Last week Polo ran a QR campaign on the back cover of the New Yorker magazine.
By pure co-incidence i was at my dentist last Wednesday and happened to see the advertisment on the morning it was launched, I took a couple of photos (and yes of course checked out the content with my Quickmark reader) but I hadn't uploaded the photos or blogged about it yet as I've been flat out with other projects.
Within the last week 4 people had emailed me about this asking for more details (lol one of them isn't even in the USA).
Below is the front and back cover.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsWhzSdGwkYwWNRRiZkMCWj4IIp5rzPSKci8DyDzm6weq_YzOPoHgSibx5JG1Tc0k-UfyBtbwIiECQuCokfMJgLdU3dHf8ohGm4D2Q8kRKlq3l9B-dpl3Wqf2N6j_nQAIZZL86/s400/Polo-New+Yorker+-+Front+%2B+back+cover.jpg)
Ok so the campaign is for Polo from Ralph Lauren.
The QR code links to a new mobile content site (more lifestyle and pr than clothing and shopping), contains a lot of US Open related pr material - eg. leveraging off an existing campaign NOT making the technology the center of the campaign.
The technology was provided by http://www.augme.com/ who are based out of New York/Florida.
(nice guys - they use Amethon for their mobile web analytics).
It's a pretty basic implementation of a QR code, just linking it to a mobile site - they also provided the mobile url in the advertisement as well.
There is no interaction capture or mobile web forms at the other end and for a first 'dip the toe into the water' it's a reasonable implementation, though as anyone who has been reading this blog will know there is a lot more you can do with QR codes than just URL's, if you dont go check out www.Cognation.net/QR for a 60 second dummies overview guide to QR codes.
Feel free to post questions in the comments below and I'll reply with the answers.
Cheers,
Dean
P.S. for those of you who I have been advising to get in early with your QR campaigns while you can still get a lot of 'early buzz'.
Check out how much free press Polo got by searching google "past 7 days" + QR + Polo
Man, that's going to be an even bigger deal than when it was on the *front* cover of a national book! I'll always remember October 2007 as the moment everyone woke up and started using optic codes.
ReplyDeleteI just hope it doesn't take the cover-story buzz away from Polo's other carefully-timed and well-considered media innovations.
:)