I bought my Marie Claire mag print version over the weekend, a long purchase after staying so loyal to ZINIO on the Ipad and I dont really dig deep in reading, it’s fashion so visual is more important. What struck me most or what I played most with the mag was these cool QR code, packed with cool video, things you wont get in the mag itself and even in the website. Exclusive stuff, interesting content stuff.
I turned over to Dep this issue, with Lâm Thu Hằng on the cover, page 36 is a brief intro paragraph about QR code and the QR itself, by the way the Dep one does not work so I guess it’s illustration only! Same goes with DNSG mag, the code didnt’ work either.
Now back to Marie Claire, so every few pages there’s QR code for different content: behind the scene materials on the cover shoot, makeup tips, style tips all videos format from the editor board themselves, I’ve got hooked in. And now Im thinking should I buy the next subsequent M.C just to see what’s next? They sold it to me!
Now back to Dep, well the QR code didnt work so not so sure if I’m going to be keen on trying again but it’s a good thing. Technology starts to catch up here in Vietnam, packs with rich engagement, offering more and more content – if relevant to consumer, hence opportunities for brand to tap into. This is useful for brands and can become a rich content space but the trap I’ve seen so far on the local ground is: Link to website. Nothing wrong with leading user to link to website but why should they interact with your information when it’s just website? This is when conversation planning should be considered and become a part of a bigger content planning in the engagement space. Think about:
1. Type of content – so we have website, most of the brands do, we have facebook, some brands do, and a few have youtube. We also have PR materials: now this could be interviews as well on print, and most brands have TVC.
Depending on channels, which content fits with what
2. Relevancy of content – now if a magazine have this QR code and want to providing ‘additional’ materials to readers, say DNSG on p36 with a full interview about NIPPON PAINT CEO, it would be even more interesting to have these content, same content on the QR with video interview, maybe a bit of quotes or introduction speech about the CEO, could even be additional interview questions beyond what’s on print, extend the CEO profile into this ‘video’ working hours, behind his office etc. Now that’s good content – if the code works.
To be honest, possibilities is endless. But what brands or tech-savvy experts get too caught up is not planning it carefully and just pack the same information as what they have on existing channel. Users wont click or scan. Remember these are pretty tech savvy and smart consumers who are using smart phone to access or have the intend to be interested in what else the brand have to say, since you’re telling them to scan, dont disappoint them.
By the way, you can develop your own QR code, like my friend Fred – freelance photographer did, works well for independent artist and personnel, profile and promoting your own work.
Above: Dep QR code brief intro
Above: DNSG QR code dont seem to work
Below: Try Ponds’ QR code for video on youtube channel with relatively good content beyond just products, there’s consumer product review and trials.
And here is something a bit more personal, for those who loves to promote themselves, this should work Try your hipscan and QR code. Perhaps you wish to reveal more information, this could work with politicians? Or CEO. Read Mashable for the How To create your QR code for SME business. Luxury brands take over this QR code? For sure
p/s: The DNSG code seems to work with android but link to webpage only. Blackberry and Iphone dont seem to work.