We Love Mobile claims first outside Japan
Rating: Rich mobile codes, that is
Mobile advertising agency, We love Mobile, is claiming to be “using rich mobile codes … the first of their kind to be used outside Japan” for a campaign its masterminded for Colombia Records and the band, Passion Pit. Couldn’t see anything particular rich about the ‘Mobile QR’ codes, though.
The code takes you straight to the Passion Pit’s home page and although it has a .mobi URL, the site wasn’t particularly mobile friendly either.
The good news is that the codes will be readable via a whole host of existing mobile handsets. GoMo News tried it with the standard code reader built into a Nokia E66 and had no trouble obtaining the URL buried in the code.
Those that need help with code readers can go here. If you can’t be bothered with QR code readers, you can still text ‘Manners’ to 88600.
The site offers visitors a number of discounts and money-off vouchers. Participants don’t have to download the music online, however. They can be used to buy CDs in independent record stores.
The clever part, however, will be that We Love Mobile will be posting up new codes over the coming weeks - each one revealing a new free track or video.
The most unusual thing about this whole promotion, however, seems to be that the QR code actually forms part of the band’s album artwork. The album is called Manners.
Did you know that Manners is actually the family name of the Marques of Granby? That should be useful in a pub quiz.
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Hello Tony. Just thought I’d pick up on a couple of points in your piece about our campaign.
Firstly, using a ‘designed’ QR code that works on all readers is a first outside Japan. By designed, we mean something that is not black and white squares. Brands such as Coke and Louis Vitton have used them in Japan, but no one else outside.
Secondly, we have certainly tried to make the site mobile friendly. It just detects the browser and redirects accordingly, including if you look through a PC browser. We have tested it extensively on handsets from 170 pixels to iPhone, but if it doesn’t work for your phone, please let us know what you have, and we’ll fix it.
Finally, you have put a link to welovemusic.co.uk, rather than welovemobile.co.uk. As this leads to quite a rude holding page, it would be good if you could change it.
Thanks
Ben
Tony thanks for writing this up for me!
Ben thanks for your comments I have fixed the link. I will write this up again when I am back next week as I actually loved the code and the design. Bena
As most GoMoNews readers will be aware - nothing particulalry new about this - in fact The PetSHop Boys used QR a couple of years ago and as Ben says other campaigns have taken place with a QR/Logo or ia DM/Logo…
You don’t ‘have to’ issue a new code each time!! 2d Mobile Code technology enables you to use a single code and be able to change what it does any minute of any day 24/7/365.
Whilst I applaud We Love Mobile’s foresight in the use of 2D and Mobile - many agencies or new companies have emerged that use readers from the leading companies who designed and bullt the systems in the first place, for example - ourselves UpCode, NeoMedia, Scanbuy and 3G Vision.
These companies, a) know exactly what is possible and how to implement it and, b) truly understand what’s best for a client whether it’s; a media campaign, commerce, govt. or passport id, track and trace, crm, brand protection or on packaging and, c) understand how this could work at a number of different levels to actually monetize this - not simply ‘connect to url’s that are effectively connections to a website.’
The fact that ‘We Love Mobile’ will keep issuing new codes is a perfect illustration of an Agency using a new technology without necessarily understanding that technology or its capabilities.
In conclusion, if you are a Columbia or M&S or Pepsi, remember that an media agency isn’t necessarily an expert in mobile technology and interaction. Of course, a technology provider isn’t necessarily always an expert in media either - but it’s absolutely certain that they know exactly what you need to know.
So with respect, before you spend your, or your clients, hard earned money make sure you at least get someone involved who really understands all his + what’s possible and how to maximise the use of it to benefit you and your consumers - and if you can’t then talk to the Developers first, because (just like Columbia’s campaign with We Love Mobile) in the end you’ll be using their systems anyway!
And curiously enough, the developers have providing these uses to hundreds of companies around the world for quite some time.
As most GoMoNews readers will be aware - nothing particulalry new about this - in fact The PetSHop Boys used QR a couple of years ago and as Ben says other campaigns have taken place with a QR/Logo or ia DM/Logo…
You don’t ‘have to’ issue a new code each time!! 2d Mobile Code technology enables you to use a single code and be able to change what it does any minute of any day 24/7/365.
Whilst I applaud We Love Mobile’s foresight in the use of 2D and Mobile - many agencies or new companies have emerged that use readers from the leading companies who designed and bullt the systems in the first place, for example - ourselves UpCode, NeoMedia, Scanbuy and 3G Vision.
These companies, a) know exactly what is possible and how to implement it and, b) truly understand what’s best for a client whether it’s; a media campaign, commerce, govt. or passport id, track and trace, crm, brand protection or on packaging and, c) understand how this could work at a number of different levels to actually monetize this - not simply ‘connect to url’s that are effectively connections to a website.’
The fact that ‘We Love Mobile’ will keep issuing new codes is a perfect illustration of an Agency using a new technology without necessarily understanding that technology or its capabilities.
In conclusion, if you are a Columbia or M&S or Pepsi, remember that an media agency isn’t necessarily an expert in mobile technology and interaction. Of course, a technology provider isn’t necessarily always an expert in media either - but it’s absolutely certain that they know exactly what you need to know.
So with respect, before you spend your, or your clients, hard earned money make sure you at least get someone involved who really understands all his + what’s possible and how to maximise the use of it to benefit you and your consumers - and if you can’t then talk to the Developers first, because (just like Columbia’s campaign with We Love Mobile) in the end you’ll be using their systems anyway!
And curiously enough, the developers have providing these uses to hundreds of companies around the world for quite some time.
Mark Hendriksen