Philip Warbasse talks about QR Codes and shows examples of Designer codes for TV news story.
by Beth Silverstein
May 11, 2011 - Los Angeles, CA -- Philip Warbasse of Warbasse Design was featured on KTLA's Technology Report with Rich DeMuro on Wednesday, May 11, 2011. The piece aired on Tribune Media morning shows and newscasts across the country at both 5:00AM and 7:30AM. The piece will also be featured on TechCrunch later this month.
Warbasse Design is known for creating some of the most recognized Designer QR Codes in the industry. Now, Philip Warbasse - CEO / Warbasse Design sits down with Rich DeMuro to explain the benefits of this new marketing channel. "It is always great when we can get exposure for this budding technology," said Warbasse. "I believe the more people are acquainted with QR Codes through news stories and real-world examples, the sooner we will see more quality campaigns in the marketplace."
Video of the story may also be found online at http://ktla.com/technology/QR Codes
Please contact Warbasse Design in the United States at 310.883.4258 for additional information.
Thursday, May 19, 2011
Tuesday, April 5, 2011
Museum gets boost from QR Codes
Print 2D's Museum Program helps the Santa Monica Museum of Art promote its annual fund raising event to a mobile audience.
by Beth Silverstein
April 5, 2011 - Los Angeles, CA -- Attendance at Museums and Art Galleries is down. In fact, a report released by the National Endowment for the Arts said that the number of American adults attending arts and cultural events has sunk to its lowest level since 1982 (LA Times Blog Dec 10, 2009). Philip Warbasse is known for award winning QR Code campaigns in the entertainment industry and now his integrated media firm, Print 2D, has developed a mobile strategy to help increase awareness and support for The Santa Monica Museum of Art's annual fund raising event, Incognito, to be held the evening of April 31, 2011.
The Strategy
The goal of the campaign is to increase attendance at this year's event. Print 2D has created a mobile strategy that works on several levels to do just that. The focus is on "ease of use". The mobile experience points to a video clip at the top of each page of a four page micro-site. The video entitled "How to prepare for Incognito 2011," combined with the About section, provides the user with a quick, yet comprehensive overview of this years event.
The Tickets & Information section provides several ways to order tickets straight from the user's smart phone. Print 2D implemented this strategy because, according to Philip Warbasse, "any time you can successfully pair the offer with a call-to-action, in real time, you increases the probability that the user will engage in the process."
The Sponsors section acknowledges the generous contributions to SMMOA, while lending credibility and a broader identity to the event itself. The Contact & Directions section links to Google Maps, providing a handy tool to help attendees find there way to the event.
Lastly, but most important, are the social gateways for Mobile Facebook and Twitter. Here, every user is silently recruited to help promote the event to people who will pay attention to them - their friends and followers. "Leveraging social mechanisms such as Facebook, YouTube and Twitter is extremely important because it enables us to reach a much larger audience who is receptive to the offer since it's coming from someone they are acquainted with," said Warbasse.
Getting the right reader to the user's smart phone
Print 2D recognized, early on, that no single QR Code Reader works well on every device. In response, they have created the 2DGO platform which automatically detects the user's smart phone and provides them with options for free readers guaranteed to work well for them. User's simply TEXT 2dgo TO 368674 (DOTORG) to receive a link to 2DGO found at http://2dgo.org. Equipping user's with a reader effectively doubles the reach of a campaign. Now integrated media advertisers can use one call-to-action to cover every phone.
The Code
Print 2D's designers are behind some very recognizable designer QR Codes already, including some of those for Disney and HBO. They continue to challenge the symbology typically associated with bar codes by applying aesthetic components and brand attributes to their codes, creating unique markers as on ramps to the mobile experience.
Measuring the campaign, not the code
Measuring the campaign effectively means tracking user behavior not the code itself. Good mobile campaigns start with good mobile metrics. Create and track platforms only provide the number of scans and the time of scan, when it's the user experience that needs to be considered. Most create and track platforms do not host or track mobile sites. One only sees who comes through the code.
Print 2D offers full mobile metrics to let you know all kinds of things about the user experience like how long the user stayed, what they looked at, if they shared with friends, and, if those friends came by. "A QR Code is like the front door to a store," said Warbasse. "When someone scans the code, they are effectively walking through the door. It's not enough to know someone stopped by. You want to know what they looked at, how long they were interested, if they actually took action, et cetera. Using mobile metrics to measure the entire user experience and see where it might be going wrong, enables advertisers to change the message or treatment of the campaign while it's live, not as an afterthought."
Print 2D declares the month of April - Museum & Art Gallery Month
During the month of April, Print 2D will create a designer QR code and mobile contact page for Museums and Art Galleries - free. This offer includes 6 months of mobile hosting and full access to user statistics. Some restrictions apply, please consult Print 2D at (424) 229-1404 for more information.
by Beth Silverstein
April 5, 2011 - Los Angeles, CA -- Attendance at Museums and Art Galleries is down. In fact, a report released by the National Endowment for the Arts said that the number of American adults attending arts and cultural events has sunk to its lowest level since 1982 (LA Times Blog Dec 10, 2009). Philip Warbasse is known for award winning QR Code campaigns in the entertainment industry and now his integrated media firm, Print 2D, has developed a mobile strategy to help increase awareness and support for The Santa Monica Museum of Art's annual fund raising event, Incognito, to be held the evening of April 31, 2011.
The Strategy
The goal of the campaign is to increase attendance at this year's event. Print 2D has created a mobile strategy that works on several levels to do just that. The focus is on "ease of use". The mobile experience points to a video clip at the top of each page of a four page micro-site. The video entitled "How to prepare for Incognito 2011," combined with the About section, provides the user with a quick, yet comprehensive overview of this years event.
The Tickets & Information section provides several ways to order tickets straight from the user's smart phone. Print 2D implemented this strategy because, according to Philip Warbasse, "any time you can successfully pair the offer with a call-to-action, in real time, you increases the probability that the user will engage in the process."
The Sponsors section acknowledges the generous contributions to SMMOA, while lending credibility and a broader identity to the event itself. The Contact & Directions section links to Google Maps, providing a handy tool to help attendees find there way to the event.
Lastly, but most important, are the social gateways for Mobile Facebook and Twitter. Here, every user is silently recruited to help promote the event to people who will pay attention to them - their friends and followers. "Leveraging social mechanisms such as Facebook, YouTube and Twitter is extremely important because it enables us to reach a much larger audience who is receptive to the offer since it's coming from someone they are acquainted with," said Warbasse.
Getting the right reader to the user's smart phone
Print 2D recognized, early on, that no single QR Code Reader works well on every device. In response, they have created the 2DGO platform which automatically detects the user's smart phone and provides them with options for free readers guaranteed to work well for them. User's simply TEXT 2dgo TO 368674 (DOTORG) to receive a link to 2DGO found at http://2dgo.org. Equipping user's with a reader effectively doubles the reach of a campaign. Now integrated media advertisers can use one call-to-action to cover every phone.
Print 2D's designers are behind some very recognizable designer QR Codes already, including some of those for Disney and HBO. They continue to challenge the symbology typically associated with bar codes by applying aesthetic components and brand attributes to their codes, creating unique markers as on ramps to the mobile experience.
Measuring the campaign, not the code
Measuring the campaign effectively means tracking user behavior not the code itself. Good mobile campaigns start with good mobile metrics. Create and track platforms only provide the number of scans and the time of scan, when it's the user experience that needs to be considered. Most create and track platforms do not host or track mobile sites. One only sees who comes through the code.
Print 2D offers full mobile metrics to let you know all kinds of things about the user experience like how long the user stayed, what they looked at, if they shared with friends, and, if those friends came by. "A QR Code is like the front door to a store," said Warbasse. "When someone scans the code, they are effectively walking through the door. It's not enough to know someone stopped by. You want to know what they looked at, how long they were interested, if they actually took action, et cetera. Using mobile metrics to measure the entire user experience and see where it might be going wrong, enables advertisers to change the message or treatment of the campaign while it's live, not as an afterthought."
Print 2D declares the month of April - Museum & Art Gallery Month
During the month of April, Print 2D will create a designer QR code and mobile contact page for Museums and Art Galleries - free. This offer includes 6 months of mobile hosting and full access to user statistics. Some restrictions apply, please consult Print 2D at (424) 229-1404 for more information.
###
Thursday, October 14, 2010
Chipotle Gets a QR Code
Who says healthy food isn't on the cutting edge?
Warbasse Design and Print2D team up to promote Chipotle's Boorito 2010
by Beth Silverstein
October 14, 2010 - Santa Monica, CA -- Warbasse Design & Print2D work together to bring Chipotle's vision for a healthier America to a mobile audience. A functional Designer QR Code introduces the mobile micro site to promote this years Boorito Costume Contest and healthy eating outreach campaign. "My design team and I eat at the 3rd Street Promenade - Chipotle every week," says Philip Warbasse CEO - Warbasse Design. "We love the quality at Chipotle and were happy to donate our expertise and services to a company that truly cares about the health of their patrons. My team really wanted to support this cause and I was all for it."
The QR Code is intricately designed with pattern fills and splashes of Autumn colors. Directions to download a reader are clearly displayed below the code.
The micro site contains a mobile streaming video that is served based on the user's device. The video is a fun look at Steve Ells and Jamie Oliver's shared interest in healthy eating. Those who wish to Tweet about, or post the video on Facebook can access links to both mobile social environments. The site also contains information about "the horrors of processed food", Jamie Oliver's Food Revolution, the Boorito costume contest and counting calories.
"This integrated Chipotle Boorito mobile campaign represents a fraction of what's possible in mobile marketing," continues Warbasse, "Chipotle is clearly ahead of the curve. They see what other brands will soon realize, that the challenge for advertisers today is to focus less on communicating to their audience and more on interacting with them."
Warbasse Design and Print2D team up to promote Chipotle's Boorito 2010
by Beth Silverstein
October 14, 2010 - Santa Monica, CA -- Warbasse Design & Print2D work together to bring Chipotle's vision for a healthier America to a mobile audience. A functional Designer QR Code introduces the mobile micro site to promote this years Boorito Costume Contest and healthy eating outreach campaign. "My design team and I eat at the 3rd Street Promenade - Chipotle every week," says Philip Warbasse CEO - Warbasse Design. "We love the quality at Chipotle and were happy to donate our expertise and services to a company that truly cares about the health of their patrons. My team really wanted to support this cause and I was all for it."
The QR Code is intricately designed with pattern fills and splashes of Autumn colors. Directions to download a reader are clearly displayed below the code.
The micro site contains a mobile streaming video that is served based on the user's device. The video is a fun look at Steve Ells and Jamie Oliver's shared interest in healthy eating. Those who wish to Tweet about, or post the video on Facebook can access links to both mobile social environments. The site also contains information about "the horrors of processed food", Jamie Oliver's Food Revolution, the Boorito costume contest and counting calories.
"This integrated Chipotle Boorito mobile campaign represents a fraction of what's possible in mobile marketing," continues Warbasse, "Chipotle is clearly ahead of the curve. They see what other brands will soon realize, that the challenge for advertisers today is to focus less on communicating to their audience and more on interacting with them."
###
Wednesday, October 6, 2010
2D Barcodes for use in television commercials. New York Times interview with Philip Warbasse
September 27, 2010 - Los Angeles, CA -- Philip Warbasse of Warbasse Design talks with Elizabeth Olson of the New York Times for an article on the use of QR Codes in television as a potential new advertising channel. The article, found here, which appeared in today's Business section of the New York Times under Advertising and Media, features a look into the future of television advertising with examples of Bluefly.com's latest marketing effort using QR Codes.
Read the full press here http://www.bonovoxpr.com/warbasse/nytimes_warbasse.shtml
I just found out QR codes are not hot today!
....perhaps Mr. Kaplan's comments should not be disregarded as completely ridiculous.
I noticed a post today in the Mobile Marketer titled "QR codes are not hot today: CTIA panelist," by Rimma Kats.
http://www.mobilemarketer.com/cms/news/advertising/7635.html
My first inclination was to dismiss the comments made by Mark. Kaplan - GEM regarding fragmentation in the marketplace and the utility of 2D bar codes. But, on second thought, I believe they bring up important points that often need to be re-iterated.
As with all new technology, there are stages of acceptance that consumers go though before they make it a part of their everyday lives. The reasons Mr. Kaplan sited for not using QR Codes represent issues we have had to address from the start and can be easily mitigated with a clear strategy in place to deliver the appropriate reader to a user's handset.
Printers, agencies, large brands and a lot of tech-savvy people are already leveraging the benefits of Integrated Media - here and now. Most of us accept that 2D bar code advertising is on the way and there is nothing to stop it. Perhaps we all need to be reminded that the real channel is "mobile" and 2D bar codes are a specialized channel within the mobile channel (after the information contained in a 2D bar code is decoded, the bar code has little if anything to do with the rest of the experience).
But, let's look at the bigger question. How do consumers come to accept and use a technology? The Technology Acceptance Model suggests that when users encounter new technology, the most notable factors that influence their decision about how and when they will use it are:
-Perceived usefulness (PU) - The degree to which a person believes that using a particular system will enhance his or her ability to experience a desired result or outcome.*
-Perceived ease-of-use (PEOU) - Defined as "the degree to which a person believes that using a particular system would be free from effort".**
So, when we consider this model and "perceived ease-of-use", perhaps Mr. Kaplan's comments should not be disregarded as completely ridiculous. I feel strongly if one reads Mr. Kaplan's comments with an open mind they will serve to make your campaigns better.
When my firm embarks on a new Integrated Media campaign, one of the first questions my developers ask is "who's the audience?" I jokingly reply, "the audience is our Grand Parents, make them feel as comfortable as possible."
INTEGRATED MEDIA TIPS FOR THE NEXT YEAR
-Make the user feel comfortable and totally in control,
-Always include simple instructions to download the appropriate reader,
-Make sure whatever is behind that code makes the user feel good about the process!
-Remember the challenge is not the bar code, it's the mobile experience behind it.
*TAM PU modified Warbasse
**Bagozzi et al., 1992; Davis et al., 1989
I noticed a post today in the Mobile Marketer titled "QR codes are not hot today: CTIA panelist," by Rimma Kats.
http://www.mobilemarketer.com/cms/news/advertising/7635.html
My first inclination was to dismiss the comments made by Mark. Kaplan - GEM regarding fragmentation in the marketplace and the utility of 2D bar codes. But, on second thought, I believe they bring up important points that often need to be re-iterated.
As with all new technology, there are stages of acceptance that consumers go though before they make it a part of their everyday lives. The reasons Mr. Kaplan sited for not using QR Codes represent issues we have had to address from the start and can be easily mitigated with a clear strategy in place to deliver the appropriate reader to a user's handset.
Printers, agencies, large brands and a lot of tech-savvy people are already leveraging the benefits of Integrated Media - here and now. Most of us accept that 2D bar code advertising is on the way and there is nothing to stop it. Perhaps we all need to be reminded that the real channel is "mobile" and 2D bar codes are a specialized channel within the mobile channel (after the information contained in a 2D bar code is decoded, the bar code has little if anything to do with the rest of the experience).
But, let's look at the bigger question. How do consumers come to accept and use a technology? The Technology Acceptance Model suggests that when users encounter new technology, the most notable factors that influence their decision about how and when they will use it are:
-Perceived usefulness (PU) - The degree to which a person believes that using a particular system will enhance his or her ability to experience a desired result or outcome.*
-Perceived ease-of-use (PEOU) - Defined as "the degree to which a person believes that using a particular system would be free from effort".**
So, when we consider this model and "perceived ease-of-use", perhaps Mr. Kaplan's comments should not be disregarded as completely ridiculous. I feel strongly if one reads Mr. Kaplan's comments with an open mind they will serve to make your campaigns better.
When my firm embarks on a new Integrated Media campaign, one of the first questions my developers ask is "who's the audience?" I jokingly reply, "the audience is our Grand Parents, make them feel as comfortable as possible."
INTEGRATED MEDIA TIPS FOR THE NEXT YEAR
-Make the user feel comfortable and totally in control,
-Always include simple instructions to download the appropriate reader,
-Make sure whatever is behind that code makes the user feel good about the process!
-Remember the challenge is not the bar code, it's the mobile experience behind it.
*TAM PU modified Warbasse
**Bagozzi et al., 1992; Davis et al., 1989
Monday, July 26, 2010
2D Barcodes turn movie posters into point of sale displays
Here's the latest ad in our "with, without" campaign. This ad features Warbasse Design's QR Code and mobile strategy for Iron Man 2. Please click http://www.warbassedesign.com/I2_qr_ad.html to view the ad.
Wednesday, July 21, 2010
Conceptual art piece goes mobile. QR Codes allow access through interactive Tshirts and Prints
The project will debut at the Montana Art Walk in Santa Monica, CA on Thursday July, 22. It was a conceptual art project shot in Venice, CA. You can read a little about at http://www.i-wish.org/
The mobile site is here http://m.i-wish.org It features a sampling of the 50 portraits and sound clips that make up the Collection. The remaining portraits may be accessed by purchasing an interactive TShirt or print from the mobile site.
Philip Warbasse will be featuring this project at the Montana Art Walk in Santa Monica, CA Thursday night July, 22.
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