Rating: cheapest offline digital content delivery for the mobile web
Given that we invented the use of barcodes to identify lost children, it seems blindingly obvious that paper napkins are an ideal medium for carrying 2D barcodes. However, Napkins-Only has spotted this opportunity and created ScanNap as a result. The service applies to all businesses in the catering environment, of course. However, it applies equally well to any marketing campaign which wants to take advantage of what Napkins-Only describes “the most affordable offline digital content delivery system for the mobile web” – paper napkins. The company has carried out extensive research and discovered that its QR codes are still readable even when the napkin is wringing wet. ScanNap works with any decent QR reader and the company offers a tool which is capable of self-detecting and downloading the best free QR reader for a cameraphone that doesn’t have one as standard.
A typical use for a ScanNap code, for example, would be to embed a link to the restaurant’s web site so that those sitting at the bar sipping a beer can view the menus or specials before being seated.
GoMo News readers will already be familiar with the myriad of uses to which QR codes can be put. However, the company lays great stress on the fact that “ScanNap matrix code links can be re-set on the fly.”
In other words, Napkins-Only is employing an ‘active’ system whereby the content of the 2D barcode is resolved through its own servers rather than remaining static.
Significantly, Napkins-Only highlights the fact that the action resulting from using ‘re-configurable’ QR codes acts as an aid to marketing campaigns.
The code printed on the napkin remains exactly the same but the promotion could change on a daily basis, for example. An ideal way to test market offers before launching a full campaign.
It’s not entirely clear how much Napkins-Only charges for this service but it does say that content is placed “directly into the consumer’s hand-held mobile device – for just pennies per delivery.”
Naturally, Napkins-Only provides the tools so that “advertisers’ scan metrics are fully measureable with complete analytics reporting data.”
The company claims that “even a fully saturated (completely soaking wet) ScanNap will continue to resolve properly, error free, from any angle.”
It does advise potential customers that the system works best with its codes printed in black on white napkins but it also says that “lighter shades of coloured tissue[will work], providing that it will be imprinted with a dark shade of printed ink.” So you could have pink napkins, then.
GoMo News can envisage all those budding Hollywood actresses creating their own personalised cocktail napkins that link straight to their online portfolio.
That’s an alternative to the system operated by Paperlinks which relies on the QR codes being printed on actors’ business cards which we covered here.
Perhaps somebody should tell the Screen Actors Guild?
Wow, this is ridiculously clever! What a great way to affordably generate offline web hits. You could give them free to any bar or internet cafe to display. Great article, thanks.
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Great post Tony! You’re not kidding: “the most affordable offline digital content delivery system for the mobile web” is an understatement, it simply does not get any less expensive than printed tissue paper for advertising!
If this is true, my band could show up at our next gig, provide the club owner with free napkins (a good will gesture) with the bands logo and ScanNap code on them linked to our iTunes Page, and we could be earning $1.29 per song download from our captive fans before we even take the stage! If these only cost a couple pennies each, those are big numbers – imagine if they share our stuff with their friends and family members on Facebook!
Again, thanks Tony. Great piece here!