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EA Sports implements mobile bar codes on packaging to drive fan interaction

EA Sports is placing mobile bar codes on its packaging to connect with video game enthusiasts and offer them additional content.

The company partnered with SpyderLynk to use its SnapTag technology. EA is placing the SnapTags on its newly released Madden NFL 13 and NCAA Football 13 video games.

"EA Sports innovative use of SnapTags enables consumers to experience the games before purchasing to drive sales conversions," said Jane McPherson, chief marketing officer at SpyderLynk.

"EA Sports SnapTag also provides a way for fans to join their Facebook page to learn everything there is to know about the new games and engage with fans," she said.

"EA Sports chose SnapTags because of their full brandability and accessibility to anyone with a mobile camera phone."

EA Sports is a sports entertainment brand with several top-selling videogame franchises.

SpyderLynk lets marketers activate mobile marketing engagements using its technology.

Game on
When gamers scan the mobile bar code, they can receive game information, demonstration videos and instantly connect with EA Sports on Facebook.

EA Sports is smart to use mobile bar codes for this campaign.

The SnapTags are being featured right on the packaging, which lets consumers  view the product before purchasing.
 
"Enabling real objects to serve digital content gives marketers the ability to deliver targeted content to consumers ? wherever and whenever ? taking into account consumers? proximity to a product and a purchase decision," Ms. McPherson said.

"Mobile activation using mobile barcodes offers marketers the ability to convert mass media into actions," she said.

"With mobile activation, marketers have an unprecedented ability to impact consumers at all stages of the consumer decision journey with mobile initiatives designed to engage consumers, drive purchase consideration, activate a sale and build a sustainable mobile connection with consumers via loyalty programs and social networking."

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York