UpCode mobile (bar) codes on any screen and gender specific!
It is now possible to make traditional print media interactive by linking it directly to the web via a unique UpCode (Data Matrix code) which can be printed on advertisements, magazine articles, on posters or even on-screen to provide an immediate call to action.
WHAT?
When the code is scanned by a mobile camera phone it links straight through to anything from further information to a competition entry, buying tickets, audio, video, further information or numerous other applications. If the consumer provides optional information future campaigns can recognize their age or sex for example to match their interests, even though the ad would carry the same printed code.
From the press release
“UpCode is able to read Data Matrix, QR or 1d barcodes on print media and provides a simple, cost effective and accessible solution to meet market demand for offering an easy way to facilitate instant brand or campaign interaction with consumers on the move and is truly interactive” explains Mark Hendriksen CEO of UpCode Mobile Solutions in the UK. “For example, consumers in Finland (UpCode’s HQ), can check the times of the buses and at the same time interact with any advertising around them whilst they wait.” For the brand, it not only provides an immediate call to action for a captive audience but a new and effective way to measure the success of print and media campaigns. A recent press campaign devised by GossRSVP in the USA using UpCode, lifted response rates from 0.5-1% to 1.5-3% bucking the trend. Of course it doesn’t stop there, codes can be applied anywhere and simplify a number of business solutions too i.e. where a code at the bus stop can perform different functions apart from approaching bus times, such as enabling the media placement company to make sure the right poster is at the right bus stop, is replaced on time and/or can report damage at the bus stop. Codes can even be used for brand protection, anti-counterfeit or track and trace - just a few further examples of the multi-functionality from a single code.”
What we think?
Now I like the sound of this. The any surface or screen is not that new as I have seen effective QR campaigns in Japan where pictures are taken from jeans etc. But what I like is the link to any destination. Just going to an online site is boring.
Making the code a click to action is innovative as it could also dial through to an operator. But then something else is great - the code can recognize consumer information if the consumer opts in.
Hmmm. I am not so sure how that would work or how the opt in phase would work. If this was an enterprise service for all models or fashion fiends then I could see how having a code ID or gender specific profile would really benefit. Sounds very interesting.
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One Response to “UpCode mobile (bar) codes on any screen and gender specific!”
This is pretty much old news. Any static code can be made dynamic either through the web site being visited, where the consumer enters certain non identifiable information for future promotions, or the task can be handled directly in the handset, by a simple program included in the reader, which requests the user enter such non identifying information upon first installing the bar code reader.
Of course at a later time the user could enter the reader set up and add the information or remove it at their preference. The disclaimer would state that by entering such non identifiable information the user is opting into the feature, when they use the reader to click codes for advertising purposes, similar to how cookies work on the internet.
If the user chooses to leave the non identifiable information in the reader blank(age,gender,location), then they are sent to a generic promotional page or advertisement. If they fill in the information, they are then directed to a site specific web page, based on the buying habits of their age group or gender or location etc.
This information can be stored as well in the hand set web browser, using cookies, so that specific ads can be targeted to the user based on their web surfing experiences on the mobile.
The location based aspect of this is not going to be so complicated. In the US it is already required that all hand sets be GPS equipped for emergency situations. The discussion is ongoing on how to open up that service to marketers, and when that happens, the marketers will be able to dynamically target the user based on the GPS position of their handset at any given time. Thus tailoring their campaigns to those that are active to that user in a specific range of their location, like a 5 mile radius, and based on their prior surfing habits.
Comment made on September 4th, 2008 at 6:07 pmLeave a Comment