PSFK presents Future Of Mobile Tagging Report

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FUTURE OFMOBILE

PSFK presents

Consulting

A REPORT

TAGGING

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FUTURE OF MOBILE TAGGINGConsulting

AWARENESSFOREWORD

Mobile tags offer a unique opportunity for brands and their agencies to

interact with potential and existing customers. These two dimensional

barcodes can be applied to almost any surface and the information

contained within them can be leveraged to create incentives and drivers

that lead consumers along the purchase path.

By bridging the online-offline divide with a click of a mobile phone

button, mobile tags can drive a brand or product’s awareness. In this

report we look at how companies are using competitions and gaming

to engage a new audience.

When a shopper scans a mobile tag, they can also gather a deeper level

of information that will help them decide about the purchase of a

product. Marketers are using the technology to provide an insider’s view

about a brand—and they are also using the mobile tag to provide

immediate status updates sent directly to a customer’s phone.

Mobile tags can support the purchase stage. Opportunities being

explored by brands and their agencies include the ability to scan-to-

pay and also the offering of loyalty rewards.

Beyond the purchase, marketers can use the technology to enhance

customer service. For example, how-to instructions can be made

easily accessible with the simple capture of a mobile tag.

Mobile tags provide an exciting opportunity to interact with

customers in ways not previously available to marketers. This report

shines a light on to the work of other marketers to both inspire you

and present some mobile tagging options as you consider your

next campaign.

Piers FawkesFounder & PresidentPSFK

This report is kindly sponsored by

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AWARENESSTABLE OF CONTENTS

introduCtion 1

CrEAtiVE usEs 3

AWArEnEss Instant Lottery 5 Mobile Arcade 11 Travel By Tag 17

inForMAtion gAtHEring Product Preview 26 Content Sampling 32 Behind The Scenes 38 Scan-Triggered Updates 44

ACtion/PurCHAsE Scan-To-Pay 53 Unlockable Rewards 59

Post-PurCHAsE Feedback Loop 68 Mobile How-To 74

HoW to MobilE tAg Introduction to Tagging, Benefits and Uses 83 Reporting and Measurement 85 Custom Tag Marketing Execution Showcase 86

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INTRODUCTION

SPONSORThe publication of this report is kindly supported by Microsoft Tag ®

Throughout this report you will see tags that take the reader to additional information, including videos.

Get your free tag reader in your smartphone’s app store by searching for ‘Microsoft Tag,’ or at the URL: www.gettag.mobi

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PSFK PROCESSPSFK conducted a research cycle during which ourresearchers searched for signs of change and spoke to opinion leaders about shifts in the mobile tagging landscape. Our researchers gathered hundreds of pieces of data that provided signals of change in usage of mobile tags. At the end of the research period, PSFK’s team conducted pattern recognition to identify trends, the strongest of these are featured in this report.

ABOUTPSFK is the go-to source for new ideas and inspiration for creative business. The New York City based trends research and innovation company publishes a daily news site, provides research and business consultancy, manages a network of experts and hosts idea generating events. PSFK aims to inspire its readers, clients and guests to make things better—whether that’s better products, better services, better lives or a better world.

CONTACTPiers Fawkes - Project [email protected]

Jeff Weiner - Business [email protected]

For copies of this report, scan the mobile tag on this page or visit:www.psfk.com/future-of-mobile-tagging

PSFK’s Future Of Mobile Tagging report presents key trends in the mobile tagging space, so as to inspire marketers and their creative agencies about their future use of the technology in their branding activity and communication campaigns.

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AWARENESSINTRODUCTION

ABOUT MOBILE TAGSA mobile tag is a two-dimensional image encoded with information. It is decoded using a cameraphone application. These tag reader applications are able to scan tags and react accordingly based on the patterns within the image. Based on the information contained within the tag, the tag reading software can perform a variety of functions including the display of text or images, hyperlinking to specific URLs, linking to video content and providing contact information.

VARIATIONSInformation can be encoded into two-dimensional images in multiple ways. There have been upwards of 70 different types of tags developed over the past decade, each with associated applications built to identify their specific method of encoding. Many of these application designs are used for logistical purposes in industrial verticals. For the purposes of this report, it is important to consider three key consumer-facing methods for capturing information through a cameraphone.

Microsoft Tag® is a barcode designed to deliver encoded information to a phone from a server. When the Microsoft Tag is scanned by a mobile phone’s reader, it gathers information loaded on a server and sends it back to the phone. This feature allows the tag to be used differently over time as the information can be updated on the backend without changing the design of the encoded image. Microsoft Tag offers an array of tracking metrics including location data.

Originally used as a method for tracking vehicle part inventory, the Quick Response code is an open source platform now used as a form of scannable barcode. QR is a not a proprietary medium, so there are a number of disparate formats available for use. The design of this type of mobile tag contains the entirety of the information being transmitted and therefore doesn’t need online access to decode the information held within it. Each code can contain over 4,000 alpha numeric characters.

Various mobile phone applications are using the barcodes found on products to serve up information and services. When a user scans the barcode with their phone’s camera, services like Stickybits, RedScan and eMoby will identify the product and provide pricing information, user reviews and other product data.

MICROSOFT TAG QR BARCODES

Learn more about creating mobile tags for business and marketing in a special How To Tag section beginning on page 81, brought to you with help from our sponsor Microsoft Tag.

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CREATIVE USES

For AWArEnEss1. INSTANT LOTTERY2. MOBILE ARCADE3. TRAVEL BY TAG

For inForMAtion gAtHEring4. PRODUCT PREVIEW5. CONTENT SAMPLING6. BEHIND THE SCENES7. SCAN-TRIGGERED UPDATES

For ACtion/PurCHAsE8. SCAN-TO-PAY9. UNLOCKABLE REWARDS

For Post-PurCHAsE10. FEEDBACK LOOP11. MOBILE HOW-TO

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AWARENESSCHAPTER 1

Mobile tags can be used to capture people’s attention and draw them into an experience. Marketers can use them to raise awareness,

build brand perception and engage an audience that is on the go.

1. instant lottery2. Mobile Arcade3. Travel By Tag

INSTANTLOTTERY

AWARENESS

Rapid entry into contests and competitions

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“Brands are doing a number of things to drive people to sweepstakes. From the consumers’ point of view, they just want to scan, sign up and have a chance to win. It is simply a more convenient way for somebody to start interacting with them at the beginning of the experience.”

Aaron GetzProduct Unit Manager, Microsoft Tag

bEAutY ProduCt giVEAWAY

sCAnEntErsFAns into tiCKEtgiVEAWAY

Point oF sAlE ContEst

iNSTANT lOTTERYThe organizers behind promotional competitions are leveraging mobile tags as a platform for instant entry into contests. With the ability to quickly access information through a personal phone, people are able to enter contests with less friction around signup and registration.

OPPORTUNiTiES• Turns static media into a “live”

experience where the shopper may win instant prizes.

• Information like location and contact details can be easily captured from the phone, making it a one-click, opt-in process to enter sweepstakes.

• Promotions that can be updated through mobile tags give print media a longer shelf life.

• Downloadable content including contest details can be shared among friends.

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INSTANT LOTTERY

turning ProduCt bArCodE sCAns into rEWArds

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INSTANT LOTTERY

BEAUTY PROdUCT givEAwAY For the August 2010 issue of Allure Magazine, readers were given a to-tal of $725,000 in free beauty products through a series of mini-sweep-stakes. Readers who had signed up for the US fashion publication’s contests were notifi ed by text message 15 minutes before new give-aways were about to take place. At this point, they opened the maga-zine and entered by simply scanning a Microsoft Tag on a specifi ed page. The use of mobile tags reportedly attributed to a 28% increase in entries over the previous year’s issue.

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INSTANT LOTTERY

POiNT OF SAlE CONTEST When Wilkinson Sword launched their new Hydro Razor 5 in the UK, they featured mobile tags alongside the retail product displays. By scanning a QR code on a POS promotional fl yer, shoppers were able to visit a site where they could view videos highlighting the razor’s new features and enter a competition.

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INSTANT LOTTERY

SCAN ENTERS FANS iNTO TiCKET givEAwAYIndependent record label Fearless Records published Microsoft Tags to help fans win tickets for their bands’ shows. Printed fl iers and websites advertising upcoming shows invited fans to scan the tags to receive a free track download and also get entered into a drawing for tickets.

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TURNiNg PROdUCT BARCOdE SCANS iNTO REwARdS

To promote their newly launched fair trade ice cream, Ben & Jerry’s partnered with Stickybits in November 2010 to reward the first 500 users to scan the new flavors. Upon scanning, consumers had the chance to win free Ben & Jerry’s products, and were able to win a branded T-shirt after scanning two separate pints.

INSTANT LOTTERY

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MOBILEARCADEPlayful experiences fuse physical with digital

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MOBilE ARCAdEMobile tags are being used as a platform to initiate social games and group-based challenges. Tags that are tied to one another can be spread across physical and digital spaces to encourage discovery and playful experiences.

OPPORTUNiTiES• Team and group affi liations can

be facilitated through the use of mobile tags, giving people the option to scan different mobile tags to show their support for groups and brands.

• Promotions can deliver an incentive to drive people to particular locations and bring them together for shared experiences.

• Tags can be used to turn the phone into a console, launching experiences that use a smartphone’s camera to react to the physical world.

“We work with a mainstream audience, and we know they’re playing games on their phones. If we can incorporate gaming into a brand’s advertising and make it fun with value to the consumer, it becomes a win/win. There’s the potential for these games to add something that people don’t already have on their phone.”

Carlos LamadridSenior Vice President & Chief Brand Offi cer, Woman’s Day Brand Group

PHonE As gAME ControllEr

riddlEs EnCourAgE CitYEXPlorAtion

loCAtion-bAsEd gAME tHrougH CEntrAl PArK

tEAM-bAsEd MobilE gAME EnCourAgEs CAMPus intErACtion

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MOBILE ARCADE

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MOBILE ARCADE

TEAM-BASEd MOBilE gAME ENCOURAgES CAMPUS iNTERACTiONSA student team at Boulder Digital Works, the creative technology program at Colorado University, developed the on-campus game Zombies vs. Hippies through the use of posters embedded with a Microsoft Tag. By scanning different posters, participants were entered into various group missions and hunts that took place on campus between groups of students, guided by instructions delivered through each tag. By completing missions for their team, participants added to their team’s overall score.

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MOBILE ARCADE

PhONE AS gAME CONTROllERPirata is a multi-player, augmented reality boat racing game that uses iPhones as controllers. When standing in front of a computer screen loaded with the game’s website, each player is able to choose a side by scanning one of two tags. Once enough players sign up for a team, the players compete by making a rowing motion with their phone and propelling their boat forward.

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MOBILE ARCADE

lOCATiON-BASEd gAME ThROUgh CENTRAl PARK

To promote New York City parks during Arbor Day weekend, Agency Magma devised a game played using mobile tags scattered throughout Central Park. Participants moved along a map to various points in the park where they could scan QR codes to learn more about the immediate area. This information came in the form of a trivia-based game, where players were able to move along different paths as a strategy to potentially earn more points.

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MOBILE ARCADE

RiddlES ENCOURAgE CiTY ExPlORATiON

Russian beverage company Red Energy staged a hunt through Moscow that led participants from one tag to another, using riddles as clues to the next location. The game began each week at a large mobile tagged billboard at one of Moscow’s central metro stations. By scanning the QR code on the advertisement, participants were sent to specific street corners and bus stops. The winner was the fastest to crack all seven clues. The game and prizes were updated each week, providing new challenges for returning players.

17AWARENESS

TRAVELBY TAGdistant experiences in the palm of your hand

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FUTURE OF MOBILE TAGGING TRAVEL BY TAG

TRAvEl BY TAgBy delivering rich video experiences and location-specifi c content, mobile tags can help potential travelers get a better understanding of unfamiliar places. Regional information can be instantly available anywhere, espe-cially via tags on promotional fl yers, postcards and travel material.

OPPORTUNiTiES• Destination experiences can be

brought to life through point-of-view videos and live webcam previews of actual locations.

• Mobile tags can give people the opportunity to purchase tickets directly while previewing destinations, at a time when travel is most actively on their mind.

• Tags can include supplementary information that lives on location-relevant items like mail, buildings, and regional marketing collateral.

“The storytelling ability we have today is so much more advanced than it was even fi ve years ago because of the ability to immediately link people to content. This is a great boon to products and ser-vices that are promoted best through demonstrations. Mobile tags are the tool to enable these expe-riences, quickly changing a static two-dimensional communication piece into a very rich experience.

Marty YaskowichManaging Director, Tribal DDB Vancouver

liVE PrEViEW oF VACAtion dEstinAtions

rEgionAl inForMAtion EnCodEd in PostAgE stAMPs

bringing tourist dEsitinAtions to liFE WitH VidEo

tAggEd CitYgiVEs tourists HistoriCAl ContEXt

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TRAVEL BY TAG

livE PREviEw OF vACATiON dESTiNATiONS

By adding Microsoft Tags to print advertisements, the Fort Lauderdale Convention and Visitors Bureau was able to deliver live views of beach destinations. Posters were distributed through Manhattan to attract tourists to vacations in the state; when scanned, users were directed to live webcams which showed various areas in real time. In addition, tagged brochures sent readers to descriptive videos of Fort Lauderdale resorts.

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TRAVEL BY TAG

REgiONAl iNFORMATiON ENCOdEd iN POSTAgE STAMPS

Correos, Spain’s postal authority, in conjunction with the mobile marketing company Macanudos, has released a QR-coded stamp that when scanned will pull up additional information about a particular product or place. The mobile tag on the fi rst release of stamps directed a phone’s browser to information and videos about the Alhambra of Granada region.

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TRAVEL BY TAG

BRiNgiNg TOURiST dESTiNATiONS TO liFE wiTh vidEO

The Canadian Tourism Board has used mobile tags in a print campaign aimed at attracting travelers from the US. QR codes appeared in ads designed to look like blog posts that were featured in publications including the New York Times. When scanned, people were able to fi nd out more about various travel destinations through interactive videos that brought to life experiences like riding down a mountain zipline at 90mph or taking a horse carriage ride through old Quebec City.

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TRAVEL BY TAG

TAggEd CiTY givES TOURiSTS hiSTORiCAl CONTExT

In the Italian city of Turin, web agency mediaKi.it placed Microsoft Tags in parks, museums, and monuments, so that visitors could scan them as they walked past important landmarks. When scanned, the tags provide informa-tion about the history of the location as well as maps to help tourists navigate new areas.

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ExPERT ADVICE

• When utilizing a tag in any campaign, it’s important to go through certain steps. You have to train the consumer, and give them a reason to take action. Alongside this, the actual tag itself has to offer something of true value to the consumer.

• Tags tied to print can add deeper information or how-tos, but another stand-out use is giving alternative information to different types of readers. A recipe published in print may be useful for the main audience, but there’s the opportunity to provide information for readers with alternative diets.

• Brands that use tags as a platform to launch games need to keep the experience fast and simple, and somehow unique from what these people might already be playing on their mobile phone. One way to do this is by establishing some element in the print context that users can draw from while in the game. If an advertiser can incorporate this into their branding and create a fun experience, it offers real value to the consumer, making the interaction a win/win for both parties.

Magazine publisher Carlos Lamadrid explains how tags can bring innovation to print advertising

• Combining reader familiarity and the reliability of Microsoft Tag, a magazine can easily sell the platform to advertisers as a tool that works and delivers the intended experience.

• Brands should help consumers understand mobile tagging. One of the most important ways to do that is to make sure it is easy to understand what will be the specific value of scanning a tag. The best examples of this are tools that add to the content with which consumers are already engaging. So, if the product is food, the consumer needs to know that by scanning they’re going to be receiving related information, such as a recipe, that will add to their experience.

• One challenge is effectively demonstrating product benefits on the small screen of a mobile device. With Woman’s Day, brands are using print to communicate the benefits and Microsoft Tag to deliver incentives, rather than the other way around.

Carlos Lamadrid is the Senior Vice President and Chief Brand Officer of

the Woman’s Day Brand Group. Carlos brings years of leadership

experience in publishing and a passion for great brands to help to

steward the Woman’s Day suite of platforms to a new level. Since May

2010 Woman’s Day has been using Microsoft Tag in both their advertising

and their editorial content to bring richer experiences to readers.

Carlos LamadridSVP & Chief Brand Officer, Woman’s Day Brand Group

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ExPERT ADVICE

• Mobile tags like QR codes are an emerging technology that people are definitely going to use because it’s a really efficient means of accessing information.

• Right now mobile tags are best used for allowing people to initiate a process, rather than to just deliver a coupon or content. Every ad today can have some type of mobile tag in the corner that makes transactions easy for consumers.

• The general concept of scanning an advertisement to connect with a brand allows for a new path to the consumer, with potentially new experiences. With that, comes an opportunity to create original, and uniquely memorable consumer content that offers more than just coupons.

Agency Founder Michael Ferrare shares his thoughts on the uses of mobile tags in advertising campaigns

• When people have the opportunity to more easily capture information, and they can intuitively understand how they are supposed to use it, they want to bring their friends in to have the same experience.

• Tags allow for a new strategy of creating content around specific events and locations to complement print media. The key idea is to use the mobile device to unlock digital content from something in a physical space.

• Great tag design makes dealing with change easier—most mobile tags are unmemorable and similar; it’s surprising that in a branded world, everyone is using basically the same image. Brands need to differentiate themselves based on thoughtful use of design.

Michael Ferrare is the founder of Agency Magma, a creative content agency

that helps brands explore new and innovative marketing approaches.

The agency is made up of young creatives with expertise in emerging

media. Specializing in premium brands and interactive experiences, Ferrare

is formerly of Crispin, Porter + Bogusky, where he executed integrated

creative work for Virgin Atlantic, Method Home, MINI, Burger King, Borders,

and Volkswagen.

Michael FerrareFounder, Agency Magma

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INFORMATIONCHAPTER 2

GATHERINGMobile tags can guide potential customers

towards purchase by providing more information about products, services, retail and more. The

quick access to additional information can create personal experiences that can be tailored for each

shopper.

1. Product Preview2. Content Sampling

3. Behind The Scenes4. Scan-Triggered Updates

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PRODUCTPREVIEWgiving consumers a sneak peek while with the product

INFORMATIONGATHERING

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PROdUCT PREviEwMobile tags can give people the information they need to make decisions about products they are considering. With additional technical information, people can understand how products will fi t their wants and needs and they can also understand what to expect from an experience before they commit to making the purchase.

OPPORTUNiTiES

• Scanning can direct shoppers to product specifi cations that provide them with a deeper understanding of potential benefi ts.

• Mobile tags can be linked to product reviews and side-by-side comparisons to help infl uence a customer’s decisions

• For customizable products such as automobiles, shoppers can be connected to a site that enables them to add or subtract options, allowing them to see how their selections infl uence price and/or design.

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PRODUCT PREVIEW

sCAn For ProduCts tHAt MAtCH HEAltHY diEts

WinE bottlEs WitH tAsting notEs FroM tHE ProPriEtor

lEArning About nAturAl Food bEForE PurCHAsE

giVing rEAl-liFE obJECts A digitAl MEMorY

“We see a lot of good uses of tags around recipes. People can scan for additional information, such as nutritional content, before they make a dish. If you’re looking at a dish with pork but you don’t eat pork, you can scan to fi nd a recipe with alternatives.”

Carlos LamadridSenior Vice President & Chief Brand Offi cer, Woman’s Day Brand Group

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lEARNiNg ABOUT NATURAl FOOd BEFORE PURChASE

Meyer Natural Beef produces meat without additional hormones or antibiotics, selling to consumers who are highly interested in knowing how their food is sourced and about the farms that produce it. By scanning a Microsoft Tag on the packaging, shoppers can capture in-depth information about these practices while they’re standing in the grocery aisle.

PRODUCT PREVIEW

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PRODUCT PREVIEW

SCAN FOR PROdUCTS ThAT MATCh hEAlThY diETS

Shopwell is a platform that helps people manage their diet and nutrition needs. Users build an online profi le noting information such as gender, age and goals, which the service uses to offer personalized food shopping advice. When visiting retail locations, shoppers can scan product barcodes through the Shopwell mobile app, instantly pulling up highlighted ingredients and nutrition labels. It will also tap into a user’s dashboard in order to generate customized food scores and provide suggested alternatives.

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wiNE BOTTlES wiTh TASTiNg NOTES FROM ThE PROPRiETOR

California’s wine focused marketing group, Sevencamp, is aiming to standardize the use of mobile tags on wine bottles through their offshoot QR4Wine. When the bottles’ labels are scanned, wine tasting notes and extensive information about the vineyard are provided.

PRODUCT PREVIEW

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giviNg REAl-liFE OBjECTS A digiTAl MEMORY

Tales of Things is a collaborative project that makes it easy for people to add digital memories to any physical object by attaching a QR code. The codes are associated with online video, audio or text that tells the ‘tale’ of that object. The idea behind the project is that the addition of narrative creates a deeper connection between people and their physical objects.

PRODUCT PREVIEW

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CONTENTSAMPLINGdelivering experiential media


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CONTENT SAMPliNg

Mobile tags placed in relevant locations offer people the ability to quickly experience content that illuminates whatever they are in-volved with at that moment. This content can give people more infor-mation when engaged with physical displays or print media, as well as useful contextual information about the world immediately around them.

OPPORTUNiTiES• Interviews with artists, producers,

and directors can be included along with information about upcoming shows.

• Digital information can be mapped to match physical displays embedded with mobile tags, delivering the experience of exploring the real world with video content.

• Books can be kept up-to-date with revised contextual information that accompanies the content.

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CONTENT SAMPLING

EnCoding An AutHor’s AdditionAl WorK into booKs

PlAnEtAriuM dEliVErs riCH inForMAtion WitH MobilE tAg

tAggEd PAgEs giVE MorE ContEXt to booK ContEnt

sAMPlE MusiC bEForE PurCHAsE

“Right now people can be taken to straightforward content like video, and we’ll see that develop into a wider range of options. People will be able to interact with a rich mobile-optimized microsite to get more information on the spot.”

Aaron GetzProduct Unit Manager, Microsoft Tag

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ENCOdiNg AN AUThOR’S AddiTiONAl wORK iNTO BOOKS

Atria Books has been experimenting with giving authors an additional platform through which to add content to their printed works, by adding Microsoft Tags onto advertisements and book covers. The tags display content such as videos of the author and their body of work, or detailed explanations about scenes and characters delivered directly by the author.

CONTENT SAMPLING

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SAMPlE MUSiC BEFORE PURChASE

Displayed in the windows of music, film and theatre venues, the Windowposter presents a Microsoft Tag that helps users to get more information about upcoming events. When scanned, the tag sends people to music track previews and trailers for upcoming shows.

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CONTENT SAMPLING

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TAggEd PAgES givE MORE CONTExT TO BOOK CONTENT

An edition of Jules Vernes “Around The World In 80 Days” features mobile tags in place of footnotes to provide more information. By scanning the tag, readers are taken to relevant sites that provide contextual information such as historical context and other commentary about the content they are currently reading.

CONTENT SAMPLING

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PlANETARiUM dElivERS RiCh iNFORMATiON wiTh MOBilE TAg

The Adler Planetarium in Chicago leveraged Microsoft Tag technology when they hosted a photo exhibit called “From Earth to the Universe.” The exhibition showcased images from space that included various star constellations, nebulae, and galaxies. By scanning a Microsoft Tag, visitors were able to explore rich video versions of each installation while following along within the physical display.

CONTENT SAMPLING

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BEHIND THESCENESMaking hidden content available


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BEHIND THE SCENES

BEhiNd ThE SCENESMobile tags are acting as the gate-way for behind-the-scenes experi-ences and content. These links pro-vide additional information about physical objects, and allow content that is otherwise undeliverable in a public space to live on a personal

screen instead.

OPPORTUNiTiES• By scanning mobile tags,

customers can be shown stories about how products are made from material sourcing to production processes, adding value to the fi nal purchase.

• For retail store openings, real estate and new building development, people can be given glimpses into construction progress, and tours of what the interior spaces will look like.

• Mobile tags related to large events like concerts and festivals can resolve to interactive maps and guides, providing visitors with information about what to expect before they attend.

“Tags can be used to create a more interactive and personal shopping experience for consumers. By scanning a Tag at an auto dealership, the customer can get an in-depth look at the car they want to buy with the options of their choosing, without it having to be physically in the dealership.”

Daniele RomeoCEO, mediaKi.it

sEE tHE FuturE oF buildings in dEVEloPMEnt

outdoor sCAn giVEs insidEr ViEW oF HoMEs For sAlE

nEWsPAPEr dEliVErs rACE CoursE EXPEriEnCE bEForE tHE rACE

rEstAurAnts rEVEAl MEnu PrEPArAtion

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BEHIND THE SCENES

SEE ThE FUTURE OF BUildiNgS iN dEvElOPMENT

Parts of the Gatwick Airport in London are under redevelopment, potentially creating some inconvenience for travellers. Airport management is attempting to alleviate the situation by providing information about the project to visitors. People can scan codes placed around the airport that deliver a guided tour of areas under construction through maps and video.

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BEHIND THE SCENES

OUTdOOR SCAN givES iNSidER viEw OF hOMES FOR SAlE

Windermere is a real estate group that uses Microsoft Tags to provide more information about properties for sale. When a prospective buyer scans a mobile tag placed on a property’s ‘For Sale’ sign or a realtor’s print collateral, they are led to an inside tour of the particular home including additional imagery, pricing and access to contact information.

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NEwSPAPER dElivERS RACE COURSE ExPERiENCE BEFORE ThE RACE

In October 2010, the New York Daily News used Microsoft Tags throughout the newspaper to add additional information to their coverage of the 40th New York City Marathon. Readers who scanned the tag before the race were able to see maps of the course, as well as a video showing it from a runner’s perspective.

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BEHIND THE SCENES

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BEHIND THE SCENES

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RESTAURANTS REvEAl MENU PREPARATiON

Mesob, a New Jersey-based Ethiopian restaurant, has placed QR codes on their tables that take diners to instructional videos when scanned. In addition to detailing the production of the restaurant’s coffee, the videos show customers how the restaurant makes Injera, a traditional Ethiopian bread that is used instead of cutlery for eating. The additional information prepares people for the dining experience, while also offering cultural insight into the country’s practices.

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SCAN-TRIGGEREDUPDATESinstantly capturing status information


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SCAN-TRiggEREd

UPdATESMobile tags are being used to quickly capture up-to-date status information, whether from personal items or from public transportation. Tags with information that can be updated without changing the physi-cal design are being used to quickly relay changes, often including a layer

of information about location.

OPPORTUNiTiES• Mobile tags can link to the latest

press, news or social buzz around a product or release, allowing interested consumers to stay up to date and/or participate in the excitement being generated.

• At events or conferences, informational tags can provide attendees with the latest schedules, speakers and/or performances, ensuring that they don’t miss out on any of the experience.

• Mobile tags can be used to create histories and/or up-to-the-minute statuses of physical objects and/or places. This adds deeper meaning and relevancy to people’s interactions with these properties.

“The more our lives are connected, the more we want to make everything we do shareable. Mobile tags give people the tools to do that. If someone sees something on the street, they can actually bookmark it right away or share a link to it immediately.”

Vincent JansenCo-Founder, Likify

instAnt trACKing oF CurrEnCY EXCHAngE rAtEs

trACK tHE JournEY oF A ProduCt’s PACKAging

dEtErMinE WHEtHEr An itEM is stolEn or not

dEliVEring bus sCHEdulE inFo in rEAl-tiME

SCAN-TRIGGERED UPDATES

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dElivERiNg BUS SChEdUlE iNFO iN REAl-TiME

A pilot program developed in a partnership between GVB, Sparked BV, and MINIbar at Amsterdam’s Central Station provides information and entertainment about the city’s transportation system to travelers who scan a Microsoft Tag. By snapping the Tags located on tram and bus stops at the Station Square, riders receive free access to specific arrival and departure information, the latest news on public transportation, a mobile movie series and art of the day. Also three randomly selected people who snap the Tag will win a €100 euro (about $140) credit to their transportation subscription.

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TRACK ThE jOURNEY OF A PROdUCT’S PACKAgiNg

Columbia Sportswear has launched a new aspect of its online shipping service called A Box Life, which allows its customers to choose a previously used cardboard box for delivering their purchase. A QR code on the outside of each used box allows the customer to track where the box has been and also enables pictures to be uploaded to create a history of the box’s journey. 60% of customers have taken up the option when buying goods from the website.

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dETERMiNE whEThER AN iTEM iS STOlEN OR NOT

The Kryptonite Bike Revolution ID Kit includes a bike frame with a tamper-proof QR code called PulseID that links to an online site, providing the bicycle’s current status. If the bike is stolen, the owner can update the code at the website bikerevolution.com. The PulseID tag located on each bike can be scanned by any passerby to determine whether or not it has been stolen. If it is, users can click the ‘Contact Us’ button and provide location details, automatically alerting the police, local clubs, shops and the site’s army of Bike Detectives.

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iNSTANT TRACKiNg OF CURRENCY ExChANgE RATES

A concept design for paper currency developed by QR Arts proposes using QR codes printed directly onto paper notes that would contain information on current exchange rates. By updating the code on a daily basis, international travelers would be able to quickly access the value of their currency at the time of exchange, ensuring that they are receiving the correct rate.

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ExPERT ADVICE

• As the market matures and evolves, digital becomes a more and more important piece for brands who want to create an immersive, entertaining, and shareable experience for their customers.

• Mobile tags are a useful tool for transferring a consumer from a somewhat static two-dimensional communication piece, like print, into a very rich experiential piece.

• Video allows people to dive deep into experiential content. Something like tourism marketing tends to be all things to everyone, so it’s much more powerful to show those experiences than simply tell somebody about them.

Marty Yaskowich talks about creating customer experiences through mobile tagging

• The storytelling ability that we have today is so much more advanced than it was even five or ten years ago, because of the ability to quickly link people to this content.

• When including mobile tags in any marketing message, not only does the content have to be very high-value, but the setup for the content also really has to sell consumers on the notion that participating in the experience is something they really want to do.

• The best examples of using mobile tags we’ve seen combine a physical space along with information regarding where that person is. People are now able to get a deeper experience because they are able to interact with content through both the mobile device and the scannable tag.

Marty Yaskowich is an accomplished strategist and integrated

marketer with experience leading some of Canada’s marketing

powerhouses and the world’s largest brands. Through his role

with Tribal DDB Vancouver, Marty has overseen the work done

around using mobile tags to inspire tourists to visit

Canadian destinations.

Marty YaskowichManaging Director, Tribal DDB Vancouver

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ExPERT ADVICE

• The use of mobile tags requires companies to ask themselves how to best move customers and prospects from the print/physical world to the digital world, or even from the digital world back out to the physical world. The basic question to ask is how to find new and interesting ways to enhance the overall brand/product/service experience with little or no interruption.

• Most any content (i.e., URL address, vCard information, location map, video, audio, SMS, phone dial, etc.) can be linked to a tag, regardless of format or platform. What makes content live best on the various platforms is that it is optimized for mobile viewing in general, as well as the particular device that was used to scan that tag. When these issues aren’t considered by the brand or agency, the result is often a less than optimal user experience and/or poor response rates.

Roger Marquis describes how marketers can use mobile tagging

• Tracking is an important feature of mobile tags, so agencies should be thinking about whether to generate and track the tag in-house or through an outside vendor. It’s important to ensure that the scan will resolve to a place that’s been optimized for mobile, and to determine how the creative design elements will be assembled and presented, taking into consideration the tag itself.

• Mainstream consumers today need some explanation to help understand mobile tags, but it’s important for companies and agencies to do their homework on the details of the core technology as well. There are many facets to tagging technology and its use, so it makes sense to spend some time upfront researching, studying and asking some questions.

• When companies execute a mobile tag campaign, it’s important that they not lose sight of the fact that the tag merely serves as a tactical element, not the strategy for the entire campaign.

Roger Marquis is founder of 2D Barcode Strategy, a marketing consultancy

that focuses on the use and strategy of 2D barcode technology for

marketing, advertising and general business purposes. Prior to this, Mr.

Marquis has held senior level marketing management positions at leading

global organizations within the financial services, technology and

publishing industries, and he conceived and managed True Wind, his own

travel accessories company. Experienced in all aspects of the marketing

mix and knowledgeable about digital and traditional marketing practices,

Mr. Marquis is considered a thought leader in the growing mobile tag

industry and is known for providing insightful analysis on the subject

Roger Marquis Founder, 2D Barcode Strategy

PSFK.COM

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ACTION/ CHAPTER 3

PURCHASEMobile tags provide a strong opportunity to

convert a potential sale. Coupled with the existing profile information often held on phones, these

mobile tags can encourage swift purchase.

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61. Scan-To-Pay

2. Unlockable Rewards

5353

SCAN-TO-PAYinstant transactions and payments

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SCAN-TO-PAY

PSFK.COMPSFK.COM

SCAN-TO-PAYShoppers can pay for items with the simple scan of a mobile tag. Systems are available that handle signifi cant aspects of the payment process, helping people make swift purchases when they want, where they want.

OPPORTUNiTiES• The inclusion of mobile tags on

products can give customers the option of making purchases directly from their phone, lowering barriers to transactions and turning any interaction with a product into a point-of-sale opportunity.

• Enabling customers to scan tags for purchasing can bring a level of exclusivity to their shopping experience, allowing them to skip lines and expedite their store visit.

• Scan-to-pay services encourage customers to enter their personal details, enabling retailers to gather data about, and better track their purchasing habits.

guMbAll MACHinE PAYMEnts triggErEd bY sCAn

buYing MoViE tiCKEts tHougH onlinE gAME PlAtForM

APP EnAblEs sElF-CHECKout At rEtAil storEs

“There’s a unique opportunity to turn impressions into point-of-sales. If you’re at a bus stop looking at a movie poster, you can scan that poster’s tag. It can bring you to a mobile-optimized website with a trailer of the movie. If you like it, you can use your map to fi nd the closest movie theater in the closest half-mile radius and then buy tickets through your phone.”

Patrick DonnellyFounder, QR Arts

sCAn to sKiP tHE linEs

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SCAN-TO-PAY

SCAN TO SKiP ThE liNES

Select locations of the Ethical Bean Roastery and Ethical Bean Xpress cafés in Vancouver are accepting mobile orders via smartphone. The coffee retailer is using the Mobio payment system, which allows users to scan a mobile tag to place an order. Once scanned, the person can skip the line and pick up their selected beverage at the checkout.

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SCAN-TO-PAY

gUMBAll MAChiNE PAYMENTS TRiggEREd BY SCAN

Developers at PayPal Labs have built a prototype system to connect online payment processes to physical purchases. Scanning a QR code links the shopper to a form page to complete the transaction process. Once the process is complete, the gumball machine detects that it has received a payment and dispenses candy.

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SCAN-TO-PAY

APP ENABlES SElF-ChECKOUT AT RETAil STORES

Mobile applications like AisleBuyer allow users to complete in-store purchases without the need to pay at the check-out counter. By scanning the barcode found on the back of products, phone users can get related suggestions, reviews, and the ability to complete a transaction within the application. Shoppers can then show their on-screen receipt and leave the store with the product in hand.

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SCAN-TO-PAY

BUYiNg MOviE TiCKETS ThROUgh ONliNE gAME PlATFORM

Microsoft’s online gaming system Xbox Live has partnered with MovieTickets.com to simplify the purchase process for cinema tickets. When gamers watch a trailer a Microsoft Tag appears. Once scanned, it takes users to a transaction page with additional information.

5959

UNLOCKABLEREWARDSMobile-enabled loyalty programs

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PSFK.COMPSFK.COM

UNlOCKABlE REwARdSMobile tags allow consumers to become members of a brand’s loyalty program by gathering points to gain rewards. Programs are being developed that give shoppers more reason to scan mobile tags, some of which feature new thinking around

play and the tagging process.

OPPORTUNiTiES• By enabling people to collect

points by scanning mobile tags that can be redeemed at a later date, people are being encouraged to have more brand-led interactions.

• Making coupons available through mobile tags attached to promotional materials or even retail display windows can help drive customers into stores.

• Scannable coupons available at the point-of-sale offer an additional incentive to shoppers who are considering a potential purchase.

• Coupons can be added at the end of marketing or brand messages delivered through mobile tags, giving customers a reason to watch all of the directed content.

storEFront WitH sCAnnAblE CouPons

APP rEWArds sHoPPErs For sCAnning bArCodEs

EnCodEd CouPons dEliVErEd tHrougH EMAil

“On-product tags can be the traditional local coffee shop loyalty program, except without requiring the actual paper punch card. In this way, the product experience and value transfer are more immedi-ate, so the rewards are instant.”

Michael FerrareFounder, Agency Magma

UNLOCKABLE REWARDS

turning PHYsiCAl toYs into digitAl CHArACtErs

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UNLOCKABLE REWARDS

APP REwARdS ShOPPERS FOR SCANNiNg BARCOdES

CheckPoints is a mobile shopping and marketing application that combines check-ins, barcode scanning and rewards for an all-in-one consumer and brand-friendly platform. The service is designed to encourage shoppers to interact with brand-sponsored products at offline stores by linking barcode scans with reward points. CheckPoint users check in at participating retailers through an iPhone app to view the current advertised products. When scanning these product barcodes, customers accrue points, which can be instantly redeemed in the Rewards Store for gift cards, airline miles and gadgets.

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UNLOCKABLE REWARDS

STOREFRONT wiTh SCANNABlE COUPONS

Axis Salon in Washington, D.C. created an artfully designed storefront window display with the help of QR Arts that included “bubbles” containing individual QR codes. Upon scanning the codes, passersby were taken to YouTube videos featuring beauty icons or coupons for discount services such as a free scalp massage or 10% off hair products. By encouraging this exploration from outside their shop, the salon provided incentives for curious customers to walk inside and learn more about their services.

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UNLOCKABLE REWARDS

ENCOdEd COUPONS dElivEREd ThROUgh EMAil

Email marketing service MailChimp has added a new service called Pyow! that makes it easy for business owners to create QR code coupons and send them out to their subscribers. Customers can either print out the code or save it on their smartphones for redemption at the store. An accompanying mobile application enables retailers to scan the tag at checkout to verify authenticity.

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UNLOCKABLE REWARDS

TURNiNg PhYSiCAl TOYS iNTO digiTAl ChARACTERS

In conjunction with the launch of the Xbox Kinect gaming system, Burger King provided limited edition stuffed animals along with their kids meals. After scanning a tag associated with the physical toy, the Kinectimals game uses the Kinect recognition system to translate real-life movements made with the toy animal onto the screen. This allows the player to use the physical toy to interact with other in-game animals.

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ExPERT ADVICE

Patrick Donnelly is CEO and Founder of QrArts LLC, an integrative media

consulting agency that specializes in mobile user experience with respect

to mobile tagging and 2D barcodes. QrArts creates brand engagement

strategies that help move consumers from impressions to interactions, and

specializes in the design and implementation QR code campaigns.

• Mobile tagging is beginning to move people from impression to interaction with a brand. When a mobile tag can prompt someone to watch a video, interact with a mobile site, or book a hair appointment, it has gone from just viewing a static ad to actually creating revenue and creating a return on investment. It can also raise the profile of a brand or company, which is an intangible return from the tag experience.

• By adding a mobile tag to a pre-existing print ad or a kiosk in a store, brands have the ability to turn those impressions into a deeper experience that they’ve pre-designed, which can be a very powerful additional return on their investment.

• With the addition of mobile tags, brands have this unique ability to turn impressions into point of sale opportunities, and because of the speed of the technology, this can occur within the span of two minutes. The value lies in the translation of those impressions into financial transactions, or just great experiences for a brand and consumers.

Patrick Donnelly shares insight on howmobile tags can provide measureable value

• It’s important to think about how you can design or theme a tag to ensure they fit within the graphic identity of the parent brand. Something like a designer QR code is essentially a logo that people can take a picture of with their phone within which, a call to action is built in. So it’s a little, square, beautiful, interactive logo. In general, I think people are more interested in scanning things that are a bit more colorful, especially if they have some “wow” factors in them.

• We find that if you scan a mobile tag like a QR code and there’s nothing of value on the other end, people get frustrated. So, as you’re scanning the tag, it’s important to consider whether the experience on the other side makes sense. It also needs to make sense in context, so that the tag has something to do with the ad that on which it is printed .


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ExPERT ADVICE

PSFK.COM

With a background as a professor at the European Institute of Design,

Daniele develops ideas and solutions that empower mediaKi.it Ltd as a web

& social media company. Over the last 4 years, he has built a team of

professionals who make mediaKi.it an agency leader in the development of

digital applications. The team works to build interaction within social

networks as well as the development of social media marketing and social

community management strategies.

• We feel that the goal of mobile tags should be to let the users feel involved in a link between real life and virtual space.

• Mobile tags allow for instant information and interactive content around products and places using just a mobile device. The aim is to bring people into a digital space that makes their experience more interactive, enjoyable and at the same time expands their knowledge.

• Mobile tags can be used to create a more interactive and personal shopping experience for consumers. By scanning a tag at an auto dealership for example, the customer can view the car they want to buy with the options of their choosing, and change these before the final decision.

Daniele Romeo describes innovative ways consumers can benefit from mobile tags

• There is also opportunity around the buildup of loyalty points by scanning mobile tags. Users can access a merchant’s network through a mobile tag and by joining the community, can use whatever services the network offers. The build-up of points accumulated while using these services will help them receive discounts and special offers.

• Simple giveaways can be integrated with tags, providing an intermediary interaction that is both helpful for organizations and informative for the people who are scanning.

Daniele RomeoCEO, mediaKi.it

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6

POST-PURCHASECHAPTER 4

Even after the sale, the mobile tag can drive customer satisfaction by providing extra service and support.

This could be as simple as providing a how-to guide or additional content to loyal customers.

1. Feedback loop2. Mobile how-To

6868

FEEDBACKLOOPSharing recommendations with others

POST-PURCHASE

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FEEDBACK LOOP

PSFK.COMPSFK.COM

FEEdBACK lOOPBy acting as a vehicle through which consumers can quickly share thoughts with brands, friends, and others, mobile tags are emerging as a platform for feedback. Tags can initiate the customer review process, and can trigger recommendations within the customers’ social

networks.

OPPORTUNiTiES• Mobile tags can provide a

quick way for people to share products, services or events with their friends on popular social networks like Facebook and Twitter.

• Whether related to products, services or events, mobile tags can provide a channel that takes people to sites where they can leave more personal reviews about their experiences.

• During campaigns and events, tag scans can enable customers to get involved and voice their opinions through simple voting systems or polls.

sCAn tAg to FACEbooK liKE PHYsiCAl itEMs

loYAltY MEAsurEMEnt sYstEM WitH tAgs

sCAn to lEAVE ProduCt rEViEWs

VotE on Artists tHrougH tAgs lEFt on ArtWorK

“We see good uses of tags in art, with the potential to have people leave digital comments with pieces in a gallery. You could also link to things like videos, where you have an artist actually explain their own piece and give personal tours, through the phone that you bring with you everywhere.”


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ExCLUSIVE ACCESS

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PSFK presents


FEEDBACK LOOP

SCAN TAg TO FACEBOOK ‘liKE’ PhYSiCAl iTEMS

A new service called Likify, created by Belgian company Boondoggle Lifelabs, allows marketers to add mobile tags to products and signage. When people scan a QR code with their cell phone, it triggers a Facebook ‘like’ on the associated brand’s Facebook page. Nike has been using the codes in Belgium in a campaign to promote their shoes by getting people to “like” different jogging routes.

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FEEDBACK LOOP

lOYAlTY MEASUREMENT SYSTEM wiTh MOBilE TAgS

Recommendi is a customer survey system for businesses. Business owners place mobile tags in locations where shoppers will easily encounter them, such as dining tables, shop windows and receipts. Scanning these tags links the customer to a questionnaire that will collect their feedback and provide discounts in return.

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FEEDBACK LOOP

SCAN TO lEAvE PROdUCT REviEwS

Consumer research consultancy EveryDay Lives is developing a prototype application that will use mobile tags to capture customer feedback at the point of purchase. Barcodes or mobile tags attached to products will resolve to a consumer survey feedback page which, when scanned, will deliver coupons or reward points in exchange for thoughts on the product or service experience.

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FEEDBACK LOOP

vOTE ON ARTiSTS ThROUgh TAgS PlACEd NExT TO ARTwORK

The Art Loop Open at Block 37 in Chicago incorporated Microsoft Tags into a recent group show to create an interactive experience for visitors. Each piece of artwork featured in the exhibition included a Microsoft Tag next to it that enabled attendees to vote for the artist whom they felt should win the gallery competition. The tags also allowed viewers to access additional information about the art piece along with the artist’s bio.

7474

MOBILE HOW-TOdelivering detailed instructions whenthey are needed most

POST-PURCHASE

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MOBILE HOW-TO

MOBilE hOw-TOInstructional information is being encoded into mobile tags that helps people better understand products and services. This can take the form of visual how-to content, or sugges-tions and recommendations for better use.

OPPORTUNiTiES• Attaching mobile tags that

contain information about optimal product usage to packaging can offer customers advice on ways to best enjoy a product or service.

• By making how-tos and usage instructions accessible through simple tag scans, brands can empower their customers to feel more confi dent about their purchase and ensure optimized ownership.

• Mobile tags that resolve to troubleshooting guides can cut down on the need for customer service calls, helping people have an ideal brand experience even after purchase.

rECiPEs And PrEPArAtion instruCtions dEliVErEd on Food PACKAging

PHYsiCAl sKills dEMonstrAtEd bY VidEo tHrougH instruCtionAl PostErs

FurniturE AssEMblEd WitH HElP FroM instruCtionAl VidEo

FitnEss EQuiPMEnt WitH A trAinEr built in

“Mobile tags are very useful tools that can be used by marketers throughout the purchase path. Im-portantly, they are just as valuable post-purchase when customers need a brand’s service and sup-port.”

Piers FawkesFounder & President, PSFK

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FURNiTURE ASSEMBlEd wiTh hElP FROM iNSTRUCTiONAl vidEO

In an effort to make the furniture assembling process more intuitive, how-to video network Howcast illustrated how barcodes on furniture pieces could be linked to video with clear instructions guiding consumers through a step-by-step process. Created as a pitch to IKEA, the video demonstrates how this technology could be leveraged not only to improve consumer satisfaction, but to help cut down on customer support costs as well.

MOBILE HOW-TO

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RECiPES ANd PREPARATiON iNSTRUCTiONS dElivEREd ON FOOd PACKAgiNg

Mobile marketing agency mediaKi.it created a campaign for Eurofood’s KV Nordic smoked salmon packaging that connected customers with exclusive mobile content after scanning a Microsoft Tag included on the packaging. The mobile product site contained smoked salmon recipes from two famous Italian chefs that helped people understand how to best cook with the product.

MOBILE HOW-TO

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PhYSiCAl SKillS dEMONSTRATEd BY vidEO ThROUgh iNSTRUCTiONAl POSTERS

The sports program coordinator for Youth Fusion Quebec has produced a series of QR Code Skill Posters to help demonstrate proper volleyball techniques. When scanned by people working out at a gym, the mobile tags resolve to brief YouTube videos of the skill being demonstrated, helping people connect instruction with action.

MOBILE HOW-TO

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FiTNESS EqUiPMENT wiTh A TRAiNER BUilT iN

Playworld Systems, a leading manufacturer of imaginative outdoor playground and fitness equipment, has introduced Microsoft Tag technology into its ENERGI Total Body Fitness System. Users interested in completing the guided workout scan the Tags placed on equipment, allowing them to access video demos to ensure they exercise safely and with the proper form.

MOBILE HOW-TO

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ExPERT ADVICE

Vincent and Jesse are members of Boondoggle Lifelabs, a unique

creative playground within the Belgian communication agency

Boondoggle. The Lifelabs team invent and develop innovative,

original and digital ideas into real-world execution to be used by

agencies and advertisers all over the world.

• From a marketing point of view it’s becoming very important to get Facebook ‘likes’ from users. Where once upon a time the information valuable to marketers was impressions, email addresses or clickthroughs, the ‘like’ has become the new metric of engagement.

• People want everything they do to be much more shareable. When they make a purchase, for example, they want people to know in some way. Mobile tags can be the link between these online and offline activities. People should be able to share what they’re doing, by just pointing their phone at something and scanning.

• Mobile tags give people an easy tool for sharing. If they see something on the street with a tag, they can actually bookmark it or share it instantly with others.

Vincent Jansen and Jesse Wynants describe how tags can be used to share experiences between friends

• When brands think about how to deliver the best experience to people, it’s important to take the approach of giving people something they will want to share with their friends first.

• People are becoming accustomed to interacting with different kinds of digital rewards and content launched through physical actions, like scanning mobile tags.

Vincent JansenJesse WynantsCo-Founders, Likify

TAg.MiCROSOFT.COM

A MICROSOFT TAG SPONSORED REPORT

HOW TOMOBILE

MICROSOFT PRESENTS

TAG

A GUIDE

TAg.MiCROSOFT.COM 82

Introduction to Tagging, Benefits and Uses 83

Reporting and Measurement 85

Custom Tag Marketing Execution Showcase 86

Insights from John Puterbaugh, Nellymoser 89

Steps To Get You Started 90

MICROSOFT PRESENTS

HOW TO MOBILE TAG TABLE OF CONTENTS

TAg.MiCROSOFT.COM

By the end of 2011, over 60% of mobile phone users in the United States will own a smartphone capable of scanning mobile tags.* Microsoft Tag can be used to provide greater interactivity between brands and their customers. They transform static print advertisements and marketing materials into dynamic mobile media. Tags link consumers to helpful product information, promotions, coupons, and more.

whO iS USiNg MiCROSOFT TAg?

A broad range of marketers are using the technology across consumer packaged goods, retail, publishing, automotive, and entertainment.

whY MiCROSOFT TAg OvER OThER 2d BARCOdES?

The multi-colored tags feature a few important innovations on top of the general QR code. Tags can be fully customized to match your brand identity without impacting the scan quality and will remain the same small size, regardless of the amount of data behind them. Tags can be updated with new content at any time, breathing new life into your physical materials and saving your valuable print production dollars. Also, the Tag reader will scan any Tag, reducing any confusion for your customers about which reader to use and making it easy for them to consume your campaign content.

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Today, businesses can innovate by integrating mobile tags into their marketing activities. Microsoft’s Tag® is a flexible tool that can be used across brand led communications—from advertising to packaging. Consumers simply use mobile applications to scan these codes with the cameras built into their smartphones.

MICROSOFT PRESENTS

HOW TO MOBILE TAG

“Tag delivers an intuitive element for products that need extra communication. The technology improves our customers’ shopping experience, allowing them to go from 0–60 a lot quicker, which benefits

our brands in terms of ‘closing the deal’ in the most efficient manner.”

Lenna Conley, JCS Global Brand Development

Crock-Pot Brand

* From Peter A. Mayer Research, “Three Reasons 2D Mobile Tagging Is Ready to Take Off”

INTRODUCTION

TAg.MiCROSOFT.COM

Microsoft Tag offers a solution that can drive awareness, provide an opportunity for a consumer to understand a product or service, drive the shopper to a sale, and offer a way to provide customers with high quality service after the purchase. Microsoft Tags offer brands the following opportunities:

BENEFITS AND USESMICROSOFT PRESENTS

HOW TO MOBILE TAG

84

• Cross-Media: Use them anywhere: Print, online, TV, billboards, point-of-sale.

• Engaging: Simple, intuitive, and interactive Microsoft Tags enable immediate response and deeper engagement from your customers, providing a unique vehicle to infl uence in-the-moment behavior, drive deeper engagement with your brand, and turn interest into action.

• in-depth Reporting: With built-in tracking, metrics and analysis tools, Microsoft Tag gives companies access to campaign data that can help them make effective decisions about their marketing expenditures.

• Agility: Microsoft Tag’s dynamic technology lets businesses change campaigns at any time, enabling companies to react and evolve in real-time and deliver the most powerful outcomes from their campaigns.

• device Recognition: Tag’s backend platform tracks device IDs, so it recognizes the phone type and when the user engages with the Tag. This lets marketers create campaigns targeting specifi c phones.

• Availability: The Tag Reader can be used with most mobile platforms, widening the audience that can engage with Tags. The Tag Reader is available for Windows Phone 7, Windows Mobile, iPhone, Android, Blackberry, and J2ME devices.

TAg.MiCROSOFT.COM

“Tag is helping us solidify our audiences and do better targeting for future campaigns. We found that tag added to the curiosity of the print ad and added a new level of interest.”

Adelheid Kutscher,

Senior Advertising Manager

Microsoft’s Corporate Marketing Group.

REPORTING AND MEASUREMENT

One of the most powerful features of Tag is its robust reporting tool. Updated in near real-time, Tag Reports can show you where and how many times your Tag is be-ing scanned, allowing you to gain valuable insights into how your customers are engag-ing with your physical materials. You can also group Tags together under a category to measure the full impact of a campaign.

The Heat Map report delivers the rough geographic location of each scan, letting you see how your marketing messaging is (literally) resonating around the world.

The suite of Daily Scan reports allows you to view the total number of times a single, or group of tags has been scanned during a set period of time. Gain valuable insights into when your messaging is making an impact and understand the exact moment that your customers are engaging with your brand.

MICROSOFT PRESENTS

HOW TO MOBILE TAG

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86

A great feature of Microsoft Tag for marketers is the ability to customize the design of the Tag. Marketers have been experimenting with the triangle and dot options in highly creative ways.

high dESigN TAgS FOR EdUCATiONLoescher, one of the largest textbooks publishers for Italian secondary schools, uses cleverly designed tags that allow students to download additional learning materials. The publisher created designs that mask the traditional dot or triangle designs of the Microsoft Tag.

POPSTAR’S FANS ChOOSE ChARiTYAs part of the launch of his album Last Train to Paris, Diddy used custom Microsoft Tags to offer fans the chance to win prizes and deliver exclusive content such as behind-the-scenes studio footage. The Tags appeared online at 12daysoftag.com and fans could scan designs linked to fi ve different charities to vote on which one the music supremo would donate $10,000 to for each day during the duration of the campaign.www.12daysoftag.com

MICROSOFT PRESENTS

HOW TO MOBILE TAG MICROSOFT TAG SHOWCASE

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87

The technology behind Microsoft Tag allows for sophisticated use by marketers including tracking and custom content.

CAR dEAlER TEllS BEhiNd ThE SCENES STORiESAcura has recently incorporated Microsoft Tags in their 2011 au-tomotive brochures. The Tags have been placed within the bro-chure spreads describing unique Acura technologies. By scan-ning the Tag, an in-depth video is launched where key Acura engineers discuss the technologies in greater detail, providing the user with a behind-the-scenes look at the thought processes involved in developing these advancements. By utilizing the Microsoft Tags, consumers are provided with information previ-ously only available via desktop computers. These Tags also give dealers a new informational tool to share with consumers dur-ing the sales process. Acura has also placed dealer-specific Mi-crosoft Tags on each brochure which provides the consumer an easy way to access the dealer’s mobile website.

TAgS TRACK EFFECTivENESSFor the launch of Microsoft Office 2010, the software’s advertising team used Microsoft Tag in its advertising and product packaging to link potential buyers to a mobile site. Once there, customers could learn about new prod-uct features through videos and tutorials, download templates, and register for a trial version of the product. Microsoft adapted the Tag for each publication and ad type to track popularity of the messaging by publication.

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HOW TO MOBILE TAG MICROSOFT TAG SHOWCASE

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MICROSOFT TAG SHOWCASE

wE ThE KiNgSIndependent band We The Kings created two unique Microsoft Tags to help promote their Take Action tour. When scanned, the Tags provided fans with access to exclusive content and entered them in a contest for a chance to win tickets to upcoming concerts.

CiARACiara’s most recent CD release was complemented by a week of tweets that featured embedded Microsoft Tags linking to exclusive videos, performances, and personal messages.

Kv NORdiCIn order to connect with shoppers, KV Nordic leveraged Microsoft Tags on its smoked salmon packaging. When scanned, consumers were connected to a mobile site that details salmon preparation, complete with recipes by famous Italian chefs.

gET MARRiEdGet Married magazine was the fi rst bridal publication to incorporate Microsoft Tag into its print content. Select editorial and advertisements appearing in the magazine included Tags that instantly connected readers to videos, websites, photos and additional information.

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John Puterbaugh, Ph.D.Founder and CEO, Nellymoser

John has more than 20 years of experience in creating and developing

interactive rich media solutions for IP networks, mobile phones and

other consumer products. He is the founder & CEO of Nellymoser.

Nellymoser is an industry leader in delivering turn-key interactive video,

mobile commerce and rich media marketing campaigns to mobile phone

users. Customers include Amazon, Target, AT&T, Verizon, San Disk,

Adobe, Hearst and Conde Nast. Nellymoser’s technology can be found

in over 1 billion consumer products including Microsoft Xbox / Xbox 360,

Sony Playstation & Leapfrog’s Leapster game titles and Adobe’s Flash.

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John Puterbaugh explains why Microsoft Tag is a valuable marketing tool

• Mobile scanning has the ability to provide a truly integrated digital experience to consumers. A simple scan of a mobile tag can deliver rapid information that’s both dynamic and real-time. Because of this, the addition of mobile tags has revitalized traditional categories such as print, out-of-home and event-based marketing.

• The themes that have emerged around mobile tagging have developed along four key uses: scan and view (video), scan and listen (music), scan and win, and scan and buy. The last two have developed most recently because of the ability to keep track of users after the first engagement —people only have to enter their information once.

• Mobile scanning effectively removes friction from the discovery and information gathering process because consumers no longer have to type a URL into their mobile or PC browser.

• What agencies really need to think about is the form of the mobile en-gagement and the value that it’s going to bring to the consumer. I think there’s a tremendous opportunity if you build some trust and add value in the process. If you can scan and actually make purchases right out of the catalog or scan and buy right out of an ad, that’s adding value.

• The great thing about using something like a Microsoft Tag is that it allows an agency to streamline their process. They can print the tags ahead of time and have them direct to a URL, allowing them to do their physical print production like an advertisement, in parallel and almost independently of their mobile engagement. Then their mobile engagement can focus on really considering their audience.

• When someone actually performs a mobile scan, the intent is at a higher level of engagement than just going to a website. The fact that someone took out a phone and scanned in a print ad or other format needs to be recognized as a very high level of engagement and valued by marketers accordingly.

• Mobile tags allow for a new kind of digital metric and increased measurabil-ity for out-of-home and magazines. The metrics that come along with tags allow for unique device IDs, along with video view times, which both rep-resent much more accurate and detailed reporting than is the norm for the industry.

• It’s assumed that formats that don’t require a download will have higher response rates; the misconception is that formats without downloads will have a larger user base. Nellymoser’s campaign results indicate that this ac-tually isn’t a factor; the download process on most smartphones is stream-lined enough to still allow for quicker access to content by scanning than a user would get by typing information into a browser

ExPERT ADVICE

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STEPS TO GET YOU STARTED

To see how easy it is to create your own Tag, visit tag.microsoft.com today.

Get your free tag reader in your smartphone’s app store by searching for ‘Microsoft Tag,’ or at the URL www.gettag.mobi

For detailed implementation guidelines, visit tag.microsoft.com/resources/implementationguide.aspx

For additional information contact Bill McQuain at [email protected]

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PSFK PROCESSPSFK conducted a research cycle during which ourresearchers searched for signs of change and spoke to opinion leaders about shifts in the mobile tagging land-scape. Our researchers gathered hundreds of pieces of data that provided signals of change in usage of mobile tags. At the end of the research period, PSFK’s team con-ducted pattern recognition to identify trends, the stron-gest of these are featured in this report.

ABOUTPSFK is the go-to source for new ideas and inspiration for creative business. The New York City based trends research and innovation company publishes a daily news site, provides research and business consultancy, manages a network of experts and hosts idea generating events. PSFK aims to inspire its readers, clients and guests to make things better—whether that’s better products, better services, better lives or a better world.

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CONTACTPiers Fawkes - Project Lead

[email protected]

Jeff Weiner - Business [email protected]

Version 1.4January 2011

Photography by Louis Caldarola www.louiscaldarola.com

For copies of this report visit:www.psfk.com/future-of-mobile-tagging