Snap And Send For More Infomation From Toyota (And Many Others)

Yesterday, I said QR codes have yet to catch on in a big way, while writing about The Oregonian’s use of digital watermark technology. Earlier today, I posted about MasterCard using QR codes in a localized social promotion. Now here we are again, faced with yet another branded solution for mobile users who seek more branded content than meets the eye.

According to The New York Times, Toyota Motors is adopting interactive bar codes across all its marketing so mobile phone-carrying customers can quickly access sales promotions, vehicle quotes, videos, safety tips and similar information.

“The ToyoTag allows customers to engage with us wherever and whenever they want information,” said Michael K. Nelson, interactive communications marketing manager for Toyota.

ToyoTag is a private label SnapTag developed by SpyderLynk, a Denver a mobile marketing technology provider. Coke, Bud Light and the Marines have all experimented with SnapTags. Those with iPhones or Android devices can download a SnapTag reader to receive Toyota’s content. The program also works for those using a standard mobile phone.

Although some studies predict that about half of the American public will own smartphones by the end of 2011, Mr. Nelson said he did not want to ignore the other half “that don’t want to shell out for a smartphone.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.