Commentary
JetBlue Campaign Uplifts 2D Codes
- by Mark Walsh @markfwal, March 1, 2011
Have you seen the print ads for the JetBlue Getaways program featuring a giant 2D barcode in the center? If you live in New York, they're hard to miss -- since the posters are plastered all over the inside of some subway cars. The ad promotes a sweepstakes contest to win a winter travel package to St. Petersburg/Clearwater in Florida.
What I like is the ad creative putting an enlarged 2D code front and center to underscore the option for people to use their cell phone camera to snap a picture of the code to get more information. (Or register at Jet2Beach.com.) The actual 2D code is contained in a corner of the supersized one, which also serves as the framework for a collage of images of family members cavorting on the beach. 2D codes tend to look like tiny modern art works, so why not blow them up to fill the canvas of an outdoor ad?
More importantly, the 2D code isn't simply tucked away in a corner of the poster where it may be easily overlooked, especially if somebody is sitting in front of it on the train. For early adopters and mobile enthusiasts, QR codes may seem so 2008. But most people tend not to know or care about such geeky stuff until it becomes more pervasive or hits them right between the eyes. That's essentially what the JetBlue ad does for 2D codes.
Text-messaging advertising had the benefit of text voting on "American Idol" to help condition mobile users to respond to respond to promotions via shortcode campaigns. But there hasn't been quite the same pop culture moment for 2D codes despite the proliferation of mobile barcode apps for shopping and movie ads in particular. So JetBlue's approach of making the 2D code the star of its print ads to reach a wide audience makes sense.
The blog 2D Barcode Strategy actually spotlighted the JetBlue Getaway ads a month ago, noting that when you scan the smaller code, a message appears asking if you want to visit the page's mobile site. Pressing "OK" takes the user straight to the site. That's a user-friendly step that allows people to effectively opt in, even to get to the promotional page.
While the niche blog was disappointed with the amount of travel information on the mobile site compared its desktop counterpart, JetBlue deserves credit for using the ad creative to promote the 2D code itself along with the main message.
Mark Walsh can be reached at walsh@mediapost.com
Why are you supporting this? It might be a good concepet, but terrible execution! How am I supposed to scan this code in the subway without any cell service? This might not be JetBlue's fault, but the buying agency should be fired.
Executional challenges aside it's great that Jet Blue is spending their money to help build awareness for 2D codes(QR is one of dozens of 2D codes). Macy's has a very similar style of creative running but the actual 2D code is elsewhere on the creative. I can't help marveling though at how ugly those things are. For an industry where creative has had a hard enough time putting a URL at the bottom of print and TV ads I have a hard time believing that these ugly codes will be the way to go in the long term. I think image recognition is ultimately the long term solution and for the short term a simple URL is a better way to go to get reach and make it easy for consumers to interact (but also include 2D testing). Image recognition though has some of the same issues as 2D codes:
The whole 2D code phenomenon is hampered by the fact that with few exceptions a consumer has to go to an app store, find the right reader, download it, fire it up, scan and then get the content. Seems like a lot of steps when a simple URL or an sms interaction would be significantly easier. With everything we have learned from online regarding eliminating clicks this seems like a step backwards. The one thing QR codes have going for them over other 2D codes is they are free to use and anyone can generate one in mere seconds. http://qrcode.kaywa.com/
Julie Ask, analyst at Forrester put out a great report in September of last year regarding 2D codes:
"Only 1% of US mobile phone owners have used a 2D bar code scanner in the past three months. It would be hard for any product or service company to claim an urgent need to implement 2D bar codes, but now is a great time to experiment by using them in marketing campaigns to offer promotions as well as on product packaging and displays to “extend” these with more in-depth content."
We are recommending to clients to do A/B testing with at a minimum using URL's and 2D codes to see what performs better and to keep testing over a period of time to ensure that they stay on top of the best mechanic to interact with consumers.