Wine brand Lindemans is using 2D bar codes as part of a mobile marketing campaign that lets consumers learn more about its products and enter a mobile sweepstakes.

The company is using Jagtag?s 2D barcodes, which will be featured in Lindemans take-one booklets, as well as on product point-of-sale materials in grocery and liquor stores nationwide. Consumers can take a photo of a product with their handset and be entered to win a number of prizes, including FlipMino camcorders, travel totes or a summer weekend getaway.

?Through extensive research, we know that our consumers are tech savvy ? they are online with their own Facebook pages, they tweet, they blog, they use Foursquare, and they carry their mobile devices with them everywhere so they are constantly in touch with their friends and family, said Nick Banuelos, brand manager of Lindemans.

?A mobile strategy is imperative for us to interact with our consumers,? he said. ?As Jagtag is the only 2D barcode that does not require the consumer to download any software, it makes it easy for our consumers [to] connect with us ? it?s as simple as taking a picture and texting.

Lindemans is one of Australia?s oldest wine brands.

Jagtag delivers multimedia to both smartphones and standard phones withought having the consumer download an application prior to use.

Recently, Jagtag powered the mobile 2D bar codes for Unilever?s Axe.

The bar codes are featured alongside Axe Twist product samples and promotional materials.

Consumers can snap a photo of the Jagtags and receive exclusive videos featuring comedians from the Axe Twisted Humor Tour (see story).

Loyalty campaign
Lindemans is using the 2D bar codes to enhance its in-store marketing and create a more interactive shopping experience.

In addition, the campaign is also designed to reward both loyal and new consumers.

?All brands, regardless of category, are operating in clustered advertising spaces and it is getting more difficult to interact with one?s consumers, especially as our consumers? pace of life continues to exponentially increase,? Mr. Banuelos said. ?A 2D barcode helps address both of these challenges.

?First, it is very impactful in-store,? he said. ?Consumers are immediately drawn to the 2D bar code design, it shines through the clutter,? he said. ?And second, it allows consumers to interact with the brand at their pace of life.

?It is as simple as taking a picture and texting it to a number. This time saving activity is incredibly valuable to our active and extremely busy consumers.?
 
Lindemans also partnered with Travelocity to offer the grand prize, a ?Great Finds? getaway to one of five destinations including, Healdsburg, CA, Sedona, AZ, Mackinac Island, MI, Asheville, NC and Block Island, RI.

There will be five grand prize winners who will be awarded the weekend getaway prizes, and the winners can select where they would like to go from the five options.

?Consumers that book a weekend getaway trip through Travelocity will get a special discount off their trip simply by using promo code Lindemans,? said Angela Gee, account director at BFG Communications. ?Lindemans is featuring Travelocity on all point of sale materials, online and within social media channels including Facebook and Twitter.?

The campaign will run nationwide from July 1 until Aug. 31 and is the first of several upcoming collaborations with Jagtag.

?Jagtag enables consumers to automatically enter a sweepstakes at shelf without requiring any involvement by the retailer's employees, eliminating one of the greatest barriers to running a sweepstakes at retail,? said Dudley Fitzpatrick, founder and chief innovation officer at Jagtag. ?The entire sweepstake program is managed via the phone ? consumer entry, winner selection, and winner notification.

?Jagtag provides spirits and alcoholic beverage brands the ability to verify that their consumers are 21 years of age prior to sharing content or entering them in the sweepstakes,? he said. ?Without this Jagtag, adult beverages would be unable to engage consumers with sweepstakes via offline, point of sale and printed materials.?

Dan Butcher contributed reporting to this story.

Final Take
Rimma Kats, editorial assistant at Mobile Marketer, New York.