QR evolution
By Gregu May 1st, 2008
In New technologies
Is it just me or is there a lot of talk these days about Quick Response codes? QR codes have been a huge success in Japan, not so elsewhere but that may be about to change. As handset technology improves we may see an increase in the use of inbuilt barcode scanners and their reappearance could be a boon for marketers looking for new ways to drive traffic to sites.
Google, stumbled first time around with the barcode scanning device CueCat which was given away with participating newspapers and magazines allowing readers to scan codes in the publications. Google have renewed their interest in the technology and are teaming up with the home shopping network QVC to take another crack at it.
QR code developers look to Japan for what’s possible, since almost every one of the 100 million mobile phone users have a handset with the technology built in. This means no need for any software downloads, or separate devices, as has been the case in other markets. Almost everyone knows what they are and how to use them especially the youth market meaning that the codes have become an integral part of ad campaigns.
One problem with the codes though is that they are fairly dull things to look at and advertisers haven’t made much of an effort to differentiate their codes from each other. Enter Carl van Wijk and the team at QR-It a small startup in Tokyo. Carl’s creative background was at odds with the bland black and white dots and so he decided to experiment with them. The results speak for themselves. Carl has cleverly blended the QR code with the ad, making it part of the story. One code made for an album release featured the hundreds of the band members heads instead of black and white dots. Another used basketballs to make up the code, while a series for a creative agency in Tokyo featured a menagerie of animals each with a code camouflaged on their body. This summer they will be working with companies to use codes at music festivals and outdoor settings using projections of codes onto buildings and a QR code that will be made up of people and shot from the roof of a nearby building.
I am not usually one for predictions but if I were, I’d say we are seeing the start of a QR revolution that will have a myriad of applications, particularly in the social mediascape. (and yes, the white heads in front of Darth Vader are stormtroopers!)
1 Leo // May 2, 2008 at 2:53 pm
Mike Burgess at SevenSquared pointed out that you can easily create your own QR codes at sites like http://www.winksite.com: http://tinyurl.com/23ajek
2 Karl / sthlm // May 5, 2008 at 8:54 am
Also worth mentioning is Googles opensource API for reading and processing various QR and barcode formats:
http://code.google.com/p/zxing/
…which certainly takes most of the geek out of it and lets you focus on the what to do with the idea. Which is nice,
K.
3 Ian Foster // May 13, 2008 at 12:03 am
The main limitation with QR codes is that the URL is statically encoded within the QR code itself. If you want to change the destination web address then you need to regenerate and reprint the QR code. I’ve created a website that allows you to point your QR code to a dynamic URL. All you then need to do is to update your QRMe profile with your URL. This gives you the option of pointing your QR code to a wesite that reflects your current mood.
Regards
Ian
4 Ian Foster // May 13, 2008 at 12:04 am
The main limitation with QR codes is that the URL is statically encoded within the QR code itself. If you want to change the destination web address then you need to regenerate and reprint the QR code. I’ve created a website that allows you to point your QR code to a dynamic URL. All you then need to do is to update your QRMe profile with your URL. This gives you the option of pointing your QR code to a website that reflects your current mood.
Regards
Ian