• by Wayne Friedman , February 1, 2011

Looking to gain a deeper marketing experience for mobile consumers, Starz Entertainment has become the first TV partner to sign up for AT&T's new mobile barcode program.

Using new mobile barcodes, consumers can use their smartphones to scan selected print and outdoor advertising for Starz entertainment marketing. Initially, Starz will use the technology to push its ongoing action drama -- "Spartacus: Gods of the Arena" -- which is a prequel to the "Spartacus: Blood and Sand" original series.

Consumers can receive special offers as well as added information for the premium network's other programming and movies. AT&T, citing a recent survey, noted that 80% of consumers indicated interest in scanning barcodes with their mobile phone. Sixty-nine percent of those surveyed intend to use the technology to redeem coupons and discounts.

Jennifer Schouten, vice president, affiliate sales and marketing at Starz Entertainment, stated: "Starz plans to offer this new mobile marketing technology to all of our business affiliates as an enhancement to joint marketing campaigns."

AT&T developed mobile barcodes as a direct-response vehicle for brands and their consumers. It was launched in August 2010.

Chris Hill, vice president of advance mobility enterprise solutions for AT&T Business Solutions, said: "We intend to continue to help our business customers create measurable and fully managed brand experiences with mobile barcodes to better interact with their consumers -- a trend we anticipate will grow this year."

The pay TV company, Starz Entertainment, has 16 premium channels with two main brand names: Starz, which has 17.4 million subscribers and Encore with 32 million subscribers.