Music is ripe for an advertising renaissance. QR codes and mobile tagging are poised to take this industry by storm introducing a plethora of new ways to promote music to smartphone mobile devices. Mobile digital downloads, sharing, and music samples can incentivize and augment advertising in newspapers, magazines, fliers, cards and posters like NEVER before. The opportunities to incorporate music downloads and artist info into traditional "brand advertising" are endless in this new mobile universe of "anywhere" web content. QR codes are the PERFECT vehicle because they "prompt" people with their engaging appearance and perceived value. The invention of the internet devastated the music industry over a decade ago, NOW the emergence of the MOBILE internet might be the BEST thing that ever happened to music culture.
We are starting to see some mainstream music artists use QR codes in advertising and packaging but this is only the beginning. The future will involve much more "collaboration" between music and traditional adverting and a model will emerge that brings value to everyone (music artists, brands AND mobile consumers). QR codes will be a fundamental new catalyst transmitting music from the physical world to a mobile digital one.
Here are some examples of Taylor Swift and Soulja Boy using QR codes and an awesome VIDEO example below from Japan.
his QR code marketing campaign from Leo Burnett Hong Kong was designed to promote alternative music label Zoo Records in Hong Kong. By carefully placing visuals of an array of animals, comprised of download codes, people could take cell phone pictures of the animals and stream new music to their mobile devices instantly. This campaign resulted in sold out records, immeasurable street cred for Zoo Records, and the widespread dispersal of an underground sound.
QR codes on business cards is not a new concept. Codes have been randomly popping up on the business cards of computer geeks and "techies" for over 2 years. Used in a variety of ways, QR codes on business cards are usually linked to a company website OR contain contact information (vCard) which can be downloaded instantly to the phone. This makes tons of sense given that the ultimate objective of TODAY's business card should be to land in someones digital contact manager (Outlook) or be bookmarked, followed, friended or mapped. The FASTEST way to allow this from a 2inch by 3inch piece of paper is to use a QR code, NO DOUBT! This can only be true if done correctly though. Let's look at all of the ways QR codes are being used on business cards to understand the landscape.
Common functions of QR codes used on business cards.
-QR Code links to companies website (mobile or non mobile) -QR Code links to a Facebook profile -QR code links to Twitter page -QR code links to a blog -QR Code links to Linkedin profile -QR code links to Google Maps coordinates -QR code contains contact info (vCard)
This list is meant to give a snapshot of how QR codes are being used on business cards and the thought behind it. Tappinn has recognized that ALL of these QR code functions are important but much too static and inefficient by themselves.
Introducing the "Code Card", the ultimate QR code for professional business cards that includes all of the above and much more. Code Cards are created on the Tappinn platform and include a suite of analytics and custom design options that make them special to each Code Card holder. In essence, Code Cards team QR codes with a trackable, custom mobile "landing page" that includes your contact info, website, social profile links, phone prompts, logo, photos, map, Vcard and easy sharing function including a Facebook "like" button. This QR code solution ensures that your business card can be used as viable new tool for connecting with contacts in 2011.
True Romance is a collection of diamond bridal rings and affordable bridal jewelry that reflects classic American design. Using the Tappinn platform and "post-it" themed QR code frame, this bridal brand gets it right with QRcodes! I'm in love with post-it QR codes!
“QR Codes are an OLD technology”… WTF? I keep hearing this from the tech-snob QR haters on Twitter or in the blogosphere as part of the famous “QR codes will never go mainstream” argument. While the QR code itself does in fact date back to 1994 when it was invented by Denso Wave as a quick way to track auto parts in Toyota factories, it has taken on a completely new identity when teamed with TODAY’s web-enables mobile device. Make NO mistake about it, 15 years AFTER the QR code was born, it is augmenting our lives in NEW ways every day! We are an instant gratification culture who already craves decoding celebrity gossip from the pages of US Weekly. QR codes could easily be the new form of content crack rock that U.S. consumers get hooked on as mobile continues to emerge into a behemoth. There will be MILLIONS of new mobile web users born into the world in 2011 btw. #Fact
Big in Japan. YES, Japan started using QR codes well before the U.S…. WE KNOW THIS. That does NOT mean they are that far ahead of us from user experience perspective. The devices over there simply aren’t web friendly enough to allow it. I’m also not sure the Japanese were using HTML 5 four years ago. Were they? Americans have become so accustomed to hearing “Japan is light years ahead of the U.S. in mobile technology”. While this may be true for some unique applications, we still see the Japanese line the streets of Tokyo for the iPhone release. Hmmm. If they are so far ahead of us then why do we see a record demand for an American mobile device?
Ralph Lauren debuted the first QR code advertisement in the U.S. almost 3 years ago! Again, the devices were NOT in people hands yet for campaign to be as effective as it would be, say, today. To give you an idea, Android didn't exist. Part of the criticism about QR codes is that they have been around for awhile but have NOT caught on to the masses. If you exclude Blackberry (QR experience sucks) from the equation, REAL web-enabled smartphones are only about 15% of the market. The potential is ridiculous, no wonder QR codes don’t have mass adoption. It’s simply a numbers game. To bet against QR codes as a legitimate medium for mobile web content delivery, at this point, is like betting against smartphone growth!
It’s all about the web, baby. Apple was first to bring real internet experience to the palm of our hands and now we are hooked. Each day a new Smartphone user is born wondering how they ever lived in the land of flip phones and limited data plans. NOW, freshly equipped with the web in the palm of their hands, these consumers are open to an entirely new world. The ability to access content from anywhere on our phones via the web is evolving at lightning speeds. For another example, take a look at 1D UPC barcode scanning. Same principles apply. The 1D barcode has been a staple of our society for decades yet they have only recently become useful to everyday consumers when scanned with particular app to open up a world of information that can be valuable to the buying process. This is a completely NEW model revolved around an OLD technology (1D barcodes).
SO the question is....Should QR codes even be considered "technology" at all OR are they just an ingredient to a larger "quick response mobile web technology" landscape?
WIRED Magazine readers are probably the best audience for QR codes in these early stages. Check out the picture and video of a TAG Heuer QR Code scan from an ad in the December issue of WIRED Magazine. QR Codes are lightning fast, anyone who disputes this is a "rah-tard" and needs to check the vid below.
Scan the QR Codes and recieve a coupon (screenshot below). American Eagle is flashing giant QR codes between promotions on the digital billboard above their store in Times Square.
It looks like Starbucks is moving forward with the mobile payment pilot program that they rolled out in San Francisco and Seattle to over 300 New York City stores. This will not only help manage the long lines that New Yorkers dread, it will also be another monumental step forward for QR code recognition. I LOVE the idea of people associating QR codes with money!! This spells VALUE. QR codes will be seen as a form of digital currency to Starbucks goers who are newbies to mobile codes, which is freaking fantastic! Once the consumer masses identify QR codes with Cha-CHING, it's GAME OVER. Consumers will forever equate QR codes with value.
TAPPINN inc. - Danica Patrick will make QR code history on Saturday, October 9th in her #7 Chevrolet as she debuts the world's first race car strapped with a QR code on the hood. The NASCAR Nationwide Series CampingWorld.com 300 is in Fontana, CA at 4:46 (et) and will be televised on ESPN2. The QR code was incorporated by Danica's primary sponsor for the race, Tissot Swiss Watches. Scan if you can!
I'm officially calling this "NASCAR with QR", catchy, I like it! Photos and video below.
Okay…QR codes are seriously blowin’ up, homies! I am literally getting flooded with emails and news about NEW campaigns daily. For anyone who has been following the world of QR codes as I have, the hype has undoubtedly reached a fever pitch. The continuous exposure they are getting has been GIGANTIC for awareness, which is the obvious hurdle for the technology. Although QR codes can still only be appreciated by an elite group of smartphone users, they represent much more about who we are becoming as “consumers” and how we expect brands and advertisers to communicate with us. It makes me think about what a “QR code” really symbolizes in this NEW era of “anywhere” web content.
Today, sharp advertisers are thinking of consumers more as “content consumers”, first and foremost. The swift change that the internet brought upon traditional advertising can be attributed to one word, SEARCH. Once digital content around our niche interests and products could be searched and therefore found, the game changed forever. On-demand information and the “long tail” were born while one-way, broad, intrusive messages grew stagnant. So if we can agree that search has had a revolutionary impact over consumer content consumption and advertising, what happens when the ability to search and absorb web content goes completely MOBILE?
Web search is embedded in our culture. Googling words and phrases to find information has become a way of life for most of us. Websites, blogs, reviews, comments, photos, videos, forums, status updates and tweets are ALL considered searchable content. Each form of content serves as unique education to whoever is searching, depending on what they are searching for. There is an innate satisfaction that is had by consumers who are able to instantly feel knowledgeable (or perceive they are) about a brand, product or service that immediately pertains to them by the power of their own searches and clicks on the web. This is where I see QR codes as the trigger to a metaphorical loaded gun, with bullets being content. The user gets a feeling of “empowerment” by pulling the trigger, in this case, scanning a QR code.
“Instant Education-Gratification“……. is a term that has been spawned by an online culture and is ripe for QR codes to own. It defines our emotional search for empowerment and feeds our craving for valuable content, instantly. The physical act of scanning a QR code is a lot like typing a keyword into a search box. It’s immediate and responsive with the user having full control. Now brands can deliver unique, valuable, unobtrusive web content to consumers through QR codes and mobile web content while tapping into the “emotional gratification” and “education” that search provides. QR codes are already the ultimate bridge between static physical media and its dynamic digital counterpart. This is a completely new way to think about the satisfaction they can bring if the content is valuable. This is when they become more than just a code, but a way of life.
Luxury Manhattan Retailer Michael C. Fina Adopts New Technology and Builds “Mobile Storefront” to Celebrate NYC Women and A. Jaffe Platinum Jewelry
New York, NY; September 14th, 2010 – TAPPINN Inc., A mobile applications platform and QR code creative agency today announced their collaboration with retailer Michael C Fina, PGI-USA, and A. JAFFE to bring QR (“quick response”) mobile codes to Fifth Avenue. The retailer’s five massive storefront windows on 45th Street off NYC’s famed shopping strip are dedicated to the women of New York and the platinum ring designs that symbolize their character. Each window features a different QR code that shoppers can scan with their smartphone cameras to view facts about the platinum jewelry designs being showcased.
After the QR code in scanned, shoppers connect with a Michael C. Fina mobile-optimized site that includes easy contact (email, call) function, videos, product galleries, pricing, mobile wallpapers, information about designers and product pages with social sharing function including the Facebook “like”. There are 27 exquisite A. Jaffe platinum bridal designs being highlighted in the display, each with its own mobile page that shoppers can interact with and share from their phone. Demo of "Mobile Storefront" site below.
Michael C. Fina is located at 545 Fifth Avenue, at 45th Street, and the campaign will run through October 11, 2010.
“At Michael C. Fina, we’ve been committed to providing our customers with exceptional service for 75 years. This means not only working one-on-one with customers here in the store to help them select the perfect ring, plan the perfect proposal, etc. but also educating potential customers by distributing information in their preferred form; online or through a Smartphone. The QR code technology is going to allow us to reach a whole new range of New Yorkers in a way that is both comfortable and convenient for them. Once they see what makes platinum the most desirable metal choice and A.JAFFE so special, we are confident they will want to come in and learn more.” - Jacklynn Manning, Communications & Creative Director
A 2009 consumer study conducted by PGI-USA (Platinum Guild International) illustrated the importance window displays play in capturing the attention of pre-engaged women and men during the crucial engagement ring research period. More than 54 percent of the study’s respondent window shopped stores during their engagement ring shopping period, and they reported they were more likely to enter a store if they liked the products they saw in the window.
“In addition to revealing the importance of retail window displays, our consumer study revealed that pre-engaged women and men expect online educational content from retailers,” stated Michelle Peranteau, Manager of integrated Marketing for PGI-USA. “The Michael C Fina Mobile Storefront marries these two elements to create the ultimate platinum jewelry retail shopping experience. Before even speaking to a sales associate, shoppers will enter Michael C. Fina with in-depth knowledge of both platinum and their favorite A. Jaffe engagement ring.”
Nick Ford, Co-Founder of Tappinn, believes Michael C. Fina’s storefront will revolutionize the way retailers engage consumers, and do it in a nonintrusive way. “QR codes are rapidly becoming the most exciting thing to hit mobile advertising since the ‘app’ because consumers have control” stated Ford. “The demand for mobile smartphones continues to sky rocket and so will the demand for mobile web content. We believe consumers are craving to connect with their favorite products and stores and share those favorites from their mobile phones while shopping. Storefronts can be the ideal communication application of QR codes and retailers should embrace it.”
In addition to debuting the world’s first Mobile Storefront, the window displays will also feature model shots from A. Jaffe’s new branding campaign, which pays tribute to the company’s rich New York heritage. “Just as New York represents success, magic, romance and charisma, so does the confident woman who chooses a platinum A. Jaffe engagement ring from Michael C. Fina to symbolize her marriage,” stated Pooja Johari, Marketing Director for A. Jaffe.
About Tappinn:
Tappinn is a web application used for the building of web sites and pages that are optimized for mobile. These “Smart Sites”, make it easy for brands, retailers and agencies to deliver customized mobile content (pictures, video, text, coupons, product specs, ect.) to unique shopping environments using mobile tagging with QR codes. Page content can be geo-targeted around physical advertising media such as displays, posters, magazine ads, events, business cards, billboards and other forms of signage. The built in QR code management tool in the Tappinn platform also helps the advertiser generate, tag and track all responses to any QR codes used in a campaign. BEYOND the CODE www.tappinn.com or follow us at www.twitter.com/tappinn.
About Platinum Guild International:
Platinum Guild International is dedicated to promoting Platinum and its pure, rare and eternal qualities to the consumer and the jewelry trade. PGI has offices in each of the world's major jewelry markets, providing information, assistance and education on all aspects of platinum jewelry. For more information please visit www.platinumguild.com.
About Michael C. Fina
Michael C. Fina is the perfect place to turn when celebrating all life’s many milestones, big or small. As New York’s premier family owned and operated retail destination, we have been providing customers with quality products and exceptional service for 75 years. The flagship store, located at 545 Fifth Ave. New York, NY, offers a stunning variety of engagement rings, wedding bands, fine jewelry, tableware, estate silver, and bath accessories.
1) This is MOBILE, dude. Content must be mobile and properly formatted for ALL smartphone OS screens (Android, Apple, Blackberry, ect). Speed is everything, design content that can be efficiently outputted on a mobile device. This is a completely different animal than regular web design. Large buttons and easy "touch" navigation are crucial to user experience. Easy "contact" function can win with convenience. Keep the call, email and V-card buttons close by! Also, popular locations services such as Foursquare are becoming popular to incorporate as well.The #1 mistake made by early QR code marketers is using regular desktop pages as links in the codes.
2) People LOVE to share. Sharing content over the PC web has become ridiculously popular over the last 5-7 years. Sharing content over the MOBILE web is still pretty new but has explosive potential. You are already seeing it with adoption of text messaging (texting) and Twitter (tweets) which are both “mobile born” forms of communication. Everything MUST be easy to share on the go (galleries and product pages). Make it easy for users to post content on Facebook and Twitter in seconds. Make sure that the content is accessible on the desktop web also. Mobile to desktop sharing is still prominent.
3) A new smartphone user is born every day, seriously, THOUSANDS of them. Don’t be discouraged by low numbers/scans. The success of phones like Iphone4, Evo, DroidX and Galaxy are obvious indication that the DEMAND is rising. Focus on the experience and users will come. Every engagement by a mobile user of scanning a QR code is a connection far beyond any traditional marketing thought. This is the first step in a new relationship.
4) Don’t get cute, focus BEYOND the CODE. I’m a huge fan of “designer QR codes” and I think they can serve a wonderful purpose for early QR code campaigns to build BUZZ. However, it’s early in the game and recognition is still relatively low, don’t get lost in the ad! Also, customized “designer QR codes” can’t be duplicated near as efficiently. It gets tricky if you want to run a nation wide magazine campaign with 6 splits a you would want a SEPARATE code for each split in every magazine for each month. Those who want to be specific and run different codes for different media applications will have a hard time achieving results they need with a “designer” QR code.
5) QR Codes are here to stay. There has been an ongoing debate between nerds on Twitter about whether QR codes will hit “mainstream” in the U.S. The answer is YES. Argument over. Deal with it, haters.
6) Deliver custom value wherever possible. In my opinion this is all about CONTENT. The mobile environment is a swirling terrain with unlimited possibilities. Create and deliver content that makes sense to your market and helps shoppers make honest buying decisions. If it's a magazine, consider the readers of THAT magazine and offer exclusives and target content around that group of readers. A QR code that leads directly to video in a loud atmosphere isn't powerful. A landing page where users can select the FORM of content they want is much more effective. QR codes that lead users straight to video are mostly ineffective.
7) Proprietary codes suck. The "QR code" is famous for its "three squares" in the top corners of the code. It's also famous for being OPEN. There are several codes that fall into the "2-D Barcode" family with QR codes but are NOT actual "QR codes". Microsoft Tag, Scanlife's EZ code and JagTag are often mistaken as QR codes when they are not. The problem with these proprietary codes is that they can ONLY be read be THEIR app which has fragmented the sector. So "QR code" readers can't even scan Microsoft Tags, ect. Last we checked there were over 60 different applications that read QR codes, none of them could read a Microsoft Tag, WTF. Get it?
8) Instructions are important. Keep in mind that a majority of users are still "first timers"so making it easy for them to download a QR code reader specific for to their smartphone OS is crucial. Shortcodes can be texted and a link will come back to the user that will download a reader. I prefer to list a short URL that users can type into their mobile browser to retrieve a reader like Tappinn.mobi. The landing page is then set up to visually guide people to the correct app with icons for each OS (Apple, BB, Android, Windows, Nokia). Once Facebook updates their app with a QR code reader most of these issues will be resolved.
9) Have fun! It is the dawn of a new day. New forms of communication centered around the smartphone device mean new opportunity to connect with your customers. Get creative and think LARGE.
(10??)BONUS! Oh yeah the biggest secret to all of this that WE built a platform to make all of the above EASY. Tappinn.com.... BEYOND the CODE. Visit us and starting building today! Let's build a community
Fox Code. Gotta love it!. FOX Network has announced that they will be running QR codes after commercials to promote their fall lineup. I caught one last night for the new series, Lone Star. This is the 2nd best thing to a Facebook QR code IMO. No doubt that it brings HUGE exposure to QR codes and it's coming from a medium that had been an underdog to this point, TV. The code flashed quickly so I had to rewind my DVR to get the scan. It will be interesting to see how this evolves and if viewers pick up on it.
Calvin Klein Jeans have been know for edgy billboards but in a different way. Check out this giant Calvin Klein Jeans QR code billboard on the corner of Layafette and E. Houston in NYC! The code directs users to a sizzling hot 30 second video, Calvin Klein style. This is another big step for QR code exposure and it makes me wonder why more advertisers aren't making the most of their billboards by doing the same. I scanned this code from over 100 yards away.
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
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!
Best Buy has done it!! They are the FIRST retailer in the world to update their app with a QR code reader!! We have documented their support for QR codes in earlier posts but now they have taken it a BIG step further.
The newest catalog features a QR code on the cover (I was disappointed there weren't more)! What's different about this is the "Download Reader" instructions direct users the the newest version of Best Buy's app, fresh with a QR code reader. This make me so happy!! {Video Coming}
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!
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