To engage mobile users at this year’s Los Angeles Auto Show, Toyota leveraged an image-recognition technology by a company called SpyderLynk known as “SnapTags” — which is deemed the only “logo-centric mobile activation tool in the marketplace today.”
Using SpyderLynk’s “Code Ring” technology, users can snap a picture of any logo placed inside a special ring designator — whether placed in print, on signage or otherwise — and send to a special short code to activate a multi-functional, multimedia interactive experience. In Toyota’s case, the auto brand issued several SnapTags tied to interactive experiences surround the many vehicles on display at the auto show. Once activated, users received an SMS response featuring four links providing access to vehicle information, a vehicle brochure, the ability to obtain a cost quote and information about the Toyota Care program.
“We’re constantly exploring innovative ways for Toyota customers to access vehicle information at their leisure,” said Michael K. Nelson, interactive communications marketing manager at Toyota. “SnapTags allow us to conveniently and effectively direct leads to dealerships, drive traffic to the Toyota mobile site and provide ebrochures and additional information to consumers directly on their mobile devices.”
The solution from SpyderLynk sounds familiar to JagTag, which utilizes proprietary barcodes that are scannable from mobile devices and return interactive information via SMS and MMS, much like SnapTags. The idea of using image recognition has always had clear-cut benefits in my mind, and it’s nice to see it put to better use. Unlike barcodes, all the user needs to leverage solutions like SnapTags and JagTags is a camera phone — so the most basic usage barrier is overcome. I think we’ll begin to see a lot more campaigns like this, especially from big-name brands like Toyota.