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FUTURE OF MOBILE TAGGING
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Mobile tags offer a unique opportunity for brands and their agencies to interact with potential and existing customers. These two dimensional barcodes can be applied to almost any surface and the information contained within them can be leveraged to create incentives and drivers that lead consumers along the purchase path. By bridging the online-offline divide with a click of a mobile phone button, mobile tags can drive a brand or product’s awareness. In this report we look at how companies are using competitions and gaming to engage a new audience. When a shopper scans a mobile tag, they can also gather a deeper level of information that will help them decide about the purchase of a product. Marketers are using the technology to provide an insider’s view about a brand—and they are also using the mobile tag to provide immediate status updates sent directly to a customer’s phone. Mobile tags can support the purchase stage. Opportunities being explored by brands and their agencies include the ability to scan-topay and also the offering of loyalty rewards.
Beyond the purchase, marketers can use the technology to enhance customer service. For example, how-to instructions can be made easily accessible with the simple capture of a mobile tag. Mobile tags provide an exciting opportunity to interact with customers in ways not previously available to marketers. This report shines a light on to the work of other marketers to both inspire you and present some mobile tagging options as you consider your next campaign.
Piers Fawkes Founder & President PSFK
This report is kindly sponsored by
FUTURE OF MOBILE TAGGING
AWARENESSCONTENTS TABLE OF
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introduCtion CrEAtiVE usEs AWArEnEss Instant Lottery Mobile Arcade Travel By Tag inForMAtion gAtHEring Product Preview Content Sampling Behind The Scenes Scan-Triggered Updates ACtion/PurCHAsE Scan-To-Pay Unlockable Rewards Post-PurCHAsE Feedback Loop Mobile How-To HoW to MobilE tAg Introduction to Tagging, Benefits and Uses Reporting and Measurement Custom Tag Marketing Execution Showcase
5 11 17
26 32 38 44
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Get your free tag reader in your smartphone’s app store by searching for ‘Microsoft Tag. At the end of the research period.com For copies of this report.fawkes@psfk. the strongest of these are featured in this report.weiner@psfk. manages a network of experts and hosts idea generating events.mobi PSFK. better services.Business Development jeff. PSFK PROCESS PSFK conducted a research cycle during which our researchers searched for signs of change and spoke to opinion leaders about shifts in the mobile tagging landscape.com Jeff Weiner .PSFK presents FUTURE OF MOBILE TAGGING INTRODUCTION Co n s u lti n g PSFK’s Future Of Mobile Tagging report presents key trends in the mobile tagging space. CONTACT Piers Fawkes . Our researchers gathered hundreds of pieces of data that provided signals of change in usage of mobile tags.psfk.Project Lead piers. The New York City based trends research and innovation company publishes a daily news site. provides research and business consultancy.gettag. PSFK aims to inspire its readers. so as to inspire marketers and their creative agencies about their future use of the technology in their branding activity and communication campaigns. clients and guests to make things better—whether that’s better products. scan the mobile tag on this page or visit: www.com/future-of-mobile-tagging SPONSOR The publication of this report is kindly supported by Microsoft Tag ® Throughout this report you will see tags that take the reader to additional information. including videos.’ or at the URL: www. ABOUT PSFK is the go-to source for new ideas and inspiration for creative business. better lives or a better world.COM 1 . PSFK’s team conducted pattern recognition to identify trends.
QR is a not a proprietary medium. Learn more about creating mobile tags for business and marketing in a special How To Tag section beginning on page 81. so there are a number of disparate formats available for use. Many of these application designs are used for logistical purposes in industrial verticals. BARCODES Various mobile phone applications are using the barcodes found on products to serve up information and services. it is important to consider three key consumer-facing methods for capturing information through a cameraphone. it gathers information loaded on a server and sends it back to the phone. services like Stickybits. There have been upwards of 70 different types of tags developed over the past decade. Each code can contain over 4. the tag reading software can perform a variety of functions including the display of text or images. each with associated applications built to identify their specific method of encoding. For the purposes of this report. the Quick Response code is an open source platform now used as a form of scannable barcode. PSFK. It is decoded using a cameraphone application. hyperlinking to specific URLs.000 alpha numeric characters. VARIATIONS Information can be encoded into two-dimensional images in multiple ways. When the Microsoft Tag is scanned by a mobile phone’s reader. QR Originally used as a method for tracking vehicle part inventory. Based on the information contained within the tag. Microsoft Tag offers an array of tracking metrics including location data. linking to video content and providing contact information. This feature allows the tag to be used differently over time as the information can be updated on the backend without changing the design of the encoded image.COM 2 . brought to you with help from our sponsor Microsoft Tag. These tag reader applications are able to scan tags and react accordingly based on the patterns within the image. The design of this type of mobile tag contains the entirety of the information being transmitted and therefore doesn’t need online access to decode the information held within it. user reviews and other product data. MICROSOFT TAG Microsoft Tag® is a barcode designed to deliver encoded information to a phone from a server.PSFK presents FUTURE OF MOBILE TAGGING AWARENESS INTRODUCTION Co n s u lti n g ABOUT MOBILE TAGS A mobile tag is a two-dimensional image encoded with information. When a user scans the barcode with their phone’s camera. RedScan and eMoby will identify the product and provide pricing information.
PSFK presents FUTURE OF MOBILE TAGGING CREATIVE USES Co n s u lti n g For AWArEnEss 1. SCAN-TO-PAY 9. MOBILE HOW-TO PSFK. BEHIND THE SCENES 7. UNLOCKABLE REWARDS For Post-PurCHAsE 10.COM 3 . SCAN-TRIGGERED UPDATES For ACtion/PurCHAsE 8. INSTANT LOTTERY 2. TRAVEL BY TAG For inForMAtion gAtHEring 4. CONTENT SAMPLING 6. PRODUCT PREVIEW 5. MOBILE ARCADE 3. FEEDBACK LOOP 11.
Marketers can use them to raise awareness. instant lottery 2.PSFK.COM 1. CHAPTER 1 6 www. Mobile Arcade 3. Travel By Tag 4 4 .AWARENESS Mobile tags can be used to capture people’s attention and draw them into an experience. build brand perception and engage an audience that is on the go.
INSTANT LOTTERY Rapid entry into contests and competitions AWARENESS .
• Downloadable content including contest details can be shared among friends. • Promotions that can be updated through mobile tags give print media a longer shelf life. people are able to enter contests with less friction around signup and registration. they just want to scan.COM 6 . bEAutY ProduCt giVEAWAY Point oF sAlE ContEst OPPORTUNiTiES • Turns static media into a “live” experience where the shopper may win instant prizes. • Information like location and contact details can be easily captured from the phone. sign up and have a chance to win.” Aaron Getz Product Unit Manager. It is simply a more convenient way for somebody to start interacting with them at the beginning of the experience. Microsoft Tag sCAn EntErs FAns into tiCKEt giVEAWAY turning ProduCt bArCodE sCAns into rEWArds PSFK.PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g iNSTANT lOTTERY The organizers behind promotional competitions are leveraging mobile tags as a platform for instant entry into contests. making it a one-click. With the ability to quickly access information through a personal phone. From the consumers’ point of view. “Brands are doing a number of things to drive people to sweepstakes. opt-in process to enter sweepstakes.
readers were given a total of $725. they opened the magazine and entered by simply scanning a Microsoft Tag on a specified page.PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g BEAUTY PROdUCT givEAwAY For the August 2010 issue of Allure Magazine.000 in free beauty products through a series of mini-sweepstakes. The use of mobile tags reportedly attributed to a 28% increase in entries over the previous year’s issue. At this point. PSFK.COM 7 . Readers who had signed up for the US fashion publication’s contests were notified by text message 15 minutes before new giveaways were about to take place.
PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g POiNT OF SAlE CONTEST When Wilkinson Sword launched their new Hydro Razor 5 in the UK. shoppers were able to visit a site where they could view videos highlighting the razor’s new features and enter a competition. PSFK. they featured mobile tags alongside the retail product displays. By scanning a QR code on a POS promotional flyer.COM 8 .
Printed fliers and websites advertising upcoming shows invited fans to scan the tags to receive a free track download and also get entered into a drawing for tickets. PSFK.PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g SCAN ENTERS FANS iNTO TiCKET givEAwAY Independent record label Fearless Records published Microsoft Tags to help fans win tickets for their bands’ shows.COM 9 .
and were able to win a branded T-shirt after scanning two separate pints. consumers had the chance to win free Ben & Jerry’s products. Upon scanning. Ben & Jerry’s partnered with Stickybits in November 2010 to reward the first 500 users to scan the new flavors.PSFK presents FUTURE OF MOBILE TAGGING INSTANT LOTTERY Co n s u lti n g TURNiNg PROdUCT BARCOdE SCANS iNTO REwARdS To promote their newly launched fair trade ice cream. PSFK.COM 10 .
MOBILE ARCADE Playful experiences fuse physical with digital AWARENESS 11 .
• Tags can be used to turn the phone into a console. loCAtionbAsEd gAME tHrougH CEntrAl PArK riddlEs EnCourAgE CitY EXPlorAtion “We work with a mainstream audience.PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g MOBilE ARCAdE Mobile tags are being used as a platform to initiate social games and group-based challenges. Woman’s Day Brand Group PSFK. tEAM-bAsEd MobilE gAME EnCourAgEs CAMPus intErACtion PHonE As gAME ControllEr OPPORTUNiTiES • Team and group affiliations can be facilitated through the use of mobile tags.” Carlos Lamadrid Senior Vice President & Chief Brand Officer. giving people the option to scan different mobile tags to show their support for groups and brands.COM 12 . • Promotions can deliver an incentive to drive people to particular locations and bring them together for shared experiences. There’s the potential for these games to add something that people don’t already have on their phone. launching experiences that use a smartphone’s camera to react to the physical world. and we know they’re playing games on their phones. it becomes a win/win. Tags that are tied to one another can be spread across physical and digital spaces to encourage discovery and playful experiences. If we can incorporate gaming into a brand’s advertising and make it fun with value to the consumer.
PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g TEAM-BASEd MOBilE gAME ENCOURAgES CAMPUS iNTERACTiONS A student team at Boulder Digital Works. participants added to their team’s overall score. developed the on-campus game Zombies vs. guided by instructions delivered through each tag. By scanning different posters. By completing missions for their team. the creative technology program at Colorado University.COM 13 . Hippies through the use of posters embedded with a Microsoft Tag. PSFK. participants were entered into various group missions and hunts that took place on campus between groups of students.
PSFK.COM 14 . augmented reality boat racing game that uses iPhones as controllers. Once enough players sign up for a team. the players compete by making a rowing motion with their phone and propelling their boat forward. When standing in front of a computer screen loaded with the game’s website.PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g PhONE AS gAME CONTROllER Pirata is a multi-player. each player is able to choose a side by scanning one of two tags.
Agency Magma devised a game played using mobile tags scattered throughout Central Park. Participants moved along a map to various points in the park where they could scan QR codes to learn more about the immediate area. where players were able to move along different paths as a strategy to potentially earn more points. PSFK. This information came in the form of a trivia-based game.PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g lOCATiON-BASEd gAME ThROUgh CENTRAl PARK To promote New York City parks during Arbor Day weekend.COM 15 .
PSFK presents FUTURE OF MOBILE TAGGING MOBILE ARCADE Co n s u lti n g RiddlES ENCOURAgE CiTY ExPlORATiON Russian beverage company Red Energy staged a hunt through Moscow that led participants from one tag to another. providing new challenges for returning players. participants were sent to specific street corners and bus stops. PSFK.COM 16 . using riddles as clues to the next location. The winner was the fastest to crack all seven clues. The game began each week at a large mobile tagged billboard at one of Moscow’s central metro stations. By scanning the QR code on the advertisement. The game and prizes were updated each week.
TRAVEL BY TAG distant experiences in the palm of your hand AWARENESS 17 .
especially via tags on promotional flyers. • Tags can include supplementary information that lives on locationrelevant items like mail. Marty Yaskowich Managing Director. Regional information can be instantly available anywhere. postcards and travel material. liVE PrEViEW oF VACAtion dEstinAtions rEgionAl inForMAtion EnCodEd in PostAgE stAMPs OPPORTUNiTiES • Destination experiences can be brought to life through pointof-view videos and live webcam previews of actual locations. quickly changing a static two-dimensional communication piece into a very rich experience. and regional marketing collateral. mobile tags can help potential travelers get a better understanding of unfamiliar places.COM 18 . bringing tourist dEsitinAtions to liFE WitH VidEo tAggEd CitY giVEs tourists HistoriCAl ContEXt “The storytelling ability we have today is so much more advanced than it was even five years ago because of the ability to immediately link people to content. • Mobile tags can give people the opportunity to purchase tickets directly while previewing destinations. Tribal DDB Vancouver PSFK. buildings. at a time when travel is most actively on their mind.PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG TRAvEl BY TAg By delivering rich video experiences and location-specific content. This is a great boon to products and services that are promoted best through demonstrations. Mobile tags are the tool to enable these experiences.
PSFK. the Fort Lauderdale Convention and Visitors Bureau was able to deliver live views of beach destinations. users were directed to live webcams which showed various areas in real time. when scanned. tagged brochures sent readers to descriptive videos of Fort Lauderdale resorts. Posters were distributed through Manhattan to attract tourists to vacations in the state. In addition.PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG Co n s u lti n g livE PREviEw OF vACATiON dESTiNATiONS By adding Microsoft Tags to print advertisements.COM 19 .
PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG Co n s u lti n g REgiONAl iNFORMATiON ENCOdEd iN POSTAgE STAMPS Correos. in conjunction with the mobile marketing company Macanudos. Spain’s postal authority. has released a QR-coded stamp that when scanned will pull up additional information about a particular product or place.COM 20 . PSFK. The mobile tag on the first release of stamps directed a phone’s browser to information and videos about the Alhambra of Granada region.
COM 21 . QR codes appeared in ads designed to look like blog posts that were featured in publications including the New York Times. PSFK.PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG Co n s u lti n g BRiNgiNg TOURiST dESTiNATiONS TO liFE wiTh vidEO The Canadian Tourism Board has used mobile tags in a print campaign aimed at attracting travelers from the US. people were able to find out more about various travel destinations through interactive videos that brought to life experiences like riding down a mountain zipline at 90mph or taking a horse carriage ride through old Quebec City. When scanned.
web agency mediaKi. When scanned. the tags provide information about the history of the location as well as maps to help tourists navigate new areas.it placed Microsoft Tags in parks.COM 22 . PSFK. museums.PSFK presents FUTURE OF MOBILE TAGGING TRAVEL BY TAG Co n s u lti n g TAggEd CiTY givES TOURiSTS hiSTORiCAl CONTExT In the Italian city of Turin. and monuments. so that visitors could scan them as they walked past important landmarks.
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Magazine publisher Carlos Lamadrid explains how tags can bring innovation to print advertising
• When utilizing a tag in any campaign, it’s important to go through certain steps. You have to train the consumer, and give them a reason to take action. Alongside this, the actual tag itself has to offer something of true value to the consumer. • Tags tied to print can add deeper information or how-tos, but another stand-out use is giving alternative information to different types of readers. A recipe published in print may be useful for the main audience, but there’s the opportunity to provide information for readers with alternative diets. • Brands that use tags as a platform to launch games need to keep the experience fast and simple, and somehow unique from what these people might already be playing on their mobile phone. One way to do this is by establishing some element in the print context that users can draw from while in the game. If an advertiser can incorporate this into their branding and create a fun experience, it offers real value to the consumer, making the interaction a win/win for both parties. • Combining reader familiarity and the reliability of Microsoft Tag, a magazine can easily sell the platform to advertisers as a tool that works and delivers the intended experience. • Brands should help consumers understand mobile tagging. One of the most important ways to do that is to make sure it is easy to understand what will be the specific value of scanning a tag. The best examples of this are tools that add to the content with which consumers are already engaging. So, if the product is food, the consumer needs to know that by scanning they’re going to be receiving related information, such as a recipe, that will add to their experience. • One challenge is effectively demonstrating product benefits on the small screen of a mobile device. With Woman’s Day, brands are using print to communicate the benefits and Microsoft Tag to deliver incentives, rather than the other way around.
Carlos Lamadrid SVP & Chief Brand Officer, Woman’s Day Brand Group
Carlos Lamadrid is the Senior Vice President and Chief Brand Officer of the Woman’s Day Brand Group. Carlos brings years of leadership experience in publishing and a passion for great brands to help to steward the Woman’s Day suite of platforms to a new level. Since May 2010 Woman’s Day has been using Microsoft Tag in both their advertising and their editorial content to bring richer experiences to readers.
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Agency Founder Michael Ferrare shares his thoughts on the uses of mobile tags in advertising campaigns
• Mobile tags like QR codes are an emerging technology that people are definitely going to use because it’s a really efficient means of accessing information. • Right now mobile tags are best used for allowing people to initiate a process, rather than to just deliver a coupon or content. Every ad today can have some type of mobile tag in the corner that makes transactions easy for consumers. • The general concept of scanning an advertisement to connect with a brand allows for a new path to the consumer, with potentially new experiences. With that, comes an opportunity to create original, and uniquely memorable consumer content that offers more than just coupons. • When people have the opportunity to more easily capture information, and they can intuitively understand how they are supposed to use it, they want to bring their friends in to have the same experience. • Tags allow for a new strategy of creating content around specific events and locations to complement print media. The key idea is to use the mobile device to unlock digital content from something in a physical space. • Great tag design makes dealing with change easier—most mobile tags are unmemorable and similar; it’s surprising that in a branded world, everyone is using basically the same image. Brands need to differentiate themselves based on thoughtful use of design.
Michael Ferrare Founder, Agency Magma
Michael Ferrare is the founder of Agency Magma, a creative content agency that helps brands explore new and innovative marketing approaches. The agency is made up of young creatives with expertise in emerging media. Specializing in premium brands and interactive experiences, Ferrare is formerly of Crispin, Porter + Bogusky, where he executed integrated creative work for Virgin Atlantic, Method Home, MINI, Burger King, Borders, and Volkswagen.
Mobile tags can guide potential customers towards purchase by providing more information about products, services, retail and more. The quick access to additional information can create personal experiences that can be tailored for each shopper.
1. Product Preview 2. Content Sampling 3. Behind The Scenes 25 25 4. Scan-Triggered Updates
PRODUCT PREVIEW giving consumers a sneak peek while with the product INFORMATION GATHERING 26 26 .
If you’re looking at a dish with pork but you don’t eat pork.PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g PROdUCT PREviEw Mobile tags can give people the information they need to make decisions about products they are considering. such as nutritional content. you can scan to find a recipe with alternatives. shoppers can be connected to a site that enables them to add or subtract options. Woman’s Day Brand Group PSFK. before they make a dish.” Carlos Lamadrid Senior Vice President & Chief Brand Officer. With additional technical information. lEArning About nAturAl Food bEForE PurCHAsE sCAn For ProduCts tHAt MAtCH HEAltHY diEts WinE bottlEs WitH tAsting notEs FroM tHE ProPriEtor giVing rEAlliFE obJECts A digitAl MEMorY “We see a lot of good uses of tags around recipes. people can understand how products will fit their wants and needs and they can also understand what to expect from an experience before they commit to making the purchase. allowing them to see how their selections influence price and/or design. • Mobile tags can be linked to product reviews and side-by-side comparisons to help influence a customer’s decisions • For customizable products such as automobiles.COM 27 . People can scan for additional information. OPPORTUNiTiES • Scanning can direct shoppers to product specifications that provide them with a deeper understanding of potential benefits.
PSFK.COM 28 . By scanning a Microsoft Tag on the packaging. selling to consumers who are highly interested in knowing how their food is sourced and about the farms that produce it. shoppers can capture in-depth information about these practices while they’re standing in the grocery aisle.PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g lEARNiNg ABOUT NATURAl FOOd BEFORE PURChASE Meyer Natural Beef produces meat without additional hormones or antibiotics.
Users build an online proﬁle noting information such as gender. PSFK. When visiting retail locations. which the service uses to offer personalized food shopping advice.COM 29 . shoppers can scan product barcodes through the Shopwell mobile app. age and goals. instantly pulling up highlighted ingredients and nutrition labels. It will also tap into a user’s dashboard in order to generate customized food scores and provide suggested alternatives.PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g SCAN FOR PROdUCTS ThAT MATCh hEAlThY diETS Shopwell is a platform that helps people manage their diet and nutrition needs.
is aiming to standardize the use of mobile tags on wine bottles through their offshoot QR4Wine. When the bottles’ labels are scanned. PSFK. Sevencamp.PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g wiNE BOTTlES wiTh TASTiNg NOTES FROM ThE PROPRiETOR California’s wine focused marketing group.COM 30 . wine tasting notes and extensive information about the vineyard are provided.
audio or text that tells the ‘tale’ of that object. The idea behind the project is that the addition of narrative creates a deeper connection between people and their physical objects.COM 31 .PSFK presents FUTURE OF MOBILE TAGGING PRODUCT PREVIEW Co n s u lti n g giviNg REAl-liFE OBjECTS A digiTAl MEMORY Tales of Things is a collaborative project that makes it easy for people to add digital memories to any physical object by attaching a QR code. PSFK. The codes are associated with online video.
PSFK.COM INFORMATION GATHERING 32 32 .CONTENT SAMPLING delivering experiential media www.
People will be able to interact with a rich mobile-optimized microsite to get more information on the spot.” Aaron Getz Product Unit Manager. EnCoding An AutHor’s AdditionAl WorK into booKs sAMPlE MusiC bEForE PurCHAsE OPPORTUNiTiES • Interviews with artists. producers. and we’ll see that develop into a wider range of options. • Books can be kept up-to-date with revised contextual information that accompanies the content. • Digital information can be mapped to match physical displays embedded with mobile tags. as well as useful contextual information about the world immediately around them. tAggEd PAgEs giVE MorE ContEXt to booK ContEnt PlAnEtAriuM dEliVErs riCH inForMAtion WitH MobilE tAg “Right now people can be taken to straightforward content like video. Microsoft Tag PSFK.COM 33 . This content can give people more information when engaged with physical displays or print media. and directors can be included along with information about upcoming shows.PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g CONTENT SAMPliNg Mobile tags placed in relevant locations offer people the ability to quickly experience content that illuminates whatever they are involved with at that moment. delivering the experience of exploring the real world with video content.
The tags display content such as videos of the author and their body of work. by adding Microsoft Tags onto advertisements and book covers.COM 34 .PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g ENCOdiNg AN AUThOR’S AddiTiONAl wORK iNTO BOOKS Atria Books has been experimenting with giving authors an additional platform through which to add content to their printed works. or detailed explanations about scenes and characters delivered directly by the author. PSFK.
When scanned. PSFK. the Windowposter presents a Microsoft Tag that helps users to get more information about upcoming events.COM 35 .PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g SAMPlE MUSiC BEFORE PURChASE Displayed in the windows of music. the tag sends people to music track previews and trailers for upcoming shows. film and theatre venues.
PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g TAggEd PAgES givE MORE CONTExT TO BOOK CONTENT An edition of Jules Vernes “Around The World In 80 Days” features mobile tags in place of footnotes to provide more information. By scanning the tag. readers are taken to relevant sites that provide contextual information such as historical context and other commentary about the content they are currently reading. PSFK.COM 36 .
visitors were able to explore rich video versions of each installation while following along within the physical display. and galaxies.” The exhibition showcased images from space that included various star constellations. PSFK. By scanning a Microsoft Tag. nebulae.COM 37 .PSFK presents FUTURE OF MOBILE TAGGING CONTENT SAMPLING Co n s u lti n g PlANETARiUM dElivERS RiCh iNFORMATiON wiTh MOBilE TAg The Adler Planetarium in Chicago leveraged Microsoft Tag technology when they hosted a photo exhibit called “From Earth to the Universe.
BEHIND THE SCENES Making hidden content available INFORMATION GATHERING 38 38 .
By scanning a Tag at an auto dealership. people can be given glimpses into construction progress. real estate and new building development. the customer can get an in-depth look at the car they want to buy with the options of their choosing. customers can be shown stories about how products are made from material sourcing to production processes. These links provide additional information about physical objects. mediaKi. without it having to be physically in the dealership.COM 39 . sEE tHE FuturE oF buildings in dEVEloPMEnt outdoor sCAn giVEs insidEr ViEW oF HoMEs For sAlE OPPORTUNiTiES • By scanning mobile tags. providing visitors with information about what to expect before they attend. and tours of what the interior spaces will look like.it PSFK.” Daniele Romeo CEO. nEWsPAPEr dEliVErs rACE CoursE EXPEriEnCE bEForE tHE rACE rEstAurAnts rEVEAl MEnu PrEPArAtion “Tags can be used to create a more interactive and personal shopping experience for consumers. adding value to the final purchase. and allow content that is otherwise undeliverable in a public space to live on a personal screen instead. • For retail store openings.PSFK presents FUTURE OF MOBILE TAGGING BEHIND THE SCENES Co n s u lti n g BEhiNd ThE SCENES Mobile tags are acting as the gateway for behind-the-scenes experiences and content. • Mobile tags related to large events like concerts and festivals can resolve to interactive maps and guides.
potentially creating some inconvenience for travellers. Airport management is attempting to alleviate the situation by providing information about the project to visitors. PSFK.PSFK presents FUTURE OF MOBILE TAGGING BEHIND THE SCENES Co n s u lti n g SEE ThE FUTURE OF BUildiNgS iN dEvElOPMENT Parts of the Gatwick Airport in London are under redevelopment.COM 40 . People can scan codes placed around the airport that deliver a guided tour of areas under construction through maps and video.
COM 41 . pricing and access to contact information. they are led to an inside tour of the particular home including additional imagery. PSFK. When a prospective buyer scans a mobile tag placed on a property’s ‘For Sale’ sign or a realtor’s print collateral.PSFK presents FUTURE OF MOBILE TAGGING BEHIND THE SCENES Co n s u lti n g OUTdOOR SCAN givES iNSidER viEw OF hOMES FOR SAlE Windermere is a real estate group that uses Microsoft Tags to provide more information about properties for sale.
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NEwSPAPER dElivERS RACE COURSE ExPERiENCE BEFORE ThE RACE
In October 2010, the New York Daily News used Microsoft Tags throughout the newspaper to add additional information to their coverage of the 40th New York City Marathon. Readers who scanned the tag before the race were able to see maps of the course, as well as a video showing it from a runner’s perspective.
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RESTAURANTS REvEAl MENU PREPARATiON
Mesob, a New Jersey-based Ethiopian restaurant, has placed QR codes on their tables that take diners to instructional videos when scanned. In addition to detailing the production of the restaurant’s coffee, the videos show customers how the restaurant makes Injera, a traditional Ethiopian bread that is used instead of cutlery for eating. The additional information prepares people for the dining experience, while also offering cultural insight into the country’s practices.
instantly capturing status information
they can actually bookmark it right away or share a link to it immediately. • At events or conferences. news or social buzz around a product or release. speakers and/or performances. Tags with information that can be updated without changing the physical design are being used to quickly relay changes. ensuring that they don’t miss out on any of the experience. dEtErMinE WHEtHEr An itEM is stolEn or not instAnt trACKing oF CurrEnCY EXCHAngE rAtEs “The more our lives are connected. dEliVEring bus sCHEdulE inFo in rEAl-tiME trACK tHE JournEY oF A ProduCt’s PACKAging OPPORTUNiTiES • Mobile tags can link to the latest press.PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g SCAN-TRiggEREd UPdATES Mobile tags are being used to quickly capture up-to-date status information. If someone sees something on the street. Mobile tags give people the tools to do that. the more we want to make everything we do shareable. This adds deeper meaning and relevancy to people’s interactions with these properties. whether from personal items or from public transportation. informational tags can provide attendees with the latest schedules. often including a layer of information about location.” Vincent Jansen Co-Founder.COM 45 . • Mobile tags can be used to create histories and/or up-tothe-minute statuses of physical objects and/or places. Likify PSFK. allowing interested consumers to stay up to date and/or participate in the excitement being generated.
Sparked BV. By snapping the Tags located on tram and bus stops at the Station Square. Also three randomly selected people who snap the Tag will win a €100 euro (about $140) credit to their transportation subscription. PSFK. a mobile movie series and art of the day. and MINIbar at Amsterdam’s Central Station provides information and entertainment about the city’s transportation system to travelers who scan a Microsoft Tag.PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g dElivERiNg BUS SChEdUlE iNFO iN REAl-TiME A pilot program developed in a partnership between GVB.COM 46 . riders receive free access to specific arrival and departure information. the latest news on public transportation.
COM 47 . PSFK. A QR code on the outside of each used box allows the customer to track where the box has been and also enables pictures to be uploaded to create a history of the box’s journey.PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g TRACK ThE jOURNEY OF A PROdUCT’S PACKAgiNg Columbia Sportswear has launched a new aspect of its online shipping service called A Box Life. which allows its customers to choose a previously used cardboard box for delivering their purchase. 60% of customers have taken up the option when buying goods from the website.
the owner can update the code at the website bikerevolution. If it is.PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g dETERMiNE whEThER AN iTEM iS STOlEN OR NOT The Kryptonite Bike Revolution ID Kit includes a bike frame with a tamperproof QR code called PulseID that links to an online site. The PulseID tag located on each bike can be scanned by any passerby to determine whether or not it has been stolen. If the bike is stolen. automatically alerting the police. providing the bicycle’s current status. local clubs.COM 48 .com. shops and the site’s army of Bike Detectives. PSFK. users can click the ‘Contact Us’ button and provide location details.
international travelers would be able to quickly access the value of their currency at the time of exchange.PSFK presents FUTURE OF MOBILE TAGGING SCAN-TRIGGERED UPDATES Co n s u lti n g iNSTANT TRACKiNg OF CURRENCY ExChANgE RATES A concept design for paper currency developed by QR Arts proposes using QR codes printed directly onto paper notes that would contain information on current exchange rates. ensuring that they are receiving the correct rate. PSFK. By updating the code on a daily basis.COM 49 .
and shareable experience for their customers. not only does the content have to be very high-value. but the setup for the content also really has to sell consumers on the notion that participating in the experience is something they really want to do.PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Marty Yaskowich talks about creating customer experiences through mobile tagging • As the market matures and evolves. People are now able to get a deeper experience because they are able to interact with content through both the mobile device and the scannable tag. Through his role with Tribal DDB Vancouver. • The storytelling ability that we have today is so much more advanced than it was even five or ten years ago. digital becomes a more and more important piece for brands who want to create an immersive.COM 50 . so it’s much more powerful to show those experiences than simply tell somebody about them. Marty Yaskowich Managing Director. Something like tourism marketing tends to be all things to everyone. into a very rich experiential piece. Tribal DDB Vancouver Marty Yaskowich is an accomplished strategist and integrated marketer with experience leading some of Canada’s marketing powerhouses and the world’s largest brands. • Video allows people to dive deep into experiential content. • The best examples of using mobile tags we’ve seen combine a physical space along with information regarding where that person is. • Mobile tags are a useful tool for transferring a consumer from a somewhat static two-dimensional communication piece. Marty has overseen the work done around using mobile tags to inspire tourists to visit Canadian destinations. like print. entertaining. because of the ability to quickly link people to this content. PSFK. • When including mobile tags in any marketing message.
There are many facets to tagging technology and its use.) can be linked to a tag. so it makes sense to spend some time upfront researching. What makes content live best on the various platforms is that it is optimized for mobile viewing in general. vCard information. so agencies should be thinking about whether to generate and track the tag in-house or through an outside vendor. URL address. SMS. Mr. 2D Barcode Strategy Roger Marquis is founder of 2D Barcode Strategy. technology and publishing industries. Marquis is considered a thought leader in the growing mobile tag industry and is known for providing insightful analysis on the subject PSFK. but it’s important for companies and agencies to do their homework on the details of the core technology as well.e. not the strategy for the entire campaign. Experienced in all aspects of the marketing mix and knowledgeable about digital and traditional marketing practices. Marquis has held senior level marketing management positions at leading global organizations within the financial services. etc. taking into consideration the tag itself. When these issues aren’t considered by the brand or agency. • Mainstream consumers today need some explanation to help understand mobile tags.COM 51 . the result is often a less than optimal user experience and/or poor response rates. • Tracking is an important feature of mobile tags. as well as the particular device that was used to scan that tag. a marketing consultancy that focuses on the use and strategy of 2D barcode technology for marketing. • When companies execute a mobile tag campaign. Mr. it’s important that they not lose sight of the fact that the tag merely serves as a tactical element. Roger Marquis Founder. and he conceived and managed True Wind. location map. • Most any content (i. It’s important to ensure that the scan will resolve to a place that’s been optimized for mobile. regardless of format or platform. phone dial. audio.. The basic question to ask is how to find new and interesting ways to enhance the overall brand/product/service experience with little or no interruption. or even from the digital world back out to the physical world. studying and asking some questions. advertising and general business purposes. his own travel accessories company. Prior to this. and to determine how the creative design elements will be assembled and presented. video.PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Roger Marquis describes how marketers can use mobile tagging • The use of mobile tags requires companies to ask themselves how to best move customers and prospects from the print/physical world to the digital world.
Unlockable Rewards 52 52 . Coupled with the existing profile information often held on phones. Scan-To-Pay 2.PSFK.COM 1. CHAPTER 3 6 www.ACTION/ PURCHASE Mobile tags provide a strong opportunity to convert a potential sale. these mobile tags can encourage swift purchase.
SCAN-TO-PAY instant transactions and payments ACTION/PURCHASE 53 53 .
allowing them to skip lines and expedite their store visit. you can use your map to find the closest movie theater in the closest half-mile radius and then buy tickets through your phone. • Scan-to-pay services encourage customers to enter their personal details. If you’re at a bus stop looking at a movie poster. If you like it.PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g SCAN-TO-PAY Shoppers can pay for items with the simple scan of a mobile tag. • Enabling customers to scan tags for purchasing can bring a level of exclusivity to their shopping experience. sCAn to sKiP tHE linEs guMbAll MACHinE PAYMEnts triggErEd bY sCAn OPPORTUNiTiES • The inclusion of mobile tags on products can give customers the option of making purchases directly from their phone. Systems are available that handle significant aspects of the payment process. where they want. It can bring you to a mobile-optimized website with a trailer of the movie. lowering barriers to transactions and turning any interaction with a product into a point-of-sale opportunity. APP EnAblEs sElF-CHECKout At rEtAil storEs buYing MoViE tiCKEts tHougH onlinE gAME PlAtForM “There’s a unique opportunity to turn impressions into point-of-sales. helping people make swift purchases when they want. and better track their purchasing habits.” Patrick Donnelly Founder. QR Arts PSFK. enabling retailers to gather data about. you can scan that poster’s tag.COM 54 .
PSFK. the person can skip the line and pick up their selected beverage at the checkout.COM 55 . Once scanned. which allows users to scan a mobile tag to place an order.PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g SCAN TO SKiP ThE liNES Select locations of the Ethical Bean Roastery and Ethical Bean Xpress cafés in Vancouver are accepting mobile orders via smartphone. The coffee retailer is using the Mobio payment system.
Once the process is complete.COM 56 .PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g gUMBAll MAChiNE PAYMENTS TRiggEREd BY SCAN Developers at PayPal Labs have built a prototype system to connect online payment processes to physical purchases. Scanning a QR code links the shopper to a form page to complete the transaction process. the gumball machine detects that it has received a payment and dispenses candy. PSFK.
PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g APP ENABlES SElF-ChECKOUT AT RETAil STORES Mobile applications like AisleBuyer allow users to complete in-store purchases without the need to pay at the check-out counter. Shoppers can then show their on-screen receipt and leave the store with the product in hand. PSFK. and the ability to complete a transaction within the application. By scanning the barcode found on the back of products.COM 57 . phone users can get related suggestions. reviews.
COM 58 .PSFK presents FUTURE OF MOBILE TAGGING SCAN-TO-PAY Co n s u lti n g BUYiNg MOviE TiCKETS ThROUgh ONliNE gAME PlATFORM Microsoft’s online gaming system Xbox Live has partnered with MovieTickets. it takes users to a transaction page with additional information. PSFK. Once scanned. When gamers watch a trailer a Microsoft Tag appears.com to simplify the purchase process for cinema tickets.
UNLOCKABLE REWARDS Mobile-enabled loyalty programs ACTION/PURCHASE 59 59 .
COM 60 .” Michael Ferrare Founder. Agency Magma PSFK. the product experience and value transfer are more immediate. so the rewards are instant. EnCodEd CouPons dEliVErEd tHrougH EMAil turning PHYsiCAl toYs into digitAl CHArACtErs “On-product tags can be the traditional local coffee shop loyalty program. APP rEWArds sHoPPErs For sCAnning bArCodEs storEFront WitH sCAnnAblE CouPons OPPORTUNiTiES • By enabling people to collect points by scanning mobile tags that can be redeemed at a later date. except without requiring the actual paper punch card. In this way.PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g UNlOCKABlE REwARdS Mobile tags allow consumers to become members of a brand’s loyalty program by gathering points to gain rewards. giving customers a reason to watch all of the directed content. some of which feature new thinking around play and the tagging process. • Scannable coupons available at the point-of-sale offer an additional incentive to shoppers who are considering a potential purchase. • Making coupons available through mobile tags attached to promotional materials or even retail display windows can help drive customers into stores. people are being encouraged to have more brandled interactions. Programs are being developed that give shoppers more reason to scan mobile tags. • Coupons can be added at the end of marketing or brand messages delivered through mobile tags.
airline miles and gadgets.PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g APP REwARdS ShOPPERS FOR SCANNiNg BARCOdES CheckPoints is a mobile shopping and marketing application that combines check-ins. barcode scanning and rewards for an all-in-one consumer and brandfriendly platform. which can be instantly redeemed in the Rewards Store for gift cards. When scanning these product barcodes. customers accrue points. The service is designed to encourage shoppers to interact with brand-sponsored products at offline stores by linking barcode scans with reward points. PSFK.COM 61 . CheckPoint users check in at participating retailers through an iPhone app to view the current advertised products.
PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g STOREFRONT wiTh SCANNABlE COUPONS Axis Salon in Washington. passersby were taken to YouTube videos featuring beauty icons or coupons for discount services such as a free scalp massage or 10% off hair products. PSFK. created an artfully designed storefront window display with the help of QR Arts that included “bubbles” containing individual QR codes. the salon provided incentives for curious customers to walk inside and learn more about their services.C. By encouraging this exploration from outside their shop. Upon scanning the codes. D.COM 62 .
COM 63 . Customers can either print out the code or save it on their smartphones for redemption at the store.PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g ENCOdEd COUPONS dElivEREd ThROUgh EMAil Email marketing service MailChimp has added a new service called Pyow! that makes it easy for business owners to create QR code coupons and send them out to their subscribers. PSFK. An accompanying mobile application enables retailers to scan the tag at checkout to verify authenticity.
After scanning a tag associated with the physical toy.COM 64 . This allows the player to use the physical toy to interact with other in-game animals. Burger King provided limited edition stuffed animals along with their kids meals. PSFK. the Kinectimals game uses the Kinect recognition system to translate real-life movements made with the toy animal onto the screen.PSFK presents FUTURE OF MOBILE TAGGING UNLOCKABLE REWARDS Co n s u lti n g TURNiNg PhYSiCAl TOYS iNTO digiTAl ChARACTERS In conjunction with the launch of the Xbox Kinect gaming system.
PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Patrick Donnelly shares insight on how mobile tags can provide measureable value • Mobile tagging is beginning to move people from impression to interaction with a brand. It also needs to make sense in context. especially if they have some “wow” factors in them. In general. and specializes in the design and implementation QR code campaigns. • It’s important to think about how you can design or theme a tag to ensure they fit within the graphic identity of the parent brand. So it’s a little. Something like a designer QR code is essentially a logo that people can take a picture of with their phone within which. QrArts creates brand engagement strategies that help move consumers from impressions to interactions. as you’re scanning the tag. brands have this unique ability to turn impressions into point of sale opportunities. • With the addition of mobile tags. brands have the ability to turn those impressions into a deeper experience that they’ve pre-designed. it’s important to consider whether the experience on the other side makes sense. an integrative media consulting agency that specializes in mobile user experience with respect to mobile tagging and 2D barcodes. • By adding a mobile tag to a pre-existing print ad or a kiosk in a store. The value lies in the translation of those impressions into financial transactions. PSFK. and because of the speed of the technology. So. interact with a mobile site. It can also raise the profile of a brand or company. beautiful. or just great experiences for a brand and consumers. it has gone from just viewing a static ad to actually creating revenue and creating a return on investment. • We find that if you scan a mobile tag like a QR code and there’s nothing of value on the other end. this can occur within the span of two minutes. people get frustrated. I think people are more interested in scanning things that are a bit more colorful. so that the tag has something to do with the ad that on which it is printed . a call to action is built in.COM 65 . which can be a very powerful additional return on their investment. square. interactive logo. or book a hair appointment. Patrick Donnelly Founder. which is an intangible return from the tag experience. When a mobile tag can prompt someone to watch a video. QR Arts Patrick Donnelly is CEO and Founder of QrArts LLC.
Daniele develops ideas and solutions that empower mediaKi. • Mobile tags can be used to create a more interactive and personal shopping experience for consumers. he has built a team of professionals who make mediaKi. • Simple giveaways can be integrated with tags. • Mobile tags allow for instant information and interactive content around products and places using just a mobile device. The aim is to bring people into a digital space that makes their experience more interactive.it an agency leader in the development of digital applications. the customer can view the car they want to buy with the options of their choosing. PSFK. • There is also opportunity around the buildup of loyalty points by scanning mobile tags.COM 66 .PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Daniele Romeo describes innovative ways consumers can benefit from mobile tags • We feel that the goal of mobile tags should be to let the users feel involved in a link between real life and virtual space. Users can access a merchant’s network through a mobile tag and by joining the community.it Ltd as a web & social media company. and change these before the final decision. enjoyable and at the same time expands their knowledge. By scanning a tag at an auto dealership for example. can use whatever services the network offers. mediaKi. The build-up of points accumulated while using these services will help them receive discounts and special offers. Over the last 4 years.it With a background as a professor at the European Institute of Design. Daniele Romeo CEO. providing an intermediary interaction that is both helpful for organizations and informative for the people who are scanning. The team works to build interaction within social networks as well as the development of social media marketing and social community management strategies.
6 www.PSFK.POST-PURCHASE CHAPTER 4 Even after the sale. Feedback loop 2. This could be as simple as providing a how-to guide or additional content to loyal customers.COM 1. the mobile tag can drive customer satisfaction by providing extra service and support. Mobile how-To 67 67 .
FEEDBACK LOOP Sharing recommendations with others POST-PURCHASE 68 68 .
• During campaigns and events. mobile tags are emerging as a platform for feedback. Tags can initiate the customer review process. sCAn tAg to FACEbooK liKE PHYsiCAl itEMs loYAltY MEAsurEMEnt sYstEM WitH tAgs OPPORTUNiTiES • Mobile tags can provide a quick way for people to share products. with the potential to have people leave digital comments with pieces in a gallery. services or events. services or events with their friends on popular social networks like Facebook and Twitter. QR Arts PSFK. You could also link to things like videos. through the phone that you bring with you everywhere. where you have an artist actually explain their own piece and give personal tours.PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK LOOP Co n s u lti n g FEEdBACK lOOP By acting as a vehicle through which consumers can quickly share thoughts with brands. and others.” Patrick Donnelly Founder. mobile tags can provide a channel that takes people to sites where they can leave more personal reviews about their experiences. and can trigger recommendations within the customers’ social networks. sCAn to lEAVE ProduCt rEViEWs VotE on Artists tHrougH tAgs lEFt on ArtWorK “We see good uses of tags in art. • Whether related to products. tag scans can enable customers to get involved and voice their opinions through simple voting systems or polls.COM 69 . friends.
created by Belgian company Boondoggle Lifelabs. allows marketers to add mobile tags to products and signage. PSFK.COM 70 . When people scan a QR code with their cell phone. Nike has been using the codes in Belgium in a campaign to promote their shoes by getting people to “like” different jogging routes.PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK ACCESS ExCLUSIVE LOOP Co n s u lti n g SCAN TAg TO FACEBOOK ‘liKE’ PhYSiCAl iTEMS A new service called Likify. it triggers a Facebook ‘like’ on the associated brand’s Facebook page.
such as dining tables. Scanning these tags links the customer to a questionnaire that will collect their feedback and provide discounts in return.PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK LOOP Co n s u lti n g lOYAlTY MEASUREMENT SYSTEM wiTh MOBilE TAgS Recommendi is a customer survey system for businesses. PSFK.COM 71 . Business owners place mobile tags in locations where shoppers will easily encounter them. shop windows and receipts.
will deliver coupons or reward points in exchange for thoughts on the product or service experience.PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK LOOP Co n s u lti n g SCAN TO lEAvE PROdUCT REviEwS Consumer research consultancy EveryDay Lives is developing a prototype application that will use mobile tags to capture customer feedback at the point of purchase. PSFK. when scanned.COM 72 . Barcodes or mobile tags attached to products will resolve to a consumer survey feedback page which.
PSFK presents FUTURE OF MOBILE TAGGING FEEDBACK LOOP Co n s u lti n g vOTE ON ARTiSTS ThROUgh TAgS PlACEd NExT TO ARTwORK The Art Loop Open at Block 37 in Chicago incorporated Microsoft Tags into a recent group show to create an interactive experience for visitors. The tags also allowed viewers to access additional information about the art piece along with the artist’s bio.COM 73 . Each piece of artwork featured in the exhibition included a Microsoft Tag next to it that enabled attendees to vote for the artist whom they felt should win the gallery competition. PSFK.
MOBILE HOW-TO delivering detailed instructions when they are needed most POST-PURCHASE 74 74 .
COM 75 . Importantly. they are just as valuable post-purchase when customers need a brand’s service and support. This can take the form of visual how-to content.” Piers Fawkes Founder & President. brands can empower their customers to feel more confident about their purchase and ensure optimized ownership.PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g MOBilE hOw-TO Instructional information is being encoded into mobile tags that helps people better understand products and services. • Mobile tags that resolve to troubleshooting guides can cut down on the need for customer service calls. • By making how-tos and usage instructions accessible through simple tag scans. FurniturE AssEMblEd WitH HElP FroM instruCtionAl VidEo rECiPEs And PrEPArAtion instruCtions dEliVErEd on Food PACKAging OPPORTUNiTiES • Attaching mobile tags that contain information about optimal product usage to packaging can offer customers advice on ways to best enjoy a product or service. PSFK PSFK. PHYsiCAl sKills dEMonstrAtEd bY VidEo tHrougH instruCtionAl PostErs FitnEss EQuiPMEnt WitH A trAinEr built in “Mobile tags are very useful tools that can be used by marketers throughout the purchase path. or suggestions and recommendations for better use. helping people have an ideal brand experience even after purchase.
but to help cut down on customer support costs as well.PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g FURNiTURE ASSEMBlEd wiTh hElP FROM iNSTRUCTiONAl vidEO In an effort to make the furniture assembling process more intuitive.COM 76 . PSFK. the video demonstrates how this technology could be leveraged not only to improve consumer satisfaction. Created as a pitch to IKEA. how-to video network Howcast illustrated how barcodes on furniture pieces could be linked to video with clear instructions guiding consumers through a step-by-step process.
The mobile product site contained smoked salmon recipes from two famous Italian chefs that helped people understand how to best cook with the product. PSFK.it created a campaign for Eurofood’s KV Nordic smoked salmon packaging that connected customers with exclusive mobile content after scanning a Microsoft Tag included on the packaging.PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g RECiPES ANd PREPARATiON iNSTRUCTiONS dElivEREd ON FOOd PACKAgiNg Mobile marketing agency mediaKi.COM 77 .
the mobile tags resolve to brief YouTube videos of the skill being demonstrated. When scanned by people working out at a gym. helping people connect instruction with action. PSFK.PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g PhYSiCAl SKillS dEMONSTRATEd BY vidEO ThROUgh iNSTRUCTiONAl POSTERS The sports program coordinator for Youth Fusion Quebec has produced a series of QR Code Skill Posters to help demonstrate proper volleyball techniques.COM 78 .
PSFK.COM 79 . a leading manufacturer of imaginative outdoor playground and fitness equipment.PSFK presents FUTURE OF MOBILE TAGGING MOBILE HOW-TO Co n s u lti n g FiTNESS EqUiPMENT wiTh A TRAiNER BUilT iN Playworld Systems. has introduced Microsoft Tag technology into its ENERGI Total Body Fitness System. allowing them to access video demos to ensure they exercise safely and with the proper form. Users interested in completing the guided workout scan the Tags placed on equipment.
• Mobile tags give people an easy tool for sharing. a unique creative playground within the Belgian communication agency Boondoggle. by just pointing their phone at something and scanning. • People are becoming accustomed to interacting with different kinds of digital rewards and content launched through physical actions. like scanning mobile tags.COM 80 . Mobile tags can be the link between these online and offline activities. • When brands think about how to deliver the best experience to people. Likify Vincent and Jesse are members of Boondoggle Lifelabs. email addresses or clickthroughs. When they make a purchase. People should be able to share what they’re doing. they want people to know in some way. for example. original and digital ideas into real-world execution to be used by agencies and advertisers all over the world. Where once upon a time the information valuable to marketers was impressions. If they see something on the street with a tag. The Lifelabs team invent and develop innovative. PSFK. they can actually bookmark it or share it instantly with others. it’s important to take the approach of giving people something they will want to share with their friends first. the ‘like’ has become the new metric of engagement. • People want everything they do to be much more shareable.PSFK presents FUTURE OF MOBILE TAGGING ExPERT ADVICE Co n s u lti n g Vincent Jansen and Jesse Wynants describe how tags can be used to share experiences between friends • From a marketing point of view it’s becoming very important to get Facebook ‘likes’ from users. Vincent Jansen Jesse Wynants Co-Founders.
HOW TO MOBILE TAG A GUIDE MICROSOFT PRESENTS A MICROSOFT TAG SPONSORED REPORT TAg.MiCROSOFT.COM .
Benefits and Uses Reporting and Measurement Custom Tag Marketing Execution Showcase Insights from John Puterbaugh. Nellymoser Steps To Get You Started 83 85 86 89 90 TAg.COM 82 .MICROSOFT PRESENTS HOW TO MOBILE TAG TABLE OF CONTENTS Introduction to Tagging.MiCROSOFT.
over 60% of mobile phone users in the United States will own a smartphone capable of scanning mobile tags. “Tag delivers an intuitive element for products that need extra communication. promotions. Mayer Research. By the end of 2011. Consumers simply use mobile applications to scan these codes with the cameras built into their smartphones. They transform static print advertisements and marketing materials into dynamic mobile media. reducing any confusion for your customers about which reader to use and making it easy for them to consume your campaign content. breathing new life into your physical materials and saving your valuable print production dollars. automotive. the Tag reader will scan any Tag. coupons. Tags link consumers to helpful product information. The technology improves our customers’ shopping experience.MICROSOFT PRESENTS HOW TO MOBILE TAG INTRODUCTION Today. Tags can be updated with new content at any time. retail.MiCROSOFT. Microsoft’s Tag® is a flexible tool that can be used across brand led communications—from advertising to packaging. JCS Global Brand Development Crock-Pot Brand TAg.* Microsoft Tag can be used to provide greater interactivity between brands and their customers. whY MiCROSOFT TAg OvER OThER 2d BARCOdES? The multi-colored tags feature a few important innovations on top of the general QR code. whO iS USiNg MiCROSOFT TAg? A broad range of marketers are using the technology across consumer packaged goods.COM 83 * From Peter A. allowing them to go from 0–60 a lot quicker. businesses can innovate by integrating mobile tags into their marketing activities. and entertainment. Tags can be fully customized to match your brand identity without impacting the scan quality and will remain the same small size. and more.” Lenna Conley. “Three Reasons 2D Mobile Tagging Is Ready to Take Off” . regardless of the amount of data behind them. Also. publishing. which benefits our brands in terms of ‘closing the deal’ in the most efficient manner.
intuitive. and turn interest into action. enabling companies to react and evolve in real-time and deliver the most powerful outcomes from their campaigns. The Tag Reader is available for Windows Phone 7. Blackberry. Microsoft Tags offer brands the following opportunities: • Cross-Media: Use them anywhere: Print. metrics and analysis tools. and offer a way to provide customers with high quality service after the purchase. drive the shopper to a sale.MiCROSOFT. drive deeper engagement with your brand. provide an opportunity for a consumer to understand a product or service. point-of-sale. providing a unique vehicle to influence inthe-moment behavior.COM 84 . Android. • Engaging: Simple. TV. • in-depth Reporting: With built-in tracking. • device Recognition: Tag’s backend platform tracks device IDs. This lets marketers create campaigns targeting specific phones. widening the audience that can engage with Tags. billboards. • Agility: Microsoft Tag’s dynamic technology lets businesses change campaigns at any time. Windows Mobile.MICROSOFT PRESENTS HOW TO MOBILE TAG BENEFITS AND USES Microsoft Tag offers a solution that can drive awareness. and J2ME devices. online. • Availability: The Tag Reader can be used with most mobile platforms. TAg. iPhone. so it recognizes the phone type and when the user engages with the Tag. and interactive Microsoft Tags enable immediate response and deeper engagement from your customers. Microsoft Tag gives companies access to campaign data that can help them make effective decisions about their marketing expenditures.
Tag Reports can show you where and how many times your Tag is being scanned. Gain valuable insights into when your messaging is making an impact and understand the exact moment that your customers are engaging with your brand. or group of tags has been scanned during a set period of time. We found that tag added to the curiosity of the print ad and added a new level of interest. Senior Advertising Manager Microsoft’s Corporate Marketing Group.COM 85 . The Heat Map report delivers the rough geographic location of each scan.” Adelheid Kutscher. Updated in near real-time. You can also group Tags together under a category to measure the full impact of a campaign.MiCROSOFT. “Tag is helping us solidify our audiences and do better targeting for future campaigns. allowing you to gain valuable insights into how your customers are engaging with your physical materials. The suite of Daily Scan reports allows you to view the total number of times a single. TAg.MICROSOFT PRESENTS HOW TO MOBILE TAG REPORTING AND MEASUREMENT One of the most powerful features of Tag is its robust reporting tool. letting you see how your marketing messaging is (literally) resonating around the world.
COM 86 . The Tags appeared online at 12daysoftag. www. uses cleverly designed tags that allow students to download additional learning materials.com TAg.000 to for each day during the duration of the campaign. Marketers have been experimenting with the triangle and dot options in highly creative ways. high dESigN TAgS FOR EdUCATiON Loescher.MiCROSOFT. Diddy used custom Microsoft Tags to offer fans the chance to win prizes and deliver exclusive content such as behind-the-scenes studio footage.com and fans could scan designs linked to five different charities to vote on which one the music supremo would donate $10.12daysoftag. The publisher created designs that mask the traditional dot or triangle designs of the Microsoft Tag. POPSTAR’S FANS ChOOSE ChARiTY As part of the launch of his album Last Train to Paris. one of the largest textbooks publishers for Italian secondary schools.MICROSOFT PRESENTS HOW TO MOBILE TAG MICROSOFT TAG SHOWCASE A great feature of Microsoft Tag for marketers is the ability to customize the design of the Tag.
and register for a trial version of the product. By scanning the Tag. customers could learn about new product features through videos and tutorials. providing the user with a behind-the-scenes look at the thought processes involved in developing these advancements. The Tags have been placed within the brochure spreads describing unique Acura technologies.MICROSOFT PRESENTS HOW TO MOBILE TAG MICROSOFT TAG SHOWCASE The technology behind Microsoft Tag allows for sophisticated use by marketers including tracking and custom content. By utilizing the Microsoft Tags. TAg. CAR dEAlER TEllS BEhiNd ThE SCENES STORiES Acura has recently incorporated Microsoft Tags in their 2011 automotive brochures. Once there. TAgS TRACK EFFECTivENESS For the launch of Microsoft Office 2010. download templates. consumers are provided with information previously only available via desktop computers.MiCROSOFT. These Tags also give dealers a new informational tool to share with consumers during the sales process. Microsoft adapted the Tag for each publication and ad type to track popularity of the messaging by publication. Acura has also placed dealer-specific Microsoft Tags on each brochure which provides the consumer an easy way to access the dealer’s mobile website.COM 87 . an in-depth video is launched where key Acura engineers discuss the technologies in greater detail. the software’s advertising team used Microsoft Tag in its advertising and product packaging to link potential buyers to a mobile site.
COM gET MARRiEd Get Married magazine was the first bridal publication to incorporate Microsoft Tag into its print content. Kv NORdiC In order to connect with shoppers. performances. When scanned. and personal messages. When scanned. KV Nordic leveraged Microsoft Tags on its smoked salmon packaging. Select editorial and advertisements appearing in the magazine included Tags that instantly connected readers to videos. photos and additional information. complete with recipes by famous Italian chefs. 88 . websites. TAg. the Tags provided fans with access to exclusive content and entered them in a contest for a chance to win tickets to upcoming concerts. consumers were connected to a mobile site that details salmon preparation. wE ThE KiNgS Independent band We The Kings created two unique Microsoft Tags to help promote their Take Action tour.MICROSOFT PRESENTS HOW TO MOBILE TAG MICROSOFT TAG SHOWCASE CiARA Ciara’s most recent CD release was complemented by a week of tweets that featured embedded Microsoft Tags linking to exclusive videos.MiCROSOFT.
MICROSOFT PRESENTS HOW TO MOBILE TAG ExPERT ADVICE John Puterbaugh explains why Microsoft Tag is a valuable marketing tool • Mobile scanning has the ability to provide a truly integrated digital experience to consumers. Nellymoser’s campaign results indicate that this actually isn’t a factor. scan and listen (music). Nellymoser’s technology can be found in over 1 billion consumer products including Microsoft Xbox / Xbox 360. • Mobile scanning effectively removes friction from the discovery and information gathering process because consumers no longer have to type a URL into their mobile or PC browser. If you can scan and actually make purchases right out of the catalog or scan and buy right out of an ad. in parallel and almost independently of their mobile engagement. • When someone actually performs a mobile scan. Target. • Mobile tags allow for a new kind of digital metric and increased measurability for out-of-home and magazines. 89 TAg. the addition of mobile tags has revitalized traditional categories such as print. AT&T. Ph. scan and win. • It’s assumed that formats that don’t require a download will have higher response rates. Founder and CEO. and scan and buy. They can print the tags ahead of time and have them direct to a URL. • The themes that have emerged around mobile tagging have developed along four key uses: scan and view (video). allowing them to do their physical print production like an advertisement.D.MiCROSOFT. out-of-home and event-based marketing. The fact that someone took out a phone and scanned in a print ad or other format needs to be recognized as a very high level of engagement and valued by marketers accordingly. the misconception is that formats without downloads will have a larger user base. mobile commerce and rich media marketing campaigns to mobile phone users. The metrics that come along with tags allow for unique device IDs. that’s adding value. • The great thing about using something like a Microsoft Tag is that it allows an agency to streamline their process. Sony Playstation & Leapfrog’s Leapster game titles and Adobe’s Flash. Then their mobile engagement can focus on really considering their audience. Adobe.COM . the download process on most smartphones is streamlined enough to still allow for quicker access to content by scanning than a user would get by typing information into a browser John Puterbaugh. which both represent much more accurate and detailed reporting than is the norm for the industry. along with video view times. mobile phones and other consumer products. He is the founder & CEO of Nellymoser. I think there’s a tremendous opportunity if you build some trust and add value in the process. Because of this. Hearst and Conde Nast. Verizon. • What agencies really need to think about is the form of the mobile engagement and the value that it’s going to bring to the consumer. San Disk. The last two have developed most recently because of the ability to keep track of users after the first engagement— people only have to enter their information once. A simple scan of a mobile tag can deliver rapid information that’s both dynamic and real-time. Customers include Amazon. Nellymoser John has more than 20 years of experience in creating and developing interactive rich media solutions for IP networks. Nellymoser is an industry leader in delivering turn-key interactive video. the intent is at a higher level of engagement than just going to a website.
MICROSOFT PRESENTS HOW TO MOBILE TAG STEPS TO GET YOU STARTED To see how easy it is to create your own Tag.aspx For additional information contact Bill McQuain at taginfo@microsoft.’ or at the URL www. visit tag.com today.microsoft.gettag.MiCROSOFT.microsoft.com TAg.mobi For detailed implementation guidelines. visit tag. Get your free tag reader in your smartphone’s app store by searching for ‘Microsoft Tag.COM 90 .com/resources/implementationguide.
better services. PSFK’s team conducted pattern recognition to identify trends. clients and guests to make things better—whether that’s better products. the strongest of these are featured in this report. Our researchers gathered hundreds of pieces of data that provided signals of change in usage of mobile tags. PSFK. provides research and business consultancy. PSFK aims to inspire its readers.COM 91 . ABOUT PSFK is the go-to source for new ideas and inspiration for creative business.PSFK presents FUTURE OF MOBILE TAGGING Co n s u lti n g PSFK PROCESS PSFK conducted a research cycle during which our researchers searched for signs of change and spoke to opinion leaders about shifts in the mobile tagging landscape. manages a network of experts and hosts idea generating events. At the end of the research period. The New York City based trends research and innovation company publishes a daily news site. better lives or a better world.
firstname.lastname@example.org Version 1.com PSFK.com Jeff Weiner .COM 92 .Project Lead email@example.com January 2011 Photography by Louis Caldarola www.Business Development jeff.PSFK presents FUTURE OF MOBILE TAGGING Co n s u lti n g CONTACT Piers Fawkes .
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