Major companies team up to promote mobile 2D barcode use

DuPont Packaging & Industrial Polymers (P&IP), Graphic Packaging International, Inc., Scanbuy, Inc. and Augme Mobile announced that they have entered into a joint Marketing Agreement to promote technologies that enable packaging to interact with consumers.

The packaging-based marketing alliance enables Graphic Packaging and DuPont P&IP to leverage leading edge mobile applications of its technology partners, specifically Scanbuy's mobile 2D barcode platform and Augme Mobile's AD LIFE mobile marketing and CRM platform.

Mobile two-dimensional barcode ("2D barcode" or "2D Code") technology is growing in popularity as a means for consumers to access mobile content without having to type long URLs or search for information by SMS/text message keyword. By placing 2D barcodes on packaging, marketers can connect consumers through their mobile phones, to additional product information, coupon offers, or promotional messaging like recipe ideas. Graphic Packaging and DuPont P&IP have demonstrated the ability to commercially print 2D barcodes on a wide variety of rigid and flexible substrates.

"DuPont P&IP, along with our collaboration partners, are always looking for ways to bring leading edge packaging innovation to our customers. Mobile enabled interactive technology using 2D codes appears to be the most effective way for a consumer to quickly and easily interact with a package," said Carolann Haznedar, global business director, DuPont Ethylene Copolymers. "CPG companies from around the world are very interested in this technology and aligning support in the value chain will enable clarity and consistency in its use."

DuPont P&IP has centered its mobile innovation activities on Scanbuy's solutions including a 2D barcode called the EZcode. This format was especially designed for the camera phone and it is widely used by major marketers around the world. It also provides strong performance in small footprint areas (as small as one-half inch square) and low light environments which are typically critical for consumer packaging applications on both rigid and flexible materials. Scanbuy recently released the specifications of this barcode format to the public. The code format can be read today using a mobile application called ScanLife which is compatible with the world's most commonly used mobile operating systems.

Graphic Packaging has focused its mobile marketing efforts around its Snap2C(TM) packaging initiative - a fully integrated mobile marketing packaging infrastructure powered by its technology partner, Augme Mobile. Augme Mobile (augmemobile.com), a leader in mobile marketing solutions and services, offers a comprehensive web-based marketing platform that provides marketers, brands, and advertising agencies the ability to create, deliver, manage, and track interactive marketing campaigns. Augme Mobile's AD LIFE platform facilitates consumer mobile interaction through 2D barcodes, audio recognition, image recognition, SMS and other leading mobile consumer response mechanisms, while maximizing the value of each consumer interaction with its market-leading array of turn-key mobile promotions and mobile content.

Graphic Packaging and Augme Mobile have already activated a number of mobile barcode campaigns, often in conjunction with an SMS code. "While text messaging is currently the dominant method of consumer response in mobile marketing in the U.S., it is anticipated that in the near future the North American market will follow Japan's lead, where over 70% of all cell phone users scan 2D mobile codes on a regular basis. Through our partnership with Augme Mobile, the Snap2C(TM) initiative allows for the combination of text and 2D codes in a single packaging-based campaign so that the broadest mobile consumer base is established. We are delighted to collaborate with companies like Scanbuy to further develop methods of creating interactive communication between the brands and their consumer base," according to Charlie Brignac, GPI Marketing Manager for Snap2C(TM).

Graphic Packaging and DuPont P&IP, leading producers of rigid and flexible packaging, are now offering this interactive technology to their global Consumer Packaged Goods (CPG) customers.

Source: DuPont Packaging & Industrial Polymers (P&IP), Graphic Packaging International, Inc., Scanbuy, Inc. and Augme Mobile