Comments (0) People en Espanol and Verizon have teamed up to give readers sneak peak photos of their Most Beautiful people cover shoot. To get the p
hotos, readers snap and send in the Verizon SnapTag featured in the June issue of People en Espanol.
SnapTags for Foot Locker, Bertolli, Michael Jackson & Coke Zero
Unilever, Coke Zero, Sony Pictures and Foot Locker have added SnapTags to their marketing efforts enabling printed materials with interactive functionality. From event to shopper marketing, SnapTags are engaging consumers and driving brand value.
Coke Zero Event Marketing
Delivering more than just samples, the Coke Zero event campaign will use SnapTags engage consumers in a mobile dialog and sign them up for ongoing mobile communication. The innovative marketing campaign running through spring and summer will include five event teams and over 900 events.
Foot Locker Loyalty Marketing
Foot Locker has used SnapTags to launch new shoes from Nike and Addidas in January and February. Participating consumers can only see a portion of the soon to be released shoe Face Book, Foot Locker’s Blog or email – they snap and send to be among the first to see a photo of the new shoes.
Bertolli Cross-Channel & Shopper Marketing
Unilever is shaking up their cross-channel marketing for Bertolli Frozen Meals by featuring a SnapTag. The Bertolli SnapTag offers consumers a means of entering a brand sweepstakes. SnapTags appear in brand advertising and retail marketing materials running in 900 grocery stores from February through March.
This Is It Entertainment Marketing
Michael Jackson is now the centerpiece of a SnapTag Sony Pictures featured on the advertising for the launch of the This Is It DVD. The SnapTag gives consumers access to mobile video footage and a mobile link to purchase the video from Amazon.
The New York Times article about mobile barcodes by Stephanie Clifford spotlights SpyderLynk SnapTags as a brandable more accessible mobile barcode.
Click Here to read the article
Mediapost’s OMMA Magazine, the Magazine of Online Media, Marketing & Advertising features an article about SnapTags in it’s January issue.
The article explains that ” Through mobile activation, companies have found a way to not only deliver a wide range of brand content, but open an actual dialogue with the consumer.”
“This sort of technology is an amazing opportunity for advertisers to expand their content beyond the parameters of traditional media,” says Dan Cornell, director of digital strategy at Edelman. “It’s a door opener to creating a real relationship.”
“Often, this relationship between advertiser and consumer starts rather simply with brand recognition, often involving the brand logo. Denver CO based Spyderlink recognized the importance of the logo and is now taking a brand first approach with technology much more accessible than your average 2D or QR mobile barcode.”
Read the article by Tricia Despres now.
Article Originally Published by Mobile Marketer
December 8, 2009
Marketers, advertising agencies and brand departments have been giving a lot of attention recently to the emerging mobile barcode market.
And why not? Mobile barcodes offer marketers an exciting opportunity — increase the value of brand marketing and advertising by adding measurable interactive functionality. With the placement of a mobile barcode, brands can give consumers access to information, multi-media content, promotional opportunities, retail store locations, discounts, samples and much, much more from brand marketing materials.
Now, that is something worth talking about. But there might be more to the conversation than you know.
As the market grows in the U.S., a number of different mobile barcodes have emerged. With these new mobile barcodes comes a sea of new terminology and capabilities creating barriers to understanding and differentiating between them.
If you are considering adding a mobile barcode to your brand marketing efforts, there are two key variables to consider when choosing a solution:
1. The degree of brand identity and customization you desire
2. The consumer experience and potential barriers to entry for participation
Pre-Generated vs. Customized Codes
Many of the more well-known mobile barcodes are pre-generated, meaning that the code has the same overall appearance regardless of the brand or product it is representing. Alternatively, there are customized codes that are capable of incorporating a brand’s identity or artwork directly into the code itself. Customized mobile barcodes can complement the advertising and reinforce the brand or product message.
Microsoft’s Tag is capable of including color and can be customized to include a background image while SpyderLynk’s SnapTag uses a brand’s identity as the centerpiece of its mobile barcode. SnapTags are created with any brand logo or product image and SpyderLynk’s Code Ring Technology, which provides tracking and differentiation capabilities.
Mobile Apps vs. Snap & Send
Depending on what type of mobile barcode you are using, the decoding and activation of the promised engagement occurs via one of two interfaces activated by the consumer:
1. Barcode Reader – Code is read by a barcode reader mobile application
2. Snap & Send – Code is read by the consumer snapping a photo of it and sending it to a number or email address
While a few handsets in the U.S. come with a barcode reader pre-installed, most consumers will have to download a barcode reader by visiting a website or an application store on their mobile camera phone. In the U.S., there are multiple types of mobile barcodes requiring readers and multiple types of barcode readers. While many readers can activate QR Codes, an open source code, proprietary mobile barcodes like the EZcode and Microsoft Tag can only be read by code-dedicated reader applications. In a world with multiple kinds of barcodes, consumers may have to find and download a reader for each type of barcode they want to activate.
Mobile barcodes offering Snap and Send functionality in the U.S. include SnapTags and JagTags. Consumers use their camera phone to snap a photo of these mobile barcodes and send the photo to the number or email address provided. The barcodes are then decoded and the promised message or link is returned to the participating consumer via SMS or MMS messaging. These mobile barcodes do not require a barcode reader or any type of application download, making them usable for over 200 million consumers in the U.S. today.
The exciting bottom line is that marketers in the U.S have multiple options for activating their advertising. All of the mobile barcodes mentioned above can increase brand engagement while providing sophisticated analytics about consumer behavior as well as the effectiveness of brand marketing and media initiatives. It’s important to know that you have options and that you can choose the code that best fits your brand and marketing objectives.
See the article at Mobile Marketer.com
SnapTag featured on Janet Jackson advertising in Entertainment Weekly
Entertainment Weekly is using SpyderLynk SnapTags to add interactivity to the pages of their magazine for the first time this week. Interactive solutions delivered via the magazine include mobile promotional opportunities and mobile purchase opportunities.
Entertainment Weekly is offering consumers the opportunity to enter a sweepstakes this week when they visit Samsung and Janet Jackson’s advertisements.
Entertainment Weekly ran a full page advertisement promoting the sweepstakes and consumers have the opportunity to win movie tickets for a year.
Participants who snapped and sent in the Janet Jackson SnapTag received a link to Amazon.com giving them an opportunity to make a mobile purchase of Janet Jackson’s Number Ones CD.
Unlike 2D mobile barcodes, SnapTags activate a text response from Entertainment Weekly. Consumers have been proven to be highly responsive to text messages sent to their mobile phones.
CoverGirl uses Branded SnapTag to engage consumers
CoverGirl is the latest advertiser to use a SpyderLynk SnapTag to optimize the value of advertising impressions and engage consumers. In the November 2nd issue of Star Magazine, CoverGirl offers readers an opportunity to snap and send in a branded SnapTag to enter a sweepstakes to win a Swag Bag from a Star Magazine Red Carpet Event.
Placing SnapTags in brand advertising and marketing, creates an opportunity for more interactive, trackable campaign not only improving the value of the marketing materials but also creating a more dynamic relationship between marketers and consumers. SnapTags are the only branded mobile barcode. To activate, consumers snap and send the SnapTag making them more accessible than 2D barcodes or QR codes which require the download of a software application.
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