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.
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.
:)