Posted by: kurtsh | April 24, 2009

NEWS: General Mills leveraging Microsoft Tag as part of their Brand Marketing Strategy

Totino's xgames flyerI have to admit, this is really super cool.

General Mills, as part of their Brand Marketing Strategy, is leveraging Microsoft Tag, to reach out to their customer base and encourage more interaction with consumers beyond just “reading an advertisement”.

By integrating Microsoft Tag, they actively engage their customers at a richer level by bridging them from static advertisements to immersive ones online that provide stronger context, interactivity, and optimally, greater consumer value.

Microsoft Tag provides:

  1. Pillsbury FSI CreativeClient Software:
    The client software runs on virtually any camera phone on the market, including Apple’s iPhone, RIM’s Blackberry series, Nokia’s Symbian phones, and of course Windows Mobile devices.  The software captures and interprets the tags and sends the user to a mobile web site.
  2. Tag Format:
    The “Microsoft Tag” itself is a Microsoft-developed format that distinguishes itself from other camera-consumable 2D coding systems by being very versatile in it’s usage.  It’s EXTREMELY “durable” and readable even if blurred from motion, distance, or lighting.  It can be placed on magazine ads, product boxes, and traditional surface mediums as usual, but it can also be used on:
    1. Billboards, bus ads, and other “distance” advertising mediums
    2. Computer screens & TV ads
      (For example, the Microsoft Tag images in this blog post are VERY small… but they’ll still work with a 640×480 camera using the tag reader despite being blurred or of poor visibility)
  3. Service Backend:
    The Microsoft Tag software not only sends the consumer to the appropriate mobile web site, it also tracks the users hit centrally on the Tag Services’ backend so companies advertising with it can see how effective they are and potentially when, where (based on ad placement), and how often people are responding to their ads in REAL TIME – metrics that have to date been unavailable to marketers.

Finally – there’s a way to reach out the the customer and provide immediate gratification and additionally make the ad “sticky” by enabling an ad to have a purpose other than being informative or to increase brand awareness. 

Now advertisements are DIRECTIONAL.  They funnel customers to where you need them to go online.

(And by the way… Microsoft Tag is currently free!)

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