mobile scan codes
TRANSCRIPT
QR QR
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Mobile Codes: Adver2sing and promo2on will never be the same again
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Purpose
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To establish a base of knowledge for developing communica2ons technology pertaining to scan codes, showcasing how they’re being used in the marketplace and lay the groundwork for future use for Mullen clientele.
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Agenda
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QR Codes • Overview • Best In Class Examples • What Not To Do
SMS Codes • Overview • Best In Class Examples
Other Scan Code Op2ons
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QR Codes
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Background
History: A QR Code is a two-‐dimensional bar code created by Japanese corpora2on Denso-‐Wave in 1994. Although ini2ally used for tracking parts in vehicle manufacturing, QR Codes are now used in a much broader context.
The use of the QR Code is free of any license. The QR Code is clearly defined and published as ISO standard. Denso Wave owns the patent rights on QR Code, but has chosen not to exercise them.
QR Code: Quick Response Code
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QR
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Since a QR Code carries informa2on both horizontally and ver2cally, it’s capable of encoding the same amount of data in approximately one-‐tenth the
space of a tradi2onal bar code. They can hold up to 4,000 characters.
More Informa2on In Less Space
QR codes can be used in a number of ways Add them to any print adver2sing, flyers, posters, invites, tv ads, etc.
Link To Content Such As:
* Product details * Contact details * Offer details * Event details * Compe22on details * Coupons * Twi]er, Facebook, MySpace IDs * Link to your YouTube video * Entertainment: games, trivia, etc. * Store loca2on/Contact informa2on
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Prac2cal Use
Anyone with access to a computer can generate QR codes for free
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Cheap & Quick
QR QR Best In Class
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This code resolves to a mobile site which shows 12
original recipes for the products and can be used as a
shopping list for all the ingredients one needs for a certain
recipe.
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This resolves to a mobile site where visitors can offset 100g of CO2 once per day and feel good about it. There is also a
daily lo]ery with the chance of winning cash
prizes.
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This poster adver2sing the Iron Man 2 movie sends you to a mobile site with photos, trailers and informa2on
about local show2mes.
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These Oakley QR Codes were hidden within ‘digital snowstorm’
displays in the windows of Oakley’s stores. The QR Code resolves to a mobile site where
visitors can enter to win a week long vaca2on
and are given a reference that they can use to get an Oakley gif
in store.
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The Detroit Red Wings including QR codes in their game
program. The interac2ve
programs include video and games.
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Simmons placed QR codes on in-‐store tags for the new Beautyrest line. Giving shoppers the ability to:
• Play a Beautyrest video illustra2ng new technology in the beds. • And to facilitate the sharing of the QR tag content via social media, Simmons has included Facebook and Twi]er bu]ons on the content Web site.
QR QR What Not To Do
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This QR Code resolved to the non-‐mobilized company website where you then had to click another link to get to the contest.
Don’t Link To Non-‐Mobile Sites
The QR Code in this adver2sement for Ralph Lauren decodes as an unnecessarily long url.
h]p://m.ralphlauren.com/default.aspx?ab=nym
The QR Code should have been smaller and thus held a higher level of error correc2on (ECL), meaning more likely to scan properly.
Shorten URL’s When Possible
A Siemans newspaper ad resolves to a series of short paragraphs on combined-‐cycle power plants, HVDC transmission lines and performance contrac2ng.
These are about as exci2ng as watching paint dry.
Where is the engagement? If someone has gone to the trouble of decoding your QR Code the last thing they want to see is bland content, instead give then something valuable.
Make It Engaging and Worthwhile
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The Next Evolu2on of QR Codes
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Designed QR codes are op2mized to include a picture or logo to enhance conversion rates. The merit of the whole effort is simply a]rac2veness. In a world full of QR Codes it
seems to be more and more important to give each code a unique design.
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However, you cannot simply slap an image into the code -‐ the structures of the code has to be rearranged in a way that no informa2on is lost -‐ even with the picture in it. Thus,
there isn’t currently a free generator for designed QR codes.
Designed QR Codes
Audio Codes: Convert sound into text
Text data could be sent with
music or sound. 100 words could be sent in about 1-‐2 seconds.
Codes Everywhere
Google s2ckers, with QR code, located in store windows will take you to that business' mobile Place Page, where you can:
• Read reviews from other customers • Find and use their coupons • Star the business to remember to check it out later • Leave a review when the experience is s2ll fresh
Quick Mobile Transac2ons
Scan a QR code with all of the necessary PayPal informa2on embedded in order to complete the
transac2on. All you have to do is is approve it.
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Text Based SMS Codes
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• The user simply takes a picture of the code and texts it to a number, the same way they send a picture to a friend.
• Approximately 75% of camera phone owners have an MMS messaging plan.
• WAP links are appropriate for only those users with a mobile web plan (approximately 35% of all mobile users).
• Priced on a pay-‐per-‐ac2on model, providing marketer’s superior efficiency and ROI measurability.
Nega;ves: • Time from picture to content (8 mins.). • Inability to have in-‐depth interac2on, just a video or message
The QR Code Alterna2ve: Non-‐Smartphone or Web Based Phones
QR QR Best In Class
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Sports-‐Bar Table S;cker:
Receive the Patriots
schedule on your phone
Public Bathroom Changing Sta;on: Receive 2ps on how
to prevent and soothe your baby's
diaper rash
Johnson’s Baby Print Ad:
Receive video from female stand up comedians talking
about their pregnancy experience
NYT Poster: Receive local
informa2on including, good restaurants,
current loca2on and weather. In addi2on to other informa2on like, stock market updates, sports updates, jokes,
and TV lis2ngs.
Nike Clothing Tag: Receive video highlight reel of specific athletes
doing what they do best.
CHASE ATM Sign: Receive informa2on regarding current
investment opportuni2es as well as info on
Rewards programs
Dunkin Donuts Poster:
Receive a coupon for a free cup of
coffee.
QR QR Other Codes
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QR QR
Microsof Tags
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• You scan Tags with an applica2on called the Microsof Tag Reader which is free and easy to download the Tag Reader, free to scan Tags, free to create and use Tags.
• The Tag Reader uses the camera on your mobile phone to scan the Tag and then connects to the Internet to get more informa2on associated with the Tag.
Golf Digest Tutorial:
When readers scanned the Tag they were taken
instantly to a video lesson with Golf
Digest senior editor Peter Morrice.
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• S2ckyBits is an app that lets users affix video, photos, text or audio to real-‐world objects, as long as those objects have barcodes.
• Users scan a barcode and then upload a piece of content or view what others have already uploaded.
QR QR Next Weeks Presenta2on
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Techno Accessories: Really?
QR QR Thank You
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