Rating: Give the punters what they want – footie content
Well, it seems that soft drinks giant, Coca-Cola, has very definitely identified the potential of 2D barcodes in Spain. The company has decided to form a pact with barcode specialist software supplier – ScanLife www.scanlife.com. In Spain the company is behind BIDI which has become something of an industry QR code reader app in the region. The aim is to supply content which will appeal to Spanish mobile phone users and what better than football [soccer]? Now QR codes will be placed on packaging and sends users to content such as UEFA’s EURO 2012 videos.Although the codes can be read with any industry standard 2D barcode app, Coca-Cola will be heavily promoting ScanLife’s own app.
Mike Wehrs, ScanLife ‘s CEO, comented, “The partnership with Coca-Cola shows that barcode scanning with smartphones has reached a global tipping point.”
He added, ”ScanLife’s platform adds value by helping brands deliver customised and context-driven content to their customers right from their product, and learn from those interactions.”
The codes will also drive traffic to Coca-Cola SmileWorld (Spain) – Coca-Cola’s online community.
Additionally, the campaign will be featured in TV commercials here.
“The results we have seen are extremely impressive,” revealed Paco Rodríguez, digital manager with Coca-Cola.
“Thanks to intelligent QR Codes from the Scanlife platform we are able to constantly surprise our consumers with new content, strengthen our position in the mobile space, and understand what interests our consumers,” he argued.
ScanLife claims its code management platform enables QR Codes to be a two-way, dynamic communication with consumers that can change in real time.
This should allow marketers to deliver relevant content based on a variety of triggers like frequency of scans.