Webinar Deck: 2D Barcode and Microsoft Tag
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Transcript of Webinar Deck: 2D Barcode and Microsoft Tag
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Bridging the Digital & Physical Worlds with 2D Bar Codes
October 2011
Part of the iLoop Mobile Webinar Series
Presented by Michael Ahearn, VP Strategic Marketing, iLoop Mobile
Guest Presenter: Paul Cunnington, Director Microsoft Tag Product Management
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• Industry leading technology and services make it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide
• Award winning iLoop Mobile Platform for creating state-of-the-art SMS/MMS campaigns, mobile sites/HTML5, POS mobile coupons, LBS & CRM messaging, 2D tag campaigns and other mobile marketing initiatives
• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services
• Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers
• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies
About iLoop Mobile & Microsoft Tag
• Over 5 billion Tags in print
• 200 million+ magazine issues have featured Tags
• 250,000+ customers are using Microsoft Tag
• Hundreds of tier one brands, publishers, agencies and other companies use Tags
Golf Digest USA Today
Procter & Gamble
Nike Callaway
Acura FootJoy Coca-Cola RE/MAX Sony Pictures
Time Inc. Porsche Edwin Watts
Golf Johnson &
Johnson Forbes
Magazine
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The Market for Mobile
• 234M mobile phone users in US today*
• 40% are smart phone users = 94M consumers**
• 41% have used an app (outside of a native game)*
• Half of all new phones sold today are smart phones*
• Carriers are giving away iPhones
Sources: * ComScore Aug. 2011, ** Nielsen July 2011
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What 2D Bar Codes Mean to the Market Today
• 7% of all mobile users scanned a bar code, nearly 17M consumers
• Smart phones used to scan bar codes
• 17% of smart phone users scanned a bar code, approaching 1 in 5
• 37% of bar code users are aged between 25-34, 20% between 35-44, 16% between 18-24
• 60% male, 40% female
• 36% of mobile bar code users household income > $100K, twice other income brackets
2D bar codes are a compelling option
or addition to opt-in mobile marketing
for smart phone users
Sources: ComScore Aug. 2011
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DIGITAL
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Microsoft Tag | Momentum
200 Million+ Magazine issues have featured Tags since August 2010
5 Billion+ Tags have been printed since the January 2009 launch
250,000+ Active Tag accounts linking to interactive digital experiences
500,000 Scans have been activated in a single magazine issue
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Mag
azi
nes
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New
spap
ers
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Bo
oks
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Au
tom
ob
ile
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Cata
log
ues
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Reta
ilers
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But people live in the
The World Is Rapidly Changing
is Measurable
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The customer
is anonymous.
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It doesn’t have
to stay that way.
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Who
When
Where
How
Bridging the Digital Divide
What
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The Microsoft Tag Platform MEASURE TAG E X P E R I E N C E SCAN
Differentiators:
• Location information
• Tag Device ID
• Social sharing
• API’s
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How Tag Works {!PostalCode} {!deviceid
Webserver
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Benefits of a Controlled Client App
• Allows you to capture data
• Solves fragmentation
• Works every time
Device ID
Location
Add to Contacts
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Consumer Oriented Format
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Tag works on a ton of smart phones.
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One Tag can have multiple uses
SDK • Employee
App
Tag
Reader
• Employee
• Device ID
Tag
Reader • Customer
Query Store System
Device ID= Employee
Device ID = customer Unique Offer
Employee Information
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Microsoft Tag | Compelling Content Drives Action
I want a deal
I want to know more …
I like to play—sweepstakes and
contests
I like to share
I want to BUY NOW
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Web content
Videos
Music
Maps
Social networks
Contacts
Applications
Call
And more
Microsoft Tag | Compelling Content Drives Action
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Innovative Medium
Madison & Mulholland sponsored a Tag party in New
York. They feature Tag in their catalogues throughout New
York and in the Hamptons.
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Importance of Redirection
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Integrated Marketing
• Tags on 2Pro soft drink bottles (3 flavors) Peach, Apple, Grape
• 3 short films (video) based upon different characters and endings
• http://www.lottechilsung.co.kr/brand/health/health_2pro.jsp?pid=1046
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Creative Content
• Tags used in POS displays
(grocery and liquor) to
promote their “Get Into the
Spirit” national campaign
• Merchandising included
display cards, neck tags
and case card inserts
• Tag directed to a microsite
that featured holiday
planning ideas and
cocktail recipes
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Everyone Wants a Deal
• Tag being used by Post-it in FSIs and on POP material at retail
• OfficeMax implementation is the first true mobile coupon Tag deployment. Scan a Tag on
a POP display to get a UPC barcode that can be scanned by the cashier.
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User Education and Frequency
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Would you be interested in using a QR code, either
for the first time or again? What did you use a QR code for?
MGH survey February 2011 of
415 smart phone users, margin of
error +/-4.8%.
US Smartphone QR Users
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Microsoft Tag Demos to Try
Download the reader at http://gettag.mobi
Mobile site with video
MMS marketing Demo only, offer cannot be redeemed
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http://twitter.com/iloopmobile
http://www.facebook.com/group.php?gid=71337661648
http://www.linkedin.com/company/iloop-mobile
http://www.youtube.com/user/iLoopMobile
Visit www.iloopmobile.com to learn how we can help you
mobile enhance your marketing.
Contact [email protected] (408) 907-3360 and we‘ll help
you get started.
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Microsoft Tag | Essentials
MEASURE TAG
Tags are used in
advertising, signage,
brochures, magazines,
posters and anywhere that
the online world can enrich
an offline experience.
Tags can be black and
white, color or even
customized to integrate
with a creative concept,
logo or design.
Anyone can download the
free app to their existing
mobile phone and scan a
Tag.
The Tag app is available
for all of the top mobile
platforms, including iOS,
Android, Windows Mobile
and Blackberry.
Only a single app is
needed and works with all
platforms, all Tags.
After scanning the user
can experience a relevant
and dynamic interactive
experience on their device.
This experience can enrich,
educate or lead to a
purchase.
The Tag Manager comes
with a suite of
customizable reports,
allowing organizations
and brands to evaluate
and learn from their Tag
campaigns.
E X P E R I E N C E SCAN
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Sprint
Canon
KOA
Herbal Essence
NBC
Fox Entertainment
Universal Studios
Paramount Pictures
FX TV
HBO
Sony Pictures
Gizmodo
Starz Media
Lionsgate
Avatar
Procter & Gamble
Rand McNally
Johnson & Johnson
General Mills
Philips
Herbal Essence
Dentyne
Dr. Pepper
Pepsi
Coca-Cola
Mountain Dew
3M
Kraft
Revlon
Nike
Adidas
Lowe‘s
Skyy Vodka
Dominos
Darigold
Pet Smart
Purina
Gold Bond
Kellogg's
Mattel
Almay
Head & Shoulders
Sports Illustrated
Glamour
USA Today
Allure Magazine
Health Magazine
TV Guide
Seattle Times
Seventeen Lucky
Lellf Magazine
Woman‗s Day
Entertainment Weekly
Golf Digest
Conde‘ Nast
Volvo
Ford
Toyota
Acura
Honda
Porsche
MasterCraft
Chrysler
Fiat
Bayliner
DC Shoes
Journeys
KSWISS
Lacoste
L.L. Bean
Special K
Sutter Home Winery
Wheaties
Stride Gum
RE/MAX
Courtyard Marriott
Jessica Simpson
Holland America
Jackson Hole Mountain Resort
Silverseas Cruises
Norwegian Cruise Line
Justin Bieber
Microsoft Tag | Customers
Golf Digest USA Today Procter & Gamble
Nike Callaway
Acura FootJoy Coca-Cola RE/MAX Sony Pictures
Time Inc. Porsche Edwin Watts
Golf Johnson &
Johnson Forbes
Magazine
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• SDK model maintains unified platform
• Brands don‘t have to build there own
scanning app
Deeply Integrated Tag
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Golf Digest | Tag Case Study
Golf Digest has been using Tag since 2009 to enhance content and engage readers;
up to a dozen appear in each issue in editorial and advertising
Tags in editorial give readers the opportunity to experience video lessons, tips, and
other engaging content—all on their smart phones
For example, when readers scanned a Tag in an article (also to the right) written by
teaching professional Butch Harmon, they were treated to a video lesson with Peter
Morrice, Golf Digest‘s senior editor
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K-SWISS | Tag Case Study
K-SWISS partnered with Kenny Powers
of the HBO show ―Eastbound & Down‖
and Microsoft Tag to promote their
new TUBES line of training footwear
From July 15 to August 15, fans and
athletes could head to Foot Locker to
scan exclusive Tags that entered them
into a sweepstakes to win prizes, such
as a year‘s worth of K-SWISS gear
K-SWISS considered the campaign to
be a huge success and were pleased
with the integration of Tag
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The Art of the Swing | Tag Case Study
The first golf book to feature Tags with
video lessons.
Tags connected directly to a collection of
exclusive videos designed to accompany
the surrounding test in each chapter.
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Callaway | Tag Case Study
In 2010, Callaway started to use Tag on its
print advertisements, product brochures,
and point-of-sale displays in retail stores
Their displays include a half-dozen Tags,
that when scanned, take golfers to
YouTube videos showcasing individual
products
These Tags help customers quickly learn
more about the products and help them to
make buying decisions on the spot
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Acura | Tag Case Study
To drive customer engagement, Acura incorporated 12
custom Microsoft Tags in their recent car brochures
The Tags linked to videos of the features on their latest
automobiles
Each Tag was color-matched to the page content – which
allowed them to blend perfectly into the brochures
More than 500,000 brochures were printed and distributed
to Acura dealers nationwide—at last report, the Tags had
been scanned by customers more than 9,500 times
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Microsoft Tag | Integration
Build the Travelers Championship PGA golf tournament brand by creating a Custom Tag.
Increase engagement of audience before, during and after the tournament.
Create compelling contests that build awareness, engage, and increase audience participation.
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Microsoft Tag | Tournament Promotion
Use Tag to deliver:
Tournament details
Contests
Videos of celebrities
Ticket purchase, and more
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Microsoft Tag | Go Mobile
The Tag SDK can be used to help you leverage a mobile app.
Cost effectively encourage participation to follow the leader board and participate in contests.
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Microsoft Tag | Custom Tags