Tarah's Digital Voice

Originally posted on Brand New World's blog

We're always looking for new ways to encourage people to continue their engagement with a brand, or its content, beyond an initial ad or interaction. Technology has been a valuable partner in this goal, especially with the increasing popularity of Quick Response (QR) codes, 2D bar codes and augmented reality - all powerful, instantaneous ways of triggering exclusive content, microsite visits or other deeper interactions through the simple interaction of a webcam or mobile phone camera. By captivating on the intrigue and impulse of an engaged audience, this provides rich opportunities for the creation of deeply relevant, exciting experiences. The numbers of people that are actually interacting with these codes are still relatively small, but bold content creators are continuing to include these tactics, as they recognize the value of captivating early adopters who are passionate about the content they choose to consume (see a great summary from Ad Age here). As more and more computers include webcams and more and more phones include the ability to read such codes, we strongly believe that these tactics will become more prominent and more valuable to both brands and consumers, in any medium: print, television, outdoor advertising, online and more. See some recent campaigns and iPhone apps after the jump.

Some recent campaigns:

Musical group Passion Pit is using QR codes to promote their new album, "Manners" by including a QR code on posters, flyers, printed marketing materials, as well as their Facebook and MySpace (doesn't look like it's up here anymore) pages.

Nike targeted teens at last year's Winter Dew Tour extreme sports event, using 2D bar codes. Read more here.

Sports Illustrated offered to send readers photos of swimsuit beauties to their phones through a Jagtag 2D bar code in their latest Swimsuit Issue. Read more here.

Some iPhone Apps:

If you're an iPhone user, there are a number of these apps already available, such as:

• RedLaser: allows you to compare prices online for any product after scanning its bar code, add items to your shopping list, look up reviews, and even add movies to your TiVo.
• GoodGuide: Looks up product information and expert reviews to determine the environmental impact, safety and health value of a wide variety of products.
• QR App: Uses the phone's camera to read QR codes, launching a website, email or other interaction that is coded into the design. QRApp.com allows you to use your computer's camera to read codes or even generate your own by typing in the desired path.
• Martha's Everyday Food: Add groceries to your shopping list by scanning the bar code.