January 19, 2012, 10:50 AM

Mobile muscles in on social in a QR code campaign

Nutrimix links magazine ads to Facebook offers via smartphones.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

A QR code appears at the bottom of a Nutrimix magazine ad. QR codes link an object in the physical world to mobile web-based content.

Mobile commerce and social media are two of the hottest trends in Internet retailing. A supplements and wellness products retailer is combining the two in a 2-D bar code campaign aimed at getting more consumers to Like the retailer’s brand on Facebook.

Nutrimix Labs is including QR codes in ads it will run in magazines including Muscle Magazine, Inside Fitness, Oxygen and Muscle Insider of Canada. QR, or Quick Response, codes are a type of 2-D bar code. 2-D bar codes link an object—such as a product package, a print ad, a sign—in the physical world to mobile web-based content. A smartphone owner uses a free 2-D bar code scanning app that recognizes the code and automatically opens the phone’s mobile web browser, connecting to a mobile web site.

In this case, scanning a QR code in a magazine ad will send readers to the Nutrimix Labs Facebook page where they are invited to Like the retailer’s Interactive Nutrition supplement brand. Consumers who Like the brand will receive exclusive information and offers.

Nutrimix, which is using 2-D bar code services provider NeoMedia Technologies Inc. to run the campaign, plans to expand its use of QR codes to product packaging and store displays.

“Incorporating QR codes into our advertising campaign will enhance the way in which our customers engage and interact with the Interactive Nutrition brand,” says Mike Schreck, CEO of Nutrimix Labs. “NeoMedia’s experience will provide us with the tools required to build an enhanced dialogue with our core customers and allow us to give something back to our loyal fans by providing access to further incentives and exclusive campaigns.”

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