To promote the kick-off of the new season of “American Idol,” FOX Broadcasting launched a new print campaign last week which featured a FOX Code (lower left hand corner). A FOX Code is essentially a standard QR Code, nothing more, nothing less but, for some reason, the company decided to brand it.
When the code is scanned, the reader of the advertisement is brought to a mobile website that is very clean and easy to navigate. Once on the mobile site, the reader can view featured content, videos, photos, news and interact on the forums. Additionally, the reader can share content found on the mobile site via Facebook, Twitter and MySpace.
It’s worth mentioning that the videos on the site, some of which run as long as four or five minutes, are not links to You Tube videos, but are embedded in the site itself. As a result, the videos upload faster and play through more consistently. A few times, there were hangups due to buffering, but for the most part the experience went well.
While there are no giveaways or offers being made via the 2D barcode and its resolve, fans of the show certainly get a lot of background information about the previous and future episodes and, if the reader of the advertisement was new to the show, they too can benefit from all of the information that is being provided on the mobile site.
There are two comments that I have about the campaign:
- FOX should provide some basic code scan information in the advertisement, so that more than just early adopters and those in the know can experience the campaign via 2D. I have a feeling the creative team wanted to keep the advertisement very clean is its appearance and they believe it’s cool or hip (like the show) to communicate without any further explanation than “For Smartphones.”
- If AT&T is a key sponsor of the show, why doesn’t FOX make use of AT&T’s mobile barcode platform and offering? Is there something happening here that’s not being said?
2D Barcode Litmus Test: PASS