising Festival for its ‘Hidden Sounds’ QR Code campaign promoting 14 indie bands for Zoo Records, an alternative music store in Hong Kong

• The QR Codes were assembled into the shapes of animals that live hidden in the city and posted all over the streets of Hong Kong

• Scanning the codes in the animals allowed users to read more information about a band and hear their music, purchase the songs directly and share them on social media

• The campaign was considered a success by the volume of sharing on blogs and social networks and the fact that more than half of the 14 bands sold out their albums within the first week

16 http://2d-code.co.uk/winning-qr-code-campaign

Thank you