It’s been an emotional week for Tag. We’ve discussed how people are emotionally attached to their smartphones, especially moms, and how marketers play on users’ emotional responses. There are many brands that give people the warm and fuzzies because consumers have positive personal connections to them. Some brands can even transcend a logo and still maintain those emotional bonds. When consumers see red by anything remotely associated to cola, they immediately think of Coke.
That’s why when you’re planning a 2D campaign the ability to create a custom Tag is such a big deal. Suddenly that barcode is more than just a splotch. It is an identifiable part of your brand that people are more likely to connect with because it is recognizable.
The "Make it Great" campaign for Microsoft Office 2010 used custom Tags with the brand logo and also created a customized experience. The Office team placed ads that targeted techy savvy parents in six different magazines, which contained a custom Tag identifying both the ad and the publication. It gave the user a specific mobile experience to go along with the custom Tag. As a result, users were twice as likely to view videos from the mobile site then they were from banner ads.
Custom Tags can go beyond brand identity and enhance a theme. Because readers already have a familiarity with Tag, many publications such as Women’s Day and Martha Stewart Weddings are using custom Tags when they run campaigns and contests. Women’s Day created a Tag with a fall leaf to complement its “Make it a September to Remember” contest, while Martha Stewart Weddings used a wedding cake for its “Scan to Win” sweepstakes.
Placement is another important factor to keep in mind when planning a Tag campaign. On a printed item, such as a poster, burying the Tag near the bottom means that many times the Tag can get overlooked by the casual viewer. If you’ve worked so hard to create a Tag campaign, why would you want consumers to miss out on the backend experience that Tag has to offer them?
Placing the Tag front and center on a sign increases engagement. For example, when local businesses in Forsyth County in Georgia wanted to drive more shoppers to area establishments, they launched a “Discover Forsyth Scavenger Hunt” Tag campaign. They used customized Tags that were large and placed directly in the center of posters. The scavenger hunt has been a big success. Participating businesses reported an increase in foot traffic as a result.
On a much larger scale, the Kenny Powers K-Swiss Tag campaign also combined custom Tags with prime placement, not just on printed items, but also on TV. In one television ad, Danny McBride portraying the fictional Kenny Powers of the HBO show “Eastbound & Down,” shows off a giant Tag of his face, and pretty much orders viewers to scan the Tag. (Now that’s a call to action!)
Tag gives marketers a bunch of weapons for their arsenal, so you might as well employ what’s readily available to increase user engagement at the mobile level and build on the brand recognition you’ve worked so hard to achieve.
What other ways can Tag placement and customization increase engagement with consumers? Let us know with your comments below or on Facebook or Twitter.