The newest code to hit the scene is JAGTAG, which I ran across for the first time in the latest Swimsuit Edition of SI. Calling this one a 2D code is sort of a misnomer as I see it though. In order to get the content, you have to shoot a picture of the tag, then SMS it to a number, which unfortunately (for them) costs me money. This is a decent idea for when you don’t have signal to just automatically grab the featured content from the code, but it adds another step, and as well know, people are lazy. Website Magazine uses yet another iteration from ScanLife which is just close enough to fool the average user to thinking that their existing QR Code reader would read it – but it doesn’t. So even though I have a subscription to this magazine at work, I have never followed one of these codes, since my readers won’t san them. There are others too, like ShotCode and Semacode, both of which are different still from a standard QR Code and proprietary.

The problem with these proprietary codes is that they are closed systems, and out of the 3 readers I have on my iPhone, none of them read any of these other codes. In fact, without licensing from all of these folks, I would have no way of making an app that would read them all, and even then there’s really no way I could make it available for free. And if it’s not free, at least for a 2D code reader, it won’t ever be ubiquitous. The marketing shlock behind all of these other codes is that theirs is better, unique and has some feature that makes it a good choice. They all tout their reach into the mobile market, and how they can be read by millions. Sure it’s possible, but not as likely as if they were simply using QR Codes. QR Codes have been around for nearly 20 years now, have a much broader reach than all of these other codes combined, and are completely open and free to generate. Free is the key component here.

There are plenty of cool examples of QR Codes out in the wild, and I have quite a few listed in these posts on my blog. Google, just a couple of months ago, created a new opportunity for popular business in the search results to display QR Code window stickers with their Favorite Places program. If I planning a campaign for my magazine, print advertising, or other promotion where a 2D code would be a viable component, there’s no way I would pay for a proprietary code on top of the advertising and development of the program. With marketing budgets being downsized on all fronts, why would anyone use a closed system that they can’t maintain themselves? Why should I pay someone else to create something I could create myself in less than 2 minutes, especially since no technical expertise is required to generate a QR Code. A great example is the generator at QRStuff.com – online, simple and versatile.

I can’t really fault these companies for trying to create a new way of building a code, and trying to make money from it, but I would have used QR Codes as the basis of it. They’re simply more ubiquitous and at the end of the day, you want the greatest number of people to be able to access the content behind the code, and having a closed system isn’t going to get you there.

Maybe next time, rather than delete it i will click the link in the email, fill up my shopping cart and abandon it – 15 times. Why? Just to mess with their metrics.

I've covered this sort of thing before, but it never fails to amaze me – especially from companies that have an otherwise excellent online presence and program. I liken this to restoring a beautiful 53' Ford, then taking to Earl Sheib for the paint, you don't spend 25k on a hot rod just to put a lame $400 paint job on it. That's like deckin' yourself out in Bobos.

Somehow this all reminds of Dilbert…..

So what is this goofy looking thing?
Unlike barcodes which have only vertical lines, QR Codes have vertical and horizontal lines which allow for a far greater amount of data to be contained within the pattern. They can vary in size and have few restrictions on generation. The registration boxes have to be present; it should be black and white with a white background and like 5px worth of padding around it. The code to the left is an example of what they look like, and if you were to scan it, you would be whisked away to http://www.floggingenglish.com. You may have seen these before on some products as they have been floating around for a while; but not widely used. Okay, so they still aren’t widely used – but they are gaining more traction as cell phones become more and more able to run a greater variety of applications, and providers become more willing to include more applications on them. QR Codes can contain:

• website urls
• text
• phone number
• text message
• even files (i.e. ringtones up to 2,953 bytes)

Neato; so how can I use this?
The basic premise is to generate a QR Code and place it on a print ad someplace where folks will see the ad and be able to scan it with their cell phone camera. Contained within the code could be a URL, an SMS message, text and even an image. Here’s an example: Woolllaston Estates has been marketing wine in Japan where there is a QR Code printed directly onto the label of each bottle. The interesting part about this campaign is that they are adding value to the purchase; or potential purchase by allowing customers to scan the code and gain access to wine reviews before they buy the wine.

Vespa Canada is also running a promotion using QR Codes to enable customers to get discounts on products and accessories. But this is really just the start.

The Pet Shop Boys even jumped into the QR Code arena with the release of their Disco 4 album. The poster had various codes which all led to other websites that either related to the album or the bands musical interests.

Another really cool use of QR Codes are Commando Nerd Patches, which allow you to buy a patch and put it on your laptop bag or something, displaying your geek-dom with machismo. Check them out over at p8tch.com. Once you get your patches (like me), you can edit the destination on their website using the passphrase sent with each patch.

Given the fact that this code format is open source, meaning completely free, as enabled just about anyone to use the technology for any crazy idea they have. There are groups playing tag where folks will wear a code on the bag or pack and no one knows who is playing until they happen to see a code on the streets. Or a code based scavenger hunt. The code readers and generators are also free like these from Kaywa.

There are other 2D codes available like those from Shot Code (which are proprietary and not free) and DataMatrix which is ISO rated.

Implemented properly means placing the code in a location so it makes accessible additional information about the product, promotion, or event to the viewer at the time when they are most interested. Location is also a consideration since mobile devices don't always have connectivity, so placing an ad with a code in a subway, or a basement may not be the best location due to the lack of strong or any cell signal; if they can't scan and save the code, then it has just failed to work for that viewer, so it's best to amke it is a simple and straight forward as possible.

The possibilities are pretty wide open. Unfortunately I do not know of any US or Canadian companies that have any phones with the scanning software preinstalled, so we are still behind the curve a bit. That just means it’s a good time to look at this as a way to build recognition into a new market.

www.youtube.com/watch?v=FZ1st1Vw2kY

That clips illustrates exactly how companies should market to communities at the social network level -- especially if they want get the results of their efforts to go viral. It's so easy to get it wrong, come off looking like you're trolling (because, well…. you are), and have an adverse effect rather than the one you were so desperately hoping for.

This illustrates that EA, Tiger and whoever the Ad Agency is; really gets it. They know what it means to deliver relative content to a community that moves at blazing speeds with a fish-bowl memory. The best part about this response is that this clip is taking full advantage of an existing community in a matured trend, and not jumping onto the latest whatever with their Johnny-come-lately content. In fact this clip was added 2 years after the original upload of Tiger Woods PGA Tour 08 Jesus Shot. Yet, after 2 days it has more than 451,000 views, 90 video responses, and more than 1,000 comments.

Note: Here is a link to Tiger putting a Rubik's Cube……