Earlier in the month, the movie “Inception” came out on Blu-Ray + DVD and, to promote the event, Warner Bros. ran a multi-channel advertising campaign, which featured a lesser known mobile response code/tag called SnapTag.*
For a SnapTag to work, the reader of the advertisement is instructed to take a picture of the SnapTag symbol with their mobile phone (can be read by smartphones or feature phones), and either email or text the image to the respective email address or text code, which is provided in the symbol itself (see copy in the border in the image below). A few seconds after the image is sent, an email comes back to the reader providing additional information and or content. If this mobile response code/tag methodology sounds familiar it’s because JAGTAG works much the same way.
From a strategic marketing perspective, the “Inception” campaign was very well thought out and executed. In the movie, there is reference to five different dream levels, one going deeper than the next, and the advertising campaign played off this from one week to the next. Each week throughout the campaign, a different dream level was reached and, with it, new content was offered. Content such as a special ring tone, a video interview with the director, exclusive sneak peeks, etc. Overall, the idea is that with each new offering of special and valuable content, from one week to the next, the consumer or fan of the movie will move that much further down the purchase decision path and hopefully buy the Blu-Ray+DVD.
What I also like about this campaign is how Warner Bros. made use of multiple advertising channels, which included magazine, billboard and television. Just as with traditional campaigns (i.e., non-mobile response code/tag campaigns), mobile response code/tag-based campaigns should be integrated across channels/mediums, as much as possible and where it makes the most sense. There is no reason to limit exposure and limit the mobile response code/tag experience. One tactic I will question, however, is the use of television. To me, this just does not make much sense unless you give enough forewarning to the viewing audience that a mobile response code/tag will appear on screen, and how and when this gets done could be questionable and or problematic.
Lastly, I will say that the advertising creative was well done, as the SnapTags were positioned and sized well. And, by nature of how SnapTags work off of image recognition, it made sense to use a prop from the movie as the image in the code. Of course, for those who did not see the movie, the spinning top would mean very little, but for the movie’s true fans, the campaign’s real target audience, they will get it.
2D Barcode Litmus Test: PASS
*The term “mobile response code/tag” is meant to be all inclusive, which includes: all binary based codes (e.g., QR Code, etc.), as well as all image recognition codes (i.e., JAGTAG, SnapTag, etc.).