To promote the movie X-Men Origins: Wolverine, 20th Century Fox Home Entertainment is using 2D bar codes to give users exclusive DVD content and discounts.

The campaign, powered by Jagtag, was designed for users with mobile Twitter applications. But, those without Twitter applications can also snap a picture of the 2D bar code appearing in print ads in publications such as Maxim, Playboy and Widescreen Review and tweet the picture to receive the content.

?By partnering with Jagtag, we were able to deliver highly engaging video content to consumers on their mobile devices in an easy and effective way,? said Mary Daily, executive vice president of marketing at Fox Home Entertainment, Los Angeles.

?This was the first time for a Twitter integration from a 2D bar code, which makes it possible for someone who hasn?t seen the Jagtag in a print ad to receive the exclusive video content on Twitter from friends and followers,? she said.

?Instead of just snapping a picture, consumers can tweet this to friends, which incorporates a new social marketing component and a larger community.?

Twentieth Century Fox Home Entertainment is the international marketing, sales and distribution company for Fox film and television programming on DVD, Blu-ray Disc and Digital Copy.

Jagtag is a 2D bar code service that does not require consumers to download an application prior to use.

Consumers can take pictures of Jagtag bar codes featured in print ads in their Twitter clients such as Tweetie, Twitterberry or TwitterFon and tweet them to 524824. Then they receive tweets back with URLs that link to high resolution images, long length audio and video, or traditional WAP sites.

The campaign was designed so consumers can retweet content to their followers.

?Even those who don?t have a Twitter client can send a picture to 524824,? said Ken Graffeo, business development executive at Jagtag, Princeton, NJ. ?Jagtag receives the request and immediately returns the requested content back to the user?s phone.?

Fox is targeting males 18-49, running print ads in Maxim, Playboy, Widescreen Review and on GameFly envelopes.

This isn?t Jagtag?s first mobile effort with Fox.

Comic-Con results
Fox Home Entertainment took its marketing exploits mobile at this year?s Comic-Con International conference in San Diego using Jagtag's 2D bar code technology.

Fox used the mobile channel to promote the TV show Dollhouse created by Joss Whedon, and Miss March, both available on Blu-ray Disc and DVD.

The multifaceted Dollhouse S1 Jagtag mobile campaign was featured in print ads, posters and online purchase order confirmations, while the call-to-action for the Miss March campaign was delivered by models walking around Comic-Con with 2D bar codes on their rear ends (see story).

Dollhouse
Before Comic-Con, fans of Dollhouse could preorder the Season 1 DVD at the Fox Store and bring their receipts to Comic-Con to redeem prior to the official retail release date.

Forty-seven percent of people who saw the Jagtag included on the receipt watched the exclusive video message from creator Joss Whedon.

At Comic-Con, Dollhouse posters featured Jagtags and offered consumers the chance to watch an exclusive video of the series. The signage appeared in the booth during autograph sessions and received a 38 percent engagement.

The Fox and Jagtag program received more than 600,000 views on social online sites and fan blog sites.

Ms. Daily said using Jagtag to promote the DVD and Blu-ray Disc release of X-Men Origins Wolverine was a unique opportunity to use new technologies to deliver exclusive video content via mobile.

?By leveraging Jagtag?s technology in an innovative way, we were able to tie our print advertising efforts in to a mobile initiative that engages users and provides a way for them to actually receive content on their mobile devices,? Ms. Daily said. ?This is a way for us to expand the user?s experience and interaction with the film.?