Are Codes the Next Big Thing?

As a digital marketer/mad scientist, I am constantly being asked (or asked to implement) the ‘Next Big Thing”.

I’m sure it’s happened to you, if you’re in this biz. It’s sort of like those clients who ask you to “create a viral video” for them. I’m no soothsayer (wow, haven’t used that word in a long time, D&D fans), but I am very good at identifying trends, and I see a good one blossoming.

QR codes, as the phrase goes, are big in Japan, but in this case, big in Asia. Yes, there are lots of things that are/were huge on that side of the world that have been absolutely ineffectual on this side, but there are plenty that have made the jump. One of those will be QR codes. You know what those are, right? I’ve been seeing them pop up all over the place recently (please excuse the poor iPhone imagery):

Here’s one for the Lion King on Broadway.

And one from the USOpen (tennis) using JagTag

as a contest entry for Continental Airlines.

Here’s a more immediate one that I encountered in a pop-up store (Macy's sub-brand), which drives consumers to a video interview with the fashion designer of the product.

Here’s a really cool implementation of a QR code, giant, integrated into the ad, but with a

#failed placement. As this was posted in the subway (underground), my (multiple) scanner apps

couldn’t connect to the interwebs, and thus wouldn’t scan (note to app builders) Oops. Nice try.

So how does it work? Consumers download a scanner app from their respective iOS or Android store. Then just point and scan. It’s just like using the self-service aisle at the supermarket, or registering for your wedding (in fact, there’s great price-comparison apps out there too – but that’s another post). The App then processes the code, links up to the interwebs, and delivers content (video, information, etc.), or links to content others have uploaded. It’s that easy. Neat, huh?

Even ‘civilians’ are getting into the act. You can use QR codes combined with URLs (analytics-enabled) to engage family and friends who are attending an event, in this case, a wedding (Full Disclosure: these geeks are myself and my fiancee).

The long-tail of this QR code, leading up to and at the event are under wraps for now. J

As smartphone penetration continues on a rapid pace, and more technologically-savvy young consumers are maturing, utilizing the ubiquitous camera for more than just taking snapshots will be a great tool to reach them.

Microsoft is getting in on the action with their Microsoft Tag reader application, and a partnership with USAToday. Linking its hardcopy and digital efforts, the paper has begun adding 2D barcodes to its daily pr

int edition that readers can scan to see photos, videos and other online content. At least one 2D barcode (supplied by Microsoft) will appear in each section of the newspaper, providing access to freshest news and information (financials, sports scores, etc.), as well as photos and other material tailored to each area.

As my buddy Steve Gates wrote on his blog recently, this is an elegant natural progression, from Facebook to Twitter to Foursquare to this, an automated check-in.

Key players in this space include Jagtag, ScanLife, Stickybits and ShopSavvy, and I’ve played with quite a few more. They’re very easy to use, and I think they’ll prove to be an excellent tool to connect with (long-term) and push content to consumers. It’s a great way to link printed material to digital and mobile, and as marketers continue to use them, they’ll become part of the evolving habit that we’ve come to One cavea

t – I’m not sure how well that Microsoft Tag’s going to do -- to use these barcodes, users first have to download this specific app (gettag.mobi). Unless they open it up to the other scanner apps, they may be left behind because of convenience. Non-proprietary has better chance of user penetration.

Here's another one that I'm also going to keep an eye on: using music/sound recognition to engage consumers. Recently, ABC revived its iPad app for My Generation, and using it now for Grey's Anatomy.

This app responds to audio cues from a television program to push out content. I like this a lot, as it more easily melds with timeshifted programming, and doesn't necessarily depend upon a 'live event'.

I also recently saw a broadcast spot for (? The Gap?) that used a sample of pop music, and a visual prompt to use Shazam, a mobile app that recognizes music. Cool!