We’ve been keen to do something with QR codes for some time, and have run up against practical obstacles to their effectiveness each time, so it’s good to see an example that does make sense. Thanks to Blognation for the details.
QR codes are 2 dimensional bar codes. They look a bit like this normally.
This one directs you to my blog, since it contains the URL “blog.markhopwood.com”.
The idea is that you download a piece of software to your phone, then when you see one of these funny squares, you take a photo of it with your phone, and you’re directed to a website with related content. In the newspaper example, people reading an article about Radiohead might see one that links to a mobile site with one of their videos on it.
Why is this idea better than others I’ve seen (like this one that Iain Tait pointed out). The basic problem is that the software isn’t pre-installed on all our mobile phones yet, like it is in Japan. So the experience when you see one of these posters is pretty shallow. No software, no link. Maybe you think it looks cool, but that’s about it.
But if your favourite newspaper or magazine starts using them, you’ll have lots of reasons to download the software in each edition. And because it’s something printed, in your hand, rather than something on a poster or the side of a bus, you’ll still have all those QR codes when you’ve downloaded the software. And they can print instructions (like the ones below) on what to do when you see one of the codes. In short, there’s a bigger incentive to get the software, instructions and help with getting it, and it’s clear that it’s an ongoing thing. So it’s more likely to get used.
The best thing is that once you’ve loaded the software for your newspaper, you’ll have it the next time you see a poster in the street, so it’s driving technology adoption across the board.
