Everyone in publishing is talking about QR codes, which have gained traction in Japan as marketing and supplementary content vehicles. Basically you have a 2D bar code with embedded characters, typically a URL, which you access via your cameraphone. Abroad, McDonald’s puts the nutritional information of their food in QR codes on the wrappers, Sony used them to lead people in Australia on a treasure hunt related to the Bond film “Quantum of Solace,” and Pepsi printed the codes on about 400 million products in the UK.
So why hasn’t this taken off in the U.S.? Well, it’s pretty simple. We’re not ready. Our mobile phone technology is way behind Japan, and American consumer behavior is still dominated by voice and text. There are only a handful of devices with web browsers and a good enough camera to recognize the codes – iPhones and Blackberries have, in our testing, less than a 25% success rate. As noted by the conspicuous silence around Fox’s QR code experiment with “Notorious” in January, we’re not there yet. (Of course, Fox bungled their strategy by planting web-dependent features in NYC subway stations.) Analysts are predicting 2010-11 for mass adoption in the U.S.
Which is a long way of saying: I’m sorry HarperCollins. Your QR code experiment for Lauren Conrad’s YA novel L.A. Candy is not only too early, but also too little. I could access the mobile site on my desktop computer, but not directly through my iPhone web browser. I had to be directed through a QR Code – which means I had to download the iPhone app, then take a picture of my laptop just to see the mobile content.
Ok, not great, but fine so far. I’m on my mobile device, looking at a nicely laid out version of the site. There’s the first chapter, a short streaming video, and a buy the book link. Nothing I can’t find elsewhere. But let’s say I’m on my mobile, and I want to share this with my friend. Since I know I can’t email the link, I hit “Share It” – where I have to give up my name, DOB, email, and cell number. Then the service texts me and asks to forward the text to my friend myself. Except, for iPhone users at least, I can’t forward texts. And, at present, I can’t copy and paste the text and send in a new message.
Of course, at this point who would still be bothering with all this, beyond someone working in internet marketing for another publisher, readying his blog entry?
I will grant that the consumer experience may be better on different phones. Does anyone know of a web-enabled camera-phone out there with forwarding-text capabilities? Oh yeah, and a QR code reader app built in? …And major market share in the YA audience, the intended recipient of these codes?