I remember testing out QR codes for clients 3 years ago when considering if we should include them into a few campaigns. None of them went for it, the main problem was that such a small percentage of mobiles were compatible with the QR code application, plus no phones actually shipped with the reader installed meaning that you would have to get the user to download something before they could even interact. This didn’t sit well with any brands and eventually all talk of using them vanished from future projects.
Fast forward to today and isn’t it funny that Augmented Reality has exactly the same problem, but brands and advertisers are going absolutely nuts for it?
I’ve always steered clear of making someone download an application to interact with advertising (excluding typical iPhone apps). It’s no secret that drop off rates are increased massively when you throw in a download. We have App Stores now to make that process a lot easier along with unlimited data plans which eliminate cost concerns for the users. But as super duper as it is, I still have a niggling feeling about AR. Read More
As you may have noticed in the last couple of years there has been a surge of popularity in online discount vouchers in the UK. A week doesn’t go by without a voucher for Gap, GBK, Ask, Urban Outfitters or H&M landing in my inbox. All you have to do is print them out and take them in-store. Sites like Money Saving Expert are visited by millions looking for discount vouchers to download.
Voucher Background
The peak of the craze was in December 2006 when Thresher’s saw its ‘40% off all wine and champagne’ voucher downloaded and printed by millions of people and was so popular that it made the news. The following year they relaunched the offer.
Since then printable vouchers have exploded and been in constant supply from top high street retailers, in fact I’m holding a 30% one for Gap right now. If you head over to the discount section on Money Saving Expert you can literally download hundreds of different printable vouchers from restaurants to shopping.
At first the vouchers were either PDF or JPEGs that just circulated around via email. Many had a space to fill in your details such as name, age but you never had to fill them out to use them (or they just weren’t enforced properly). Often you don’t even have to hand the voucher to staff, simply display it.
Now it seems these companies have realised that they could be capturing the information of thousands of consumers. This means that store and restaurant websites are requesting some information before allowing to download vouchers such as name, age and email address, some are making it compulsory to sign up to newsletters or become website members. This allows the company to keep the customer updated on new offers, products and news.
A couple of things to note about these printed vouchers is that they almost always contain no unique numbers or barcodes. After asking a few stores about the process, they simply said that staff are told the length of the offer, the button to press on the cash register to apply the discount and to put the store receipt in a separate pile to be counted later. How old school is that process! We are talking about massive chains like Gap here. This is perfect for mobile. Read More
Here is the teaser poster for the upcoming movie called ‘9‘ by Focus Features.
They are obviously embracing mobile marketing in a big way by making the QR code the center piece of the poster. I’m guessing they are trying to create a buzz and play on peoples inquisitiveness.
The movie website also has a section about ‘finding more hidden codes around town‘ which refers to these movie posters in various cities.
Here’s a snippet:
Keep your eye out for the hidden QR codes in your city! When unlocked, they give you access to exclusive 9 content.
I kinda think you need a bit more than mobile phone content to bother going up to more than one poster. Maybe a draw for a prize or free premiere tickets would be a more solid incentive (as well as the mobile content).
Check out the trailer here.
Wow mobile gaming is moving Fast!! webOS to Work with Unreal Engine 3 
