In digital-years, our awareness of QR Tags was pretty late in the game — about 1.5 years ago – but, in market-year (U.S.) the shift in general awareness over the past year and a half has been remarkable — with market-years “use” just coming into play in a serious way.
In that same time period, our interactive narrative engine has been evolving with a focus on mobile engagement.
The intersection of QR Tags and Interactive Narrative (SMS, IM, Mobile Web, Apps) seems like the most natural end-to-end mobile “pull” engagement because it replicates the User’s typical mobile engagement with friends and family. So, instead of migrating online ad units to a mobile space, we engage with Users through what is unique to mobile: QR tags are unique to mobile; interactive text conversation is the most common use of a mobile device.
We use medium-specific tools for instinctual engagement.
Mobile marketing has been limited to “push” marketing and very brief, generally non-contextual engagement. That all changes now. As we see Central Park being “tagged” with QR Codes (pointing the direction toward “episodic” QR Tags and conversational story episodes), we’re seeing the “internet of things” come to life…
29 April 2010
