Of course, foursquare’s not the only game in town.

While the world figures out what to make of Facebook Places, Gowalla continues to be the best LBS alternative to foursquare. While both services have much in common, one dramatic difference is Gowalla’s disinterest in rewarding users for checking-in repeatedly at a single venue (i.e. foursquare’s “mayors”). Instead, Gowalla tends to reward users for checking-in at a variety of venues. In some cases, these are part of coordinated “trips” that are produced by Gowalla users and brand partners. (National Geographic‘s robust collection of trips is a particularly good example of brand-building via LBS.) For any brand looking to connect on a regional level, this Gowalla feature allows you to creating a walking tour of, say, bars in a given city with Negra Modelo on tap.

A new addition called Highlights promises to add another layer of personalization to this content, with users being able to label spots as the best nighttime views, best guilty pleasure, or best kept secret (I think I’ve found a flaw in that last one). Assuming that Gowalla has plans to integrate marketers into these Highlights, there’s plenty of room for partnerships – I’m sure a number of bridal products would love to get a piece of the “Hitched” highlights.

But, Gowalla perks work at individual locations as well. Gowalla users often receive virtual items for checking-in at certain locations (which can subsequently be dropped or swapped at other locations). For instance, you might receive a metal robot when you check-in at a toy store, or you might receive free tickets to an NBA game by checking-in to sportsbars and basketball courts. Huh, wha? Yes, the New Jersey Nets hid 250 pairs of virtual (but redeemable) tickets at various Gowalla locations in the area for their last game of the season! Our “athletically challenged” colleagues here at Upshot might be more interested in a similar giveaway from Adobe, in which virtual items redeemable for a dozen free copies of Creative Suite 5 were distributed across various Gowalla spots nationwide. (A summertime campaign from Eye-Fi spruced up this model by including a random sweepstakes for anyone checking-in at Apple Stores.)

The aforementioned Nets promotion brought up a particularly compelling way for brands to deal with unused inventory (a problem that the Nets had ample opportunities to consider – heyyo!). The same article that described the Nets campaign suggested that hotels could offer unsold rooms in a similar fashion, in the hopes that the winners would make additional purchases via room service or on-site bars and restaurants. (The same mentality could be applied to movie theaters and amusement parks.) Of course, the other benefit is that a LBS-user is almost certainly going to be an active participant in social media, so they are more likely to start conversations about your brand than a traditional contest winner. Why not focus your rewards on someone who’s likely to be a vocal brand advocate?

Before moving on to the next topic, we should add that, um, we’re still not done here. In fact, our coverage of marketers on foursquare and Gowalla is still overlooking brands who are doing great work on other LBSs. Before you get completely exasperated, yes, the slew of services is a problem, and yes, we’ll be addressing this at a later time. But no, this won’t undermine the impending “Year of Location” – in fact, it should help. That’s a whole ‘nother post, though. In the meantime, we’d like to call your attention to Red Bull’s work with Whrrl, simply because it’s a stellar example of a Niche Network in action. When people join the Red Bull Society on Whrrl, they’re privy to exclusive deals (including drink discounts at select bars and clubs) and access to Red Bull events (such as tickets to the Red Bull Air Race in NYC). When our previous post asked “what’s the point of checking-in?” this is about as good an answer as you can give: being part of an exclusive community with tangible benefits, organized around a set of common [and local] interests. We hope other brands continue to do the same. But if they don’t, you can always garner attention with wacky offers like free Virgin America airline tickets for checking-in to taco trucks on Loopt. Wait, wha?

As part of Pacifico’s sponsorship of the US Open of Surfing, we rolled out a program via QR code for the event’s attendees. Better yet, we made sure we were delivering compelling content according to the recommendations from our QR code Smartshot webinar, in which we advised that QR codes should deliver convenience, entertainment, or exclusivity.

Fortunately, the Pacifico code nails all three at once.

On the convenience side, the code offers a Pacifico tap finder for USOS attendees, enabling them to map out their route to the nearest bars (which, presumably, will also quickly lead to entertainment). Speaking of entertainment, the mobile site also offers a calendar of events surrounding the USOS (viewable to the right), so that attendees can catch concerts and parties after the day’s work is done (and, yes, this doubles as convenience as well). Finally, the mobile site offers exclusivity by also directing users to Pacifico events during the USOS, providing access and benefits that are unavailable to people who haven’t scanned the codes.

This campaign shows that checking off the boxes for convenient, entertaining, and exclusive content doesn’t have to be so complicated. In fact, it brings to life our mantra here at Upshot: simple ideas, brilliantly activated. Good marketing is just that easy.

If you haven’t already, please don’t forget to vote for our SXSW 2011 panel, accessible here. You’ll need to create an account to vote, but we promise that it takes less than a minute. Voting closes Friday, August 27th, and we appreciate every bit of help we can get!

Stickybits is a smartphone application that allows users to attach content to pre-existing barcodes, and access content that other people have left on the same code. That “pre-existing” part is the key; Stickybits turns any product with a UPC (so, uh, basically any product) into a social media channel. The brand often delivers the first “bit” of content, much like other barcode applications. For instance, a clever campaign from Food52 partnered with brands like Domino’s sugar and Organic Valley Sour Cream to provide recipes when users scanned the UPC on each product’s package. However, consumers can then respond by attaching their own mp3s, videos, text, pdfs, and what-have-you to the UPC for anyone to see. Imagine the possibilities for abuse!

And that‘s exactly why we’ve been hesitant to jump on board. In the era of Consumer Controlled Conversations, we all know that marketers have to engage in open, honest dialogs with consumers in public forums. But monitoring Twitter conversations is one thing; having consumers tearing your brand apart on a forum that’s attached to your physical product can, understandably, be a tough pill for clients to swallow. Sure, consumers can have these conversations with or without your involvement, but if you’re not calling attention to your UPC, most consumers probably aren’t even going to think to scan the code in the first place.

Which brings us to problem number two with Stickybits. As we mentioned in the QR code Smartshont webinar, one benefit of a QR code is that consumers always know that there’s some content on the other end of the code – it’s essentially a sign that there’s something more to see. With Stickybits, your campaign is relying on a UPC that’s generally ignored unless you explicitly call attention to it via packaging, in-store media, or some other touchpoint. Are consumers really going to go around scanning every UPC in the supermarket looking for content? Of course not, which means unprompted conversations will almost certainly come from extreme fans and extreme haters. By no means is that a deal-killer for Stickybits, but it’s worth considering.

For instance, it makes perfect sense for Campbell’s new campaign to utilize the Stickybits platform, because the campaign itself is explicitly about the redesigned labels for their soup cans. (Campbell’s is dangling a $500 sweepstakes to encourage participation.) This is a clear example of connecting the medium to the message (and the product, for that matter), so the item being discussed doubles as the platform for the discussion. Also, by giving consumers a specific topic to discuss, it’s likely that Campbell’s has pre-emptively reigned in some of the more “colorful” anonymous comments that are to be expected in the age of Consumer Controlled Conversations.

Coke’s application of Stickybits uses similar logic. Part of their mysterious campaign surrounding the brand’s secret recipe includes “unlocking the bottle,” communicating to consumers that there might be a reason to scan the codes on the product. (P.S. There’s a fun little trick hidden in that linked Coke video – let us know if you haven’t found it yet.)

So, where does this leave us? Frankly, on the fence. It’s a compelling platform, as evidenced by the three campaigns above. There are certainly good applications in the right situation, and the Food52 example offers a particularly innovative partnership strategy. However, for now, there are also considerable risks and shortcomings, many of which can be avoided using other barcode and social media solutions. We’ll certainly stick around and see how the situation develops.

If you haven’t already, please don’t forget to vote for our SXSW 2011 panel, accessible here. You’ll need to create an account to vote, but we promise that it takes less than a minute. Voting closes Friday, August 27th, and we appreciate every bit of help we can get!

As always, a PDF version is available here, which we encourage you to share with clients and colleagues. But, if you’d prefer the straight text, continue reading below.

Code Read

Brace Yourself for the Barcode Barrage

Well, what do we have here? Is that a QR code campaign delivering exclusive content for FOX shows like Glee and Fringe? And do I see a Campbell’s sweepstakes where consumers enter by scanning their soup can UPCs? While, over here, I could’ve sworn I caught a Kelley Blue Book window sticker equipped with QR codes, allowing car salespeople to keep the same sticker in the window even when the price fluctuates. With everyone from beer brands to magazines to sports teams loading up these little squares with data, it looks like we’ve got ourselves a full blown barcode party on our hands, to which we say…

Well it’s about time you all showed up! See, we at Upshot have been hanging around the QR code punchbowl for years, checking our watches and nibbling on hors d’oeuvres while wondering what’s taking everyone so long to get here. (We’ve even used the codes in our own agency campaigns.) But, that’s given us plenty of time to get acquainted with the breadth of barcode applications, understanding what works and what doesn’t. We already went ahead and qrushed the topic of QR codes in a recent 15-minute Smartshot webinar (accessible by scanning the QR code above), so let’s head in to the party! Look for the balloons out front.

(Of course, the best way to get into this shindig is to try scanning some codes yourself. If you don’t have a barcode reader for your smartphone, shoot The Source a message and we’ll point you to one that you can download for free.)

While we prefer the flexibility and broad compatibility of QR codes, we’re admittedly using them as a proxy for all kinds of barcode marketing applications. It really doesn’t matter whether you implement a smartphone app that reads traditional UPCs or a code like JagTag that doesn’t require a reader. What’s important here is that barcodes should be driving consumers to compelling, valuable information when scanned, regardless of the format. Ultimately, these codes are just an efficient way to connect consumers to a wide range of content on the mobile web, whether it’s a link to the Double Rainbow YouTube video, the Double Rainbow remix mp3, a coupon for the Double Rainbow t-shirt, a calendar link to Double Rainbow viewing parties… you name it. The codes are not campaigns on their own. The real consumer interaction comes after that code is scanned and engaging content is delivered, much like the true measure of a party’s greatness isn’t what’s on the invitation, but how early the karaoke machine gets broken out. For instance, the QR code to the right will take you to an awesome art installation, in which portraits of classic movie stars are made out of a series of barcodes. When those codes are scanned, they play various video clips from their respective repertoires. Now that’s one heck of a barcode blowout!  (Hint: linking your QR code to your company’s bland homepage probably makes for a crappy party.)

These data-laden codes are ideal for any products where the consumer experience can be enhanced by accompanying information and education. For instance, there’s a lot to talk about when it comes to wine: food pairings, terroir, blends, vintages, and how to properly mock anyone garish enough to order a California Merlot in public. But, even for oenophiles, that’s a lot of stuff to put on the outside of a bottle. We’ve seen some brands try to get around this with bottle neckers, in-store media, packaging, and more, but none of these options really allow for the full story to be told. Compare that to the smartphone apps that Constellation Wines has developed for its brands, which include barcode-scanning capabilities. When consumers scan the UPC on the bottle, they’re linked to everything from reviews to tasting notes to streaming videos about the wineries. It helps that these apps also build personalized profiles for the consumer, since it gets a little tricky to remember your favorites halfway through a tasting session. Just ask Edina and Patsy (they’re waiting for you behind the QR code above).

Like the Best Buy example we covered in our Smartshot webinar, Constellation bakes the barcode readers right into their branded smartphone apps (along with other features). We think this is particularly crafty, and not just because it circumvents the problem of whether consumers have already downloaded barcode readers to their phones. When users scan the codes using the branded app, that marketer can exert more control over where that user eventually ends up. In Best Buy’s case, the retailer can link to movie and video game trailers, coupons, installation instructions, their Twelpforce staff, and more, without worrying that the barcode will take their shoppers to an online competitor. And this approach isn’t just beneficial for retailers; imagine how much more control a brand could exert over its shopper marketing programs via a similar technique.

In the end, it really doesn’t matter which code format your brand pursues. What’s important is recognizing the value of augmenting consumers’ real-world experiences with rich, immersive, online content. It’s part of the Online-Offline Convergence that is changing our consumers’ everyday experiences, and which happens to be another party that we’ve been crashing for a long, long time. Now that you know the code for the door, we do hope you’ll join us. We even left you a special message hidden – where else? – in the QR code to the right.

the hotspot for haute thought is the pot at upshot

we’re all hopped up on code-ing at theawesomeblog.net

So, when GE recently rolled out their MoodCam iPhone app, our antennae went up. It’s certainly a clever idea: snap a photo of a room in your house, determine what kind of “mood” you’d prefer the room to have (i.e. intimate vs peaceful), and the Moodometer will recommend the appropriate GE bulb and show you the expected result.

I get it. I really do. And I think there will be a lot of folks who use this once and get a kick out of it. And, maybe I’m underestimating GE. Perhaps this is a Trojan Horse of sorts, and they’re planning to blow out this app with additional features after the first round of users put it on their phones. But, if not, the app just seems to fall flat. Which means, after the initial use, this app’s just taking up space.

Back when we lauded the ColorCapture app from Benjamin Moore paints, we pointed out that the app allowed users to be inspired by colors in the world around them, then match those colors to the brand’s color palettes. For people who are likely to paint their homes, this seems like the kind of app that will be used repeatedly, even if it’s not everyday. But, how often are we really adjusting our lightbulb types?

Bringing it back to the central point of thinking After the App, we have to ask if this same functionality could be offered as effectively via the mobile web. Could consumers upload a photo to a GE mobile site (perhaps accessible by a QR code)? If so, let’s do the smartphone users a favor and save them some space on their app menus. After all, they need to make room for the new app from the Choose Your Own Adventure series!

Ehh, let’s all take a deep breath here. While we’re very encouraged to see such excitement about these codes, we think it’s a bit premature to label their adoption as “mainstream.” As we called out in our latest Smartshot webinar, we think ubiquitous QR codes are a distinct possibility, but probably not for another 12-18 months. And, uh, a bunch of garbage trucks with tiny little codes linking to recycling videos probably aren’t going to be the tipping point.

We’re more intrigued by the announcement that Fox has started rolling out QR codes for various shows on their network, linking to “insider content, videos, first-look photos, show secrets, behind-the-scenes footage or exclusive cast interviews.” (Thanks to Paul Marran for the tip!) Now this is the kind of exclusive, compelling, multimedia content that should be on the back end of a QR code. Surely, teasing Glee fanatics with additional content is a great incentive for them to try out QR codes, which will subsequently increase the medium’s penetration among mainstream Americans. It also doesn’t hurt that AT&T is now calling attention to the free QR readers available on their smartphone handsets, as well as a Create-a-Code site where users can create their own QR codes for free.

With the support of another huge mobile carrier and a major broadcast network, it’s clear that QR codes are gaining the momentum they’ll need to surpass the tipping point for mainstream adoption. Let’s just wait until we get there before claiming victory.

So, it’s not entirely surprising to see a number of articles about tweeting travelers getting the virtual concierge treatment. This article from the Wall Street Journal (thanks to Paul Marran for the tip) profiles a Orlando Marriott World Center employee named Zachary Long, who engages in a comprehensive program of social media monitoring. A selection of Long’s activities include:

• Monitoring Twitter for mentions of the hotel and the hotel’s competitors
• Monitoring the individual social media profiles of guests who will be staying in the hotel
• When applicable, interacting with guests before their stay via social media
• Monitoring check-ins on foursquare

This is a remarkably thorough way of addressing Consumer Controlled Conversations – so remarkable, in fact, that it may seem like an unreasonable amount of effort for other hotels, retailers, and brands. Moreover, this article (along with a number of others) seem to be encouraging consumers to whine and complain their way to free perks and special treatment. Is this really something that we want to incentivize? Do we want our customers to feel that the only way they can get an ideal experience is to beat our brands up online and then retract their criticisms?

Of course not. Monitoring social media is an absolute necessity in the age of Consumer Controlled Conversations, but proactively engaging consumers is the best way to ensure that these conversations play out in a positive manner. While it’s only mentioned in passing in the article, Long does reach out to hotel guests before their stay, interacting with them via social media if possible. Doing so enables the hotel to anticipate special requests before they become complaints, and even delight their guests with unexpected (and customized) surprises upon their arrival. Over time, these insights serve as a virtual suggestion box that can help the hotel develop refine their hospitality efforts. And when that happens, even Consumer Controlled Conversations will focus more on the brand’s successes than its shortcomings.

After all, the only thing better than actively monitoring online complaints is using these insights to prevent the complaints in the first place.

Starting at 2PM (Central), we’ll cover:

• What are QR Codes?
• Which marketers are using QR Codes most effectively?
• What are other potential applications for QR Codes, especially in-store?

If you would like to attend, please email us for the registration link. A recording of the webinar is now online! We will be encouraging all attendees to download a QR code reader for their smartphones, so that they can access the QR codes during the presentation.

Things might get qrazy.

Of course, our last Smartshot (on Radical Demography) is still alive and kicking – feel free to watch it here.

Consider the new Badge of Ownership program from Subaru, in which owners can affix a variety of badges to their car in order to communicate their hobbies, their passions, and their history with Subaru cars. This simple program obviously taps consumers’ desires to broadcast their identities more publicly, but also does a clever job of encouraging Niche Networks and Micro Communities among Subaru owners. On the one hand, the program defines any Subaru owner as someone who has passionate interests that they feel compelled to communicate. But, the program also encourages Subaru owners to create and connect with sub-communities that share their more particular interests. Of course, Subaru benefits too from learning a little more about their consumer’s passion points (by seeing which badges they order), which will certainly help them target future marketing efforts. Kudos to the brand for pulling of this simple idea, brilliantly activated; this easily could have been blown out into something unwieldy and invasive.

The Huffington Post is also offering (virtual) badges to affect behavior in their niche network; specifically, to motivate users to perform some of the mundane tasks necessary for maintaining the site. For instance, visitors can earn badges for their profile by actively commenting or flagging inappropriate comments. To an outsider, this may seem preposterous; would someone really spend their time flagging articles on the site just to receive a piece of virtual flair? Well, yes, actually. It goes back to a point we made about reputation as currency (and also in the power of gaming mechanisms): at some level, we all want recognition from our peers, be they friends, family, or, in this case, members of a shared online community. Mock this at your peril, because it’s proven again and again to be a strong motivator of behavior. When clients ask us how to drive online conversations or build communities of ambassadors, these are exactly the kinds of incentives that resonate on a deeper emoti0nal level than coupons and price cuts.

Another way to resonate on a deeper level is, of course, tying in to a cause. CauseWorld is a mobile app that’s making this work. When consumers scan barcodes of selected products at the shelf, they accumulate karma points that can be applied towards a variety of causes (including the Haiti recovery effort, green causes, and more). Brands such as Kraft and Citi provide the financial backing for the contributions, while consumers get to broadcast their charitable achievements (and the sponsoring brand’s assistance) via Facebook. From the marketer’s standpoint, there are a number of benefits to this campaign. While it authentically connects their social media presence to a cause marketing effort, it also increases the likelihood of purchase by encouraging consumers to touch the product. In the meantime, the selected charities benefit, so it’s really a win-win all around.