I speak to a lot of marketing managers and when the subject of QR codes comes up the common feeling is that "They don't work. Well they work, but people don't use them, right?" Well, technically, they do work. Sure they are clunky, you need an app, need to start the app, let the app focus on the QR code and hey presto you are away. And they don't look great either. But there is another reason why Qr codes probably under-perform and have a bad reputation among us marketeers. And the reason is that because they are ostensibly free, nobody...

So I was in our leafy Georgian hometown of Farnham to get some stamps for Christmas cards and this poster caught my eye. Here was an undoubtedly bold bid by WH Smith and Kobo (who I am a BIG fan of) to do a content promotion and to provide instant and spontaneous access to that digital promotion through the use of a QR code to deliver people a special offer. So far so good. The intent and the concept is good. The poster still lacks a specific direction to the consumer "Scan this code with your smartphone" which would help some...

So in the latest installment of "happening across" mobile interactive opportunities, and with the award for probably the utmost, most mind-blowingly disappointing experience goes to Tap4Offers who are currently installed on the Woking to Wimbledon line on South West Trains. They have placed signs at every door, and have additional calls to action dotted around adverts and side panels. The panel itself is pretty standard fare. It separates NFC, from QR, and includes a text option too, but there still isn't much explanation for the general populous who isn't aware of these technologies about exactly how they are meant to tap...

Wondering down High Holborn I am across a JC Decaux advertising panel with mobile engagement capability at a bus stop. Given my previous poor experience with a Clear Channel bus shelter I wondered how I would fare this time round when I engaged with he interactive panel. Certainly the panel is bright and clean and conspicuous, although the actual call to action is slightly unclear. Consumers must wonder what "Connect Here" means. Connect to what? Wi-Fi? As it turns out, you certainly are not connected to the brand on show. In this case the rolling paper media was showing River Island at...

So maybe NFC is like buses. Nothing for ages and then 2 come along at the same time. Well OK. This wasn't in Hammersmith again, but it did happen on the same day which is a little like 2 instances of engagement happening at once.  This time it was in Southwark and I was on my way to a meeting when I cam across this opportunity. A parking sign with many many calls to action including app downloads, call to pay or tap / scan to pay. So I tapped. I didn't need to park but wanted to see what happened....