CitySearch proves 2D bar codes integral to mobile campaign

By Jordan Crook

June 17, 2009

2D Barcode

A new study of CitySearch and Discovery Communications shows that 2D bar codes are an integral part of a cross-platform mobile campaign.

The study claimed that mobile barcode technology is expected to transform our interactions with the world around us. Any individual with a camera-equipped phone can take a picture of a two-dimensional bar code and they will automatically be sent to a mobile Website, downloadable content or other information.

"2D bar codes offer a very compelling and easy way for people to access more information from a specific location," said Jonathan Bulkeley, CEO of Scanbuy, New York. "Using codes in multiple places and in multiple ways really creates the all encompassing value for the consumer."

The Scanbuy case study was one of the first of its kind in the U.S.

Mobile bar codes were distributed throughout March and April of 2008 through a variety of outdoor media tactics which provided people with local information like restaurant reviews, weather, news, and audio tours in touristy areas, direct via mobile.

"It was interesting to track how the different media performed based on consumer needs around a location," Mr. Bulkeley said. "As an example, a code linking to top restaurant listings from a bus shelter performed better than a code placed on an actual restaurant store front.

"Like anything else in mobile, value must be generated based on what the consumer needs in each specific context or environment," he said.

CitySearch's attempt to turn physical cues into mobile page views was to create physical links from their restaurant vendors to its mobile site.

By scanning one of the window clings in any of over 400 locations, potential customers can check the latest reviews of whichever location they scan from.

Discovery Communications is a producer of interpretive audio tours and various other self-guided audio, one product being its City Audio Guide.

City Audio Guide is distributed to tourists and individuals looking for information on the area. Discovery Communications put outdoor media in high-traffic tourist areas such as Fisherman's Wharf and Union Square.

The outdoor media included 2D barcodes that sent the consumer directly to mobile audio tours for the neighborhood.

Discovery Communications used outdoor media such as bush shelters and kiosks, wild postings, static clings, and street teams who handed out flyers and cards. Hundreds of codes were distributed throughout the city.

The results of this case study found over three thousand people used ScanLife during this six-week campaign.

"This project demonstrated how marketers can provide information from virtually any physical media," Mr. Bulkeley said. "2D barcodes can give a consumer digital content when they need it most on their phone.

"They can also be used to move traffic from one location to another; in this case outdoor media to retail," he said. "While this was not tested in the project, all of this digital information can also be share via social networks so that one person's physical location can be ‘seen' by many."

Comments on "CitySearch proves 2D bar codes integral to mobile campaign"

1. Mark Hendriksen says:

   June 18, 2009 at 5:03am

   Well done Scanbuy
   
   I should add though, that this is not the first use of 2D in this way - that's been happening elsewhere too - it's just not necessarily been so publicised - however, the main point is 2D and Mobile interaction is gathering pace and beginning to be used more and more, and not just for simply connecting to url's either!
   
   Excellent for all concerned and Scanbuy have done great marketing and intelligent use of this to drive it forward - congratulations and keep up the good work Jonathan.
   
   Mark Hendriksen
   CEO
   UpCode Mobile Solutions