The basics on QR codes - 101 level

1. QR (quick response) Codes
July 2011

2. Agenda
 QR Codes
 Jag Tags & Others
 Best Practices
 Case Studies

3. QR Codes – What are they and how are they used?
 Users with a camera phone equipped with the correct reader software
(ScanLife, etc.) can scan the image of the QR Code causing the
phone's browser to launch and redirect to the programmed URL
 Fairly new in the U.S. but becoming more mainstream with adoption of
Android
 Experience is different by device and by application used to read QR
Code
 Flexible – QR Code creative can remain the same while back-end
content changes.
 Overall, QR codes are an incredible tool to link marketing channels and
enhance and expand messaging potential
*From Euro Mobile Education Guide 3

4. QR Pros
 Stand out from the page or screen and are therefore a
more powerful call to action
 Can contract a far larger amount of information and
variables, helpful for measurement from different media
and campaigns

5. QR Cons
 Most QR codes require that the consumer download a reader
before any interaction can begin
 QR code might direct users to a website that does not display
properly on a cell phone

6. What is JAGTAG?
 JAGTAG is a mobile marketing platform utilizing 2D
barcodes and Keywords to send back multimedia
to 90% of mobile phones. Agencies, Brands,
Retailers and Publishers contract with JAGTAG to
run their mobile campaigns.

7. JAGTAG Examples

8. JAGTAG Pros
Eliminate the barrier of downloading an app.
With JAGTAGs, the consumer takes a picture of
the tag using any device with a camera and MMS
capability, and then sends it to the MMS short-
code specified in the ad. JAGTAG‟s servers match
the dot pattern in the code to campaign content,
and quickly return it to the consumer.
All JAGTAGs can be used to send consumers Text,
Images, Video via SMS/MMS, Email or Twitter
JAGTAGs have been used for Messaging,
Sweepstakes, Coupons and Sales

9. JAGTAG Cons
 MMS is slow and expensive and most people don’t like it
 JAGTAG uses a proprietary barcode format, which doesn't‟t
help the already very fragmented mobile barcoding industry
 There is a fee associated with keeping a JagTag active

10. Examples
QR Codes have seen immense popularity and
adoption in Asia and Europe due to
standardized barcode scanners pre-loaded on
devices and consumer education
Currently there is not a standardized barcode
reader in the U.S
Some readers work with some QR codes, but
not with all
Tags, such as by Microsoft, are also beginning
Microsoft tag QRCode Datamatrix JagTag
to see use, further complicating adoption of a

11. Comparisons
QR Code Datamatrix Microsoft tag JAG Tag
Requires Reader requires image
sent as MMS to
Jag Tag.
Fee for Use NO NO NO YES
Open Source
Most Widely
Used
Directly
launches mobile
site
Pre-loaded in many cases
reader can read
Requires unique
reader
B&W or Color B&W B&W Color or B&W B&W

12. Best Practices
 Always provide instructions on how to activate a code. 33%
more people engaged signs with instructions than those signs
without instructions
 Make the code stand out; this is a very good way to entice a
consumer into scanning your code.
 As a rule of thumb, the width and height of a code
should be at least 1 inch for every 1 foot that a user
must stand away from the code.

13. Creative Thought Starters
 Best incorporated with direct mail, retail and outdoor to link the physical
and the digital world
 QR codes in email or web page should be avoided, except in the
circumstance of linking a user to a mobile download
 Provide excellent source for additional product information and
functionality
 QR code could link to product demo video
 Due to cross carrier barriers with shortcodes, QR codes could prove to be
the most effective way to communicate with customer prospects in the
mobile channel
 Integrate with social media to enhance presence and engagement
 Link to coupons, mobile downloads such as wallpapers, ringtones, music
and videos, podcasts and mobile optimized websites containing product
information, reviews and other marketing communications
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14. Case Studies
INSIGHTS

15. Experiential – Chevy at
SXSW
• As a super sponsor of SXSW, Chevy used
the event as a showcase for the Volt and the
Cruze and a test bed for mobile marketing
• Chevy affixed QR codes on pre-production
models of the Volt and Cruze which when
photographed with a camera phone, launch a
WAP highlighting key vehicle features
• Chevy also partnered with location-based
services from Gowalla and utilized
augmented reality tactics at SWSW
• Chevy utilized QR codes to drive consumer
engagement and interactivity
• Chevy reported that 2% of the SXSW
Interactive attendees interacted with QR
codes and 8.5% of that 2% scanned the QR
codes on more than one vehicle
• Blog posts, tweets and other media content
mentioning Chevy‟s use of QR codes at
SXSW racked up 1,680,230 impressions
http://www.emarketer.com/blog/index.php/chevy-case-study-qr-codes-mobile-location-inspire-brand-engagement /
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16. Sales/Guerilla – Zoo Records “Hidden Animals”
• Won a Gold Medal at the 2010
Cannes Advertising Festival for its
„Hidden Sounds‟ QR Code
campaign promoting 14 indie
bands for Zoo Records, an
alternative music store in Hong
Kong
• The QR Codes were assembled
into the shapes of animals that live
hidden in the city and posted all
over the streets of Hong Kong
• Scanning the codes in the animals
allowed users to read more
information about a band and hear
their music, purchase the songs
directly and share them on social
media
• The campaign was considered a
success by the volume of sharing
on blogs and social networks and
the fact that more than half of the
14 bands sold out their albums
within the first week
http://2d-code.co.uk/winning-qr-code-campaign
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17. Thank you