This is a very cool use of mobile barcodes. Reason Partners is an organisation dedicated to raising awareness of damage being done to ecosystems around the world. It recently started a billboard campaign showing various animals living in the streets like homeless people, to highlight the fact that damage to their habitats is leaving animals without homes. However, they also took the step of including Microsoft Tag barcodes on the billboards so that viewers can connect to more information on-line.
From the Reason website:
“Loss of wildlife habitat and the degradation of water, soil and air throughout earth’s ecosystems are genuine environmental concerns in a world preoccupied with arguments about global CO2 emissions. It’s time to address the big picture on all fronts. Reasonpartners.org is a media-based aggregate and filter dedicated to helping non-political charities with increasing and engaging their audience. We create campaigns launched from a variety of media platforms that have the further potential to go viral on a networked social media basis. ”
What we think?
Paperless solutions like mobile barcodes are the perfect match for pro-environment groups. This kind of thinking is driving home across the board – why deliver leaflets or tickets to someone at home or on the street, when you can deliver them to the device that everyone has in their pocket? The key, of course, is doing it in such a way that the consumer engages with the delivery, rather than ignoring it or being annoyed by it. The big problem with the Reason Partner billboard campaign is that the Microsoft Tag will go mostly un-noticed by the majority of passers-by. Honestly, how many people even know what a Microsoft Tag is? Consumer education needs to be tackled before campaigns like this will be truly effective.