The App Factor Will Drive QR Code Scans Into The Future

image via QRarts

While the mobile web continues to grow at a staggering rate, and web-enabled smartphone devices steadily speed up, the mobile tagging world is organically growing into a beast. From the outside, the segment looks splintered to many. Proprietary 2-D codes, 1D UPC codes, open QR codes, app readers, content offerings, direct vs. indirect, micro sites and analytics all dominate discussions amongst advertisers looking to incorporate mobile web content and offerings via mobile codes into their print. Everyone is looking for ONE standard 2-D code or ONE standard app for 2-D codes, but in a world of over a half million apps, is that even practical? People are scanning! The more apps scanning codes the better, this will only breed innovation. Here’s my take.

QR Code mobile apps can dramatically drive QR code scans and increase the code's connotative value by offering rewards and incentives to app users who scan codes, encouraging them to be more active with their scanning habits. This can increase the value of the code outside of the original ad offering. If this concept can be accepted enough it will help the entire industry. This is how multiple winners can emerge (code, apps, brand, user). You heard it here first! There is a real opportunity to add a NEW layer of value to the QR code scanning transaction that NOBODY in 2-D barcode land has exposed, YET….Leave it to the Captain of The QR Code Galaxy, yours truly.

To this day, out of all 2-D and QR code reader apps, NOT ONE is offering anything other than simple scanning function to drive user scans. By that I mean, QR code reader apps have a sole function to scan QR codes and track scan history, that’s about it. With the exception of certain sharing features, apps haven’t participated in the “scan value” much at all. Up to this point, everything has hinged on the advertiser to deliver. Some have succeeded, lots have failed.

Stickybits and Shopkick have introduced an early model that rewards users for scanning specific product 1D UPC codes. This is part of a larger location based shopping app. The promotions encourage scans by offering rewards via credits as currency (i.e. kick bucks) and notify users of new scan promotions, often offering special incentives to scan certain products.

The same model can naturally transfer over to the 2-D code world. The next “killer” app to scan QR codes in the future will be offering “killer” incentives to scan codes in the wild. Get it? Also, this will allow many co-existing scan apps and 2-D codes because of the mass niche universe we live in. Again, 500,000 apps we’re talking about. The QR code and content that’s behind the code will still carry the same weight but there will be an X factor driving the scan coming from a variety of different apps. Imagine receiving an email from a QR code reader app telling you the month’s different magazines to pick up and scan ads within to redeem app rewards, not to mention what the advertiser is actually offering. It’s this kind of collaboration that will fly. The success of levels and badges like Foursquare and Stickybits have incorporated should be an indicator to QR code readers that people like to be acknowledged for usage.  Incorporating these types of incentives into QR code scanning can only help everyone by adding another dimension of value to the QR code scanning experience with your mobile smartphone. 

The market may seem fractured to many but recently it has become crystal clear to me. I believe it’s meant to be fractured, for innovation purposes, it needs to be. I believe there WILL be multiple types of adopted mainstream 2-D barcodes and hundreds of apps that scan them, as well as other emerging technologies, to transmit physical to digital value via the mobile web and encourage advertising engagements. So why wouldn't we see an NFC (RFID) advertisement poster with image recognition, augmented reality, QR codes AND Microsoft TAG.. all on the SAME poster?? This space is going to be THAT huge! Due to its openness, the QR code itself will be universally recognized, but consumers WILL be able to decipher them from other proprietary 2-D codes, associating 3rd party value by the app they use to scan. The evolution of the QR code reader app will not only drive scanning dramatically by offering incentives and rewards, it will also drive overall mobile web usage as an everyday part of our lives. There are over 70 apps that scan QR codes but pretty much all of them lack identity, they lack a cool factor that delivers value on its own. After this, I’m sure a few can rise to the challenge.

TIME Magazine QR Codes on Billboards

Pictures of a TIME Magazine QR Code billboard advertisement on 51st and Broadway near Times Square in New York City. These designer QR Codes, created by SET Japan, have been popping up within the pages of TIME magazine for months, linking readers to additional (non-mobile) web content. While I'm definitely a fan of seeing TIME Magazine use QR codes, the same cannot be said about my impression of the overall effort. While these QR codes may look "cool", the content connected to them in underwhelming from a mobile context. Also, most SET codes are NOT friendly to majority of popular QR code readers, most notable, ScanLife. So in essence, you have an enormous billboard in New York City featuring a 'designer QR code' that can't be read by a majority of readers, and links to a generic non-mobile website. Meh.

 

Canvas Magazine Does QR Codes

Canvas Magazine (www.thecanvasmag.com) is a print industry publication that supports print sales and marketing executives. In the June issue they dedicate the magazine to explaining QR codes and how they can be used to enhance print marketing efforts. Most of the ads within the magazine feature QR codes but not too many of those codes connected to "mobile" content. The codes were just a link to the company home page. It felt good flipping through the magazine and seeing QR codes galore. This is the way it SHOULD be.

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.

QR Codes "In The Wild"

Here are some more pics from the JCK jewelry show 2010 of brands using QR codes.

Hearts On Fire Continues to Dazzle the QR Code World

This is what "BEYOND the CODE" is all about! Hearts On Fire continues to dominate the world of QR code marketing by offering custom mobile content (Smart Sites) for each audience of readers that is targeted and sharable. In this case it's the readers of Harper's Bazaar and The Knot. By scanning the QR code readers are taken to a custom landing page with info about the particular styles with social links, including the Facebook "like" button. 

Most brands who have been early to incorporate QR codes into their print media have been doing it wrong. The content isn't mobile or it's hard to share and gimmicky.  Hearts On Fire is doing it right. Check out the video and see how. Cheers

(EXCLUSIVE) QR Codes in Times Square!! (Photos and Vid)

The content was basic PC website. NOT mobile. BEYOND the CODE.

QR Codes In Times Square! NYC Media Eyes Mobile Engagement.

Tomorrow, June 10th from 11-3 pm in Times Square (7th and 43rd NYC media will be sponsoring the Reuters screen to feature QR codes. The plan is to assist New Yorkers with their mobile lives by offering content dowloads relating to the offer. I am so excited to see what they have planned!! I always thought that Tappinn would be the first QR code in Times Square. Maybe it will be the 2nd?
I will be in the house tomorrow and will have a full report with pics. Here is the Facebook promo page 

http://www.facebook.com/NYCMEDIA.QRCODES

(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.....

QR Codes vs. Typing URL's

This video says it all! People who have had a bad experience with QR codes due to phone speed NEED to watch this! Most Blackberry's offer a less than pleasant experience when it comes to scanning QR codes. In the old days you would have to snap a picture of the code and WAIT for it to send back the information. Depending on the mobile browser being used to view the content after the code scan, it can be SLOW and discouraging. The next generation of smartphones offer users a seamless connection with QR codes that is radically faster than past generations. Check it out!

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.

QR Codes in New York's Central Park

The World Park was an Arbor Day event that gave participants an interactive tour of New York's Central Park. QR codes (Parkodes) were placed along the path route, each one offering a chance to interact with a trivia question. The questions were broken up into categories and separated by color. The "Parkcodes" let users discover things about Central Park that they never knew. A map and scorecard were handed out before entry.

"Parkode" Categories

Arts & Music (red) - See the vision of the park's original designers, enjoy it;s historic tunes and learn anout the influences that shaped the park

History (blue) - Unlock history, scroll through viewsfrom the 1800's, and see how it has evolved over the past 140 years.

Pop Culture (Pink) - Discover scenes from movies, tv shows and concerts that have been filmed or performed on along the park path. 

Science and Geology (Green) - Nerd out to a variety of facts, factors and facets that are sure to tickle your scientific curiosity.

Droid Does QR Codes in People Magazine

Verizon is running Motorola Droid ads in People Magazine using QR codes. The codes link Android users directly to the marketplace page for the apps, Qik and Slacker Radio. Users who scan the codes that aren't on an Android device get kicked to a mobile page with links to popular Android apps and a Verizon store finder. Below are pictures from the May 3rd issue including a screen shot of the non-Android landing page that I was directed to from an Iphone. 

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!