Barclaycard UK is rolling out a new ad campaign this festive season. It is the time to spend and its logical for a credit card to advertise. So what’s new, you ask? The ad aims to encourage people to use its contactless and mobile payment technology.
When the ad is playing on the telly, consumers can interact with the spot by opening the Shazam app on their smart phone and tagging the ad to win prizes. It is interesting to see mobile take center stage in ad campaigns.
In India, the use of mobile in conjunction with advertising is largely restricted to scanning QR codes. The QR codes either lead to a YouTube ad or a non-optimized-for-mobile brand site. I guess its a chicken-egg story. Because of such under-utilization of mobiles, clients make sweeping statements like ‘no one scans anything on a mobile, forget the QR code’ or take the safe route of QR code leading to a YouTube ad. Augmented reality has been attempted in print media by the auto brands showcasing car interiors, 360-degree views. The mobile play is yet to get serious in India.