Friday, January 28, 2011

Mashable! - 2-D Codes: The 10 Commandments for Marketers

Jamie Turner is the chief content officer of the 60 Second Marketer, the online magazine for BKV Digital and Direct Response. He is also the co-author of

How to Make Money with Social Media, now available at fine bookstores (and a few not-so-fine bookstores) everywhere.

It seems as though every time you scan the web, there are posts and articles about companies that are using 2-D codes such as QR codes, EZcodes and Microsoft Tags to promote their products or services.

The problem is that many of these companies are using 2-D codes as novelty items instead of using them to drive real, tangible revenue to their businesses.

I've spent the past few months analyzing several hundred different uses of 2-D codes across the globe. Some of them have been quite brilliant (as is the case with the Smithsonian Institution's Neanderthal exhibit, which we'll talk about in a second). Others have been … well, not so brilliant.


Brilliant Uses of 2-D Codes


Many members of the Fortune 500 have used 2-D codes to promote their products or services. For example, The New York Times Magazine took a photo of a QR code made entirely of balloons. Yes, you can create a QR Code using balloons and it actually works. Users who scanned the QR code were driven to a special mobile webpage promoting their 10th Annual Year in Ideas issue.

Starbucks is one of the first major corporations to use 2-D codes for commerce. The Starbucks Card Mobile Application allows baristas to scan a 2-D code off of your smart phone. The cost of your Venti, sugar-free, non-fat, vanilla soy, double shot, decaf, no foam, extra hot, peppermint white chocolate mocha with light whip and extra syrup is simply deducted from your card. When the money runs out, you just add more to your mobile card using the app.

Surprisingly, the best example I've seen for the use of a 2-D...

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