Qr codes july 2011
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Transcript of Qr codes july 2011
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