Frederique Constant, the world class watch maker, has launched a new campaign in Gotham magazine which features a branded QR Code. When the code is scanned, the reader is brought to a mobile website. Once on the mobile website, the reader can watch a video, request an e-catalog or link to the company’s main website.
Before commenting further on the scan resolve, please know that Frederique Constant donates a percentage of its watch sales to a variety of charities, which is briefly explained on the mobile website underneath the video.
The video clocks in at 2:33 minutes long, but with buffering it took a bit longer to watch. The video shows imagery of a reception/dinner party, which was held to honor some of the charities that were recipients of funds donated by the company. As commendable as it is that Frederique Constant is acting in a very socially responsible manner (i.e., donating to charities), it’s a shame the video does more to show the wining and dinning at the dinner party than using the full 2:33 minutes to explain why and how the company gets involved with charitable giving. Note to companies, please leave the self promotion at the door. Instead, think value/benefit to viewer.
As mentioned in other posts, the video in this scan resolve ends up with a blank screen. Nothing to help the viewer either purchase a watch or possibly make a flat out donation to one of the charities that the company supports. There is also no ability for a viewer to “like” or “share” the video.
In regard to the e-catalog, I entered the requested information and was automatically linked to the company’s main website when I hit submit. Who said I wanted to go there? Seconds after requesting the e-catalog, I received an email stating that my request was received and an e-catalog will be sent shortly. Why shortly? Why not attach it to the email notification? What I also dislike about the e-catalog portion of the mobile site is that it is referred to in two ways, e-catalog and brochure. Which is it? Consistency helps.
Looking at the print advertisement, which is two-pages, the QR Code is located in the lower left hand corner of the right hand page, which places it near the spine of the magazine. Not the best location to select, but it seems far enough away from the spine to view and scan. As mentioned, the QR Code is a branded code with the company’s logo and it works well. The description and instructions next to the code are rather sparse. All it says is “Scan barcode with your phone to enter the World of Frederique Constant!” No mention of the type of barcode and no mention of where to get a reader app. What about non-smartphone users, are they not viable prospects? Also, with the given content of the mobile site, the reader hardly enters the “World of Frederique Constant.”
While this is one of the few true luxury brands that I have seen make use of 2D, it’s too bad the company has not fully thought about value or enhanced experience for the consumer in this campaign. It all seems very self serving.
2D Barcode Litmus Test: FAIL