Starbucks & Lady Gaga Team With QR Codes

 

Starbucks is helping Lady Gaga promote her new album by inviting customers to go on a 2-week digital scavenger hunt. "SRCH by Starbucks featuring Lady Gaga", as the initiative is called, will start with an in-store QR code scan on May 18th beginning at 10am PST. Gaga fans can scan QR codes on Starbucks banners and other materials to receive clues about the puzzle. They will then be instructed to decode messages from the SRCH blog and follow the hunt. Starbucks isn't new to using QR codes as they dabbled using them for mobile payments last year. Also, Starbucks has recently updated their myStarbucks app to scan QR codes for iPhone!! This looks like a pretty cool. Below is a short video and the QR Code. 

Mobile Tagging Torpedoes and QR Content Defined

QR content is a massive new category of web media tailored for mobile tagging. 

Tappinn defines QR Content as any web content specifically delivered by scanning QR (Quick Response) Codes or any other form of 2D/1D mobile tagging. QR connected content is consumed by mobile web users in a brand new fashion from a variety of unique contexts, most importantly from pre-existing traditional media, making it a relevant new category in marketing moving forward. The mobile web pages directly connected to a QR code scan experience can offer value and efficiency to the consumer that was unheard of just 5 years ago. QR content is transforming static media into engaging mobile web content.

The mobile Web is growing at an astonishing rate, and as telecommunications networks and mobile devices get faster, they offer ridiculous new opportunities for brands to engage with mobile consumers using QR codes as physical hyperlinks. By scanning a QR code with the camera of a Web-enabled smartphone, consumers willingly initiate a conversation with brands like never before and in places never previously imagined.

Like a keyword search on the desktop Internet, the act of a consumer scanning a QR code is a tacit indication of interest and an active request for some sort of brand engagement. On the desktop Internet, advertising, with its annoying banners and popups, is almost always viewed as invasive, but with mobile QR code scans brands can respond to a consumer request with exclusive and unobtrusive Web content delivered instantly.

This massive concept has ignited a wave of mainstream advertising campaigns driven around brands propelling mobile users to action with QR codes. And it’s only the beginning.

To be effective with this new approach, however, marketers must carefully think through every step of their QR code strategy, from code design and placement, delivering a worthwhile user experience and measuring response. It's not enough to just print a code and see what happens. Among the questions to consider are: where will this interaction occur and what sort of value should the brand deliver? The Web content and user experience (UX) should augment the tagged advertisement and the consumer engagement on a mobile site should be tracked across media boundaries.

Examples of trackable interactions from QR code content include: signups, v-card download, shopping, app download, social followers, music/video downloads, comments and ratings. These interactions, with the individual precision of a torpedo, are different from previous Web engagements, which was more like throwing mud against a wall. They happen in the physical world between a publisher or brand and an individual consumer with a smartphone. 

Tappinn presents 12 QR connected mobile tagging torpedoes. Fast hitting QR connected value fired into the mobile galaxy. In no particular order and meant to be teamed for more power.

Shopping: product galleries and product pages related to the printed advertisement. Not as much a hard sell but more about browsing and sharing with easy links to find where to buy related products.

Signup: Contests and sweepstakes. Enticing mobile users to sign up for a chance to win. Mobile signups offer an opportunity to capture information about users. Events and store promotions can encourage signups where never before possible.

Conversation: Tips, voting and ratings. The allure of what other people are saying can be a primary driver to scan a QR code. Also, people love to share thoughts on an open forum. Voicing approval is important to people. Encourage sharing over social media like Facebook and Twitter.

Video: By far the most useful in early phases of mobile tagging. Consider the viewing environment and content first, and fire other torpedoes to augment. Exclusive and relevant wins. Direct video downloads to smart phones are in line to take over. (Keep file sizes and download times to a minimum, however.)

Contact info: vCard. Download personal contact information directly to the phone’s address book. Eliminate typing information into a phone by downloading immediately. Offer a landing page with other links. Don’t let the full intention of the code be a vCard, however. (Test to determine how well various devices populate data.)

Social: Scan to “like” and “follow” us. Pages should be easy to share. Print advertising has an untapped viral comment component when incorporating the mobile Web if the content can be easily shared. On the other hand, collecting followers by directing them to social profiles is also popular and is encouraged. Print with QR codes has an “social” identity.

App downloads. Brands that have invested in an app can use mobile tagging to send downloads. Link the code directly to the app store or a landing page with easy links to download.

Coupons. Display phone screen at checkout. Interjecting coupons via QR codes at the point of purchase has been the most popular practice so far. Exchanging e-mails for coupons should be the target. Apps that scan QR code are also starting to reward consumers with coupons for scanning. Double dip value. Need more apps to encourage QR scanning by offering their own incentive for active usage.

Audio. Sample, buy, download. Taylor Swift, Soulja Boy, P.Diddy and Lupe Fiasco have all used QR codes to let users to sample tracks from their mobile phones. Lots of room for new collaboration between music artists and fashion brands at the point of purchase. Mobile music downloads from traditional print media and products have yet to be exploited.

Commerce. “Scan to buy” music. Unique buying pages for users who scan codes exclusively with discounted pricing. Convenience is the ultimate driver of mobile commerce in the future .

How-to information. Intended to instruct. Mostly used for product guides and user manuals. Video guides can be utilized as well (such as with assembly instructions on boxes from Ikea). Also, QR codes can be used on warranty cards that house info on the mobile Web.

Find us. Google mapping. Brands use this as “find a retailer,” but small businesses can also use this and link to Google maps. This offers users instant directions to find locations where they can make a purchase. Google maps is an awesome tool to incorporate into QR-connected pages.

The mobile tagging landscape is a wild terrain with unlimited possibilities for brands to offer unique value to smartphone users with QR codes. They must first build and deliver custom mobile websites and landing pages that make sense in their market and that helps shoppers complete a product search with a purchase. If it's a magazine ad, build a landing page that considers the readers of that particular magazine and offers exclusives and rewards to only that particular group of readers. Not only mobile, content and offerings are structured around location and medium. Quick transactions can occur in the mobile jungle with the consumer in command. They asked for it, now its time to hit 'em with some mobile tagging torpedoes of QR content!

To be published in the next IPA Bulletin by IDEAlliance. The Bulletin magazine is the voice of IDEAlliance, keeping its members abreast of business challenges and opportunities, assuring workflows are state-of-the-art, speeding information across the end-to-end digital media supply chain — from content creation through delivery, both digitally and in print.   

Tappinn Rolls Out Mobile Video Embedding

Tappinn has added YouTube video embedding into its QR mobile page building platform. This allows subscribers to build customized mobile video landing pages to use with QR codes. Linking video directly to QR codes has been popular in the early phases of mobile tagging but it has been used as the sole function of the code. If a user is in a loud area and the code links directly to video, without other options you might lose the user's attention. This solution encourages action that augments the video by accompanying content and promotions with it. Check out the sneak exclusive screen shot below!

BEYOND the CODE.   

Tissot and Tony Parker Team Up With QR Codes in WSJ

Tissot Swiss Watches and Tony Parker have teamed up with the force of QR codes and Tappinn in today's Wall Street Journal. Tissot is reminding everyone to set their watches forward an hour for daylight saving time on March 13th. I'm all for that!

My Interview With 2DBarcodeStratagy.com

 Recently I had the pleasure of being interviewed by Roger Marquis at 2Dbarcodestratgy.com. Here is the interview.


RM: Nick, your background is in traditional commercial printing. How did you make the leap to 2D barcodes?
NF: Several years ago, when I was at The Duratran Company, we were trying to visualize how we could make our clients' traditional print ads and signage that much more engaging and effective from an ROI perspective and, while trying to come up with a solution, we recognized how more and more consumers were using their mobile phones to aid in the purchase process. As we set out to find a way to tie the print ads and signs with mobile phones, we discovered 2D barcodes, specifically QR codes. In 2007, I partnered with Casey Ford and Kevin Galbavi to form TAPPINN, and here we are. Casey serves as CEO and Kevin as CTO.

RM: The word TAPPINN is supposed to stand for something, can you explain?
NF: Yes, the "TAPP" portion of our name stands for "Transmission Activated by Permission Protocol," and the whole idea behind what we are about is permission based communications between the brand and the user or consumer. We see a world where mobile advertising will be led by the consumer, meaning it will be up to them to decide which ad they wish to view and read about.

RM: You also use the phrase "beyond the code" to describe your business, please elaborate?
NF: The web platform that we have built and offer to both ad agencies and companies is full-service in that it does much more than just generate QR codes. The platform goes "beyond the code" by providing clients with the ability to inventory and manage all of the QR codes they generate, develop mobile web sites, or what we call smart sites, and track and report on campaign activity.


RM: Speaking of the QR codes that your platform generates, why do your QR codes have a red square in the upper left hand corner?
NK: The red square in the upper left hand corner is meant to represent quality.

RM: Quality in terms of what?
NK: Quality in terms of content. Similar to the idea behind Intel's "Intel Inside" campaign, we want consumers to be able to see our codes, recognize the red square, and know that the mobile web site that it links to is a quality site with respect to content. And, by the way of content, we mean that the site will be easy for the consumer to navigate, targeted to the consumer's need or interest and offer consumers the ability for them to share it in a sociable way.

RM: What do you mean by "share in a sociable way?"
NF: To us, mobile marketing is all about the user experience and the ability for consumers to share what they like with family, friends, etc. So, when a consumer views a TAPPINN mobile web site, they will notice on the bottom of the page four icons, which can be used to: 1) Facebook "Like It", 2) Twitter share, 3) email or 4) create their own QR code. We make it extremely easy for consumers to share and be social.

RM: What makes your creative design work different from others?
NF: When designing a 2D barcode-based print ad you can do it in one of two ways. First, you can design the entire ad and then insert the 2D barcode. Second, you can design the ad with the barcode in mind and then develop the entire ad around the code itself. We believe the second way makes more sense strategically and this is what we do with all of the ads that we are asked to design for our clients. It is also worth noting that often times the barcode becomes the ad's call-to-action, so here too we pay particular attention to where the QR code is placed and what it looks like.

RM: As I understand it,  you use open source to generate your QR codes. Could you speak more to this?
NF: Sure. In today's market, there are a few companies that generate proprietary 2D barcodes, which means that unless you have the scanner/reader software which corresponds with their proprietary code you will not be able to scan/read the code properly and link to the mobile web page that's intended to be seen. As an open source platform, we generate codes that can be scan/read by most any scanner/reader software. At a time when consumers are just learning about and getting used to 2D barcodes, we believe it makes more sense to make it as easy, and open, as possible for them to use and access the technology.

RM: If a company wishes to purchase your product what are the costs?
NF: We are a subscription site. Unlimited pages, unlimited QR codes.

RM: Who are some of your clients?
NF: We have done work with TAG Heuer, Hearts on Fire, Tissot, Spazio24, Fred Meyer Jewelers, Aetrex and others in the luxury brand space.

RM: Where do we go from here?
NF: We see the 2D barcode market ready to explode here in the U.S., and taking on a presence much like that found in Japan and Europe, which are ahead of us in many different ways. From our perspective, 2D barcodes will transform traditional print advertising and create a much richer, and more social, user experience for all.

RM: Thank you Nick.

Ze Jewelry Goes Mobile in Engagement 101 Magazine (QR Codes)

Ze Jewelry is a designer and manufacturer of wedding and engagement rings as well as diamond and colored gemstone jewelry including bracelets, necklaces, earrings and pendents.

In the newest installment of Engagement 101 Magazine, Ze Bridal uses a QR code in their ad featuring 5 different engagement ring styles and wedding bands. The QR code directs users to a landing page where they can view MORE styles related to the ad and share them from their phone. The landing page is clean, simple and most importantly, MOBILE. Each style has it's own product page which can be "liked" on Facebook. The Ze Bridal mobile site is simple to navigate, shop and share. I have attached screenshots below.

Verizon "Droid" Posters Feature QR Codes

It's been no secret that Google and Android have embraced QR codes as an easy way to share information and apps. While in Chigago, IL for a wedding, I  stumbled across these posters on the side of a building using QR codes. Funny thing is that the movie poster above do NOT feature QR codes but the Verizon "Droid" posters do (I personally think that the movie industry needs get with it) .  The codes direct you to the same landing page for Iphone users as the same ad run in People Magazine. The codes are much more friendly to Android devises with links to hot new apps for the OS. For the Iphone, the content is blah, which isn't surprising.

(Exclusive) Tag Heuer QR Code Counter Sign For JCK 2010

Tag Heuer is going BIG with QR codes. Freshness. This is a prototype sign design that I call a "TOWER," soon to dominate retail. All made possible by the Tappinn platform. Much more coming.....

Fred Meyer Jewelers Using QR Codes!

Fred Meyer is using a Tappinn QR code with mobile content built on Tappinn for it's upcoming ad in Portland's Bride and Groom Magazine. The "Smart Site" features social links and details about the rings in the ad as well as other diamond buying tips. We are excited about this and will have more on it soon. I'm off to VEGAS to school some folks on QR codes. It's gonna be HOT.

Tappinn QR Codes. It's ALL About SHARING. {Video}

Me showing off a sick new feature added to the Tappinn platform. Every page can now turn itself into a QR code by touching the Tappinn icon on the share bar. Enjoy

First Designer QR Code Makes TV History!!

During ABC's final episode of LOST, you may have caught an ad for the upcoming season of True Blood. This was no ordinary promo. The 30 second spot featured a flash of a custom QR code at the end. Fans can use DVR devices like TIVO to freeze the commercial and scan the code from their television.

I LOVE it. This is TV history!!

Although most probably missed this opportunity because the concept in still unknow, I see an extremely bright future for designer QR codes on TV.

Warbasee Design created the True Blood designer QR code and the mobile user experience. They have a track record for creating cutting edge mobile campaigns with QR codes for Hollywood. most recently the Iron Man 2 promo with QR.

"The goal behind this strategy is to extend the conversation," said Philip Warbasse -CEO Warbasse Design. "If you take a 30 second commercial and add a 2D barcode to it, you are effectively you are effectively extending your time with the audience. For now, it's a clever way to make the commercial last longer, " continues Warbasse, "but, soon QR codes will become the preferred method for television advertisers to deliver extras to interested viewers."

Amen to that, Philip! Here is the clip, oh and by the way, custom QR codes rock!

QR Code Sighting in Advertisng Age

The newest installment of Advertising Age Magazine features a full page ad by brandcenterisfuture.com using only a QR Code centered on the page. Here are some photos. Nothing really special on the content side to report except the Youtube clip was broken for my Iphone. Screenshot below.

 

QR Codes Make Me Wanna DANCE {VIDEO}

This is a great video that my office made. It's informative and FUN. All about QR codes and the mobile web. Get down Get down Get down da da da da. I've got it in my head. LOL. ENJOY!

Elle Magazine QR Code Demo {VIDEO}

Here is a quick video that I shot demonstrating the QR code campaign being run by Hearts On Fire in the May issue (2010) of Elle Magazine. The phone in the video is Goole's Nexus One. Notice how fast and easy scanning QR codes has become. This is a clear illustration of the possibilities that are out there using QR codes in print advertising.

Norma Kamali Using Mobile EZ Codes To Enhance Shopping (Photos)

Norma Kamali is a New York fashion designer, famous for a variety of innovative designs over the past 30 years including the "sleeping bag" coat, a collection of style created from actual silk parachutes. 

Her store, located at 11 West 56th in New York City, has been the topic of conversation lately about something other than fashion, and was the real reason for my visit. Check out the segment on The Early Show about QR codes where they are featured #

The boutique is loaded with 2-barcodes. (EZcode by Scanlife) Shoppers can scan the EZcode with a Scanlife app and be directed to action, either to buy, or enter and win. When I scanned the codes I was directed to an Ebay mobile page for the item where I could buy it.

What struck me is how UN-noticeable the EZ code is, as opposed to real QR codes. EZ codes look more like a design than an actual source of mobile information. You decide. One thing is for certain, Norma Kamali can be credited as the FIRST retailer to implement 2-D code signage throughout a store in the United States. I like it.

More Unique QR Codes, Made of QR Code Readers!

Partick Donnelly of QRarts.com has created a masterpiece. Using a collection of QR code reader app icons, he formed a QR code. Well done! QRarts specializes in the "designer QR codes". The site is filled with fun, unique QR code ideas! Also, check out their "QR reader rankings"

5 Ways To Win With QR Codes In 2010

Brand advertisers are starting to fall in love with smartphones, no doubt. The mobile device offers a completely new gateway to reach consumers. Currently the word "app" dominates the mobile marketing conversation. Surprisingly, opportunities lie where they were never before imagined. Connected consumers can access information anywhere. Brands can communicate in totally of new ways. It's all happening so fast! Where do we go?

QR codes add the missing link to print advertising, literally. Short for "quick response", they are a link from the physical world to the digital one. They store URL's and when scanned by a smartphone, direct the phone's browser to the link embedded within. Traditional medias can be blended with QR codes to add an entirely new "digital" dimension to them. This gives users a quick way to interact via the mobile web without having to type a URL. The convenience of these codes have yet to reveal themselves to the masses. We still have some work to do. Here are my winning tips for QR code success in 2010.

5 Ways To Win Using QR Codes In Print Advertising

(1) Awesome Content. This is most important. QR codes and mobile web pages should be simple and direct. Let users connect with unique information corresponding with the ad that they can share. (product gallery, specs, videos, news and promotions ect..)

(2) Stay Consistent! The only way you can win with QR codes is to be consistent with your use of them. General awareness and accessibility is still low. Using QR codes whenever possible will only intrigue consumers who are unable to connect. Even if the users aren't there to begin, don't get discouraged. Every day a new smartphone user is born.

(3) Be Social. QR codes and mobile pages should have quick links to social network fan pages. Magazine ads can now aim to accumulate followers on Facebook. Also, the ability for users to easily share on those networks will maximize your ad's viral potential. 

(4) Retail support. Give users the ability to "find a retailer" from a QR code. This is a phenomenal way to bridge the exploration gap between print and store. Also, custom campaigns with exclusives for particular retailers is way to get everybody involved. 

(5) Give Stuff Away. People love freebies and are willing to give up information to win. This has always been a popular way to get people to act on your brand. The same holds true for mobile marketing, the viral component is huge.


It's only a matter of time before the desktop is dead and the mobile device is king. Carriers such as Sprint, AT&T and Verizon are embracing the mobile web! Smartphone commercials are dominating TV right now. The need to be connected at all times is climbing. In the next year we will see a parade of smartphones hitting the market. Combine this with the 4G speed that networks are touting and you have you a tipping point. Good luck!

Tappinn - Opportunities for Designers and Entrepreneurs

Mobile web design and management can be EASY. Publishing sites.....EASY. QR code generation and deployment ....EASY.

How? One word....Tappinn

Anybody who sees themselves as WEB SAVVY and CREATIVE can be a ROCK STAR on Tappinn.

It has become increasingly easier to start a business and build a personal brand. Age requirements have become obsolete. The digital age has brought forth a new species on entrepreneur who blends hustle and talent with design. These digital entrepreneurs often carry an array of web skills and a clear grasp of social networks. These skills are priceless to the right company.

Tappinn had invited these "digital dreamers" to participate in a "mobile movement"

The Tappinn platform lends itself to agencies and entrepreneurs who can add value to their clients by building dynamic, "touch" friendly mobile pages that can be deployed and tracked using QR codes.

Become a QR code expert. Manage and track mobile campaigns for multiple clients. The more they use them, the more $ you make.

Businesses will soon realize that their web content NEEDS to go mobile. There will be a missive shift in the way this content is designed and distributed. This IS the opportunity. Circa 1994 lol

If this sounds interesting and you would like to learn more please call me at 269-217-8650

Premium Backlit Printing by The Duratran Company

Premium backlit printing by The Duratran Comapany. There's a reason why they work with the top luxury brands in the world.

Wi-Fi Retailers. Where Are They?

I'm SHOCKED that retailers have not embraced smartphone users and the mobile web by offering shoppers free wi-fi within the store for a faster web experience. I walked into the Gap today in mid-town Manhattan and couldn't get wi-fi to my Iphone. WTF? Are they afraid, or just not concerned with my need to connect? More and more shoppers are using the mobile web to research products WHILE shopping. Why wouldn't retailers look to enhance this experience by offering them a fast way to explore products online while in the store? Every retailer should offer free wi-fi and embrace the mobile web within it's walls. It would give them the opportunity to create custom content that could ONLY be found in that particular store, a unique advantage over E-tailers.

Today marketing is all about delivering the RIGHT content and the RIGHT moment. What better place to offer unique digital content about products then in the actual store. This content needs to be formatted for ALL smartphone browsers and not just be some fancy fluffy iphone app. The content also should be easy to share and offer some sort of value. (mobile coupons, ect) Think about this... a store could makes it easy for smartphone users to Twitter or Facebook products while in your store. The ideas are endless!

There is an enormous opportunity for brick and mortar stores to capitalize on the mobile web and the connected shopper. Engaging consumers while in the store with valuable, sharable content about their products IS the future.
Where do you fit in? Are you giving away wi-fi to your shoppers? Is your content formatted for the mobile apocalypse?

Tappinn