ShortFormBlog took us (lightly) to task the other day when we gave USA Today a thumbs down for their implementation of QR codes in the newspaper. So we’re back again with a new attempt, this time by Sports Illustrated for its annual swimsuit issue.
Those with the print issue can connect to extra content with their smart phones by using 2D barcodes via Microsoft Tags.
It also includes a sharing function that lets print readers send videos via Facebook, Twitter or e-mail. And if readers still want more digital activity, the codes take them right to the app store to download the Swimsuit Mobile App. And it all works on Apple’s iPhone, BlackBerry, and Android devices.
It’s not just for print readers either. Bored or extra-observant commuters were also factored into the mobile campaign. In addition to the action codes within the magazine, Microsoft Tags linked to mobile content will be placed on phone kiosks, subway posters, and signage in New York and Las Vegas. Those out-of-home tags connect users to a swimsuit body paint video that they can share with their Facebook and also offered a “pre-order” option for the magazine issue in recent weeks.
Our issue with USA Today wasn’t their use of QR codes, but their implementation. Sports Illustrated seems to have thought through the print to digital divide and from what we read, are doing it well.