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

Here are a few interesting facts sited in the book, SOCIALNOMICS THE BOOK, by author Erik Qualman along with a cool YouTube promotional video.

• Gen Y & Z think e-mail is passe; in 2009 Boston College stopped issuing freshmen university e-mail addresses
• Gen Y will out outnumber Baby Boomers by 2010
• 96% of Gen Y have joined a social network
• 18% of traditional TV ads generate a positive ROI; 90% of consumers who can TiVo ads do
• 78% of consumers trust peer recommendations; 14% trust advertisements
• 80% of companies use LinkeIn as their primary tool to find employees
• If Facebook were a country it would be the 4^th largest in the world
• It took TV 13 years to reach 50 million users, the Internet 4 years; Facebook registered 100 million users in 9 months.

Change is the only constant. Happy social networking.

www.youtube.com/watch?v=sIFYPQjYhv8

Ad Age recently published an article on the upside of the business. The product concept is not new, but the marketing strategy is. In the 90's, Seinfeld produced an episode titled "The Jimmy" about performance enhancing basketball shoes and a wacky character that used them to improve his game.

So what's different? Everything, the target, the motivation and the product. Sketchers is targeting multitasking women who don't make it to the gym, but want to feel like they are "exercising" while they do everything from commuting to shopping with friends. Sketchers and Reebok have introduced products that are noticeably different up close, but look like everyday casual and athletic shoes from a distance (much different Jimmy's jump high b-ball trainers above).

Does the concept have merit? In the new economy this category looks attractive. It's like buying a pair of walking shoes that come with the implied benefits of a gym without the cost or time involved. Win/Win; a marketers dream.

How do you think the ladies version of "The Jimmy" will do in the market place?

However, the more I read, the more I engaged, the more clear it became. The pieces started working together. This is big and what makes it work for me is that it's organic and it's real. The stories and photos are from people just like me who know someone affected by cancer - moms, dads, brothers, sisters, friends, aunts, uncles, cousins, neighbors and this list could go on and on.

It didn't take long for me to register, although reluctant to create another user i.d. and password. Then I typed the name of a friend into the form for the chalkbot to post on a mountain road in France. I was engaged and participating in less than 15 minutes.

IMHO, this is an example of a cause marketing program with the potential to generate deep emotional ties from mass audiences and influence how we as a community think about an issue and how we as consumers think about a brand.

Product placement in films has been around since National Geographic appeared in "It’s a Wonderful Life". We have seen placement done blatantly, and it’s insulting as a movie watcher and consumer, but also so subtlety interwoven with the story that we can’t help but run out and buy something. It’s hard to deny you watched E.T. and did not crave a bag of Reese’s Pieces; sales of the candy grew 65% following the placement. Not much has changed today in terms of the varying quality of product placement and the struggle to avoid brand death. What does it take today to become a brand that achieves iconic status, to transcend placement and become story-line, and how does a zombie flick bring this to life?

When you think about a zombie movie you always go back to the George A. Romero film "Dawn of the Dead", a first in its time. After that, all zombie films are challenged as remakes. Much like iconic brands such as Hostess and Garden Weasel, who make story-line & cameo appearances in Zombieland. Many challengers come along with products that claim to work better, taste better or cost less, but nothing compares or lives in our heart like the original. As marketers pony up cash to get their brands into movies to hopefully achieve iconic status, it’s the true iconic brands that actually inspire. Writers and directors have that classic product in mind, they know what they grew up with and experienced, and they know the iconic brands, we all do, check your pantry or tool shed, that’s what you buy. There is a reason products achieve iconic status, they are devoted to their brand and their customers. Iconic brands promote themselves truthfully and uncompromising. They stick to their brand, follow a list of rules, and guard their brand like their life depended on it.

Zombieland promotes the message, "Enjoy the little things." It’s true in a zombie-pillaged world, and true in our own homes. The world is a hectic place and we need to take time to enjoy little things, and make life easier where we can. Iconic brands know this and don’t succumb to gimmicks and tricks when it comes to their reputation in the market.

What are some product placements you recall from motion pictures or TV? Post a comment.

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For Zombieland rules, trailers and more…