Ford Motor Co. is using mobile bar codes to engage Internet Week attendees to participate in its ?Ford Focus Hunt? campaign for a chance to win a prize pack.

The company partnered with Scanbuy for the mobile initiative. The mobile initiative is running during Internet Week New York, held on June 6-13.

?This is an on-site gamification,? said Amy Green, New York-based marketing development specialist at Ford.  ?Ford wanted to include features of the 2012 Ford Focus in a playful manner, and this is a great way to get a tech-savvy audience engaged with the brand.

?It?s a more personal way of connecting with an evolving savvy consumer,? she said. ?The Ford Focus has many features which allow the consumer to personalize their driving experience, and now we are encouraging them to personalize their on-site experience.?

Mobile participation
Ford Focus Hunt will release a new QR code each day.

Each QR code corresponds with a badge and highlights different features of the 2012 Ford Focus.

Additionally, Scanbuy designed customer mobile bar codes that lead to the badges that depict a different Ford Focus driving through the code.

?We have several communicators, targeted email and on-site promotion that we?re leveraging to create an organic spread of knowledge,? Ms. Green said. ?We are also using social media including Facebook and Twitter as well.

?Ford Focus is techno-talented," she said. "What better way to marry a techno-talented consumer than with a techno-talented car??

Game on
Attendees must collect all five badges to be entered to win the grand prize.

Users can scan their respective mobile bar codes to enter.

The Ford IWNY prize pack consists of two tickets to the Webby Awards, a one-night stay at the Roger Smith Hotel and a chauffeured ride to the Webby Awards in a 2010 Ford Focus.

?By leveraging the premium data they can access through the ScanLife system, Ford is able to use the ScanLife platform in an advanced way to deliver dynamic content real time,? said Mike Wehrs, CEO of Scanbuy, New York.