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.
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.
Thursday, July 15, 2010
New ad promoting QR Codes for use on TV
http://www.warbassedesign.com/TV_qr.html
What Every Printer Can Learn From The Calvin Klein QR Code Billboard
Written by Nick Palo
edited by Philip Warbasse
edited July 16th - It should be made clear that there are many transparent variables that can have a significant impact on the outcome of any QR Code campaign including budget, timeframe, client requests, etc. The purpose of this post is to critically analyze the CK Jeans campaign from a technical and social perspective. We would like to see all printing companies take the steps that ACE has taken to bring QR Codes to their clients.
Monday I came across a blog entry featuring a new outdoor marketing campaign for Calvin Klein Jeans in New York City. The large format billboard, featuring a giant QR Code, is the work of The Ace Group (Ace) out of New York. They are an innovative printing company that offer integrated marketing solutions, including QR Codes to tie print-to-web.
In an attempt to educate Printers, I am using the Calvin Klein billboard as a case study, on how QR Code campaigns can be improved from both a technical and social perspective. In full disclosure, I am a freelance mobile developer. I have worked with both Warbasse Design and PLUSH Mobile Servers on QR Code campaigns including 9 the movie, Iron Man 2 and HBO's True Blood. Large Entertainment companies embraced Los Angeles - based Warbasse Design and PLUSH MS early on because they understood that creating and serving mobile content is not for the faint of heart. As more and more companies integrate QR Codes into their advertising, it has become clear that when developing a successful QR Code campaign, the challenge is not creating the bar code, it's the mobile experience behind it.
Using the Calvin Klein billboard as an example, we will start with the "presentation layer" or the billboard itself. Next we will look at the mobile environment. Then, we will examine the content and lastly, consider the user experience.
THE BILLBOARD AND THE QR CODEI will start by stating that I think the billboard is beautiful. The concept of a giant, traditional QR Code has impact and the large format ad is printed and displayed very well.
In terms of functionality, the code gets an A grade. Developing a good QR Code for a billboard means keeping the code "open" or "less dense." This is to compensate for smart phones that don't have auto-focus built in to the camera (most do not). In the altered photograph (below), I have used a simple technique to "open the code up" even a bit more. Note the differences between this image and the original posted at the top.
Well known companies spend a lot of money on their branding. While the billboard is branded, Calvin Klein perhaps missed an opportunity to extend their brand to the QR Code itself. By creating a designer QR Code, we can produce a distinguishable marker that will enforce brand awareness. To demonstrate, I implemented the Calvin Klein logo into the altered photograph (below), creating a functional designer QR Code.
THE MOBILE ENVIRONMENT
The mobile page behind the code (http://ckj.mobi/pr) uses lightweight redirects to point the user to one of 4 pre-optimized pages built for four different user scenarios - iphone, non-iphone, other handheld devices (ipod, Zune, etc) and the desktop browser.
For many of the newer handhelds (iphone, BB Storm, Android) this campaign works. For many more devices, the mobile experience can be less than optimal in terms of aesthetics and usability.
Above: Image to the left simulates how the Calvin Klein campaign renders on phones with displays under 240px wide. The image at right demonstrates the error message when attempting to download video. (click any image for larger view).
The best possible senario is to use a full detection platform that can deliver seamless mobile marketing campaigns regardless of the user's handset.
THE CONTENT
As mentioned above, lightweight redirects are used to drive the delivery of the content which is a video converted into 3 formats (.MP4 hinted for iphone, .MP4 non-hinted for non-iphone and .mov for other handheld devices). Two additional file formats that could have improved the overall success of this mobile video strategy are .WMV and .3GP.
WMV files reach your Windows Mobile users and many Blackberry and Nokia users. .3GP is the most universal file format supported by handhelds' today. Just as important, a central support page is always a good idea, especially if you are not using full detection servers. See the support page for Iron Man 2.
The video is served as a download, not as a stream. This requires much more in terms of patience and phone resources. Consider the average size of videos and the time it takes to download them to your phone. Streaming allows you to watch video as it is being buffered, so the user experience begins almost immediately.
THE USER EXPERIENCE
The first thing I noticed on the billboard was no call to action to download a QR Code Reader. I believe it will take time for a majority of the U.S. market to have QR Code Readers on their smart phones. We use a text engine to deliver a link back to the user in order to clear the first hurdle of any North American QR Code campaign. This is also demonstrated in the altered photograph of the billboard (above).
The mobile site contains social bookmarks to twitter and facebook which is a good way to create viral awareness. A "share with a friend" feature via SMS or Email would have also added value to this strategy - covering non-facebook and non-twitter users.
Unfortunately, the CK mobile strategy does not offer an opportunity to learn, buy, opt-in or otherwise effectively communicate. Personally, the video seemed juvenile and self-serving.
OVERALL
I think the CK Jeans billboard campaign is a good example of what's happening with a lot of QR Code campaigns right now. They are being printed well, but more consideration needs to be given to the mobile experience itself and the opportunities a good mobile experience can provide. I hope printers will embrace the idea that they can deliver true mobile environments and content to users scanning QR Codes in the future.
edited July 16th - It should be made clear that there are many transparent variables that can have a significant impact on the outcome of any QR Code campaign including budget, timeframe, client requests, etc. The purpose of this post is to critically analyze the CK Jeans campaign from a technical and social perspective. We would like to see all printing companies take the steps that ACE has taken to bring QR Codes to their clients.
Monday I came across a blog entry featuring a new outdoor marketing campaign for Calvin Klein Jeans in New York City. The large format billboard, featuring a giant QR Code, is the work of The Ace Group (Ace) out of New York. They are an innovative printing company that offer integrated marketing solutions, including QR Codes to tie print-to-web.
In an attempt to educate Printers, I am using the Calvin Klein billboard as a case study, on how QR Code campaigns can be improved from both a technical and social perspective. In full disclosure, I am a freelance mobile developer. I have worked with both Warbasse Design and PLUSH Mobile Servers on QR Code campaigns including 9 the movie, Iron Man 2 and HBO's True Blood. Large Entertainment companies embraced Los Angeles - based Warbasse Design and PLUSH MS early on because they understood that creating and serving mobile content is not for the faint of heart. As more and more companies integrate QR Codes into their advertising, it has become clear that when developing a successful QR Code campaign, the challenge is not creating the bar code, it's the mobile experience behind it.
Using the Calvin Klein billboard as an example, we will start with the "presentation layer" or the billboard itself. Next we will look at the mobile environment. Then, we will examine the content and lastly, consider the user experience.
THE BILLBOARD AND THE QR CODEI will start by stating that I think the billboard is beautiful. The concept of a giant, traditional QR Code has impact and the large format ad is printed and displayed very well.
In terms of functionality, the code gets an A grade. Developing a good QR Code for a billboard means keeping the code "open" or "less dense." This is to compensate for smart phones that don't have auto-focus built in to the camera (most do not). In the altered photograph (below), I have used a simple technique to "open the code up" even a bit more. Note the differences between this image and the original posted at the top.
Well known companies spend a lot of money on their branding. While the billboard is branded, Calvin Klein perhaps missed an opportunity to extend their brand to the QR Code itself. By creating a designer QR Code, we can produce a distinguishable marker that will enforce brand awareness. To demonstrate, I implemented the Calvin Klein logo into the altered photograph (below), creating a functional designer QR Code.
THE MOBILE ENVIRONMENT
The mobile page behind the code (http://ckj.mobi/pr) uses lightweight redirects to point the user to one of 4 pre-optimized pages built for four different user scenarios - iphone, non-iphone, other handheld devices (ipod, Zune, etc) and the desktop browser.
For many of the newer handhelds (iphone, BB Storm, Android) this campaign works. For many more devices, the mobile experience can be less than optimal in terms of aesthetics and usability.
The best possible senario is to use a full detection platform that can deliver seamless mobile marketing campaigns regardless of the user's handset.
THE CONTENT
As mentioned above, lightweight redirects are used to drive the delivery of the content which is a video converted into 3 formats (.MP4 hinted for iphone, .MP4 non-hinted for non-iphone and .mov for other handheld devices). Two additional file formats that could have improved the overall success of this mobile video strategy are .WMV and .3GP.
WMV files reach your Windows Mobile users and many Blackberry and Nokia users. .3GP is the most universal file format supported by handhelds' today. Just as important, a central support page is always a good idea, especially if you are not using full detection servers. See the support page for Iron Man 2.
The video is served as a download, not as a stream. This requires much more in terms of patience and phone resources. Consider the average size of videos and the time it takes to download them to your phone. Streaming allows you to watch video as it is being buffered, so the user experience begins almost immediately.
THE USER EXPERIENCE
The first thing I noticed on the billboard was no call to action to download a QR Code Reader. I believe it will take time for a majority of the U.S. market to have QR Code Readers on their smart phones. We use a text engine to deliver a link back to the user in order to clear the first hurdle of any North American QR Code campaign. This is also demonstrated in the altered photograph of the billboard (above).
The mobile site contains social bookmarks to twitter and facebook which is a good way to create viral awareness. A "share with a friend" feature via SMS or Email would have also added value to this strategy - covering non-facebook and non-twitter users.
Unfortunately, the CK mobile strategy does not offer an opportunity to learn, buy, opt-in or otherwise effectively communicate. Personally, the video seemed juvenile and self-serving.
OVERALL
I think the CK Jeans billboard campaign is a good example of what's happening with a lot of QR Code campaigns right now. They are being printed well, but more consideration needs to be given to the mobile experience itself and the opportunities a good mobile experience can provide. I hope printers will embrace the idea that they can deliver true mobile environments and content to users scanning QR Codes in the future.
Saturday, June 19, 2010
In conversation with Philip Warbasse / Warbasse Design - The future of QR Codes for print, TV and outdoor advertising. - BonoVox PR
Philip Warbasse and his agency, Warbasse Design, began using 2D Barcodes to tie print to the web in July of 2007. By January of 2008, Warbasse was using QR Codes to promote Lost Highway Record's golden child Ryan Adams. It was the beginning of something big and over the course of the last 3 years, Warbasse Design is responsible for creating some of the Entertainment Industry's most visible Integrated Media campaigns. Now, after his agencies work on Iron Man 2 and HBO's True Blood, I sit down with Philip to talk about QR Codes and their impact on the future of print, TV and outdoor advertising.
http://www.bonovoxpr.com/warbasse/in_convo_warbasse.shtml
http://www.bonovoxpr.com/warbasse/in_convo_warbasse.shtml
Monday, September 14, 2009
Creating valid QR Code Marketing Campaigns
PLUSH MS Blog
Thursday, September 10, 2009
In response to: Do-It-Yourself QR Codes: A 4-Step Guide
By Jeffrey Inscho
From: Philip Warbasse of Warbasse Design
Hi Jeffrey,
Great post. You wrote - "If you think there are better ways, or workarounds, please share in the comments to the post." There are a couple of very important points that need to be made which greatly effect, not only the utility of any given mobile strategy, but also the acceptance of this new technology from a cultural perspective.
2D Barcodes are the messenger and nothing more. They don't "support" anything. They bring us to content by scanning a tag vs. typing in a url or some other form of text-data. They make accessing content easy, creating one of the first "digital bridges" between the real and the virtual.
My design firm has been creating 2D marketing strategies for nearly 3 years now and we have learned a lot. I hope these tips will help you understand why a good consulting firm is still very important in mobile marketing. I am, however, a proponent of doing things for oneself, thus I am writing this to help artists make their own way. Additionally, I am throwing in some assistance at the end of this post for anyone who needs it.
You wrote - "The codes we place throughout the galleries contain rich multi-media content... We upload video files to YouTube, behind-the-scenes still images to Flickr, and informative text-based PDF files, all of which are supported by QR code technology." The truth is "QR Code technology" does not support any of the afore-mentioned media types. Actually, it is the user's handset that will determine whether a certain file type will be supported and this is a common misconception. The problem is magnified when those who have a poor user experience blame it on the code instead of the content and stop making use of QR codes when they see them because, in the past, they could not access something - at best, or, their phone crashed - at worst. Content becomes an extremely important consideration when creating any mobile campaign.
If one works in the Entertainment Industry in Los Angeles, it's easy to get caught up in the iphone craze - we all have one. But, the truth is most American's don't. Slowly more phones are coming out with the ability (both in terms of operating specs and software) to handle the things we have taken for granted on our desktops for so long, such as streaming audio and playing Flash files.
A good 2D barcode campaign begins with creating a seamless, positive user experience for anyone who scans a code. In order to do this we need to consider our audience. In mobile marketing audience = handheld device. The major questions we want answered when any user accesses one of our mobile campaigns are 1.) What's the phone's Operating System? - RIM, PALM, Windows, iphone, etc. 2.) What is running on the phone? - available software. 3.) What are the dimensions of the user's screen?- phone's resolution. Knowing the answers to these questions can prove to be the difference between a great vs. a poor mobile experience.
In preparing the presentation layer, we will consider the usable screen space on a handheld device and render the presentation to fit the screen. Then we prepare the content. This means that if we want to tie-in a video, like the trailer for the movie 9, we need to make multiple file formats of the same trailer available. This allows us to deliver the appropriate file type to the correct phone (.mp4 for iphone, .avi for Blackberry, .wmv for Windows Mobile, etc). Simply pointing to a "web-optimized" YouTube page is the worst thing one can do.
Once the media is on a server, we still have a big hurdle to get over and that is having a server intelligent enough to know what to deliver to the user when they come "knocking".
In order for a social tipping point to be achieved in the States for 2D barcodes, users must get what they come for. The bottom line is that my firm is so concerned with the user experience behind QR Codes and the social tipping point that could be impacted, that we have created a new Intelligent Mobile Server called PLUSH-MS. PLUSH-MS use the open source index WURFL and proprietary software to instantaneously determine a user's handset, thus delivering optimized content on the fly. This way, no matter what phone a user chooses to access the campaign - it works.
Thursday, September 10, 2009
In response to: Do-It-Yourself QR Codes: A 4-Step Guide
By Jeffrey Inscho
From: Philip Warbasse of Warbasse Design
Hi Jeffrey,
Great post. You wrote - "If you think there are better ways, or workarounds, please share in the comments to the post." There are a couple of very important points that need to be made which greatly effect, not only the utility of any given mobile strategy, but also the acceptance of this new technology from a cultural perspective.
2D Barcodes are the messenger and nothing more. They don't "support" anything. They bring us to content by scanning a tag vs. typing in a url or some other form of text-data. They make accessing content easy, creating one of the first "digital bridges" between the real and the virtual.
My design firm has been creating 2D marketing strategies for nearly 3 years now and we have learned a lot. I hope these tips will help you understand why a good consulting firm is still very important in mobile marketing. I am, however, a proponent of doing things for oneself, thus I am writing this to help artists make their own way. Additionally, I am throwing in some assistance at the end of this post for anyone who needs it.
You wrote - "The codes we place throughout the galleries contain rich multi-media content... We upload video files to YouTube, behind-the-scenes still images to Flickr, and informative text-based PDF files, all of which are supported by QR code technology." The truth is "QR Code technology" does not support any of the afore-mentioned media types. Actually, it is the user's handset that will determine whether a certain file type will be supported and this is a common misconception. The problem is magnified when those who have a poor user experience blame it on the code instead of the content and stop making use of QR codes when they see them because, in the past, they could not access something - at best, or, their phone crashed - at worst. Content becomes an extremely important consideration when creating any mobile campaign.
If one works in the Entertainment Industry in Los Angeles, it's easy to get caught up in the iphone craze - we all have one. But, the truth is most American's don't. Slowly more phones are coming out with the ability (both in terms of operating specs and software) to handle the things we have taken for granted on our desktops for so long, such as streaming audio and playing Flash files.
A good 2D barcode campaign begins with creating a seamless, positive user experience for anyone who scans a code. In order to do this we need to consider our audience. In mobile marketing audience = handheld device. The major questions we want answered when any user accesses one of our mobile campaigns are 1.) What's the phone's Operating System? - RIM, PALM, Windows, iphone, etc. 2.) What is running on the phone? - available software. 3.) What are the dimensions of the user's screen?- phone's resolution. Knowing the answers to these questions can prove to be the difference between a great vs. a poor mobile experience.
In preparing the presentation layer, we will consider the usable screen space on a handheld device and render the presentation to fit the screen. Then we prepare the content. This means that if we want to tie-in a video, like the trailer for the movie 9, we need to make multiple file formats of the same trailer available. This allows us to deliver the appropriate file type to the correct phone (.mp4 for iphone, .avi for Blackberry, .wmv for Windows Mobile, etc). Simply pointing to a "web-optimized" YouTube page is the worst thing one can do.
Once the media is on a server, we still have a big hurdle to get over and that is having a server intelligent enough to know what to deliver to the user when they come "knocking".
In order for a social tipping point to be achieved in the States for 2D barcodes, users must get what they come for. The bottom line is that my firm is so concerned with the user experience behind QR Codes and the social tipping point that could be impacted, that we have created a new Intelligent Mobile Server called PLUSH-MS. PLUSH-MS use the open source index WURFL and proprietary software to instantaneously determine a user's handset, thus delivering optimized content on the fly. This way, no matter what phone a user chooses to access the campaign - it works.
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