Wednesday, 14 December 2011

QR Code Allowing Complete Integration - James Bolton

When we were applying the barcode onto the back of the CD Digipack, I thought it would be a good idea if we could integrate what is known as a QR Code (See below).
This is similar to a barcode and they are being used more and more often in the modern media. The idea is that using your smartphone, you can read this barcode using an app or your camera. The code is then recognised by the phone and you are directed to a relevant website. These are often used to give the customer access to exclusive content, downloads or deals. So, I had the idea of applying one of these to the CD Digipack, which could direct cutomers to the band's website so they can claim a free copy of the music video that goes with the main song on the EP or Digipack. This is a great example of how we are not only integrating the video, digipack and website visually (ie, all three are connected by the content, theme and images), but digitally. The CD directs them to the website which directs them to the video. As I mentioned, this is very common in the modern media, and as our target audience is people from around 15-35 (common smartphone owners), this is a great way to sell our band and make customers even more connected and interested with the artist. It gives us complete Cross Media Integration.

To create this QR Code, I used the website http://www.qurify.com/en/
You simply type in the text that you want the customer to see when they scan the code, generate the image and download it.
The text we chose was "Visit us at www.thefutureheads.co.uk and type in the following code to claim your free copy of our video for 'Sun Goes Down'! **CODE**"

A screen grab of the website used to generate the code.
A relevant section was added to our website's homepage so it is simple and easy for the people to claim their free video.

Below is a copy of what appeared when I scanned the QR code myself on my Blackberry.


Often these codes don't work when they are covered. So the protective plastic that goes across CDs in shops would prevent someone from just scanning the code and claiming their video, rather than them actually buying the CD, then claiming their code.

As you can see from the picture below, we opted to place the QR Code on the bottom left corner on the back of the digipack, along side the regular barcade. We also included instructions for the user, that will get their attention and encourage them to claim their free video.

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