The History Channel's ?Top Gear? new series was promoted by letting users view exclusive video clips when snapping a picture of 2D mobile bar codes.

The company partnered with BrandedTray and Jagtag, who powered the campaign. More than 100,000 2D bar codes where used in the promotion which ran last month.

?Top Gear is a hugely successful show in Britain," said Ed Jordan, CEO of Jagtag, New York. "The History Channel created a U.S. version of the show and leveraged Jagtag's mobile 2D bar codes to build awareness and consumer interest ahead of the premier.

"BrandedTray, which provides venues with trays for concessions free of charge by selling ad space on them, partnered with Jagtag for this promotion," he said. "Jagtag makes the advertising on these trays interactive by delivering exciting multimedia content to fans when they take and send a photo of the Jagtag with any camera phone."

Jagtag delivers multimedia to both smartphones and standard phones without requiring the consumer to download an application prior to use.

Anywhere mobile consumers encounter a Jagtag 2D bar code, they can use their phone to request and immediately receive multimedia content?video, audio, pictures, coupons and text?sent to their phone via MMS.

BrandedTray produces sponsored food and beverage trays provided free during concession stand purchases at sports and entertainment events in stadiums, arenas and race tracks.  

Mobile campaign
The 2D bar codes were featured on BrandedTray?s trays during the Kobalt Tools 500, Phoenix International Raceway.

Users who snapped a photo of the 2D bar code got a message back to view a video from Top Gear.

?History Channel has used more traditional means of advertising such as out-of-home and print," Mr. Jordan said. "Leveraging BrandedTray as a vehicle and making it interactive with Jagtag was a unique way to get potential viewers interested in Top Gear.?

The History Channel is not the first company to use Jagtag?s 2D bar codes.

Earlier this year, Unilever rolled out a multichannel marketing campaign that used mobile to promote the launch of its newest Axe fragrance.

Jagtag mobile bar codes appeared in Axe Twist marketing efforts promoting exclusive content from the Axe Twisted Humor Tour, presented by Funny or Die and at college campuses (see story).

In addition, Twentieth Century Fox Home Entertainment LLC ran a mobile campaign featuring 2D bar codes to promote the release of Avatar on Blu-ray disc and DVD.

The in-store program leveraged Jagtag?s 2D mobile bar codes in promotions at Best Buy and Kmart locations to offer Avatar fans clips from the film immediately and the chance to opt-in for ongoing multimedia mobile content (see story).

?While traditional media brings awareness to a new show, using a Jagtag offers more immersive engagement through mobile video," Mr. Jordan said. "Jagtag works on any camera phone without requiring consumers to download an application, which enabled Top Gear to share multimedia content with smartphone and standard phone users.?

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