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March 2011 |
TK's Korner |
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Emerging Media Solutions - QR Codes
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What's this?
Well, it's not an ink blotter
test image.
Nope, it's not a paint-by-numbers
image ready to be filled in.
And it is not a little kids
drawing.
Ok,
it's a little something that I put together -
I know all of you were wondering. Ha
ha
It is
... a QR Code.
(Source for info below, http://en.wikipedia.org/wiki/s
A QR
Code is a specific matrix barcode (or two-dimensional code), readable by dedicated QR Barcode reader and camera phones. The code consists of black modules arranged
in a square pattern on a white background. The information encoded can
be text, URL or other data.
Common in Japan, where it was created by Toyota subsidiary Denso-Wave in 1994, the QR code is one of the most
popular types of two-dimensional barcodes. QR is the abbreviation for Quick
Response, as the creator
intended the code to allow its contents to be decoded at high speed.
Although initially used for tracking
parts in vehicle manufacturing, QR codes are now used in a much broader
context, including both commercial tracking applications and convenience-oriented
applications aimed at mobile
phone users (known as mobile tagging). QR codes can be used to display text to
the user, to add a vCard contact to the user's device, to open a URI or to compose an email or text message. Users can also generate
and print their own QR code for others to scan and use by visiting one
of several free QR code generating sites. Frank C. Hudetz, a US Marketing
Services Professional, claims to have invented the idea of mapping bar
codes to a URL.[2][3]
If you
want to know more about what a QR Code is, watch this video - a
news report done by CBS Early Show, to see how it
will change marketing and our lives. http://www.youtube.com/watch?v=ZYDbFTai0iE
General content
of the video:
*Old Bar Code with lines
holds about 20 bits of info
*New Super Bar Code-QR Code-Quick
Response Code holds 1000x more info than old
*Use Smart Phone, scan image,
goes directly to web site. No need to type in long address
*Powerful Marketing Tool-access
videos, contests, promotions, etc.
*Instant
Purchases and Payments
*Change how
we Shop and Live in the Future
*Order & Pay for breakfast
while commuting. No need to wait in line, place order, pay,
carry cash or credit cards... Simply place order, pay for it with smart
phone, and pick up!
Game Changer:
Creating
Convenience...
Users with a camera phone equipped with the correct reader application can scan the image of the QR Code to display
text, contact information, connect to a wireless network, or open a web page in the phone's browser.
Types Of Phones
That Will Read QR Codes:
Google's mobile Android operating system supports the use of QR codes by natively
including the barcode scanner (ZXing) on some models, and the browser
supports URI redirection, which allows QR codes to send metadata to existing applications on the device.
Nokia's Symbian operating system is also provided with a
barcode scanner, which is able to read QR codes,[4] while mbarcode [5] is a QR code reader for the Maemo operating system. In the Apple iOS a QR
code reader is not natively included, but some iTunes Apps, for free,
are available with reader and metadata browser URI redirection.
Android Smart Phone
Visit the Android Marketplace on
your phone and download the "Barcode Scanner", it works really well.
Most iPhones
already have a QR Reader preloaded on their phone; otherwise you can
download one from iTunes.
Blackberry users can download the BeeTag Reader http://www.beetagg.com/downloadreader/
For other phones see http://www.getjar.com/mobile/5265/qr2dbarcode/
How one might
use QR Codes:
QR Codes storing addresses and URLs may appear in magazines, on signs, buses,
business cards, or on just about any object which users might need information
on.
Standalone Applications
While the adoption of QR codes in some markets has been slow to take off (particularly in markets like the United States where competing standards like Data Matrix exist), the technology is gaining some traction in the smartphone market.
Non Profits
QR codes on bus stop signage,
etc. where one can simply scan and donate while waiting - fastest and
cheapest form of donations there is.
Professional
Sports Teams
Offer specials where one
can scan it in off a billboard, display, signage, etc. to get discount
tickets, apparel and ad specialty items; even get something delivered
to their seat while at game (beer, hot dog, etc) and a whole lot more.
Personalized
Marketing
Most QR codes only lead you
to a generic landing page and not a PURL one. This is a really cool
and useful tool for a lot of companies to incorporate. Your customer
or prospect simply points their smart phone with the app and it leads
them right to their personalized registration page or whatever specific
marketing program you incorporated.
Your Own Personal
Information QR Code
You could create your own
QR code with the specific information that you like to share and simply
transfer or share with others. Try
the one I have created for my TK's
Korner issues - It is the one at the top of this issue and will take
you directly to the current issue on the site.
Use in Marketing:
Recently, QR codes have become more
prevalent in marketing circles and have been integrated into both traditional
and interactive campaigns. Media where QR codes have been deployed include:
billboard ads, in-store displays, event ticketing and tracking, trade-show
management, business cards, print ads, contests, direct mail campaigns,
websites, email marketing, and couponing just to name a few. QR codes
are of particular interest to marketers, giving them the "ability
to measure response rates with a high degree of precision"[20] allowing for easier ROI (return on investment)
calculation, thus helping justify spending on marketing budgets. QR
codes have also been used at trade shows and in conferences.
QR codes can be seen on an art festival
map for Canton Ohio's "First Friday". The QR code was designed
by Think Roth, (a multi-media marketing company from Ohio). The QR code
on the festival's map takes you to a 'phone friendly' map with coupons
for free coffee and art discounts around town.
In street art, La Pluma Eléctri*k
(a street art collective based in Madrid) and Space Invader (from France)
are only two artists who use it in the street for art purposes.
In July 2009, QR code was created
for character design and promotional materials in the Shane Acker film 9. The use of QR code was part of the characters
in the movie and culminated into a promotional campaign with unique
QR code cards, posters and street advertisements on billboards or public
transportation for major popular art events. These advertisements were
largely focused upon the attendees of the 2009 San Diego Comic Con and 2009 Oscars. QR codes were integrated into the artwork
and symbolized individual characters in the movie. Instructional pamphlets
and videos were released to explain how the codes could be retrieved
and deciphered. QR-coded artworks could be read with QR-capable cellphones
for prizes and access to exclusive online content. This was one of the
first major integrations of QR code with Hollywood studios and urban environments
Use as Artwork:
Edible and scanable, a QR code waffle created at NYC Resistor in 2010.
Since 2006 the Italian artist Fabrice de Nola uses QR codes in oil paintings or embedded in photographs.[11]
In 2007 the British pop group Pet Shop Boys used QR code for the artwork of their download-only single Integral. The videoclip for the song also features
QR code. When the codes are scanned, users are directed to the Pet Shop
Boys website, and web pages about the British national identity
card plans, respectively.
In 2008, the Australian born artist
Simone O'Callaghan created a series of screenprinted artworks called
RGB, based on QR codes. Here she challenged the latitudes of scanning
technologies by altering the codes to take on more organic and less
pixelated forms, whilst still ensuring that they could be scanned by
a mobile phone.[12] They link to quotes about media. She also
exhibited another series of works called home.html featuring QR codes
linking the photographic prints to online content about the places in
which the images were taken. They were exhibited as part of an exhibition
called Signals in the City at the Hannah McLure, Abertay University,
Dundee, Scotland.[13][14]
In 2009 the Japanese artist Takashi Murakami, in collaboration with creative agency SET
and Louis
Vuitton, created a
design QR featuring the LV pattern and one of the artist's
characters.[15]
In 2010 the musician and artist DJ Spooky used QR code in a fine art print exhibited
at Experimenta Biennale, Melbourne. Scanning the code takes users to an experiential
web based artwork called the Nauru
Ellegies,[16] about the complexities of the South Pacific
island of Nauru.
More Examples
-
A QR code that scans to produce the
word "LOVE" was also featured prominently in Australian artist Kylie
Minogue's music video for her 2010 single All The Lovers.
In June 2010, the Design Exchange,
Canada's National Design Centre, unveiled a large QR installed created
by Rollout Wallpaper. Rollout Wallpaper is a custom wallpaper company
operating in Vancouver. The installation is part of the 'Bent Out of
Shape' exhibit, curated by Design Exchange staff.
In July 2010 SYCO Music recording artist Labrinth started using QR codes as part of a campaign
to promote his debut single "Let The Sun Shine", as well as
a cartoon video to educate users on how to use QR codes[17]. They were placed in different media ranging
from street posters and stickers to music videos, websites and social
networks. The QR codes take users through to Labrinth's YouTube videos, website and social network profile.
The webcomic QR Comic is made entirely
out of QR codes. The first 28 entries are Isaac Asimov's short story The Last Question converted into QR codes.
The 2010 comic, Carnivale De
Robotique uses a QR code
to reveal a subplot in its third issue.[18]
In October 2010, at the Toronto International
Art Fair, artist Jeff
Tallon displayed Canada's first QR code painting in collaboration with the Engine Gallery.
The work was a diptych that, when scanned, provided information
about the adjoining panel.[19]
Use in Interpretation:
QR Codes have been used to
interpret natural and historical points of interest on nature trails
and walking tours, adding to or replacing expensive signs.[22][23
Sexton has
been working with and managing QR Codes for many years with great
success. We can assist you with obtaining critical data, managing it,
sorting it, and strategizing for future campaigns. Please keep us in
mind for your next campaign or contact
Tom Kubinski at 651-255-1225 to learn more and how you too could incorporate QR Codes.
In this
issue, we have covered one element within the Response
Mechanism.
Future issues of TK's
Korner
will cover the other Emerging
Media Solutions
as they pertain to:
Database-
- Acquisition
- Processing
- Analytics
- Consulting
Delivery
Mechanisms-
- Variable Direct
Print (VDP)
- Email
- SMS (Texting)
Response
Mechanisms-
- GURL (General URL)
- PURL (Personal URL)
- 1-800 Tracking
- SMS (Texting)
Tracking
and Linking Mechanisms-
- Redirect Pages-Web
Media
- QR Code
- Short URL Creation
Dynamic
HTML and Publishing-
- Micro sites
- Blogs
- Forums
- Documents
- Photo Galleries
- Web Apps
Social Media-
- Consulting
- Tracking
- Twitter
- Linked In
- Facebook
- YouTube
Dashboard-
- Tracking
- Reporting
- Data Access
Services-
- Domain Name Registration
- Short Code
- Keyword Registration
- QR Code Creation,
Quick Response Codes, aka QR Codes
(These can be general or personalized and are a great way to break
into mobile marketing)
- Return Mailbox
- Media Hosting (For
file downloading or streaming)
All of these
elements are provided by Sexton (Sexton Strategic) and have greatly
influenced many of our clients marketing efforts. Why don't you contact me
for more information on how we may assist you with your marketing efforts?
If you would like
more information for your next printed project, to see some of the really
cool samples I have or regarding this article, please give me a call
at (651) 255-1225.
Stay tuned for
the next issue of TK's Korner. You just might be surprised!
Please
refer back and visit often the entire library of
TK's Korners where you will find information on subjects that may
be of interest to you like:
BE SURE
TO CHECK THEM OUT!
If you have a production
issue not discussed above that you would like me to address, or a project
that needs to be looked at, please give me a call or send me an email.
I will do whatever it takes to ensure you get the best value for every
marketing dollar invested.
You can also check
out my profile, join my network and view more client comments on LinkedIn
at: http://www.linkedin.com/in/tomkubinski
Referrals are greatly appreciated,
if you know someone I could help, or who might like to receive TK's
Korner, please let me
know.
Take care and
have a great day!
Successfully,
Tom Kubinski, Printing Consultant
YOUR Eighth
Wonder of the World
Printing Consultant
Who Helps You Make Good Impressions
tkubinski@sextonprinting.com
Direct: (651)
255-1225
Cell: (612) 760-3700
Selected portions
reprinted in Print & Media Buyer, a national magazine for the print
industry. (Search for Tom Kubinski)
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Print & Media Buyer Magazine, Winter issue 2007
Below, please find a PODi case study of nationally recognized campaign plus 3 issues that have been published in a National magazine.
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