Because the SYNC system is powered by Microsoft, it makes perfect sense that Ford would use a Tag as the 2D barcode for the campaign, versus a QR or Data Matrix 2D barcode, but what doesn’t make sense is the placement of the Tag. If Ford knew it was purchasing a right hand ad page in the magazine, which I assume it did, then why design the ad in such a fashion that its call-to-action (i.e., the Tag) is buried near the spine of the magazine and at the bottom of the page? Why not place the Tag in a more prominent position such as the upper or lower right hand corner, or even the middle of the page? Also, if the ad is four color, why does Ford choose to make use of a black and white Tag? One of the features/benefits of Tags is that they can be produced in color, which I believe would help to draw attention to the Tag itself and the ad’s call-to-action.
Even though Ford does a great job 1) describing the Tag, 2) informing readers what they will connect to once the Tag is scanned (SYNC product demos) and 3) how to get a scan app if needed with the brief descriptive copy listed to the right of the Tag, I wonder how effective the ad will really be knowing that the Tag (i.e., call-to-action) was placed in a relatively poor location.