Nice print ad from Easy Jet in the Evening Standard, London, with the sole intention of promoting their new mobile site.
Unfortunately, a few pages there is this ad which doesn’t reference a destination at all. Some might see it overkill, but I would have liked to see a URL for the m. site on this ad as well.
One day I’ll post something that doesn’t include completely bog-standard QR codes but I was reminded I had this QR code example from 2011 when I watched this awesome Skyrim Game Jam video.
Currently Augmented Reality (AR) campaigns for mobile are pretty bad. I just watched this video for Starbucks’ new Christmas AR-ready seasonal cups (I know I’m a bit late with this):
Read about what the App does on Mashable.
I get it. There’s an item in an area of high dwell time (although these are takeaway cups) and you have users sitting around playing with their phones. The perfect opportunity to get consumers to interact with your product. However, the end result is always a half-baked attempt at something engaging that you may open once but certainly won’t return to.
I’m yet to see a really effective AR mobile marketing campaign. I’d love to see some if you have examples – @joelblackmore
AR in general has such potential, and will soon be perfected on mobile, it’s just frustrating that all the current campaigns are boring. Watch this old concept video for minor car repair by BMW:
When are we going to see something as genuinely useful and well though through as this in AR mobile marketing?
This example of responsive advertising by Lloyds TSB shows a good implementation of a QR code in print media. The QR code does a great job of extending the content of the magazine insert onto the mobile web. The QR scans through to the Lloyds TSB mobile banking site, which is ok but slightly odd as Lloyds TSB have mobile applications for iOS, Android, Ovi, and BlackBerry. Lloyds could have linked the QR code through to a blank interstitial page which would detect the device’s user agent before correctly redirecting the user to the correct app download. Still, all in all this is a good use of a QR code.
The exact link behind the QR code:
Again ShortList have responsive advertising on their front cover. This time it’s an augmented reality (AR) campaign powered by Zappar. Scanning the cover of ShortList using Zappar brings up an AR layer with the option to view the trailer or play a simple pea and cup game. On completion of the game the user is driven to a mobile optimised site to enter a competition.
Although the AR worked well and the pea and cup game was nice, the campaign could have been improved by a clearer call to action to scan the cover (the CTA was on the back cover only) and having a compelling mobile microsite like the Uncharted 3: Drake’s Deception example.
Here’s a very good example of using QR codes effectively in a campaign. This example from Sony, publishers of PS3 exclusive Uncharted 3: Drake’s Deception, shows a very nice example of responsive advertising through the implementation of a QR code onto print media. As you can see, the QR code is prominent on the back cover of the free magazine with a clear CTA “Scan the code. Join the adventure”. The QR code then links off to a very nice mobile micro site, actually served in a banner. The ability to purchase the game through Amazon is a very nice touch.
I believe the microsite / banner was delivered by 4th screen and served and tracked using mpression.