Tag Archives: viral marketing

QR Code’s March to Ubiquity

Best Buy has placed QR Codes (2-D barcodes) on most shelves. Shoppers (or employees) can scan the code to access additional product information, collect products in a shopping cart and compare them. Starbucks uses QR codes for iPhone gift cards. Google is trying to get shop owners to put QR code stickers in their windows to open up that store’s Google Places listing on the window shopper’s cell phone.

Placing QR codes on digital signage can be tricky. I took the photo shown here of a Times Square billboard. There was a large QR code under the cnet sign but my iphone camera couldn’t read it in the dark.

There some decent scenarios on Foxy Propganda’s blog “Top 5 Creative Ways to Use QR Codes”

Creating and Reading Codes
It’s easy to create a QR code. Turn any link in to a QR code when you add a “qr” to the end of any goo.gl URL or any bit.ly URL A new service called Likefy allows marketers to add QR codes to products and signs, and then link those QR codes to a Facebook “like” button.

You can generate your own QR code.

Reading QR codes requires a native application to make them work. See this prior post How They Work: QR Code Basics. The market needs to be educated about them but the applications are vast and awareness is growing.

Likify Window

The overall survey results from this Siegal+Gale Evaluation of 2 different label designs are very interesting but that’s not the point – on page 24 of the report respondents were asked if they would scan the QR code. The table indicates that about 14.5% would have. I would have thought it would have been lower.

4-D Ralph Lauren Projection

In celebration of 10 years of digital innovation, RalphLauren.com presents the ultimate fusion of art, fashion & technology in a visual feast for the 5 senses. Watch as the New York women’s flagship at 888 Madison Avenue disappears before your eyes and is then transformed into a series of objects and images rendered in 3-dimensional space

The so-called fourth dimension was series of additional sensory effects, including sound (music), touch (breezes) and smell (wafts of the brand’s fragrance collection), timed in sequence with the show.

SVP of Advertising, Marketing and Corporate Communications David Lauren explained that the event was all about building mainstream awareness for the company. “We want to make sure we are seen at the cutting-edge of technology and trends [by everyone],” he said. The company also plans to post video footage of the show on its website and mobile applications, hoping the event’s novelty factor will make it “go viral.”

And a short film on The Making of…

Corona Light “Mashup” Experience Gives us 15 Minutes of Fame

Corona has devised a way to get their target audience to “like” them on Facebook, capture their data, and get viral exposure by offering them a few seconds of fame by showcasing their faces on a billboard in Times Square. This is a great mix of traditional and social channels to create a compelling experience.

Time Magazine does something similar with its “Person of the Year Promotion

Interactive Store Windows

We’ve been seeing a transformation of the store window, though the use of high-end technology, to not only grab someone’s attention but engage them with a personalized experience. From simple motion interaction to posting and manipulating content, the examples below hit on the business goals of brand engagement, promotion, and being a conduit to sales.

Brand Engagement: Tommy Hilfiger Denim
Just launched, Tommy Hilfiger enables customers at selected Tommy Hilfiger Denim stores to engage with the brand in a very personalized manner. People passing by can join the Hilfiger Hall of Fame, by adding their pictures via a pioneering interactive storefront campaign.

1) Customer’s can capture, manipulate and submit an image of themselves as part of collage of images being shown on digital screens in the shop windows
2) Opt-in to Hilfiger’s email newsletter enabling them to have an ongoing “dialog”
3) And they can have their own t-shirt printed with their design

Promotion: Elle Macpherson Window
During New York fashion week in 2007, Elle Macpherson Intimates used a large motion-sensitive display that enabled someone passing by to wave their hands to move a virtual black curtain and reveal a woman in lingerie. Great idea for an eye-catching display.

Conduit to Sales: Ralph Lauren US Open Window
In August of 2006, Ralph Lauren official sponsor of the US Open, used interactive windows to enable after hours shopping and to promote its US Open branded tennis apparel. The display also offered tennis tips and information about the tournaments history. The same functionality was available on the tournament grounds.

Customer’s can shop around the clock and could purchase right at the window through a credit card swipe (they could also have a shopping list sent to their email for purchase later.) Shoppers could have their purchases delivered to their home.

Great idea for US Open attendees who are at the event all day during store hours and having things shipped to their home instead of having to lug them back in their suitcase.

Promotion: Orange
Christmas 2007, to stand out from the crowd Orange used a gesture-based technology to enable people to interact with their store front to check the news, watch music videos and movie trailers, play computer games and access content.

Are they worth it?
These installations are usually for one-off events and are designed to create a buzz and promote a brand. The direct effect is hard to measure. It is a great place for digital signage and interaction because people naturally look in store windows. If you can get them to pause and spend time they are more likely to recall the brand. They can engage during off-hours when they can’t enter the store and can leave their contact information for future follow-up. And of course it generates excitement that gets talked about in the press (online and offline).

It will become more interesting when people can use their phones to control the content of the screen and get personalized SMS messages.