QR – The future and present of

mobile

By Laura Smith and Caroline Morrow

QR = Quick Response

=

Began in Japan Originally by vehicle manufacturers used to

track auto parts Popular in Asia and Middle East and now, the

U.S.!

Regular barcode: QR Code:

Holds a maximum of 20 digits Can hold up to 7,089 digits

Anatomy of a QR code

Why is it important to you? We are in the years of the mobile

80.5 million smartphones were sold last quarter

Allows consumers to interact with brands from their devices on-the-go

Drives traffic to mobile sites Allows print ads to become

dynamic

Some things you can do with QR Codes…besides advertise Encode information on a business card or name

tag

Track print-based media SXSW 2010

Scan digital coupons or discount offers Develop loyalty programs and conduct surveys

Restaurants 5% increase in sales

Scanner Apps

iPhone

Blackberry

Android

Who’s using them? Everyone

Airlines Retail

Starbucks gift cards

Restaurant Grading Kern County, CA Environmental Health

Weather channel http://www.youtube.com/watch?

v=N3e3WwoW9LQ

TV CSI http://www.youtube.com/watch?

v=43886f2c06I FOX shows

College campuses Case Western University

uses codes to promote campus organizations

Political Campaigns 2008 German elections

- local council candidate Dr. Wolfgang Heubisch was the first politician to ever use QR codes in campaign

Real Estate

Music Pet Shop Boys were

one of the first groups to utilize QR codes in 2007 Put QR codes into music

videos Linked to news articles

and online websites highlighting campaigns for civil liberties and freedom

Music QR codes put on Ryan Adams

2008 concert posters Linked to a landing page

where users could

download a free live version of one of his songs

Also featured a link to buy tickets to Ryan Adams concerts through TicketMaster

You! Anyone can make a QR code Just add “.QR”

Source: MSKYNET 2010 QR Code report

Majority of scanners: Women (74%) Age: Most are 45-54 years old

Use of

QR code

scans

Since January

2010, traffic has

increased over

700%

Source: ScanLife 2010 Mobile Barcode Trend Report

Percentage of scanning purposes

Source: ScanLife 2010 Mobile Barcode Trend Report

Most users scan for health and beauty purposes (21.2%)

Stickybits Download app, scan existing

barcodes on favorite products Earn points for scans Be the first to get deals

Google’s Favorite Places Based on users’ interaction with local business

listings More than 100,000 businesses

currently listed Business receives window

decal with QR code Read about the business

and star it as a favorite

Google’s Favorite Places

Example: Meltdown Comic Book store in Los Angeles, CA

Microsoft Tag Free service Uses Microsoft Tag app ONLY Customized color coding and design Create tags for your business Offers instructions and tips for

businesses who want to venture

into the QR code worldMicrosoft Tag used in Allure’s

2010 Free Stuff issue

SnapTag Makes a logo interactive Consumers use camera

phones to take and send a photo of the SnapTag to a designated short code or email address

SnapTag response is returned to the consumer via a text or multimedia message

JagTag Companies contract to JagTag to run their mobile campaigns Allows users to brand their code Can receive text messages, tweets, email, coupon codes, analytics

and more

JagTag Sports Illustrated used a

JAGTAG in its swimsuit issue to link to outtakes from the photo shoot

And in other news…

Google Goggles Search by taking pictures Results in maps, reviews, contact information Uses image recognition On iPhone, Android and Blackberry

Word Lens

Optical character recognition (OCR) application

Used for language translation

Uses OCR to single out the letters in an image captured by the camera.

Identifies letters, builds the words and looks them up in a built-in dictionary

AXA Life Insurance

One of the first interactive ads

How can it be used in Destination Marketing?

Drives traffic to a destination’s mobile site

Offers guests and tourists incentives to scan the code Receive

deals, coupons, trip tips

Destination Marketing Citysearch and Antenna Audio rolled out

the technology in San Francisco in 2008 Reviews and audio snippets were embedded into

codes on San Francisco historical landmarks and restaurants

Canadian Tourism Commission Launched a national newspaper campaign in summer 2010 Featured interactive newspaper wraps that resemble a printed version of

an online travel blog

Wrap was designed as a paper version of an online travel blog with experiences, offers and user comments as they would appear in online social networks like Facebook, Flickr, and YouTube

• QR codes linked to mobile videos,

Canadian travel deals and trip reservation

pages• Partnered with Mobile Discovery

Arkansas Tourism

October 2009

QR codes in print ads linked visitors to scenic driving routes throughout the state

Added QR codes to the 2010 Visitor’s Guide – directs readers to Arkansa’s Tourism mobile site

Taramac, Florida City founded for senior citizens only Beginning in 2011,codes will appear in the city's

magazine, on signs and eventually at the base of sculptures throughout the city.

Codes will link to updates from the parks and recreation department

West Volusia, Florida

Questions?