Johnathan Richman writes on his blog, Dose of Digital, about the potential use of QR codes in drug advertising. The FDA mandates a practice called fair balance (essentially contributing to the glut of fine print on most drug advertisements).  Although the idea probably won’t get the thumbs up from the FDA, it is novel nonetheless.  It also highlights the ability that QR codes have of connecting ads with additional (and sometimes vast) content.

Link: http://www.doseofdigital.com/2009/02/avoid-fda-regulations-mobile-marketing/

Check out the video at Creative Search Media’s website–they were the company behind the signs.

via JapanProbe

Griffin has attempted to solve this problem by developing the Clarifi, a slick iPhone case that includes a slidable lens for close-up shots.  At $35, it seems like a great deal–you get a better lens and a case, all in one package.  According to Griffin’s website, you can snap pictures a mere 4 inches from the subject (the typical lens limitation is 18 inches).

For more detailed reviews and information, see the following sites:

• http://www.crunchgear.com/2008/10/15/review-griffin-clarifi-iphone-3g-case/
• http://www.ilounge.com/index.php/reviews/entry/griffin-clarifi-case-with-built-in-close-up-lens-for-iphone-3g/
• http://www.griffintechnology.com/products/clarifi

American Airlines is now allowing passengers in three select airports–Chicago O’Hare (ORD), Los Angeles International (LAX) and Santa Ana John Wayne/Orange County (SNA)– to board using an Aztec code on their mobile phone.  Codes can only be used on non-stop flights with one passenger listed.  Despite the current limitations, it’s definitely a step in the right direction.  Japanese airlines have been doing this for a while (e.g. ANA)

Aztec is one of the three 2D barcode formats adopted by the International Air Transport Association (IATA) namely Aztec, DataMatrix, and QR.  By 2010, the IATA hopes to accomplish their ambitious goal of 100% adoption by member carriers (http://www.iata.org/pressroom/pr/2007-11-10-01.htm)

Reactions to the new 2d barcode systems appear mixed.  A blog search yields several first hand accounts that reveal problems with implementation (e.g. what to do with your phone when you pass through security)

Link: American Airlines Mobile Boarding Passes
Image: benh57

Via 2D Code

Looks like even CBS thinks QR is going mainstream:  “They’re QR codes, they’re popping up everywhere, they’re the latest thing.” (1:31) They also make reference to PostSecret near the end of the video–not aware of any sort of QR integration at this point, but it’s an interesting concept.

Via 2D Code

Via MobiADNews, BMW included 2D bar-codes in it ads primarily for research, but found surprising success through their use:

“Because the campaign was black and white, we decided to combine it with 2D bar codes, which we wanted to test.” (2D bar codes, both Semacodes and QR Codes, are also black and white). So even though 2D bar codes are not standardized or prominent across Europe, the Marketing Innovation group decided to join with the general marketing group to try them to gain experience.

As a result Semacodes were added to all the print material for the BMW 1 Series, which linked to the BMW 1 Series page on the bmw.mobi site.

And how did it work? Marc explains.

“We weren’t really expecting an enormous usage of the 2D bar code, but the very fact that we were using the code brought us a perception we didn’t have before. It was good to have a target group that is interested in these new means of communication – just having a Semacode in the ad made it more attractive to this segment.”

He continued, “maybe they would see it but not really understand it, so they would search for information and try to decode it. We got more awareness because people were discussing it, learning what’s behind it, and actually it helped us to reach prospects in addition to customers.”

“Based on this first success, the same approach was later used with QR codes for MINI in Germany and Italy, and it was also successful there. I think this shows a good fit between communication and product launch.”

Link: http://www.mobiadnews.com/?p=2752

There is a growing number of companies that are focused on 2D bar code advertising. Two that have recently popped up are Insqribe and QMCODES. Insqribe appears to be more Europe facing. It allows advertisers and those wishing to create codes to manage the content that they link to and the analytics of code campaigns. The platform enables advertisers to create a robust ad campaigns around QR codes.

QMCodes, based out of Australia, looks like it has some serious funding and several good clients already. Australia’s 2D bar code market has started to grow rapidly with the support of Telstra, and QMCODES appears poised to take full advantage. According to their website, the company provides “start-up to exit” mobile marketing services. They also have a great flash illustration of what QR codes can do (go to their website and then click on the Try It link–I would link directly but the site is flash).

Undoubtedly, more companies that help advertisers utilize QR codes will pop-up over the coming months. Real-world hyperlinking is a phenomenal concept and the growth of business in this space is a testament to its potential profitability.  Solid businesses are going to make a lot of money assisting advertisers as they transition to new technologies and paradigms about how to interact with consumers.

Links: http://www.insqribe.com and http://www.qmcodes.com

In an attempt to protect their turf, the CTIA, a wireless industry group, released a white-paper last week about Camera-phone Based Barcode Scanning.  The CTIA Code Scan Action Team (CCSAT) made the following confusing recommendations:

1. All applications/carriers must support EZ code and DataMatrix codes (hmm, no QR?)
2. A central registry for 2D code links needs to be created–a strong push for indirect linking of 2D bar codes

How they came up with the idea of supporting Ez codes is beyond me.  Ez Codes are part of a closed system that has seen relatively poor adoption rates.   Adopting a format that would require advertisers to license the format to create codes is a recipe for failure.  DataMatrix codes have seen significant use in business supply chains and operations (parts, inventory, document tracking) and are definitely a valid and strong format.  Whether they can make the jump to adoption by advertisers is another story.

Now on to the second point: the paper acknowledges the importance of direct linking, but seems to sidestep this in favor of indirect linking.  Direct linking is the traditional idea of 2D bar code usage–information is encoded in the code and directly accessed.  Indirect linking requires each code to contain a unique number/identifier.  Upon reading the code, a central registry is queried, and the real information (URL, text, etc.) is returned to the user.  This is useful for analytics (demographic data is tracked when a user makes a request to read a code), but would be a direct barrier to the widespread adoption of 2D bar codes.

Supposedly the CCSAT’s guiding principles are inclusivness, simplicity, and modularity.  Their proposals seem to ignore those values.  The paper also highlights the fact that it is growing increasingly irrelevant if carriers even support bar-code reading software.  As more open platforms increase in popularity (think the iPhone, smartphones, and Android) closed mobile software systems seem doomed to die a painful death.

Link: http://files.ctia.org/pdf/WhitePaper_CTIA_WIC_CodeScan_9_08.pdf

Image courtesy of aMagill

Usage of QR codes in Japanese advertising is near ubiquitous, but foreign companies have been a bit slower to integrate them into their ad campaigns.  Puma has begun to follow suit and is QR codes in their current ad campaign.  Head on over to Japan Marketing News for more info.

Link: http://www.japanmarketingnews.com/2008/09/puma-japan-usin.html