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News, insight and tips from the social web.
The Hoop blog covers the evolving digital landscape, social media, mobile communications, content marketing and also includes 5 top finds and Fish on Friday. Feel free to make comments.
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Cracking the QR code »
Are Quick Response codes the next big thing or are they a waste of time?
QR codes are a type of 2D barcode that can be read by smartphones or dedicated scanners. They are the evolution of the regular barcode, as they are able to store more information and character types than barcodes and can be printed on a smaller area. Originally developed in Japan by a subsidiary of Toyota in 1994, QR codes have yet to really take hold outside of Asia.
Until the rapid introduction of the smartphone into mainstream culture, the QR code remained relatively unknown. But as the number of people owning phones able to read QR codes increases (30% of British and 31% of American mobile phone owners now have a smartphone), more companies are starting to advertise using the matrix barcodes – a process known as mobile tagging.
[Image from Mashable]
In July of last year, clothing company Calvin Klein pulled the 'normal' advertising from two of its New York billboards and one in LA. What then appeared was a giant QR code directing to CK's promotional video for a new product (a video deemed too saucy to be shown on the billboards – hence the Get It Uncensored tagline).
Calvin Klein aren't the only company using mobile tagging to stoke brand interest. Home plus, Samsung and Tesco's South Korean subsidiary, recently produced a campaign centred around a virtual supermarket utilising QR codes in Seoul – with the simple aim of expanding their online and offline market share.
[Click here to watch the video]
Home plus put up billboards in subway stations with their range of products, accompanied by QR codes. The displays were designed to look exactly like those in actual stores, from display layout to the merchandise. Customers were able to use their smart phones to scan QR codes, putting products in their online shopping carts.
The innovative use of QR codes doesn't stop there; the city of Amsterdam are starting to use QR codes on a new signage system this summer and an American artist has even started producing QR code art. The Salvation Army is even putting QR codes on t-shirts!
However, there are problems with the emerging trend of QR code use.
Because there's no one universal standard for 2D barcodes (see 'Typical 2D Code'), a standard code reader has yet to be developed. This could be one of the reasons why smartphone manufacturers have yet to pre-install code readers on handsets – slowing the QR code's move to mainstream.
Consumers also have to know what a QR code is (and there are multiple versions), before they know to download the right reader app, photograph the code and wait for the app to decode the QR (wonderfully illustrated in a tweet from Matt King below).
So smartphones have to have the right app and consumers have to know what the technology is. But other companies are also wary of the 2D barcode novelty.
Back in March, Google quietly removed the support for QR codes in its location-based Places product (although their recent purchase of customer loyalty application Punchd may signal a change of heart). And if you're using QR codes on advertising underground, consumers won't be able to access your data – a problem American airline JetBlue faced with their recent ad on the New York subway. And, let's face it, QR codes aren't very pretty.
So, are QR codes worth your time and resources? Whilst they're championing the use of mobile (which we think is a fantastic idea), there is the issue of having to develop mobile-optimised content. And until there's an industry- or location-based standard 2D barcode, the QR code readers will have to be installed by mobile users, rather having the reader app pre-installed. Which relies on mobile users knowing what QR codes are.
Until businesses invest in the technology, it will take time to be fully adopted by the mainstream. But businesses won't invest until QR codes are adopted by consumers.
It's a chicken-and-egg conundrum that's still to be cracked.
If you have any thoughts on QR codes, or anything else you've seen on the Hoop blog, let us know via email, Twitter or in the comments below.
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5 top finds from the web. »
Another compilation of some of the cool stuff we've found on the internet recently.
1. Struggling with your social media strategy?
So is comedian Stewart Lee in this latest BBC skit.
On a more serious note, if you've got problems with social media why not get in touch and see if we can help? We promise we won't morph your head onto Rasta Mouse.
Watch "Social Stewart" on the BBC here.
2. A very large, ambitious and expensive model
Ever wondered what the world's largest model of landscapes and landmarks that took 11 years to build, cost around $15 million and covers over 16,000 square feet looks like?
Hamburg's Miniatur Wunderland have recently completed the latest section, a fully functioning model airport - complete with operational aircraft and other vehicles. It's a mini marvel!
You can watch the airport in action here and get an idea of how big this model actually is here.
3. "Evidence of the true cost of educational funding cuts"
We've all been there; sitting an exam and your mind goes blank. Usually, you can remember a suitable response to the question you're struggling with but sometimes you're not so lucky. We spotted an amusing collection of quotes from students who've not been so lucky and have been chuckling all week.
Read 'Sh*t my students write' here.
4. Applying a brand on a massive scale
Rob draws your attention to this cool time lapse video of the effort (and time) that goes into applying branding to a Boeing 747-400. It took 15 days, using multiple cameras shooting 50,000 frames to record the re-branding of Virgin Atlantic's 'Mustang Sally'. Well worth a watch!
Watch 'Virgin Atlantic New Livery Time-Lapse' here.
5. Hugh Laurie does the blues
We're big fans of Hugh Laurie's work - back from his Fry and Laurie days, to appearing in Blackadder and finally him cracking America and becoming the highest paid TV actor in the US.
He recently released his debut album on Warner Bros Records. 'Let Them Talk' is a wonderful tribute to New Orleans rhythm and blues and features covers of classics such as 'St James Infirmary' and 'John Henry'. We were a bit surprised to hear him singing in an American accent - but that's the only downside we've found so far!
Watch the preview video to 'Let Them Talk' here.
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5 top finds from last week's web. »
Another compilation of our favourite 5 finds from the interwebs.
1. No mobile signal on the underground after all but there's still light at the end of the tunnel.
We first reported about the possibility of mobile networks coming to the London Underground in the first '5 top finds' back in February. Now, it seems talks have fallen through with all the major network providers – but luckily, all is not lost.
TfL, after a successful trial at Charing Cross, are looking to roll out Wifi in 120 tube stations in time for the 2012 Olympics. It doesn't look like the wifi will be available actually during the tube ride, but will be at the stations at the start and finish of your journey.
Read more on Wired.co.uk.
2. Is the iPhone losing its share of the marketplace?
I'm a long term fan of Apple and have owned an iPhone in each of its various guises. With new research released today, it seems the UK has started to favour Google's Android platform (with 28% of the marketshare) over Apple's iPhone (26%). Blackberry rounds out the top three with 14% of the market. Hoop developer Mark recently made the change from Apple to Android and has written an interesting blogpost about it which you can read here.
If you're an iPhone fan you'll no doubt be wondering what Apple have got in store for the impending (well, at some point this year) release of the iPhone 5. French designers Nowhere Else came up with a neat little infographic about the iPhone 5 rumor mill which you can see on Mashable here.
3. Eurosport has a dramatic rebrand for April 2011.
If you'd ever wondered how much drama and suspense it's possible to cram into roughly a minute of video you'd get your answer if you were to watch Eurosport's new branding for April 2011. Awesome stuff!
See the video here.
4. That horizontal feeling.
Spotted this cool video by Jacob Tonski the other day.
A video studying balance, isolated from a fixed horizon, inspired by disorienting episodes in life.
See the video here.
5. A Music Monday recommendation on Tuesday.
One of the finest pop vocalists to come out of London released her debut album yesterday. Yes, we're of course talking about Rinse FM's Katy B. Her sensational debut single 'Katy on a Mission' caused a storm when it was released last August, as did the follow up 'Lights On' featuring Ms. Dynamite.
Read Pitchfork's review of 'On a Mission' and if you want to grab a copy of the album you can purchase it here from iTunes, Amazon or HMV.
Categories: 5 top finds
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5 finds from the interwebs this week. »
We compile some of our favourite internet content from the past week.
1. Warning! Blowing your nose can scare small children.
Cute baby videos have always done well on Youtube - 'Charlie bit my finger - again' currently sits at 293,773,335 views but there's a new kid on the block. The latest cute baby video doing the rounds features 5-month old Emerson who alternates between complete terror and utter delight as he listens to his mum blow her nose.
See the full video here.
2. Mahogany Bikes.
We're big fans of beautiful bicycles here at Hoop. When we saw ninth-generation shipbuilder Sueshiro Sano's hand-carved mahogany racer we literally had to stop and stare. Sanomagic has built 10 of these beauties over the past three years, using layering techniques employed in shipbuilding to make the wood stronger and more durable. Everything (apart from the brakes and gears) on these bikes is hand-carved mahogany - even the tire valve cap!
See more on the Sanomagic Mahogany Bike website.
3. Shortened logos.
Rob draws your attention to these shortened logos from a TVN channel advertising campaign. Each of the logos (from Coca-Cola, Ikea and Heineken) are still instantly recognisable - which shows the power of good branding!
See more on Logo Design Love.
4. Over-branding in London City.
It's not often you find branding guidelines from a t-shirt design. This t-shirt from the T-Shirt Party shows the discourse and the lack of clear cohesive branding throughout the 32 London city boroughs. It makes a great t-shirt though!
See more on the T-Shirt Party website.
5. Happy birthday Twitter and the power of Twitpic
5 years ago today, social blogging/ networking/ messaging (or whatever the title you want to bestow on Twitter is) changed forever when Twitter co-founder Jack Dorsey sent the first tweet - "just setting up my twttr" for those of you interested.
[Janis Krums' photo of the downed Hudson plane on January 15 2009 has been viewed over 665,000 times]
The platform has changed the way we are able to share news in realtime. Photo-sharing platform Twitpic exemplifies this power with Mashable today compiling nine of the most impressive newsworthy Twitpics.
Follow Hoop on Twitter here and see the eight other amazing Twitpics on Mashable here.
Categories: 5 top finds
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5 finds from the web this week. »
More interesting content that we've found around the interwebs.
1. Behind the scenes with the Old Spice Guy.
The Old Spice social media advertising campaign is a force to be reckoned with; clocking up almost 200million YouTube channel views and 120,000 followers on Twitter. The behind the scenes video shows the considerable effort that goes into producing their popular videos - well worth a watch!
See more on YouTube.
2. Appreciating Google.
Ever wondered what a less-than-perfect Google would be like? The Search Operators let you find out.
"The Search Operators" is the sloppy twin of Google search. By reversing the passive roles of UI elements, we want to expand the traditional notion of user interfaces. We hope this sloppy twin helps you switch mind set from everyday web routines and open up new perspectives.
See more at Google Sloppy.
3. 7up has a rebrand.
Our friends over at PepsiCo Global, in association with Tracey Locke, are in the process of rolling out a rebrand for 7up. We thoroughly approve. Creative Review also showcase the brand's visual history with logos from 1929 right up to present day. Lovely stuff.
See more at Creative Review.
4. Shapes and typography for vintage LP sleeves.
Kate draws your attention to Project Thirty Three – a fab collection of vintage record sleeves that show musical instruments using simple shapes, type and colour.
See more at Project Thirty Three.
5. Hugh's Fish Fight reaches milestone.
Three shows on the telly, 657,000 petition signatures, 210,000 Facebook fans and almost 17,000 followers on Twitter later; Hugh Fearnley-Whittingstall's social media campaign reaches a milestone with the European Fisheries Commissioner tabling a plan to phase in a discard ban.
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The game’s up »
Traditional advertising is missing a trick - that more and more purchasing decisions are based on the customer’s online experience.
And when that online experience doesn’t measure up, as is so often the case, it doesn’t matter how creative the idea or how extensive the media spend, people are just not going to buy.
Wrong message
Now, before we buy almost anything, we seek out comparisons in performance, price, customer service and after sales support. This change in behaviour affects every business, brand, product or service. It also calls into question the advertising business model. How does it add value online exactly?
Customers have a choice
Sitting between seeing an advert and making a purchase is the online experience. And it’s an experience that often doesn’t meet expectations. However memorable or stimulating a TV commercial or a magazine spread might be, consumers increasingly make their decisions to purchase based on their online experience, on the product detail available, on the belief and confidence the website gives them in the brand and of course, the word of other customers.
Switching over
Companies that fail to grasp the importance of the online experience for their customers and that don’t invest in content or integrate their communications, will soon find those customers have deserted them and gone where they will be valued.
Disappointment is no basis for business
We’ve all been there. You see an advert, find the website but then you can’t find the information you want. Where are the decent product shots? Why is the product description only five words long. No dimensions? Colours? What about finish and material?
Worse still when you Google the product you find a site where somebody has posted a message saying, “Don’t buy this, it’s rubbish”.
So even where the advertising effort hits home and the desire to buy is highly stimulated, if the online experience lets users down then that’s the advertising budget blown, game over.
New game
The advertising industry doesn’t want to hear that their efforts will eventually be directed towards promoting the internet. But that’s where we’re heading. And when this day comes, top of the pile of customer needs will not be brand or price, but user experience. Online, in use, after sales and support.
Online shoppers have a huge choice, they can immediately find and see what the competition have to offer and, if the experience is better, then it really is game over.
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