McCann Worldgroup San Francisco partnered with mobile specialist Ansible to use the Microsoft Tag technology on a print ad for SQL Server 2008.

It is one of the first Microsoft ads to leverage the Tag technology. The ad began to run last week in various publications, including eWeek, Computer World, Network World, Windows IT Pro, Baseline Magazine, CIO Magazine and Information Week.

"Most IT pros utilize their mobile devices every minute of the day, so including a mobility component in the campaign for SQL Server 2008 was a natural fit," said Kayla Moskowitz, account supervisor for McCann Worldgroup San Francisco.

"By leveraging the Microsoft Tag, we could quickly send the user to a dedicated mobile site for more information about the product," she said. "The integration of the Microsoft Tag technology with the traditional print ads allows us to transform the static customer-credibility story into an interactive 'moment.'

"It also enables us to engage our audience, not only through imagery within the ad, but also by offering the opportunity to find out more about the product on our mobile landing environment."

Microsoft is targeting IT pros with this ad.

Microsoft last month launched its first 2D mobile bar code called Microsoft Tag at the Consumer Electronics Show in Las Vegas.

Microsoft Tag is a mobile bar code technology that lets consumers quickly tap into marketing offers in print ads, billboards, print packages or store signage without typing in URLs or texting short codes.

By "snapping" a tag with the camera on a Web-enabled phone, consumers are brought directly to mobile content such as videos, music, product information, ringtones, coupons, free text and other promotions.

Using this ad, consumers can try Microsoft Tag on their mobile device straight from your computer monitor, once they have the application downloaded to your phone.

Consumers can download the app from their mobile browser at http://gettag.mobi.

Once it is downloaded to their phone, they need to run the application and go through a brief set-up tutorial.

After that is complete, consumers can snap the code on the print ad with the camera on their mobile phone.

Consumers are then taken to a case study page on the SQL Server 2008 WAP site at http://SQLServerEnergy.com, where they can view a case study. They also have the option to get a link e-mailed to them to see the video case study on the campaign landing site.

"We are able to increase the reach of the Mediterranean Shipping Company case study to an audience that might not have been exposed to the deeper level of content by sending them to a landing environment that is convenient for them," Ms. Moskowitz said.

"In addition, by leveraging the Microsoft Tag technology, we encourage adoption of the Microsoft Tag reader application, because you must have the application on your mobile device to read the Tag on the print ad, and help reinforce Microsoft's position as a technology leader by delivering compelling and credible content to our target audience," she said.

The Mediterranean Shipping Co., or MSC, is the second-largest container ship-line in the world, with a database that tracks more than 210 billion transactions a year.

The company's 30,000 employees administer a fleet of 400 ships calling on 270 ports worldwide.

The company recently upgraded its database to Microsoft SQL Server 2008 to handle this massive load, simplify MSC's database administration and help ensure high availability.

MSC claims to have an annual growth rate of 30 percent.

SQL Server 2008 handles an average of 396,907 transactions per minute for MSC.

Mobile ad network Quattro Wireless has partnered with Microsoft Advertising to help advertisers and agencies plan, buy and execute mobile advertising as part of their integrated marketing campaign (see story).

Navteq, a global provider of digital maps for vehicle navigation and location-based services, has expanded its agreement with Microsoft (see story).

Accenture and Microsoft have launched an initiative to help retailers tackle the challenge of linking consumers to emerging technology platforms such as social networking and online communities (see story).

While it's in the early stages, mobile 2D bar code technology should be on marketers' radar screen, especially business-to-business advertisers.

"Currently, optical and mobile barcode technology is garnering a lot of buzz from the industry and advertisers as a potentially powerful tool," said Niles X. Lichtenstein, director of mobile strategy and integration for Ansible, San Francisco. "There are two big barriers that are now being overcome: user experience and a fragmented market.

"Ansible has been an advocate of Microsoft's mobile tag, which is used in the SQL Server print ad, because it addresses many of the user experience issues," he said. "Although a user must download the application, once downloaded the code is read quickly and easily on multiple platforms, especially Windows Mobile phones.

"Furthermore, a user can save or share the code, the code can be updated on the server-side and the analytics on the back-end are robust."

The next barrier -- a fragmented market and lack of ubiquity amongst platforms -- is a tougher obstacle to overcome and requires heavy coordination between carriers, handset manufacturers, technology providers, marketers and consumers.

"With a ubiquitous code technology, a wide range of consumer touch points, strong marketing power and consumer trust coupled with engaging content, Microsoft's mobile tag has the potential to change the dynamics of this 2D code market," Mr. Lichtenstein said.

"Whether it is sending a user to a case study while reading the ad on his/her commute - as in SQL Server - and even linking them to location specific purchase points, or at point of sale to allow a consumer to watch trailers of an Xbox game and receive mobile coupons that drive purchase, the opportunity is exciting and promising," he said.

"Ultimately, I suspect adoption will come organically as consumers realize they have the power to use the tag on a daily basis, from placing it on their business cards for a vcard download or high school kids sticking it on their backpack as a quick link to their Facebook page."