Professional Golfer’s Association uses 2D Barcode

Last week, the Professional Golfer’s Association (PGA) launched a half-page advertisement in The New York Times, which featured a JAGTAG QR Code. The advertisement was used to promote the final rounds of the PGA Championship, which just ended this past weekend.

For those not familiar with JAGTAG QR Codes, know that JAGTAG, which was recently purchased by Augme Technologies, developed their own version of a QR Code in spite of the fact that they had, up until recently, been all about their own proprietary code called a JAGTAG. Seeing how the barcode industry and advertisers were embracing QR Codes more and more, it seems as though the company did not want to hold out and rely solely on their proprietary code, so they developed their own version of a QR Code. (If I am wrong on this, please someone from Augme/JAGTAG correct me.) To date, this is only the second JAGTAG QR Code that I have seen.

Although there is no instruction or description associated with the JAGTAG QR Code in the advertisement, I do give the PGA points for a well-crafted mobile website, which the code links to. When the reader of the advertisement scans the code, they are brought to a mobile site that displays the tournament’s leader board and provides links to the following items: tee time schedule, TV schedule and player bios. Also, at the top of the screen, there are at least two rotating banner ads, one for the PGA shop and one for an iPhone app.

As good as the mobile site is, there are a couple of questions/comments I have for the marketing/creative/development team. First, when a reader touches the “PGA Shop” link, why are they brought to a desktop version of the shop’s website? Why not link to a mobile shopping page, and keep the mobile experience happening? Second, when a reader touches a player’s name to read their bio, why does the reader then have the option to view the full mobile site? Why not link the reader to the full mobile website upon scanning the code? (The full mobile site provides links to: locate a player on the course, a Twitter stream, spectator alerts, snap and share the broadcast via Facebook and Twitter, follow the event live, video highlights and top stories.) If it’s all about the user experience, why not lead with the full mobile site and continue with the mobile site?

I am curious to know if the PGA used any JAGTAG QR Codes at the event itself and, if so, how? Also, knowing that Golf Digest, a leading golf magazine, has for quite some time made use of Microsoft Tags in their publication, I am wondering if any thought or consideration was given to this type of code, figuring that so many Golf Digest readers (i.e., PGA Championship fans/viewers) would already be aware of and accustomed to Tags.

2D Barcode Litmus Test: PASS

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