darwill.com 1

QR Codes…Creating Response Opportunities On Demand!!!!

Patrick A. WhiteDarwill, Account Executive

Phone: 708-236-4963

Email: pwhite@darwill.com

darwill.com 2

Today’s Discussion

What is a QR code? How do QR codes work? Critical market enablers QR Code applications that drive demand

darwill.com 3

What is a QR Code?

darwill.com 4

Meet the QR Code

A 2D Barcode Created by a Japanese corporation

(Denso-Wave) in 1994 QR stands for “Quick Response”

darwill.com 5

What The QR Code Contains

Service types that can be embedded in a QR code

Service Example Instruction

http: http://www.qrme.co.uk Browse to a web site

Mail to: mailto:admin@qrme.co.uk Invoke an e-mail message

Telephone: tel: +44123456789 Telephone a number

sms: sms: +4407912345678 Send an sms message

darwill.com 6

How QR Codes Work

A Mobile Phone with a Cameraand QR Code Reading Software

Snap a Picture

The QR Code will Decode

instantly

You’ll be brought to a web page

darwill.com 7

Critical Market Enablers for QR Codes

Consumer adoption of mobile technology Marketing focus on mobile solutions QR code enabled phones and easy to download QR readers Ease of use Endorsements by market leaders Google and Facebook

darwill.com 8

Smart Phone & the PC

http://www.businessinsider.com/chart-of-the-day-smartphone-sales-to-beat-pc-sales-by-2011-2009-8

darwill.com 9

Consumer Utilization of Mobile Technology

More than 90% of us keep our cell phones within arm’s reach 24 hours a day, 7 days a week, 365 days a year.

More than 70% of us actually take our cell phones to bed with us.

Over 70% of us now use our cell phones as alarm clocks.

A study by Unisys revealed that if we lose our wallet, we report it missing in 26 hours. If we lose our cell phone, we report it missing in 68 minutes.

Sources: eMarketer, Mobile Marketer, InfoTrends

darwill.com 10

Mobile Technology Today

Mobile marketing spending in the U.S. is projected to grow at a 25% CAGR in 2010

QR, Barcodes and Tags are the future of mobile marketing

The Year of Mobile Marketing has arrived

darwill.com 11

Preloaded QR Enabled Phones

Blackberry is now shipping its mobile phones with a QR Reader preloaded in Messenger 5.0.

Nokia, Sharp, Panasonic, and Asus have been shipping their mobile phones with QR Readers preloaded.

LG, Samsung, and Sony-Ericsson have all announced plans to preload various third-party QR Readers and are already doing this on select phones.

By early 2010, mobile phones from all these manufacturers and others will have them preloaded

darwill.com 12

Ease of Use : Forget The Hassle of Keying in URLs

Step 1 Point the camera at the codeStep 2 Take a picture Step 3 Wait for decodingStep 4 Link to website

darwill.com 13

Accelerating Consumer Adoption Endorsement from Google

darwill.com 14

And Maybe Even More Importantly… Facebook

darwill.com 15

Facebook just announced they are going to start assigning QR Codes to every individual profile.

Major impact on QR Code awareness.

Facebook’s US user base grew from 42 million to 103 million in 2009. That’s a 144.9% growth rate!

The 35+ demographic now represents more than 30% of the entire user base.

The 55+ audience grew 922.7% in 2009.

If these groups haven’t learned about QR Code technology already, they will now learn about it from Facebook.

Source: iStrategylabs.com

Facebook & QR Codes

darwill.com 16

The Opportunity is Diverse

Signage

Packaging and labels

Books

Magazines/Programs

Direct mail

Catalogs

darwill.com 17

Smart Retailers Catching On

darwill.com 18

QR CodesRalph Lauren

darwill.com 19

Retailers Like Harrods

Source: Times Online

darwill.com 20

QR CodesBest Buy NYC

darwill.com 21

QR CodesCalvin Klein NYC

darwill.com 22

Restaurants with Links to Reviews

darwill.com 23

NBA All-Star Game 2010

2010 NBA All-Star Game QR code campaign.

darwill.com 24

The NBA Global Merchandising Group T24The NBA reaches fans and consumers worldwide through the licensing and marketing of consumer

products bearing the league’s trademarks and player attributes

Over 200 licensees manufacture, sell and market NBA branded products, promoted worldwide and sold in

more than 100,000 retail locations in 100 countries

Major categories include video games, apparel, footwear, sporting goods and trading cards

The NBA Store on 5th Avenue has more than 1 Million visitors every year

N NBAStore.com is the online destination for NBA fans around the world looking for exclusive team

merchandise, memorabilia with 10 million visitors every year

darwill.com 25

NBA All-Star Game 2010 Coupon

darwill.com 26

The NBA All-Star Game QR Code Campaign

During the All-Star Game, fans were invited to scan the QR Code that was displayed on the 3,500+ HDTV screens on the main concourse level of the stadium after the first quarter, during half time and after the third quarter.

Once scanned, they were sent a coupon to receive a Free All-Star gift at the main team store in the stadium.

The NBA exceeded goals for this campaign and distributed all of the free gifts available. This campaign started and was completed within a 6-hour period and 10% of the 100,000 attendees clicked on the QR code

The first NBA QR Code campaign and it was a success!

darwill.com 27

NBA All-Star Game Signage

darwill.com 28

Pepsi…Using the Package to Engage Consumers

darwill.com 29

McDonald’s Sharing Nutritional Information

darwill.com 30

Wine Label Linked to Wine Lovers Adde

darwill.com 31

Basic Campaign

300k+ copies in the marketplace

Major national publicity and pickup

Author tour / appearance on Jimmy Fallon at kickoff

Major pickup on use of QR codes to generate publicity for title: USA Today et. al.

Forecasting over 80% sell through

Lauren Conrad / L.A. Candy

darwill.com 32

The QR Code Component 8000 + visits to mobile site from over 80

countries—3% response rate

50% + of traffic to lacandy.mobi coming from PCs;

25% coming from phones sans codes

16% coming from QR code scans itself

2000 scans of code; virtually all new users

Book jacket drove vast majority of these scans

Nearly half of mobile site visitors clicked on “read it”; 10% clicked on share it and 10% clicked on buy it

darwill.com 33

A QR Code Driven Magazine

darwill.com 34

QR CodesLucky Magazine

darwill.com 35

Game Day with the Detroit Red Wings

darwill.com 36

Following the News…………

darwill.com 37

Direct Mailers

darwill.com 38

Advertising Atlantis – Point, Click and Make a Reservation

darwill.com 39

Transforming Catalogs

darwill.com 40

Recommendations

Technology is exciting….but

It isn’t enough

darwill.com 41

The Fundamentals Still Apply

Business strategy Identification of the right target market The right media – synergistic use of

media The right offer Good creative Get a response – build a relationship Measure, Measure, Measure