On one hand, I love QR codes because I think they’re a great enabling technology, a technology that bridges the offline world with the online. This is essential in driving any level of engagement when connecting with consumers outside of their homes. They’re efficient, convenient and potentially rewarding. That is, they’re easy to use and they can unlock rich content.
In theory.
This is the hate side of the equation. Bad QR code executions are commonplace in the real world. Brands don’t know where to put them, should they go on TV or other digital screens or just be confined to print materials? Brands don’t know what content to put behind them, should they just unlock a website or an entry form or some sort of rich, multimedia content? But most of all, brands don’t seem to understand consumers’ awareness and comfort level with them, should they include instructions or an alternate way to access the information or just leave it to consumers to figure out how to use them? These are all general statements, I know. Yes, I have seen my fair share of quality code-based initiatives over the past year and a half, but they pale in comparison to the poor executions.
I believe now we’re seeing something that normally happens with any sort of technology that doesn’t wash out to the ocean of nothingness. On the consumer side, there is awareness with what the technology is. On the brand side, there is a drive to understand how best to use the technology to impact behavior. This adoption/impact wave is a long one. Right now, we’re just seeing brands actually understand how to best use social media to build relationships and impact consumer behavior. And social media (er, Web 2.0) was only introduced 5-6 years ago. That’s not to say QR codes will take 5-6 years to figure out, but adoption of technologies and new ways to utilize them do not happen overnight. They also require a fair amount of deliberate thought. They’ll hardly work if they’re just thrown out into the world for everyone to figure out.
This is what I’ve seen more often than not with QR codes.
So, it was refreshing to actually see a brand utilize traditional media channels in their marketing mix to raise awareness of their QR code campaign. A couple of weeks ago, I saw this Macy’s commercial on TV.
I did a double take. I had to rewind it to make sure I was seeing this right. A brand devoting a national TV spot to their QR code campaign? Brilliant.
I think the true brilliance is in the spot itself. It doesn’t just highlight the technology, it explains it. It explains what it is, where to look for it, how to use it, and most of all, what consumers can expect to get out of it. It also doesn’t limit this content to QR-code-only access. Have mobile phone? Can text? Then, not to worry, you can still experience this same content.
Now, when consumers go anywhere near Macy’s and see one of these pixilated stars, they at least have a better chance knowing what it is and what they can get out of it – two critical pieces needed to drive adoption and result in success.
And they’re not just focused on TV. They’re using many channels in their ecosystem to introduce, educate and drive engagement with this star. Like on their Facebook page:
On their windows:
And of course, in their store:
These methods, along with print ads and lanyards worn by Macy’s staff, explain how the program works, what the codes are and how deliberate they want to be with this campaign.
Who knows if it will work? And more, who knows if QR codes, as a technology, will endure time and actually become adopted by the general consumer. In 5-6 years, we’ll know, right?
But this much is certain, and has endured over time – whoever reaches consumers at the right time with the right content will win.
The problem is we’re living and consuming media in an evolving world. Consumers are on-the-go, out-and-about more than ever and technology is not the barrier it once was. It seems as though everyone is connected and the rules have changed. The right time to reach consumers is different for everyone and it’s typically when they’re not in the confines of their homes.
Traditional broadcast channels such as television are still great awareness channels, regardless of what you say about DVR. Nontraditional, emerging channels like Out-of-Home (OOH) and mobile are more and more becoming great engagement channels. Everything needs to work together. And Macy’s, much to their credit, has recognized this and is actually doing something about it.
I know the jury is still out on QR codes so I’d be interested to know if you think even a full-out marketing blitz like this will move the needle, in terms of QR code adoption and engagement? What do you think?
There I was, walking through terminal D of the DFW airport close to midnight, and all I wanted to do was get to my car and go home. Then, out of the corner of my eye, I saw a large display that looked like it was just inviting a touch. So, of course, I stopped, got my trusty flip cam out and started to poke around on it.
Let’s dust the scorecard off and put ‘er to the test.
Purpose – This is simply an interactive information kiosk that just happens to be an 80″+ touch screen. It’s designed solely to give travelers all of the essential information they need while they’re in the terminal – places to eat, where to shop, where to get your shoes shined, where the restrooms are, flight information – anything any traveler needs to know. Right at their fingertips. On an 80″+ touch screen. Mission accomplished.
Drama – When does an 80″+ touch screen not create a sense of drama? For the experience, I think it’s a bit like using a bazooka when you need a pea shooter. But the size is the thing that tipped me off to its interactivity. Ironically, I think it’s too well designed because the screen and structure fit right in to everything else in the terminal, so one could easily pass right by it thinking it’s just a big sign. And that’s the biggest problem. There was no clear call-to-action on the screen, nothing really that says, “Hey there, why don’t you stop and touch this screen because I’ll give you some great information.” Instead, it’s just a silent 80″+ screen.
Usability – This is a simple experience so it’s usable. Or maybe it’s the other way around? In any case, this was an easy experience to navigate through. It wasn’t deep with content, so after you drill down a couple of times, you’ve hit the end of the path. But the GUI is laid out in a way that allows you to get to other pieces of content in a single press. As far as the functionality goes, I was underwhelmed with this experience. I wanted more and as you can see in the video, I expected it to function different than it actually did. With a large touch screen like this, I expect the functionality to be just as big. Not complex or obnoxious, but in some way commiserate with the size of the screen.
Interactivity – This is a single touch, single user touch screen experience. For a screen this big, they could have planned for multi-user interaction and created a rich experience. As it stands, in its current state, it’s as basic as you can get. The response and its functionality, after you press one of the buttons, is not distinct enough to let you know that something has happened. So, while the screen is responsive to your touch, the action (or seeming lack thereof) makes you think that it doesn’t work.
Information – To me, this succeeds at 1.0 information, but fails miserably at 2.0 information. Yes, it contains all of the information that it promises. But it’s base-level information, such as the name, place and location. This experience could be made instantly better by integrating LBS (Foursquare, Gowalla) and/or consumer reviews and comments (Yelp?). Our friends at LocaModa would have a field day with this experience.
Personalization – There was no personalization in this experience. I think a social component – check-ins, reviews, comments – could add a welcome level of personalization to this. It would be relatively low user commitment, especially compared to the high level of benefit this sort of information would provide.
Overall, the lack of social integration has been a huge theme in these touch screen experiences over the last year. I am starting to feel like single-source information is not good enough anymore. But these are the things I pay attention to. I’m not sure that the average consumer – or traveler in this case – cares so much about it. Here’s the thing though – when their first impression includes social content, they feel like this is just another extension of what they’re used to when they use their computers or their phones. When it doesn’t include social content, I think we run the risk of not providing the type of value they need (based on their not-yet-completely-understood expectation).
More than that, though – when you’re going to do anything with an 80″+ touch screen, the experience better be 80″+.
These guys are at the forefront of using emerging technology to connect with consumers.
First, MINI created real-life "L.A. Story-inspired" talking billboards through the use of RFID.
Then, it created a real-life/virtual world game of chase through the use of augmented reality.
Now, it's taking a simple approach, yet just as unique as its other projects, with QR codes. Only to drive a different "Augmented Reality" experience.
How would you launch the all new, bigger MINI Countryman? How about a big QR code? Like bigger than anything in the ad.
Here’s the thing about MINI, from my perspective, nothing is a mistake. Or an afterthought. It’s all purposeful. Here, they didn’t just oh-by-the-way-stick-a-qr-code-in-the-bottom-corner-of-the-ad. They made it the ad.
And it works.
And for those who don’t know what this is, they give directions. And for those who don’t want to scan the code, they give another way to get to the information. And for anyone else – those who wouldn’t even want to take part in the complete experience – this campaign, this app, and ultimately this brand is probably not for you.
These guys are smart. They’ve gotten some insight that their target audience has a high propensity to engage through various mobile technologies – even more, that their target is not constrained by location, they like to be on the go, and are early adopters.
Can you imagine this out of the MINI owner? I can.
And to their credit, MINI goes full tilt.
I think there are many ways to connect with consumers when they’re out and about, not in front of their computers. More and more, this is a mobile world, and I’m not talking about a mobile-phone world (although we are) – mobility is a way of life. So, being able to connect with consumers while they’re on the go, in various ways – especially through enabling technologies like this – will become more and more critical for brands to figure out.
MINI’s making it easy for everyone else.
Take note.
This is interactive out-of-home. Where experience masterpieces happen.
The more I reflect on my time at Digital Signage Expo (DSE) last week, the richer I feel it was. And the funny thing is I didn’t spend my time racing around seeing everything under the sun. I focused on a couple of activities and spent the rest of the time meeting and talking to people. There are some incredible minds in the digital signage industry. That much is for sure.
One of the richer times I had and that I wrote about last week was my dinner with Dave and Pat from Preset. It was really an interesting discussion – I was able to hear from them more than surface thoughts on important concepts that this industry wrestles with. In a lot of ways, it was kind of like a master class for me. You ever have those times when you find yourself in a situation where you’re like, holy crap, there is some serious knowledge here? Well, that was me then.
One of the things we talked about was this idea of screen blindness. It’s an idea that I’ve thought about for awhile now. The question asks, is the average consumer blind to outdoor screens? (And I’m not talking about Times Square or the strip in Vegas, but standard outdoor screens found in elevators, lobbies or gas stations.) They’re everywhere now, so when someone encounters a screen, how much do they pay attention to it? Or better yet, how much do they even notice it?
I would say (and I did that night) that the answer is a) yes, generally consumers are blind to the screens, b) they don’t pay much attention to them, and better yet c) they notice them less and less.
The reason is mainly content, lack of interaction and over time.
I think these digital screens have been around long enough with bad content that the average consumer perceives them as delivering little value. There are, of course, exceptions to this statement, but overall, most of these screens seem to be filled with advertisements, boring and useless content loops and some sort of broadcast news. They’re push-only devices delivering content that is un-engaging, un-inspiring, and most of all, something we could experience on our mobile devices.
And it has literally been this way for years.
So, why pay attention to them?
I think this is a serious question that everyone who is trying to reach and engage consumers outside of the home, through these digital screens, must answer.
I don’t think the answer is because it reaches them at the right place and the right time. That, to me, is a given, and sure there’s value in that – reaching someone when they’re closer to the point of sale. Giving them a pertinent message while they’re in a waiting in a doctor’s office. But I think people been reached in the right place at the right time in so many un-effective ways, over time, that they see less and less value with these screens and are becoming blind to them.
Next time you’re in the presence with someone, outside of the home, in the vicinity of a digital screen, watch them. Do they watch what’s on the screen? If so, are they watching because they’re engaged? Or are they watching because it’s a distraction and something to pass the time?
Place-based digital signs, in order to be truly effective and valued, cannot be viewed as simply good at distracting people.
They have to do more. They have to deliver good, relevant content and more and more, in order to re-see them, to associate them with value, they have to engage consumers in some way.
So, that’s what I think. What do YOU think? Would love to hear your thoughts!
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Managing Director, Direct Sales ComQi
I have a love/hate relationship with QR codes.
Here’s the thing about MINI, from my perspective, nothing is a mistake. Or an afterthought. It’s all purposeful. Here, they didn’t just oh-by-the-way-stick-a-qr-code-in-the-bottom-corner-of-the-ad. They made it the ad.
