Fox Uses Jagtag’s Mobile Barcodes To Promote ‘X-Men’ DVD Release
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Scan a barcode in a magazine, tweet it to your friends, and then get links to video clips from X-Men Origins: Wolverine. That’s what Fox Home Entertainment is hoping people will do, as part of a new campaign promoting the DVD release of the latest X-Men film. The studio has tapped mobile marketing tech firm Jagtag, which developed its own 2D barcode system, to help generate some social media buzz about the release.
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Fox is running ads in magazines like Maxim and Playboy that feature Jagtag’s barcodes (pictured). The company’s barcodes are unique because they don’t require users to download a specific reader to their phone. Once users snap a picture of the code and then tweet it, they get a tweet back with links to X-Men photos, audio and video clips. (Third-party apps like UberTwitter and Tweetie make it easy for phone owners to automatically send pictures to Twitter).
Fox is one of the first big studios to try Jagtag’s barcode-to-Twitter option; it previously used the company’s 2D barcodes (albeit less tastefully, per Mobile Marketer) to promote the TV show Dollhouse during Comic-Con. Rival mobile tech firm Scanbuy also released a 3D mobile barcode that automatically posts to Twitter, in June.
Founded in 2006, Jagtag launched the first iteration of its 2D barcode in 2008. CEO Dudley Fitzpatrick is a former CPG and brand marketing exec, and the privately-funded company’s advisory board includes execs from the AAAA and Publicis.
Posted In: Advertising, Mobile, Technologies / Formats, Companies, News Corp., Fox, Twitter, jagtag
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