Gap is using 2D barcodes to connect online user reviews with its physical retail locations. New in-store displays direct mobile users to a ScanLife mobile site where they can see a video of Gap's Head of Design and read more about the featured Black Magic jean collection including tips and peer reviews.
People are now accustomed to doing product research online. They often do it before they go into a store, or just end up buying a product through an eCommerce site. However, consumers are increasingly going on their phones to search for product information while in stores as well. They might browse the mobile web or use apps like RedLaser and Stickybits. By optimizing a mobile presence for shoppers and making it easily accessible "offline" (at the point of sale) through a mobile path, a brick and mortar retailer can provide a lot of convenience and value. They can also create a more cohesive brand experience and direct the consumer to the information they want people to see. It makes sense that this "path" be through existing media; Gap is doing this by putting the codes on their in-store displays.
Gap, which seems to be getting more experimental with emerging media lately, is not the first retailer to use this technology. Scanlife, just one of several barcode platforms, has been used by Sears, Nike and Volkswagen, among others. Best Buy is promoting barcodes at their locations. A few years ago, we worked with l.e.i. on a similar effort that employed image recognition technology through Mobot.
Other retailers continue to discover new ways to serve today's mobile shopper. Target provides an official app and barcode scanner where users can find additional product information as well as ratings and reviews. More recently, Kmart has been taping videogame reviews from its online community to in-store displays.
Calvin Klein is experimenting with 2D barcodes. Its latest outdoor piece goes all in, featuring an enormous QR code based call-to-action on NYC's prime Houston Street real estate.
The messaging states "Get It Uncensored," playing to the billboard's reputation for suggestive and controversial themes, most of which are served by fashion brands. Upon scanning the QR code, users are redirected to web-based video with Facebook and Twitter integration.
This brings to mind #undergroundpuzzle from Daffy's that also used mobile to be subversive. The campaign harnessed the hive mind and encouraged Twitter users to collaboratively piece together a larger NSFW picture -- a naked couple in a rather compromising position next to the tagline "More Bang, Less Buck."
See the Calvin Klein billboard in context here, scannable from over 100 yards away:
The upcoming DiCaprio movie Inception is being promoted using ARG tactics and QR-enabled outdoor ads. We first spotted these in NYC's Lower East Side. The call-to-action was enticing; upon scanning, we were directed to a mysterious blog called WhatIsDreamShare.
ScreenRant has done additional research and connected these posters to a bigger picture. It is an attempt to extend the Inception storytelling experience beyond the theater. The strategy is familiar; QR codes were also seen around NYC during last summer's campaign for District 9. Here we see barcode technology being used as an integral piece of the larger campaign, and as a great way to reach an enthusiastic and tech savvy fan base.
On Arbor Day Weekend, QR codes were seeded across NYC's Central Park, transforming it into a mobile interactive experience. With web-enabled smartphones and QR code readers, users could explore "The World Park" in a new way. Upon scanning a code, users were presented with educational trivia about the park. Friends could compete for the most correct answers across categories like Science, Pop Culture, Art, and History. After attending, we wanted to learn more about the project so we spoke with Michael Ferrare, founder and owner of Agency Magma, the group that put the event together.
What is the inspiration behind the World Park, the goal?
Wow, nice to ask. I was moving to NYC after having lived in Miami for over four years. One of the first things that took me over was the history and the landmarks that people seemed to just pass over. From Washington Square Park to Union Square, most people don't know what they stand on and what they are walking over. They are walking over history. Life. Artifacts. Moments in time.
Now, take instantaneous information technology, GPS specific locations, and Wikipedia at anytime. You can learn more about where you stand, anytime you want. Although it sounds like a great opportunity, the biggest problem is information overload. So, I thought...wow, Central Park is so rich in history, what if we brought all of the information in the world, boiled it down, and presented it in such a way that is was as if the park was speaking to you? Letting you 'opt into' mobile data and rich content-relevant to all people (thus the categories such as science, pop culture, history, and art).
After meeting with the Parks, they loved the idea and wanted to see it in action. The park is always looking for new ways to engage the younger, next generation park visitor with their local and international tourism destination; The World Park attempts to deliver on that concept. By taking the technology that younger consumers already use and overlaying that onto the park, you can have a very low impact (physical imprint on the park, compacted signage system) interaction with the park, yet drive a much deeper park interaction through words, images, videos, and artifacts from history.
Why QR codes?
The World Park would turn New York's Central Park into an interactive board game, that was the idea. We could have just used an app that tracks your location, then served up content like 'playing cards' for our interactive park tour board game, but budget didn't allow for it.
QR codes are a visual thing. However, they are ugly too. So believe it or not, we spent over 100 hours designing that QR code. We wanted to be the first to introduce it on a somewhat mass scale in an memorable way, it's a digital tree. It's so much more recognizable and memorable than compared to a 2D bar code; traditional QR codes don't have a personality, we have a tree for an Arbor Day launch event. We're proud of that tree, but we know that geocaching and apps are another way to go. Tracking is a huge deal for us and the Parks.
It's also very important that we introduce the idea as a physical board game. In the world of public locations such as Central Park or The Moma (museums and park signage), people still need visual notifiers to know that they can interact, or find the bathroom. QR codes fit our budget, allowed us to create a visual in-nature existence and make it all feel like a real Candy Land like board game.
Are you willing to share the success of your efforts?
On Saturday (one of two days), we had over 1200 particpants making at least one scan. That's huge to us. We got the local New Yorker engaged and excited to go into the park, or even put forth an idea that persuaded them if they we're strolling by. Everyone was really excited about the idea and jumped in if they had an iPhone or smartphone. The Droid/Verizon users had the best experience. The connectivity on AT&T was spotty, which is why we want a local WiFi sponsor for our next event.
Finally, does Agency Magma have any previous work related to mobile, or any coming?
Yes, of course. The World Park is a mobile interactive experience meaning it uses mobile technology, but it in fact moves from city-to-city. New York is planned through the fall, and we are currently offering the next World Park weekend event to be sponsored by a local organization. The experience is also being presented to other tourism groups particularly in major metropolitan areas, although we have received a few great calls from Oregon and a children's museum. Currently, we're looking for technology partners to make it bigger and better.
Previously, we worked on a project for Toyota Matrix which used mobile as a part of an ARG to feature the campaign alter egos in a real life experience-all while they are in the car coming to visit you . The mobile phone allowed us to make their personalities come to life, and allowed people to interact with the characters via texting and voicemail. In the past, I have done many campaigns that integrated mobile including work for Virgin Atlantic, Burger King, and Toyota. Last year we used our QR code digital tree in a small fundrasier for Central Park after a tornado destroyed 300 trees. It was small, but certainly fun. We also did a small test campaign for Sony's District 9 that used mobile as a way to unlock hidden movie content from the street via QR codes.
The World Park is our first big mobile idea that's much more than just part of an integrated advertising or marketing campaign. It's the actual experience that people come to play with, a mobile experience that takes place in the real world, in a real location. It's great that it happens while people move around. By motivating you though an interactive board game, we think that visitors will engage with the park, walk further, and discover and enjoy more of what it has to offer. It's like allowing the park to have it's own "pitch" if you will.
At the end of the day, we believe that we have an idea that can make for a next generation tourism experience. The World Park is what we think the park interaction of tomorrow could look like.
Michael is founder and owner of Agency Magma, a NYC marketing company that provides "fuel for brands." Previously, he helped start the Integrated Creative Department at Crispin Porter + Bogusky and has worked with brands at a variety of agencies including Avenue A/Razorfish and Saatchi & Saatchi.
We observe emerging mobile technology, cultural trends, and consumer behavior, then connect the dots to generate mobile strategy and intelligence for leading global brands. This is what we're seeing and thinking.
