While reading 'Combining Print and Digital Ad Content with QR Barcodes', couldn't help but think of the applications this has on urban youth market. I mean can you really think of a better tool designed to educate or engage a consumer who knows little about your product or service? Magazines tend to be the initial and most accessible media outlet to lifestyle 'aspirationalists' out there...
Millennial youth's affinity for all things digital is well known by now...I've argued it would be pivotal for brands to devise a coordinated digital strategy built around cultural intelligence. The pieces are in place to connect with aspirational bicultural/bilingual urban youth segment, cause they really are looking for the content that introduces them to a new world. On top of it all, because these efforts live digitally, tools are emerging to that conversion rates and monitor whether clicks on ads.
ScanLife started working with Transworld SNOWboarding, Brad Steward at Bonfire, and Kevin Winkel at K2 Snowboarding in an effort to bridge print and digital advertising reach. The image above has barcode in the lower left image that redirects a mobile user to a branded video clip. Potential for retail oriented integrations is tremendous...
Both companies see this technology as a way to change advertising and attract consumers in the future. Winkel says it’s very intriguing to be able to use one code, and then consistently change the content, passing off information to consumers by using sales tools and even products; “In the end it is another tool we can use and something that has definitely changed how we create our interactive media and the direct tie between that and our print materials."
