If you're attending South by Southwest in Austin, TX this month, you're going to be seeing a lot of these, but one in particular can be pretty rewarding. If you don't already know what they are (and, if you're going to SXSW, you probably already do), they're called QR Codes, and they're cropping up more and more in the states. If you've been to Japan in the past few years, these black and white images might bring you back.
Background on QR Codes:
A QR Code is a matrix code (or two-dimensional bar code) created by Japanese corporation Denso-Wave in 1994. The "QR" is derived from "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 convenience-oriented applications aimed at mobile phone users (known as mobile tagging). If you have an iPhone or an Android, go into your app store and search 'QR'.
The technology is connecting online and offline experiences using mobile technology to bridge the gap. Google recently used QR codes in late 2009 to populate "Favorite Places on Google" directory. Google sent unique QR codes on window decals to over 200,000 of the most frequently searched businesses. Google also provides an easy way to create QR codes through a simple web interface at http://zxing.appspot.com/generator/.
International Data Corp recently announced that vendors shipped a record 54.5 million smartphones in the fourth quarter, 39% more than the 39.2 million shipped in the same quarter in 2008. AdMob reports that in Dec 09, smartphones accounted for 46.3% of overall network traffic. Although barcode technology has been around for quite some time, this kind of market growth means that more and more consumers have the ability to create and consume these codes, which paves the way for some very interesting marketing opportunities. Imagine being able to 'click' on a billboard.
QR Codes at SXSW
This year, SXSW has teamed up with mobile marketing firm QMcodes to saturate the event with QR codes. Each attendees' badge will include a QR code that will allow users to share contact information, while reducing the paper footprint by eliminating business cards. QMcodes CEO Antony McGregor Dey will be a panelist in a discussion on Tuesday, March 16 titled "QR Codes and 2D Barcodes: Bridging Physical & Digital".
Keep your eye out for one application of QR codes, specifically, at SXSW because there is a possible reward in store for you. ESET, a global leader in antivirus software, partnered with Red Door Interactive to create a buzz about their presence at SXSW. To meet the challenge, Red Door Interactive designed a QR code scavenger hunt that would drive SXSW traffic to ESET experiences during the conference. These experiences include an interactive video wall, a photo booth that outputs a phony passport, and a laptop crawling with live Madagascar Hissing cockroaches, intended to invoke the fear and reality of computer 'bugs'.
The event asks participants to follow clues and complete short tasks at various locations in Austin where these ESET experiences are located, through the use of QR code clue card. After completing all 4 tasks all within walking distance downtown, the first 100 participants will receive ESET's NOD32 antivirus software, and be entered to win a Sony VAIO® laptop. More details at http://eset.com/austin/hunt "South by Southwest is a popular event that attracts thousands of tech-savvy people each year, and we wanted to be involved in a fun and educational way," said Dan Clark, Vice President of Marketing and Research at ESET. "We're seeking to inform and educate the public about the continually evolving nature of cybercrime. By increasing awareness of cybercrime we hope to ensure users have productive, safe Internet experiences. Red Door Interactive creatively devised the scavenger hunt to help us do this in an engaging, one-on-one manner."
Keep following this blog
So, since QR codes here in the states are so new, we are going to open up the process to you. We are going to post a series of content, including video, to describe what worked, didn't work, how we did it, etc. It is all a learning process and we want to share our experience with iMedia readers. Post your comments, questions, etc. and we'll respond. Or, if you'd like, follow ESET and Red Door Interactive on Twitter and pose questions that way.
Special recognition for ambitious iMedia fans
If you're planning on attending SXSW or live in Austin, scan the QR code below and come participate in the hunt. The first iMedia reader to participate in the scavenger hunt will have the opportunity be featured in my upcoming post covering the hunt. Oh, and if you want to get an early jump on the competition, scan the code above... it's a live one.
[...] see http://blogs.imediaconnection.com/blog/2010/03/09/following-the-eset-qr-code-scavenger-hunt-at-sxsw/ [...]
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