NeoMedia has announced that it’s mobile barcode services will be rolled out for advertising across Europe after a hugely successful Austrian advertising campaign. Mobile marketing agency IQ mobile ran a multi-channel campaign for Nokia, and was so impressed with the success of the barcoding segment that further campaigns are being planned for Europe.
IQ mobile created an interactive ad campaign for Nokias new Navigation devices in Austria. Scanning a barcode in one of the IQ mobile ads with a NeoMedia scanner gave the user a chance to win one of the new phones. The 2D barcodes appeared in magazines and on banners, posters and flyers across the country. The response rate was high enough that IQ mobile is now planning further campaigns across Europe, both with Nokia and other sources.
From the release:
“The performance of the 2D code campaign has far exceeded both ours and Nokia’s expectations. Due to the strong response rates and opt-in interest, Nokia will be incorporating more campaigns with 2D codes in Central Europe. We are currently running a campaign in Switzerland featuring 2D codes to promote the Nokia Music Device 5800 via the Mobilezone, a major catalogue retailer,” said Harald Winkelhofer, Founder & CEO of IQ mobile. “In general, the 2D code technology plays a very important role in all the mobile marketing concepts that we bring to our client base of international brands and agencies.”
Iain McCready, CEO of NeoMedia Technologies, said “IQ mobile was looking for an innovative solution that would help reinforce Nokia’s ‘pioneering’ spirit as well as provide clear value and results. NeoMedia’s 2D barcode solutions created intrigue for consumers, but more importantly, delivered real added-value to Nokia by “turning on” the printed mediums and delivering real-time results for each element of the campaign. The combination of a qualitative interactive consumer experience with a quantifiable and measurable response mechanism makes mobile barcodes a powerful tool for marketers. IQ mobile understands the power of 2D barcodes and works hard to ensure the experience is easy and intuitive for consumers in order to optimize results for their clients.”
What we think?
It was primarily the metrics included in the NeoMedia reader that allowed IQ mobile to determine how good the response rate was – which it deemed as being equal to an SMS campaign click-through rate. It’s a real shame that barcodes haven’t taken off in Ireland much – I have barely had any exposure to them. With this new set of European campaigns on the way, hopefully they will spread a bit more. Cameraphones are everywhere in good old Eire, and Irish punters are always on the look out for a bargain – I reckon 2D barcodes would have great success over here.
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