Now the concept is evolving, and brands are catching on. The same grocery shopping wall is currently being tested on a smaller scale in several bus stops throughout Seoul, and household needs giant Procter & Gamble executed a wall in four major subway stations in Prague featuring razors, laundry detergent and the like at the end of 2011. Just weeks ago, consumers in New York were treated to a shoppable apothecary wall by Conde Nast’s Glamour magazine, and Chicago’s own O’Hare airport is currently sporting a wall by Sears with popular toys for boys and girls (seen in the photo above). Business traveling parents take note—if you forgot to grab little Susie or Bobby a souvenir from your trip, this wall could be your saving grace on the way to baggage claim. Just a few clicks and the latest Elmo-doll sensation could be yours!

While many of the executions noted are using the more widely recognized QR codes for scanning purposes, SpyderLink’s Snap Tags are also starting to make appearances in the world of (literal) window shopping.

With brands on the lookout for new ways to target consumers, technology takes center stage with virtual walls providing a seamless, simplified shopping experience.

1. Temporary urbanism. It’s the new term for pop-up retail. We love pop-up retail. And we love its new moniker as well.

2. The new Crate & Barrel catalog. Just hit mailboxes this week, complete with a redesign. It’s visually and graphically appealing and has loads of editorial content.

3. 3D. I’ve avoided the reincarnation of 3D for awhile, thinking it would be seizure-inducing. But I have to admit, on games and movies it’s made for (versus added in post-effects), it’s pretty awesome.

4. Print’s finest hour. Brands are showcasing their finest print in all the huge fall magazine issues on stands now.

5. Jay-Z and Kayne West’s much anticipated collaboration album “Watch the Throne” was released on Monday. It launched on iTunes first (at-retail follows next week), a great example of how musicians are leading with embracing digital first and thinking brick-and-mortar second.

6. Target’s back-to-school ads. In a sea of back-to-school promotions, Target is running one of the few (if not the only) television spots that is not price-driven. Has a great emotional hook about school and teachers.

7. Craftsman Public Parks Rehab Project. It’s exciting to see one of our programs do so well and to see consumers truly engage with it. Self-servingly, it’s also nice to see someone else give it a shout-out, JeffBullas.com.

8. Paging System. Why is it making us happy? Because that’s how marketing runs at Upshot.

What’s making you happy this week?

Better yet, Nike’s just one of a number of brands that are getting a handle on barcode marketing executions. A series of bus shelter ads for HBO’s new Boardwalk Empire show included QR codes that provided directions and the password to a secret speakeasy (plus a free drink at the event). That’s a straight-up way to build a fanbase for the show, as well as a fantastic job of delivering entertainment and exclusivity via the code.

Ford, who was just dubbed Ad Age‘s marketer of the year, started using 2D codes to enhance their print ads for the Edge crossover. The codes linked to a variety of New York Times articles that covered technology and style, which position the Edge to appeal to a savvy, forward-thinking audience. (By the way, if you missed Ford’s excellent Facebook campaign for the 2011 Explorer, we suggest you get caught up.)

BravoTV has been as adventurous as Ford when it comes to social media (remember?), so we’re not especially surprised to see them augmenting their commercials with special features accessible via QR codes. If you simply must know what’s in the closet of your favorite “Bravolebrity,” the codes will link viewers to a series of “Closet Confession” clips. If that’s not enough of an incentive for some viewers, the accompanying $30 discount on Bluefly purchases should make it worth the scan.

The Bravo code was provided by ScanLife, one of the pioneering companies behind QR codes (and an Inform session alumnus). The company has recently started offering state-of-the-industry reports for barcode scanning, and the news is good: scans on the Scanbuy platform are up 700% over the past year, and over 20% of those scans came from products in the health and beauty category. (If you’d like more information, feel free to contact us for a copy of the study.) With consumers becoming more comfortable with the scanning process, and big brands effectively integrating the codes into their ads, the future of barcode marketing sure looks good to us.

We’ve had plenty to say about the future of print publications here on the Awesome Blog. Naturally, our discussion focused on mass media like magazines and newspapers, since that’s traditionally where marketers have fit into the mix. But, in case you’re too engrossed in your autobiographies of Kendra Wilkinson and Vince Neil to pay attention to your surroundings, we’ve got some startling news for you: the book publishing industry is undergoing a major shake-up, too. Shocking, we know.

Suddenly, authors and publishers alike are paying as much attention to innovative marketing as they are to innovative storytelling. A guerilla marketing stunt for The Seven Year Bitch enlisted female actresses in NYC to read the book in public and break out in hysterical laughter. Segments of the novel SENT are delivered in daily installments, but only to subscribers’ email inboxes. The masses can create their own augmented reality pop-up books via Zooburst (see the video at the bottom of the post), and, according to the vision articulated by IDEO (see the video at the top of this post), future readers will see their books augmented with discussion threads, criticism, historical context, socially networked recommendations, and location-based content.

It’s clear that the literary world is heading into some very… um, “novel” places. And, blasphemous as it may have seemed in the past, there is potential for brands to bring these opportunities to life.

After all, we’ve already seen wine brands encouraging book clubs and hotels providing curated (digital) reading lists. You’re telling us that if a brand proposed a non-intrusive marketing partnership that appropriately complemented a book release, the cash-strapped publishing industry would turn down that offer? At the very least, providing the funding (via sponsorship) for marketing efforts like those mentioned above would certainly connect with the desirable audience of frequent readers. And, we know all about brands that have successfully encouraged creative competitions. If Sarah Jessica Parker can bring us a reality show about artists, why couldn’t a brand hold a contest to help discover budding novelists, short-story writers, and more?

Let’s face it – the literary world as we know it is changing. Like it or not, publishers are in desperate need of new solutions to their marketing problems. And guess who knows a thing or two about solving them?

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

Yes, there appears to be a bit of a battle going on about toning shoes, the sneakers that claim to – among other things – help you shape up your abs, thighs, and glutes just by altering the way you walk. As it turns out, that’s a pretty profitable promise, as the market for toning shoes is expected to surpass $1 billion this year, led by Sketchers and Reebok.

Wait a second. Where’s Nike?

Sitting on the sidelines, actually. Nike claims to be unconvinced about the benefits of toning shoes, and has gone so far as to mock them in a recent campaign. In the example pictured to the right, the sign off (‘This shoe works if you do”) wraps up a broader message about getting a hot body through good ol’ fashioned exercise, rather than “magical” shoes. Oh, SNAP.

We’ve previously lauded Nike for their work on Nike+, noting that this sub-brand demonstrates an impressively nuanced understanding of the running community. As a result, their executions have been exceptionally targeted, ranging from iPod integrations to geo-tagged running routes to simultaneously coordinated running events. In other words, Nike has proven, repeatedly, that they understand the priorities and motivations of this Micro Community.

So, if Sketchers can get credit for having the right brand personality to launch a quick-fix toning shoe (a case made by the always-wise Ed Cotton), Nike deserves even more admiration for knowing when to step aside from a “brand-wrong” trend. We not saying the toning shoes do or don’t work, since shoe science isn’t our specialty. The point is that even if the shoes are effective, their sole selling feature undermines the essence of the entire Nike+ brand: namely, that a healthy lifestyle is a marathon, not a sprint (and yes, every single one of those puns intended). Over a long period of time, Nike’s been able to connect with the running community by continuously demonstrating that the brand is paying attention to (and delivering upon) their needs, so we’re relieved to see that Nike knew better than to undermine that promise by jumping on a possible fad.

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!

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.

In previous posts (here and here, particularly), we’ve talked about the potential future of print and what that future means for advertisers. However, most of this was based on speculation: here’s how things might work, how photos could look, how ads should interact.

In the meantime, Viv Magazine just went ahead and did it.

Above, you can see how the feature story from their March/April issue plays out, and below, you can get behind the scenes on how the issue was created. (And if you’d like to see the animated cover, head this way.) If this isn’t an immersive sensory experience, I don’t know what is. In the latter video, the narrator points out that this is not motion for motion’ sake; rather, it’s used to enhance the story the same way static photos currently complement print articles. Oh, you mean it’s not a gimmick? Excellent!

And, he’s right. The video above does a great job of setting a mood and tone for the article, and does so without distracting the reader from the content.  (By the way, does this help the doubters recognize the potential of the iPad?) Marketers who are interested in getting in on the act will have to take the same approach. The tendency to create irresistibly “shiny” ads in this medium will be great, but overloading these issues with distracting graphics and sound will end up exhausting readers rather than engaging them. And that would be a shame, considering the enormous potential these devices will provide. Let’s hope that when marketers get involved here, they’re thinking smarter rather than bigger.

While we did hit on a bit of augmented reality in our SXSW Dispatch, we’ve seen so many great applications in recent months that it seemed like the right time for a massive AR roundup! (It also seemed like the right time to officially add an Augmented Reality category to the Technology menu above.)

As we’ve stated before, the practical marketing applications of AR are increasingly nudging the gimmicky applications out of the limelight. Similar to the post office example in that link, Samsung’s using augmented reality to help you determine whether their TVs will fit on your wall. Once you see that shiny piece of technology laid out in your living room, it sure is hard to resist, right?

Augmented reality is also enhancing the online shopping experience. Fashionista (demoed in the video above) gets us closer to a Jetsons-like existence by making a “virtual fitting room” a reality. Users can virtually try on clothes and ask friends for instant feedback via social media, bringing a social element to the often-solitary experience of online shopping.  (Speaking of social, the same company is also integrating AR with videoconferencing, which should really bring client presentations to life.) Ray Bans offers a similar service that lets consumers see how they’d look in shades.

While many AR applications have been created for the consumer sitting at their home computer, a number of enterprising in-store marketers have realized the potential of AR at retail. We previously showed a demo of LEGO’s in-store kiosks, but across the Pacific, the Japanese cosmetics company Shiseido has created a “mirror” for trying on different makeup combinations. We expect to see more examples of this in the coming year – we’ll share ‘em when we see ‘em.

Straddling both the in-store world and the home environment, Adidas has done an amazing job providing consumers with an immersive augmented reality experience (see the video to the right). Markers on the tongues of the shoes bring consumers into a world of games and impressive 3D landscapes, providing Adidas with an opportunity to engage their consumers at kiosks in-store and long after the shoe purchase.

There are obvious applications for print advertising, too. Presumably, you’ve heard about Esquire magazine’s augmented issue, but Calvin Klein took it to somewhere far more explicit with their campaign in GQ. Let’s just say that if you’re a fan of underwear-clad men shoving their junk in your face, have we got a campaign for you! (Which leaves us wondering: shouldn’t that ad be appearing in Cosmo instead of GQ? Or are we missing something?)

Need more examples? Oh, we’ve got ‘em.

• We’ve now seen a couple of beer brands (here and here) augmenting location data to help their consumers find bars serving their beers. It’s bordering on gimmicky, though – we’re hoping alcohol marketers get a little more clever in the coming months.
• There’s potential for event marketers, too. Louisiana’s Voodoo Experience used AR to direct festival attendees to performances, attractions and services.
• Doritos went huge (literally) with their AR execution in Brazil.
• The magical nature of AR has obvious implications for entertaining kids, as Brights & Stripes have released a clothing line that doubles as an AR-toy for kids.
• Or, if you’re an adult who enjoys acting like a kid, augmented reality will enable you to turn your face into Optimus Prime’s mug.
• A number of musicians have recognized the value of targeting a more tech-savvy niche. A recent John Mayer CD featured an AR marker on the cover that brought up an interactive music video. (The Lost Valentinos got in on it, too.)
• To promote the chain’s 25th anniversary, Papa John’s printed a marker on their pizza boxes that took consumers to a game featuring the founder’s Camaro.
• Hallmark is now offering AR-enhanced greeting cards.
• GE makes wind power a lot more fun.
• If you’ve got about eight minutes, check out how Bing’s planning to augment their maps. You’ll be impressed!

If you see other examples worth sharing, send ‘em our way!

This link gathers 20 guides to vintage ads, retro concert posters, and other designs ranging from vaudeville to horror movies.

Everything old is new again.