While recently attending the 2009 Microsoft High Tech Summit I was introduced to the Microsoft Tag system. It works very much like a barcode system with your mobile serving as the scanning mechanism. The interesting play here is the interactivity and opportunity that it provides to extend a traditional campaign.
I am beginning to see the Microsoft tag showing up in more places. While waiting to take-off on a flight to Seattle I was catching up with the latest Official Xbox Magazine and on the first 2 pages was an ad for the upcoming Halo Wars title. I have a moderate interest in the upcoming title but I have seen the ad with a number of Spartans looking to blow things up before. I was about to turn the page when I noticed something interesting.
At the bottom right of the page was the Microsoft Tag with the ability to immediately view a trailer of the game and redirect me to the Halo Wars marketing site on Xbox.com via my iPhone. For the novelty of it and the fact that I can’t resist a good interactive campaign I pulled up the Microsoft Tag Reader app that I had recently installed on my iPhone and took a quick shot of the tag and I was off viewing a great cinematic trailer for the upcoming game and of course the marketing collateral tied to it. If I was on the fence for the title this form of immediate gratification may have pushed me over the edge to purchase.
Where this gets really interesting is the ability to extend print in a more direct manner. Traditional ads reference a URL that leads to a product page or micro-site that is dependent on a number of factors to be executed by the end-user. With the tag system I get the immediate satisfaction of accessing information of interest in real-time from my mobile which makes the likelihood of me taking action on the ad much more likely as the barrier of sitting down, trying to remember the URL, etc… is eliminated.
From an ROI perspective I assume that the tag tracking to the destination URL is easy to reconcile and the ability to show ROI based on the “Tag Through” (I think I just coined that) then on to potential transaction should be an easy model to follow.
From a social computing perspective the ability to quickly introduce an interested party to key influencers with minimal barriers is also a possibility. The user-flow could be scan the tag, 20 second trailer and direct the user to key Community Server blog, forum or wiki topics that enhance the core message and leads to validation by peers and additional WOM.
The Microsoft tag system may not become the standard…Although if I were Microsoft I would OEM this on net-new Windows phones and allow for recognition of a tag that automatically initiates the app… but I like the direction from a consumer marketing perspective. I am a firm believer in reducing barriers for end-users. Minimize the steps necesssary to the desired result and the likelihood of action significantly increases.