ThirtyTwo uses ScanLife ezCode

ThirtyTwo, the snowboard outwear and advanced boot maker, is running a print advertisement, which features a ScanLife ezCode. Scan the code and it resolves to an interview with Joe Sexton, a rider for ThirtyTwo.

ThirtyTwo QR codeIn viewing this ad, there is little doubt that 2D was part of the creative design process and overall strategy from the get go. No after thought here. The company does a fine job listing how to scan the code and describing what the scanned code links to.Whether it was intentional or not, and I have a feeling it was, I like the way the code sits over Joe Sexton’s mouth as if to say, if you want to hear him speak, which is the call to action, you have to scan the code.

Questions to ThirtyTwo: Why use ezCode? I believe this might be the first time I have actually seen one used. Also, will the video interview with Sexton be enough of a pull for readers to scan and interact?

Overall, well played.


6 thoughts on “ThirtyTwo uses ScanLife ezCode

  1. It's a brilliant looking print ad that “extends story” via Tag to mobile.

    Ah, ezCode? I'm sure the demographic for this have no problem downloading another Reader, especially as it's tied to a sports “star” where his identity adds a cool-factor and a near spokesperson feature for ezCode.

    But, are we at a “LET THE READER WARS BEGIN” moment? If so, I hope it's short and swift. Or, are we simply going to live in a multi-Reader Universe, adding confusion to the marketplace, but, hope that End Users don't mind having a few extra apps on their phones?

    Beta/VHS. Mac/PC. Plasma/LCD…

    A winner or majority leader always comes out on top. Each Company and their proprietary format have an obligation (first) to their Shareholders to try to gain that position. Let's hope the war is swift and decisive and then, going forward, make it as easy for the consumer as possible. Especially the “general, non-niche” consumer, 'til then, we'll be stuck with these low-5 and low-6 figure scan rates on a campaign that mean nothing in relation to 80 million smart phones in the States.

  2. Roger,

    Totally agree with your assesment. Well thought out ad with a great website. I think they made a big mistake using the ez code, I scanned and it shows the page views on the video as less than 600. I think if they used a qr code it would be much higher. The only code I see as competition to the QR code is the Datamatrics and the Microsoft tag. Even the jtag's days are numbered as more people switch to smartphones. JMHO

  3. Anonymous: The “confusion” in the marketplace need not be there as long as companies (i.e, the brands) provide full disclosure and inform (tell) consumers where to find a reader app, whether it be proprietary or not. Companies that use Microsoft Tags do a good job at this, because there is essentially only one place to find the Tag reader app. When a company uses an open source 2D code they should also recommend a reader app that is known to work with the code and where to find it. Maybe it is not the place for companies to suggest (endorse) a third party reader, but this is an essential part of the process. Regardless, consumers will most likely need a couple of readers on their smartphones if they want to scan proprietary and open source codes going forward. Time will tell.

  4. Roger — I think you're onto something here…the Reader App is often a secondary brand identity that would be on the Art. Many Brands simply do not allow this as standard policy. I've seen a major Brand reject a much needed instructional video on an emerging marketing technology since it included the tech company's brand i.d., even though the consumers needed the instruction.

    Look at the Ford/MicrosoftTag example you posted. Microsoft's name doesn't appear anywhere I could find? This is a likely issue that highlights a conflict between advertisers and emerging marketing tools. Get them to the correct Reader and app without telling them the name of where they're going?

    Something else to mull over…

  5. Anonymous: I do not believe companies need to disclose the name of the reader app provider, just the URL or store site name where a person can download it from. Actually, this reader app “dilemma” might pose an opportunity for third party reader app providers in that they can offer a new product/service, private label reader apps. For example, say 3GVision offers private labeling on its popular i-nigma reader. And private labeling might include the name of the reader app and a URL to download it from (e.g., go to to download our QR code reader app). Your thoughts?

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