So what is Zapcode ? Basically it's a unique colour barcode which is placed on ads. The consumer then has to take a picture of the ad using the camera on their mobile phone. Then through er, magic, it links into a microsite which can deliver more information. Simple.
Essentially it brings a 2D ad to life by offering more information to consumers in the form of streaming video, music downloads, trailers, special offers etc.
The technology has already been trialled by media owners (mainly outdoor) in South Korea and Japan. SPH have brought it to Singapore and advertisers such as BMW are already using it here to promote the new 3 Series.
So, is it any good ? Well, the demo I saw was a little clunky to be fair. Took about 4 goes to make it work. Possibly just a few teething problems but it did make me think that (as a consumer) I would probably have given up after a few attempts. Also it hinges on the fact that consumers need to be aware of the technology and are willing to download the free software onto their phone. In fairness, SPH have covered the awareness angle pretty well in the pages of the The Straits Times. But are people actually downloading the software or, more importantly, zapping the code ? Too early to say just now.
Still, you have got to applaud SPH for their innovative thinking. Publishers in the UK (for example, those boys at the Telegraph) are clearly thinking ahead of the curve right now in terms of what they sell and how they sell it, so expect to see ZapCode (or something similar) coming to your shores very soon...
Steve Blakeman
Blogging for:
Member since: 03 Jun 2008
Last login: 27 Oct 2008
Total Posts: 59
