1

Bridging the Digital & Physical Worlds with 2D Bar Codes

October 2011

Part of the iLoop Mobile Webinar Series

Presented by Michael Ahearn, VP Strategic Marketing, iLoop Mobile

Guest Presenter: Paul Cunnington, Director Microsoft Tag Product Management

2

• Industry leading technology and services make it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide

• Award winning iLoop Mobile Platform for creating state-of-the-art SMS/MMS campaigns, mobile sites/HTML5, POS mobile coupons, LBS & CRM messaging, 2D tag campaigns and other mobile marketing initiatives

• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services

• Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers

• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies

About iLoop Mobile & Microsoft Tag

• Over 5 billion Tags in print

• 200 million+ magazine issues have featured Tags

• 250,000+ customers are using Microsoft Tag

• Hundreds of tier one brands, publishers, agencies and other companies use Tags

Golf Digest USA Today

Procter & Gamble

Nike Callaway

Acura FootJoy Coca-Cola RE/MAX Sony Pictures

Time Inc. Porsche Edwin Watts

Golf Johnson &

Johnson Forbes

Magazine

3

The Market for Mobile

• 234M mobile phone users in US today*

• 40% are smart phone users = 94M consumers**

• 41% have used an app (outside of a native game)*

• Half of all new phones sold today are smart phones*

• Carriers are giving away iPhones

Sources: * ComScore Aug. 2011, ** Nielsen July 2011

4

What 2D Bar Codes Mean to the Market Today

• 7% of all mobile users scanned a bar code, nearly 17M consumers

• Smart phones used to scan bar codes

• 17% of smart phone users scanned a bar code, approaching 1 in 5

• 37% of bar code users are aged between 25-34, 20% between 35-44, 16% between 18-24

• 60% male, 40% female

• 36% of mobile bar code users household income > $100K, twice other income brackets

2D bar codes are a compelling option

or addition to opt-in mobile marketing

for smart phone users

Sources: ComScore Aug. 2011

5

DIGITAL

6 6

Microsoft Tag | Momentum

200 Million+ Magazine issues have featured Tags since August 2010

5 Billion+ Tags have been printed since the January 2009 launch

250,000+ Active Tag accounts linking to interactive digital experiences

500,000 Scans have been activated in a single magazine issue

7

Mag

azi

nes

8

New

spap

ers

9

Bo

oks

10

Au

tom

ob

ile

11

Cata

log

ues

12

Reta

ilers

13

But people live in the

The World Is Rapidly Changing

is Measurable

14

The customer

is anonymous.

15

It doesn’t have

to stay that way.

16

Who

When

Where

How

Bridging the Digital Divide

What

17

The Microsoft Tag Platform MEASURE TAG E X P E R I E N C E SCAN

Differentiators:

• Location information

• Tag Device ID

• Social sharing

• API’s

18

How Tag Works {!PostalCode} {!deviceid

Webserver

19

Benefits of a Controlled Client App

• Allows you to capture data

• Solves fragmentation

• Works every time

Device ID

Location

Add to Contacts

20

Consumer Oriented Format

21

Tag works on a ton of smart phones.

22

One Tag can have multiple uses

SDK • Employee

App

Tag

Reader

• Employee

• Device ID

Tag

Reader • Customer

Query Store System

Device ID= Employee

Device ID = customer Unique Offer

Employee Information

23

Microsoft Tag | Compelling Content Drives Action

I want a deal

I want to know more …

I like to play—sweepstakes and

contests

I like to share

I want to BUY NOW

24

Web content

Videos

Music

Maps

Social networks

Contacts

Applications

Call

And more

Microsoft Tag | Compelling Content Drives Action

25

Innovative Medium

Madison & Mulholland sponsored a Tag party in New

York. They feature Tag in their catalogues throughout New

York and in the Hamptons.

26

Importance of Redirection

27

Small Prizes Drive Volume

28

Integrated Marketing

• Tags on 2Pro soft drink bottles (3 flavors) Peach, Apple, Grape

• 3 short films (video) based upon different characters and endings

• http://www.lottechilsung.co.kr/brand/health/health_2pro.jsp?pid=1046

29

Creative Content

• Tags used in POS displays

(grocery and liquor) to

promote their “Get Into the

Spirit” national campaign

• Merchandising included

display cards, neck tags

and case card inserts

• Tag directed to a microsite

that featured holiday

planning ideas and

cocktail recipes

30

Everyone Wants a Deal

• Tag being used by Post-it in FSIs and on POP material at retail

• OfficeMax implementation is the first true mobile coupon Tag deployment. Scan a Tag on

a POP display to get a UPC barcode that can be scanned by the cashier.

31

User Education and Frequency

32

Would you be interested in using a QR code, either

for the first time or again? What did you use a QR code for?

MGH survey February 2011 of

415 smart phone users, margin of

error +/-4.8%.

US Smartphone QR Users

33

34

35

Microsoft Tag Demos to Try

Download the reader at http://gettag.mobi

Mobile site with video

MMS marketing Demo only, offer cannot be redeemed

36

http://twitter.com/iloopmobile

http://www.facebook.com/group.php?gid=71337661648

http://www.linkedin.com/company/iloop-mobile

http://www.youtube.com/user/iLoopMobile

Visit www.iloopmobile.com to learn how we can help you

mobile enhance your marketing.

Contact sales@iloopmobile.com (408) 907-3360 and we‘ll help

you get started.

37

Microsoft Tag | Essentials

MEASURE TAG

Tags are used in

advertising, signage,

brochures, magazines,

posters and anywhere that

the online world can enrich

an offline experience.

Tags can be black and

white, color or even

customized to integrate

with a creative concept,

logo or design.

Anyone can download the

free app to their existing

mobile phone and scan a

Tag.

The Tag app is available

for all of the top mobile

platforms, including iOS,

Android, Windows Mobile

and Blackberry.

Only a single app is

needed and works with all

platforms, all Tags.

After scanning the user

can experience a relevant

and dynamic interactive

experience on their device.

This experience can enrich,

educate or lead to a

purchase.

The Tag Manager comes

with a suite of

customizable reports,

allowing organizations

and brands to evaluate

and learn from their Tag

campaigns.

E X P E R I E N C E SCAN

38

Sprint

Canon

KOA

Herbal Essence

NBC

Fox Entertainment

Universal Studios

Paramount Pictures

FX TV

HBO

Sony Pictures

Gizmodo

Starz Media

Lionsgate

Avatar

Procter & Gamble

Rand McNally

Johnson & Johnson

General Mills

Philips

Herbal Essence

Dentyne

Dr. Pepper

Pepsi

Coca-Cola

Mountain Dew

3M

Kraft

Revlon

Nike

Adidas

Lowe‘s

Skyy Vodka

Dominos

Darigold

Pet Smart

Purina

Gold Bond

Kellogg's

Mattel

Almay

Head & Shoulders

Sports Illustrated

Glamour

USA Today

Allure Magazine

Health Magazine

TV Guide

Seattle Times

Seventeen Lucky

Lellf Magazine

Woman‗s Day

Entertainment Weekly

Golf Digest

Conde‘ Nast

Volvo

Ford

Toyota

Acura

Honda

Porsche

MasterCraft

Chrysler

Fiat

Bayliner

DC Shoes

Journeys

KSWISS

Lacoste

L.L. Bean

Special K

Sutter Home Winery

Wheaties

Stride Gum

RE/MAX

Courtyard Marriott

Jessica Simpson

Holland America

Jackson Hole Mountain Resort

Silverseas Cruises

Norwegian Cruise Line

Justin Bieber

Microsoft Tag | Customers

Golf Digest USA Today Procter & Gamble

Nike Callaway

Acura FootJoy Coca-Cola RE/MAX Sony Pictures

Time Inc. Porsche Edwin Watts

Golf Johnson &

Johnson Forbes

Magazine

39

• SDK model maintains unified platform

• Brands don‘t have to build there own

scanning app

Deeply Integrated Tag

40

Golf Digest | Tag Case Study

Golf Digest has been using Tag since 2009 to enhance content and engage readers;

up to a dozen appear in each issue in editorial and advertising

Tags in editorial give readers the opportunity to experience video lessons, tips, and

other engaging content—all on their smart phones

For example, when readers scanned a Tag in an article (also to the right) written by

teaching professional Butch Harmon, they were treated to a video lesson with Peter

Morrice, Golf Digest‘s senior editor

41

K-SWISS | Tag Case Study

K-SWISS partnered with Kenny Powers

of the HBO show ―Eastbound & Down‖

and Microsoft Tag to promote their

new TUBES line of training footwear

From July 15 to August 15, fans and

athletes could head to Foot Locker to

scan exclusive Tags that entered them

into a sweepstakes to win prizes, such

as a year‘s worth of K-SWISS gear

K-SWISS considered the campaign to

be a huge success and were pleased

with the integration of Tag

42

The Art of the Swing | Tag Case Study

The first golf book to feature Tags with

video lessons.

Tags connected directly to a collection of

exclusive videos designed to accompany

the surrounding test in each chapter.

43

Callaway | Tag Case Study

In 2010, Callaway started to use Tag on its

print advertisements, product brochures,

and point-of-sale displays in retail stores

Their displays include a half-dozen Tags,

that when scanned, take golfers to

YouTube videos showcasing individual

products

These Tags help customers quickly learn

more about the products and help them to

make buying decisions on the spot

44

Acura | Tag Case Study

To drive customer engagement, Acura incorporated 12

custom Microsoft Tags in their recent car brochures

The Tags linked to videos of the features on their latest

automobiles

Each Tag was color-matched to the page content – which

allowed them to blend perfectly into the brochures

More than 500,000 brochures were printed and distributed

to Acura dealers nationwide—at last report, the Tags had

been scanned by customers more than 9,500 times

45

Microsoft Tag | Integration

Build the Travelers Championship PGA golf tournament brand by creating a Custom Tag.

Increase engagement of audience before, during and after the tournament.

Create compelling contests that build awareness, engage, and increase audience participation.

46

Microsoft Tag | Tournament Promotion

Use Tag to deliver:

Tournament details

Contests

Videos of celebrities

Ticket purchase, and more

47

Microsoft Tag | Go Mobile

The Tag SDK can be used to help you leverage a mobile app.

Cost effectively encourage participation to follow the leader board and participate in contests.

48

Microsoft Tag | Custom Tags