Archive for Roger Marquis


Posted by Roger Marquis on March 8th, 2012 at 3:57 am

Over the past couple of weeks, wtfqrcodes, a website that posts images of some of the dumbest and most ridiculous commercial uses of QR Codes yet to be seen (even more so than what's found my blog) has been gaining a lot of attention, and rightfully so.

While a website like wtfqrcodes may poke fun at what could be/is a very useful technological application for enabling consumers to engage and interact with a brand or product, my question is, where is the accountability? Who's ultimately responsible for allowing these campaigns to come to market? (And, my thoughts don't stop here, because I continually ask this question for just about every automotive and beer commercial on television, but I digress.) Is it the CMO, creative director, digital director, interactive director, mobile director, media buyer, etc.? Is it the brand, the agency or both? Or, is it a matter of there being no clear delineation of responsibilities when a 2D-based campaign is decided upon and tasks (e.g., code generation, code testing, campaign design, user experience, etc.) simply fall through the cracks?

Another aspect to all of this,... Read more

#Hashtags and Mobile Barcodes

Posted by Roger Marquis on February 22nd, 2012 at 8:56 pm

Since the beginning of the year, I have noticed more and more Twitter hashtags being used in various advertising channels (e.g., print, out-of-home, television) and I wonder, will this interactive marketing tactic fare any better or any differently than mobile barcodes?

From a fundamental marketing perspective, hashtags and mobile barcodes serve very much the same purpose, meaning they are both tools (tactics) by which an advertiser can use to engage and interact with a target audience. Additionally, they both enable consumers in the target audience a means by which to share the brand, product, service and/or user experience socially with others. While some might believe the similarities end here, I don't believe they do and here's why. Just as with mobile barcodes, there are a number of nuances or obstacles, call them what you may, with hashtags that need to be addressed in order for them to be a truly effective marketing tool. Some of these nuances/obstacles include the following:

Consumer Adoption. The majority of the American public are not registered users of Twitter so, by default, they probably have little or no idea of what hashtags... Read more

How Best to Implement a Mobile Barcode Campaign

Posted by Roger Marquis on January 27th, 2012 at 12:18 pm

Over the past 18-24 months, more and more companies have been hoping on the mobile barcode (e.g., QR Code, Microsoft Tag, SnapTag, Data Matrix, etc.) bandwagon, and have been doing so without fully understanding the technology behind the various code formats and how best to develop and implement an effective mobile barcode-based campaign. When operating in this manner, more often than not, the mobile barcode based advertisement or promotional campaign will result in a failed attempt to deliver for both the consumer and the advertiser, and the question could be asked, why bother with the technology in the first place, if not to just make the brand/product appear as hip, cool and/or technologically savvy.
When thinking about the use of mobile barcode technology, companies need to recognize that there are a number of best practices, marketing and technology related, that have already been established, field tested and proven to work. At the very minimum, companies need to be aware of and understand these best practices before they go about producing their first, or their fifteenth, mobile barcode based campaign.
One of the most fundamental best practices/rules of mobile barcode based marketing is that the campaign, specifically the scan resolve content (i.e., the... Read more

The Value of Mobile Barcode First Impressions

Posted by Roger Marquis on January 23rd, 2012 at 12:43 pm

The other day, in a local supermarket, I noticed cases of Budweiser and Bud Light beer that were all decked out for Super Bowl XLVI, as well as for consumer interaction with 2D barcodes featured on the packaging. What struck me the most while looking at these cases of beer was that the Budweiser case featured a QR Code and the Bud Light case featured a SnapTag. I know consumer product goods companies will often silo products with respect to development, management, marketing, advertising, etc., but was this a conscious decision between the two product groups to use two different interactive technologies, or just a coincidence?

When I scanned the Budweiser QR Code, I was brought to a page that had a message which read, "Rotate Your Device." I rotated my mobile phone and rotated and rotated, but nothing happened, so I opted to enter the URL into my desktop PC and came to a mobile landing page.

On the landing page, I was prompted for the beer's "born on" date, the date of its manufacture, as well as my birthday. Once the information was entered, I clicked the "Track Your Bud" button and nothing happened. Stymied again. I'm trying to... Read more

Most Innovative Use of QR Codes Yet

Posted by Roger Marquis on January 18th, 2012 at 4:43 am

Recently, Scandinavian Airlines launched one of the most innovative QR Code-based promotional campaigns that I have yet to see.
As part of the company's "Couple Up to Buckle Up"  2 for 1 travel campaign, Scandinavian Airlines displayed two QR Codes, side by side, on a variety of mediums (e.g., email, banners, print advertisements, etc.). The copy accompanying the QR Codes instructed consumers to scan the left and right codes simultaneously with two different mobile phones and to then bring the two phones together. When the scan resolve video played, the separate left and right mobile phone screens essentially made one split screen, which then enabled the two participating consumers to view the video properly and discover the special 2 for 1 promotional code (see video above). If played individually, the left or right scan resolve video content would be close to meaningless.
Creative? Yes. Original? You bet. Will this campaign generate a great deal of media attention for the company, as well as QR Code (2D) technology? Most certainly. But there's another reason why I love this campaign so much. Research. From what I understand, the company conducted market research and discovered that when couples book their travel plans, they often... Read more