Digital Communications / QR Code

There’s been a bit of discussion about these new mobile QR codes popping up on billboards and ads. You take a pic of the code, and use software downloaded to your phone to receive content. Telstra is now supporting it.

It’s huge in Japan but what’s the commercial impact? I found an interesting case study from the US which I believe highlights how keeping it simple and integrated works. People like technology but what’s new and exciting to one target audience isn’t necessarily the newest or most most exciting. E.g. it would work great for a Big Brother fan heading out and scanning the barcode on their KFC, but automotive..?) Heres the outline of it:

SUBARU MOBILE CASE STUDY

TARGET: Subaru aimed, with its 2008 redesigned WRX, to target young men 20 to 35

PROCESS: Web presence developed to count down to the unveiling of the car.

AD SUPPORT: TV, print and 5 million mobile media impressions on Sprint.


OUTCOME: Mobile site drew 77% of sweepstakes entries & four times than the print ad.

After mobile ads ran, entrants quadrupled, opt-ins nearly doubled & WAP impressions increased over 1,000%. The campaign drew millions of impressions with a click-through rate of 2.7%. Some 30,000 videos, ringtones and wallpapers were downloaded to cellphones

LESSONS LEARNED: “Integration is a key element of communications”

WHAT DIDN’T WORK: The QR code wasn’t as effective as the campaign’s other elements, partly because few people have equipped devices. In terms of downloadable content, the simple wallpaper of the car worked best!

 

 _________________________________

By: Cuneo, Alice Z., Advertising Age, 00018899, 3/17/2008, Vol. 79, Issue 11

Section: DIGITAL ISSUE: MOBILE

MARKETER: SUBARU OF AMERICA FOR THE SUBARU WRX

5 comments:

Matt said...

its integrating physical objects with the web via mobiles. its pretty neat, but most mobiles can't handle it only new telstra 3G mobs.

i dont think most people understand what they are yet, we're still in a learning phase here in Aus.

nextbrett_au said...

Hey Matt.

Thanks for the insight. I agree it's still at the early adoption stage on our big island but it only takes a small take-up to reach a critical mass.

Telstra are indeed pushing the technology the most but many other phone's can handle the software.

Magento themes said...

Nice post. I learn something more challenging on different blogs everyday. It will always be stimulating to read content from other writers and practice a little something from their store.Magento Themes

LorinSandersx said...

You will agree with me that women are generally synonymous to fashion. And one of the fashion Coach Handbags Clearance that women adore so much when they want to look fashionable and thus look beautiful, is fine looking attractive and quality New Air Jordan Shoes. Thus, in as much as women love putting on quality fine looking Cheap Air Force Ones, research has confirmed that women just don't throw money around like their opposite counterpart, so quality fine looking MK Outlet they prefer, but they also prefer buying them cheap. An increasing number of people these days are finicky about the kind of Air Jordan Sale they wear. While almost everyone wants to wear the latest Michael Kors Factory Outlet and trendiest Cheap Yeezys not many are prepared to shell out exorbitant amounts of money for these. Therefore, if you want to know insider secrets to buy cheap Coach Factory Outlet Online read on to know more. (Article Source From Coach Outlet Clearance Sale)

Delhi Call Girl Service said...

Aerocity Escorts
Connaught Place Escorts
Nehru Place Escorts
Mahipalpur Escorts
Paharganj Escorts
Dwarka Escorts
Russian Escorts Noida
Russian Escorts Delhi
Karol Bagh escorts
Delhi Escorts