1. The Mobile Barcode & Platform Invented for Marketers
Jane McPherson
Chief Marketing Officer
SpyderLynk
jmcpherson@spyderlynk.com
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2. MOBILE BARCODES ARE EVERYWHERE
How did it happen?
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3. Where Mobile Barcodes Fit into the Marketing Mix
Interactive Connection to Mobile Consumers
Marketing
Shopper Marketing
Traditional Media
Research & Analytics
Social Networking
Database Marketing
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Packaging

4. History of Barcodes
SnapTag invented by SpyderLynk
Invented by Toyota subsidiary
(Denso-Wave)
1st use - Wrigley Juicy Fruit
1962
1994
2006
UPC Code
Invented to get product
Info and pricing from
Packaging at checkout
QR Code
Invented for tracking
parts in manufacturing
Mobile Barcodes
Invented for marketers
and consumers to activate
advertising
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5. SnapTags The Barcode Invented for Marketers
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6. SnapTags: More Accessible
Receive
Engage
Send
Snap
Engage
Snap & Send
Any camera phone
95871
Open the App
Hover to Decode
Dialog Opens
95871
95871
Mobile App Scan
iPhone & Android
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7. SnapTags: Branded
What brand is this?
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8. SnapTags: Smarter with Code Rings for Variability
Packaging
Out of Home
Print Ads
Point of Sale
Each SnapTag Code Ring provides tracking for different media segments and can serve a different marketing campaign
Super Bowl Tickets Sweepstakes
Super Bowl Merchandise
Sweepstakes
Sweepstakes
Super Bowl Weekend Extravaganza
Super Bowl Party
Sweepstakes
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9. SnapTags: Smarter with Dynamic Responses
You must be 21 to participate. Please respond with your Date of Birth MMDDYYYY
03221985
SnapTags serve multimedia messages that can be customized in a variety of ways

• Response logic driven by algorithm allowing variable responses based on multiple attributes
• 10. Multiple choice offers put consumers in control
• 11. Each dynamic response can be tied to a different SnapTag Code Ring

Check out this play from the Bud Light Playbook. Want more? Reply A for more plays, B for more game day recipes, C for tailgating tips, D for Behind Enemy Lines trailers
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12. Smarter with Simple Solutions for Building a Database
Caress program drove 26,000 entries and 16,000 mobile club opt ins
Mobile Club Database:

• Features consumer phone number or email address
• 13. Data segmentation allows for targeting of messages to different consumer segments
• 14. Direct connection with consumers creates loyalty and opportunity to drive sales

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15. Smarter with Robust Analytics & Reporting
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16. New: Social SnapTags
Make Your Mass Marketing Social
SnapTags can LIKE your brand on Facebook or follow your brand on Twitter
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17. Social SnapTags
Social SnapTags

• Like Us on Facebook

We share great offers with our Facebook community.
Its a Snap to LIKE Us.
Social SnapTags with an Incentive

• Like Us on Facebook and Get.
• 18. Sweepstakes Entry
• 19. Exclusive Content
• 20. Coupon
• 21. Free Sample

Enter to Win a
Summer Fun Prize.
Snap with your mobile phone to LIKE us and you are eligible to enter!
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22. Activating Strategies at All Stages of Consumer Purchase Cycle
Loyalty
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23. Consumer Engagement
The Results:

• Over 150,000 snaps
• 24. Reached 12% activation rate
• 25. Increased the time spent with

Coke Zero by 9 times
The Execution

• 5 Campaigns
• 26. 5 Street Teams
• 27. 500+ Events

You are 25 Snaps away from winning. The first person to reach zero wins back stage passes
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28. Consumer Engagement
Thanks for entering the Wal-Mart Texas Coors Light Super Bowl Sweepstakes.
With simple SnapTag Code Ring Changes, Coors Light was able to engage consumers in promotions configured for 13 different markets and chains.
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29. Ocean Spray Product Education
Ocean Spray shared product recipes to drive new trial
Ad Age Top Performing Advertisements of SummerGfK MRI's Starch Advertising Research asked consumers to consider 27,268 magazineads.
Ten advertisements were named the most engaging in Summer 2010
INGREDIENTS:
1 cup Ocean Spray Blueberry Juice Cocktail
1 cup Ocean Spray Fresh Blueberries,
1 6-ounce container vanilla yogurt
8 wooden craft sticks
DIRECTIONS:
Combine all ingredients in blender.
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30. AVEDA - FREE SAMPLE AND SALON FINDER
Pick up your Color Conserve at 82 Northfield Blvd Denver, CO 80238. Use this coupon code SHAPE10 to get a tri-pack sample
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31. Product Education
Video Response educates consumers in retail about the features and benefits of the new HP ePrint product
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32. Sales Driver
12% of consumers opening Foot Locker s email activated the SnapTag to access this mobile coupon
Get a 25% Discount
Redeem before 1/26/11. Show this code in store FL28169
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33. Engagement & Sales Activation
To unlock The Big Under content on the Inception Blue Ray DVD, use code XTRZ. Watch a preview now
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34. Colorado Native Beer Loyalty Initiative
Colorado Native is building a community of consumers by becoming a go to resource about Colorado Events
Colorado Native will keep you up to date on brew festivals this summer in Colorado. Let us know the cities you want news about:
Denver
Telluride
Aspen
Join us this weekend at the Beer & Chili Festival in Aspen. We will be sampling Colorado Native and celebrating the summer with some great chili and great music
SnapTag Response
A
Text Communication
Colorado Native is a brand created by AC Golden, a subsidiary of Miller Coors
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35. Orbit Loyalty Points Program
Orbit Bucks Promotion

• Participating consumers have the opportunity to instantly win between $20 and $100 a day in Orbit Bucks.
• 36. Consumers can participate daily to increase their chances of winning more Orbit Bucks and more Orbit Bucks gives the consumer access to prizes of greater value.

You have just won 10 Orbit Bucks. Go online to style.orbitgum.com
And check out the Back to School prizes available . Use Promo Code XL77R3PL to redeem.
SnapTag Response
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37. Got2b Loyalty Initiative
Thanks for snapping. Try out this sample of hairspray and respond with the answer you think best:
I love this hairspray
I like this hairspray
I wish it worked better
This Sample Pack SnapTag Feedback Form allowed got2b to collect consumer feedback on the product
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38. Mobile Activation Solutions
Text WIN
to 90999
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39. Mobile Consumers
The Mobile Universe
234 million Americans 13 and over use mobile devices
88% of consumers can snap & send with a camera phone
76% American adults use the camera on mobile phones
36% of consumers have a Smart
Phone
15% have downloaded a QR code Reader
*Comscore 1/11, **Pew Research Center 7/10, ***Nielsen, 2/11
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40. How QR Codes and SnapTags WORK
Tracking via website analytics
Influence experience via website
DATA (URL) Decoded by barcode reader
Website
Activity tracked via interactive platform
Response Influence:

• SnapTag #
• 41. Consumer
• 42. Time/day
• 43. Location
• 44. Campaign history

Activity tracked via interactive platform
Response can initiate interactive conversation
Relevant Response
Message
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45. The Mobile Barcode & Platform Invented for Marketers
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