Columbia Records and We Love Mobile launch UK’s first rich mobile QR code campaign

Columbia Records and We Love Mobile are using Mobile QR (Quick Response) Codes in order to support sales of Manners the debut album by Passion Pit. The band signed to Columbia Records following 2008’s Chunk of Change EP and a huge online buzz. Their debut album followed in May 2009 to critical acclaim and packed summer of festivals and touring.

The rich mobile codes are the first of their kind to be used outside Japan, and feature artwork from the album. They will be available via posters, flyers and print marketing as well as from the web, including the Passion Pit Myspace and Facebook pages. New codes will be posted up over the coming weeks, each one revealing a new free track or video.

The campaign is partnered by 7Digital and independent record stores throughout the UK, delivering online and offline discounts for Manners as further reward for interaction with the campaign

Users will be encouraged to interact with the codes to download the exclusive content directly to their phones. They will also be pushed links and money off vouchers to paid-for downloads via partners, including a reduced-price full album. All mobile interactions and downloads are trackable and Sony Music and We Love Mobile will be closely monitoring and assessing response rates and ROI across the campaign.

In a departure from previous Mobile QR code campaigns, We Love Mobile has ensured that reach is maximised by allowing fans to also use a standard short-code, or URL, to access the same content.
Editors notes/using the codes

Readers are built into many phones, and are available to download for free. Alternatively, you can put the address passionpit.mobi straight into your phone browser. People in the UK can also use a short-code to access the free tracks, by texting Manners to 88600.