QR Code - Lundmark Mobile Site

Computer graffiti? Barcode malfunction? IT department prank?

If you find the graphic to the right a bit curious, you're not alone. It's reported that only 52% of the population in this country have seen or heard of a 2D QR (Two-Dimensional Quick Response) code. Of those familiar with the codes, only 28% have used one.

Mobile phones equipped with a code-reading app can quickly scan these codes through the phone's camera. The data embedded in the code directs the phone to automatically execute a task, like visit a mobile website or view a YouTube video. The code is essentially a quick and easy way to transport users to a URL link, video or other phone function. In fact, the codes can also prompt the phone to dial a number, send an email or text message and even store an address in the users contacts.

What's the advantage? The consumer is no longer required to type a complex URL or address with a tiny phone keyboard. It's a quick and easy way to engage consumers with relevant content at any point during the purchase cycle from investigation to the point-of-purchase.

If you have not already, download a free reader from your apps store and give it a try. There are a few different types of codes that exist, some of which require a specific reader. If you search for a QR code reader you will be able to scan codes like the one above.

For more information on 2D codes or to try one for your brand or products, contact me at 816-842-5236 or kelly@lundmarkadv.com

Congratulations to the greater Lundmark Advertising + Design team for their recent recognition by Graphic Design USA. This year, Lundmark received three American Graphic Design Awards for original packaging engineering & design, licensed property packaging design and interactive website design.

*Trophy collection for illustration purposes only. The trophy collection displayed was not actually won by Lundmark Advertising + Design, nor is this our racecar or our staff. Lundmark in no way is associated with Pete's Welding or these guys (BTW, regarding the number 39 graphic on the racer, we think it should be italicized in the opposite direction, as if the speedster is screaming down the track at 100 miles per hour versus screeching to a dead stop like a minivan that just speed passed McDonalds). We do, however, share the same spirit and enthusiasm illustrated in this photo.

Skechers Airators Promotional Materials

In October, Nicktoons will air Zevo-3, an animated show based on characters including Kewl Breeze developed by Skechers to promote their Airators line of kids' shoes. Kewl Breeze is a superhero that uses his breathable Skechers shoes to defeat hot "Blacktop", his arch nemesis.

Why is this out of the ordinary?

This is an example of content originally developed for and used in the promotion of consumer products being broadcast by a network as entertainment. Shows are traditionally developed and broadcast as entertainment and then licensed by consumer product manufactures. Think "Dora, Dora, Dora the Explorer" as the catchy jingle goes. The animated series was developed and broadcast 24/7 and kids fell in love with Dora and Boots. This attracted consumer products manufacturers to license the property and sell everything from toys and DVDs to yogurt and fruit snacks fashioned to their likeness.

Where does the FCC & FTC stand on the adverting & entertainment overlap?

The Federal Communications Commission prohibits marketers from advertising during a show with advertising-derived characters. However, in the Skechers scenario above, they are well within the guidelines to publicize the new Zevo-3 show. Skechers with insert a "sizzle reel" DVD in 1 million shoe boxes as well as run ads before the series airs.

In 2008, the Federal Trade Commission conducted an examination of how companies advertise products to kids. The FTC gathered information from 44 top marketers including PepsiCo and Coca-Cola for the report. They ruled in favor of industry self-regulation based on the findings, essentially limiting involvement.

Will it work?

Advertising content transformed into entertainment has traditionally not been successful. Most recently, ABC developed the prime-time show Cavemen, based on the Geico ads from The Martin Agency. The show was canceled after about a month. The California Raisins developed for promotional purposes by the California Raisin Advisory Board, starred in a 1989 CBS Saturday morning cartoon series that was canceled after one season. In the late 80's, Domino's Pizza unsuccessfully pitched a show based on the Noid character featured in their advertising.

Will kids find Kewl Breeze and his quest against hot "Blacktop" compelling over time? We'll find out starting in October.

For more information, read the following BRANDWEEK article where much of the information above was gathered: http://www.brandweek.com/bw/content_display/news-and-features/promotion-incentive/e3i3e9fe8a77ad6bd903028e0547bcfda9a?pn=1

www.youtube.com/watch?v=xd1pgHh_dkk

www.youtube.com/watch?v=nl5gBJGnaXs

www.youtube.com/watch?v=Y-Elr5K2Vuo

This is not a hard concept to grasp or principle to follow. Is it?

Well, here's another example of a company that strategically profited from a misleading claim. Sigg, makers of the Swiss designed and eco-friendly reusable water bottle, promoted their product as being 100% BPA free to meet consumer demand, however, some products made before August 2008 have now been found to contain BPA plastics (http://adage.com/article?article_id=138712). The company now claims that although the products did contain BPAs, they leach 0% of the harmful plastic. Making the situation even worse, they're defending their claim positioning the facts to be in an acceptable gray area.

The line here is black & white, there's no gray area to hide in. The facts indicate that Sigg mislead consumers to make a profit.

The worst part? It’s another example that fuels consumer skepticism.

Sigg "I AM NOT PLASTIC"

All the fanfare due to the inclusion of… drum roll please… an engine, that goes fast (which is not what I think of when Kia or compact sedan are mentioned) as well as a couple other features found on almost every car sold in the US. This is what a "pioneer" looks like?

Sarcasm aside, although the Forte does not include the latest automotive innovations it doesn't actually look like a bad car. After watching the commercial several times I can see theAattempt to connect on an emotional level, however, leveraging the chosen elements didn't do it for me. It actually reminded me of the BASF campaign, "We don’t make a lot of the products you buy. We make a lot of the products you buy better" only without pivotal "better" proposition.

With this kind of excitement, we can only imagine what happiness tomorrow may bring.