Last week we talked a bit about QR Codes and I shared a number of real life QR Code examples.
But while you've probably heard a lot about QR codes, there are other options out there. We covered JagTags before and they're pretty interesting. The only tag platform we haven't covered yet is Microsoft's MS Code. So today we're going to fix that. On a recent flight home to New Orleans I was surprised to find not one, not two but three advertisements in a single issue of People Magazine, all that used MS Tags.
Ford has been experimenting with JagTags and now MS Tags. If you scan this MS Code in the ad you'll be transported to a microsite for the Ford Edge. Once there you can view videos, see reviews, specs, etc.
So now Ford can put all the really heavy copy stuff in the MS Code and leave the ad space itself to do what ads do best - grab a reader's attention.
Garnier is using the code in this ad to transport you to a 2 minute commercial for it's hair care line. Given the cost of buying a national 2-minute commercial on TV, this is another good example of how companies can leverge more effecient print media buys AND get the sight/sound/motion impact of TV.
Personally, I think I might have tried to insert some kind of bounceback like having the video dump the viewer to Facebook or Twitter or Garnier web page. Something that would give that viewer a chance to give Garnier an opportunity to continue engaging that viewer in an ongoing digital conversation.
I love this because it really leverages the power of QR, JagTag or MS Codes -- the ability to put a lot of information in a small area -- the code.
If you scan each code at the bottom of the ad you'll be taken to a different video. The video itself provides some fashion advice and then integrates the brand whose tag you scanned into the video.
My only gripe is I think the videos are too much alike from a content perspective, so after you watch one or two, you kind of lose interest in watching the other two.
Also, the product integration is pretty heavy handed... I wonder how much more powerful the videos could be if the brand was woven into the content storyline vs just bolted on in a "sponsor" type approach.
Given that American's almost always have their mobile phone in their pocket or within reach, this makes it super easy to register. This makes it much easier to sign up for the sweepstakes versus say a traditional URL that I have to cut out, remember or write down so I can use it the next time I'm near a computer.
My only suggestion or wish for this use of MS Codes would be a more social media friendly registration form. If I have a smart phone and I know what a MS Code is or what to do with it, I'd be willing to bet that person is probably on Twitter, Facebook, or LinkedIn. So why not give them an option to give you that information and permission to talk to them in that channel. Again, a chance to continue the conversation.
So that's my round up of MS Codes. What do you think? Do you like JagTag, MS Code or QR Code better? Have you seen other great exampels of this technology in action?
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