A lot of feminists were none too pleased at the recent sponsorship deal by the UK’s female beach volleyball team. The pair – Zara Dampney and Shauna Mullin- have struck a deal to place advertising on their bikini bottoms with UK betting firm, Betfair. The ad takes the form of a QR code on the back of their bikini bottoms which, when read with a smartphone, takes the handset user to a registration page to Betfair’s mobile web site and offers consumers a free bet. “As far as we’re aware, this is the first time QR codes have been used in in-play sports advertising,” claimed Andy Lulham, head of PR at Betfair. “What better way to test its effectiveness than by putting them on one of the places that is likely to get photographed the most?”That’s the trouble. Somebody needs to tell Zara to get her hand out of the way as we can’t scan the QR code. In the most famous bikini bottom picture (see the Sun‘s picture here) Zara’s hand is in the way.
Frankly, GoMo News agrees with Lulham that this is an ingenious use of 2D barcodes.
As Lulham says, “There is huge interest in beach volleyball and we want to ensure that our advertising campaign is seen and remembered by as many sports fans as possible.”
GoMo News is curious about the actual QR code itself because it contains a logo at the centre. Perhaps a reader might know who created it?
Rating: One idea from T-Mobile brainstorming session
This is nothing short of brilliant. T-Mobile has recently held a brainstorming session with the UK’s National Farmers’ Union (NFU). Instead of any boring old design, farmers are now going to brand their cows with QR codes. OK. We’ve made that bit up about branding, but when cows go to auction they are now going to be sprayed with a QR code which links back to the animal’s provenance and vaccination history. The best bit is that this information can be read by anyone with a smartphone and these days who doesn’t have one? Compare that to the existing situation where farmers can tag their cattle with chips to identify them. The catch is that the scanning equipment costs £1,500 to read such chips. With this solution, the scanner costs nothing because any cameraphone can serve as the scanner.
To demonstrate how the whole QR-coding of cows would work, T-Mobile has produced a demo. It links to this page.
When scanned, the QR will link people to the cow’s personalised webpage which includes its age, inoculation history, breed, etc. Of course, any free QR code scanner app would work with the code.
The next bit is scary in all senses of the word. The next app allows users to control scarecrow movements using a smartphone’s 3G connection.
The app also provides live-feeds from night-vision cameras located in the scarecrow’s eyes, thereby helping farmers track nuisance birds by day and monitor for livestock rustlers by night.
How scary is that?
A panel of farmers at the T-Mobile brainstorm came up with a whole bunch of other spooky mobile app ideas.
How about this one? A flying sheepdog drone app? With it farmers will have flying drones they control with smartphones. A video feed to the phone will enable farmers to see what the drone sees and control their flocks of sheep remotely.
GoMo news is going to ignore some of the other ideas such as an infra-red cmaera sening images of sheep back to – presumably – their shepherd at night.
Back in the real world once participant, Ed Shires, a farmer from Buckinghamshire, commented, “The brainstorm brought up some exciting smartphone app ideas that could really help farmers.
The most interesting thing for me is how this technology can help cut costs. Some of the farming technology you need can easily run into the thousands. Why spend that sort of money when a 69p smartphone app could achieve similar results?” Why, indeed?
“With farmers being one of our most important customers, we were keen to find out how mobile technology could really supercharge their business,” explained Martin Stiven, a vp for business, with T-Mobile.
“People frequently talk about small business owners being wedded to their smartphones but overlook that farmers are micro businesses in their own right, often adopting mobile technology well ahead of the field.”
There’s got to be some joke in here about farmers being way ahead in their own field.
Anwya, GoMo News is well impressed with their T-Mobile initiative and can’t wait to see it applied to other vertical markets. Second-hand car dealers springs immediately to mind.
Rating: Artworks which a cameraphone can still read
You’ve probably never heard of him but Venezuelan artist, Pedro Morales, has dismembered 2D/QR barcodes and then reset them into paper flowers, feathers, leather, and pieces of plastic since 2007. On top of this, he’s even challenged their normal small size by blowing them up to different proportions which a cameraphone can still read. GoMo News just received a message from him announcing that his work is currently on display at the Galería D’Museo in Caracas, Venezuela. His latest exhibition is known as DE REDES y CADENAS and is dedicated to the poems of Rafael Cadenas – a master of brief poetry, as a tribute to his genius. The exhibition is continuing until the end of this month [November 2011].Morales has coined the term Mobile Tagging Art to define the kind of artistic expression that uses processes of scanning, decoding, and reading to reveal content – without sacrificing an aesthetic commitment to the work of art.
As Morales says, Mobile Tagging Art gives artistic gives new meaning to a technology normally focused on mobile connectivity.
In this way, technology acquires beauty in Morales’ art via paintings, digital embroideries, totems, mobiles, and columns.
Norales claims that Mobile Tagging Art deploys artistic expressions based on interactive codes and the development of items printed in 3-D. All this by using regular QR?Microsoft Tag code technology.
“Today, when no-one imagines life without a cell phone, I can present in this show what I have found after years of work, ” Morales explains.
“Perhaps I humanise the portable phone that, for better or worse, complements us, bringing it into its proper space in art, which is to say in poetry, in the spirit?”
Morales’ art has got to be seen to be believed. Try visiting this site.
There’s also information about DE REDES y CADENAS (which we think means ‘About the chain network’) here.
Via Scoop.it – Mobile Tools “QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” said Mark Donovan, comScore senior vice president of mobile. “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.” Show original