#TAGtribe Blog – Kodak Goes Mobile with QR Code Campaign #TAGtribe #llbs

We copied this Kodak Blog on QR codes here to our the TAGtribe blog because it is a beautiful and practical explination of how to utilise the magic of QR code in both communication and marketing.

David Snook Marketing Manager, Pocket Video Cameras – aka Vlogger Dude, Rochester, NY, US

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The Rapid Growth of Smartphones

Consider these 3 facts: 

  • In December 2011, 50% of the mobile handsets purchased in the US will be a smartphone.  
  • The percent of people who accessed the internet and researched products from their phones increased from 11% to 30% in 2010.2
  • The number of people who used their mobile phone to compare prices and products while shopping in a store grew to 15% in 2010 vs. only 3% in 2009. 

The use of smartphones is not limited to just talking, taking pictures and sending text messages.  Smartphones are a fully featured personal computer that you can conveniently carry in your pocket or purse. 

So what is Kodak’s plan?

Kodak’s First Consumer Mobile Marketing Campaign

In March 2011, Kodak kicked off its first-ever consumer mobile marketing campaign using QR codes.  This campaign is truly global – it will impact a cumulative total of over 2 million people in more than 50 countries in all regions.  QR codes will be printed on Kodak packaging, point-of-sale material and in-box user guides across 9 models of digital cameras, pocket video cameras.  The first products with QR codes are rolling out to retail stores in April, with the rest soon to follow.


What is a QR code?

A Quick Response code.  Here’s what they look like.


A QR code is a 2-dimensional or 2D barcode, also known as a matrix code.   These codes are similar to 1-dimensional barcodes, but have a much higher level of data representation capability.  QR codes were originally created in 1994 in Japan to help automobile manufacturers track component inventory, but they are now being used for a wide range of both commercial and consumer applications, targeting people who have smart phones.  In the consumer market, QR codes are typically used in print ads, on signs or posters, at bus stops, train stations, and on product packaging.  In Asia and Europe, where QR codes are more prevalent than the US, QR codes are also used on billboards, business cards and even taxi cab receipts.


How do QR Codes Work?

QR codes act as a bridge from the printed world to the mobile world.  All you need is a smartphone to enjoy the experience.  From there, it’s a simple 3-step process.  (1) Install the required QR code reader app onto your phone (some phones have this reader pre-installed).  (2) Hold your phone over a QR code and scan it.  (3) This will take you to a URL (website) that is optimized for display on your phone.  This is mobile marketing!

What happens when you scan a Kodak QR code?

Kodak has prepared a rich set of marketing assets to support our campaign.  When you scan a Kodak QR code, you are taken to a mobile-optimized url which allows you to view product videos, and also gives you access to detailed product features, specifications and recommended accessories.  As products are launched, we also plan to add product ratings and reviews.

Why is Kodak Integrating QR codes into Product Marketing Plans?

There are 3 reasons.  First, Kodak wants to take advantage of the huge increase in the popularity of smartphones.  QR codes give Kodak the opportunity to market to the growing population of smartphone users around the world.  Second, QR codes give Kodak a way to deliver a more interactive experience with our products in the retail store environment.  Third, QR codes also give Kodak the ability to provide consumers additional product information which is not generally available in the store.

Have you scanned a QR code today?



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