In the season finale of the Fox TV series "Touch," savant Jake grabs a smartphone (which product placement clearly shows us is an AT&T Windows phone) and launches Air Graffiti, an AT&T service which, according to the website, “allows users to place videos, photos and songs “in the air” at a physical location.” He shoots an image that his father will recognize. After he vanishes, the father (portrayed by
Kiefer Sutherland) scans the activity room and finds the phone with the object already on the screen.
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As is the case with all marketing, there is the good, the bad and the "let's forget that ever happened, please." This occurs across all channels, with all media. However, when a marketer gets it right, we can all learn from it. Consider the Apple App Store’s ad for Instagram. Integrated Marketing Mix member Alex Schwartz picked this out as one of his favorite examples of innovative and unique QR code strategy. In the ad, the QR code is made up of individual Instagram photos. The code then takes you directly to the App store where you can download Instagram.
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Fasig-Tipton, a Lexington, Ky.-based thoroughbred auction company and the subject of our cover story, does something fascinating to me: It mails catalogs. You know, those old paper and ink things that Aaron Montgomery Ward invented in 1872—depending on your age, you may have used the J.C. Penney or Macy’s catalogs to make up Christmas lists, buy school clothes or swat very large insects. (The things were the size of phone books!)
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