Irish brewer Guinness is using 2D bar code technology to promote its 250th anniversary celebration. Readers of Canada's Metro newspaper will have the opportunity to win a trip to Dublin to partake in Guinness’ anniversary celebration.
The Guinness print ad within Metro is armed with a 2D bar code. Metro is also expanding the ScanLife technology to its daily newspaper and launching and iPhone application.
“Metro partnered with Guinness to give away a trip to Dublin in each of our six Canadian English markets,” said Chris Tindal, interactive content manager at Metro Canada, Toronto. “We believe this will drive awareness of the codes and encourage people to download the ScanLife application for the first time.
“Once the application is on their phone they are much more likely to scan codes they find in our paper in the future,” he said.
Metro is a free daily newspaper published in over 100 cities in 19 different countries across Europe, North America, South America and Asia.
Guinness is a popular beer that originated in the brewery of Arthur Guinness. When a reader scans the code on the Guinness ad, they are taken to a landing page at http://m.metronews.ca that reads "Congrats on scanning to reveal the secret password! To complete your entry text [secret word] to 82442. May the luck of the Irish be with you!"
The secret word changes for each city because the promotion has one prize per city. For the SMS portion, Metro is using Tagga technology. "The Guinness promotion is a really smart way to get people using the technology right out of the gate,” said Jonathan Bulkeley, CEO of ScanBuy, New York. “People simply scan the code to see a secret SMS keyword which they can use to enter the sweepstakes.
“We have seen some great results from promotional campaigns like this with hundreds, or even thousands, of scans,” he said. “It’s a great way to engage an audience in a very innovative way.”
Metro’s demographic of young, urban and active 18-49 year olds are the kind of people who are up on technology and love trying new things, so the ScanLife technology is appealing to the audience.
Besides being used in the Guinness promotion, Metro is using the 2D bar codes to give readers more content than what is available in the print edition. The ScanLife technology sends the readers directly to the extra content on http://m.metronews.ca. “For example, if we have some extra in-depth coverage of a story, or if there are likely to be new developments throughout the day, we’ll use ScanLife,” Mr. Tindal said. “As we move forward we’ll look at even more ways we can use 2D bar codes to give our readers more value and help them interact with the paper.
“This technology is all about making traditional print media more interactive using the common camera phone,” Mr. Bulkeley said. “It makes it really simple to navigate to additional content right from the newspaper which over a million people are already reading every day.”
Fuente: MobileMarketer
Link: http://www.mobilemarketer.com/cms/news/advertising/4134.html
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