Shiseido, the cosmetics manufacturer, has a print advertisement, which features a Microsoft Tag. The call to action for the Tag is well written and reads, “Scan the tag to learn the secret to younger skin through Shiseido Facial Massage.” Motivating enough and the Tag download information helps as well.
But, as good as the print ad might be, let’s not get carried away, because the 2D experience is lousy. The code scans leads to a 3:30 YouTube video, which provides instructions on how to give oneself a facial massage.
Due to buffering, the video started and stopped a number of times and by about the 1:15 mark it stopped altogether. I tried to replay the video a couple of times and finally got it to play through as intended. When the video ended, my feelings were of disappointment, nothing else. Why? Because I just spent over five minutes to get a video to play, which left me with nothing else to do or experience in regard to the product, brand or company. Even if the video played without a hitch, and I really liked the content of the video and started to believe in the product, I am left holding the bag wondering where I can purchase the company’s products.
After recently reviewing a number of 2D campaigns similar to this, I catch myself asking, is all of this rocket science or is it brain surgery? Why can’t companies get past the interruptions and deliver a well thought out and well executed 2D/mobile campaign, which offers value, benefit and relevance?
2D Barcode Litmus Test: FAIL