New Lifetime Series uses JAGTAG

Cable television station, Lifetime, is now running this campaign to promote its latest series “The Fairy Jobmother.” This billboard advertisement was spotted on a New York City bus shelter and it features a JAGTAG code.

Lifetime JAGTAG Code

Per the instructions on the billboard, I scanned the JAGTAG code and emailed it to the address provided. A minute or so later, I received two emails from JAGTAG. The first one read, “Click this link for a job tip from Hayley Taylor, The Fairy Jobmother. Do not miss new episodes of The Fairy Jobmother Thursdays at 9p/8c on Lifetime.” And the second email read, “To receive more exclusive content from The Fairy Jobmother, please text back LIFETIME.” Acting on the first email, I clicked the shortened URL and saw a video, which was about a minute or so long and featured a job hunting tip and trailer for the show. I did not respond to the second email.

Lifetime JAGTAG Code 1

A couple of comments about this campaign. The billboard is well designed and gets your attention. The JAGTAG code is prominently positioned and located at a height that makes it very easy to scan. Also, the directions along side the code are well written and easy to understand.

Now, a few questions. Why does Lifetime send the second email only seconds after the first one? Why not give the reader of the ad some time to react to the first email and allow them to digest the meaning and content of the scan resolve? Also, if there is more video content to offer the reader, which is what’s mentioned in the second email, why not ask the reader at the end of the first video if they want to see more and offer a link at that moment in time. To me that seems more fluid and appropriate. Why interrupt the reader with a second email, as opposed to allowing it to be more permission based where the reader opts whether or not they want to see more.

Also, being a new television show, I would assume Lifetime would welcome word of mouth among potential viewers, so why not include in the video resolve a “like” button or some sort of social share button? There is nothing in this campaign that enables it to easily go viral.

Another question, why just a job hunt tip and program trailer? What about a scan resolve that was a bit more innovative or of value. For example, how about offering a consumer the chance to become a participant on the show? Why not a direct link to a short application? Or what about a co-op campaign with a leading resume writer and offering the service of a free or discounted resume analysis. Or what about offering a chance to win a new business wardrobe? To me, there seems to be so much more that Lifetime could have done then a simple job tip and trailer.

While it is great to see another 2D campaign in the wild, I get sense the marketing/creative team took the easy way out and just reconstituted existing content. How this plays out in generating new viewers and achieving marketing objectives only time will tell.


4 thoughts on “New Lifetime Series uses JAGTAG

  1. From the little I understand of Jagtag's platform, the suggestions you offer for a more creative campaign simply aren't possible to deliver within their system or current offering?

    Jagtag's offering appears restricted to delivering an MMS back to the User (usually a video) or sending an SMS, so that the User can opt-in to receive extended campaign, traditional “push” content (no different from a Keyword/Shortcode campaign).

    Two things stand out in your experience:

    1. You had to wait a minute to receive the response? Mobile engagement must be near instantaneous. A minute is a lifetime. A minute on the Streets of New York can be a couple of lifetimes.

    2. Delivering video to someone on the Streets of New York and expecting them to view it then (especially when you need to hear it)? Or, save it and view it later (not likely; out of sight, out of mind) is a wasted effort for both the business and the customer.

    Mobile campaigns must be location sensitive. This is not.

    If this is a new television show, then it's too early to offer a contest campaign, since the point of the campaign is to get viewers to tune in. Is there anything in this execution that makes you want to tune in to the program?

    Or, have you lost my interest in the program by not delivering the experience to me immediately in a format I can easily digest or engage with, right there at the bus stop?

    I hope you can get some comment back from Jagtag, it would be good to know if they are open to delivering mobile content beyond SMS and MMS at this point? I know their sales pitch is always about reaching “everyone,” even if only a small fraction of “everyone” participate in mobile campaigns (and, the vast majority of those are people with smartphones or at least mobile web access).

  2. A: I am aware of the limitations of JAGTAG's platform and was not trying to connect my call to action/scan resolve ideas with it. The point I was trying to make was that the company could have pushed the envelope a bit to come up with a call to action/scan resolve that was a bit more than a simple trailer video. In regard to your comment about campaigns needing to be “location sensitive” that makes perfect sense, especially when the advertiser has direct control over who sees what where and when, etc. Lastly, I will try to contact JAGTAG and see if they have any comments.

  3. Hi Roger,

    I just saw this, and figured I'd reach out to answer any questions you might have! We always love the coverage, and also always want to make sure you know everything you'd want to know.

    I can easily address a few questions I did see raised in your post –

    First, we do send the opt-in email after a delay on our end. However, once any message hits the networks, it is delivered on the network's schedule, not ours. So that first video message was probably held up a bit, which is why the second email came right after it. That's also probably why it took about a minute to get a response – again, it all depends on network service and delivery. In general, we average about 20-40 seconds round-trip.

    I also love your ideas for things other than a job hunting tip and program trailer. And to address the comment by Anonymous, we can absolutely do all of those things that you mention – there are no limitations to our system holding us back from doing any of that. Most clients to date have chosen to go with a video or text message as they get their feet wet, but we've run contests, sweepstakes and instant wins, and we've delivered coupon codes, real-time updates, links to WAP sites, links to apps, etc.

    Also, one last note – the vast majority of people who participate in our campaigns are actually not people with smartphones – for a national, general market campaigns, smartphones only make up about 30% of our total audience – standard feature phones still hold the majority at 70%.

    Any other questions, please just let me know – I'm happy to help.

    Tracey Dreby
    Director, Client Services

  4. Tracey: Thank you for your comment. While I understand that you may not control the timing of when messages are sent back to a consumer, I wonder if this point was ever raised on the part of Lifetime when it came time to review vendor capabilities, etc. Did they ever ask the question or raise the concern? Whether or not there is a lag time and who or whatever might be responsible for it, the end result is/was, at least for me, a less than optimal 2D experience. As I say in my review, I see this being part the vendor's fault and part the brand's fault.

    Again, thank you for commenting and clarifying matters regarding JAGTAG.

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