Tuesday, 9 June 2009

QR code Twitter book - 'The Living Book' from Editoras

Last year, when West Ham played West Brom in the Premier League's first match featuring two unsponsored teams, I suggested that their shirts could carry a QR code connected to a different message each week. Admittedly an idea fraught with potential practical issues, but the principle of using a QR code as a constant front to dynamic content has now been used as part of a campaign for Editoras in Brazil.

Editoras is a Brazilian equivalent of Amazon.com and to raise awareness of their site, Editoras have recently published a Twitter based, 200 page QR code book - known as 'The Living Book'!

Editoras 'Living Book' QR codes for 'Love' and 'Hate'

4000 promotional QR code stickers were posted in São Paulo and, once decoded, these revealed selected Twitter messages based on either 'love' or 'hate.' These messages also had a call to action, driving people to the QR code book on the Editoras site. (There is a Flickr Group of various Editoras QR codes in situ here.)

Every one of the two hundred pages of the QR code Twitter book shows a single QR code - again linked to messages of either love or hate. However, the content that the QR code represents is updated regularly, effectively create a dynamic, ever-changing book - hence the name 'The Living Book.'

This video gives the full project overview:

I think this is a clever use of QR codes. The content behind the QR code is constantly changing and in effect creates a mobile / digital shop window - the framing stays constant but the display can be changed as required. This thinking could be used in a number of different areas - a standard 'logo' able to represent different content at different times.

The video claims this activity worked well for Editoras, helping to position it as a young / innovative brand whilst 'sales are up' and the QR code Twitter book sold out in under a week - a neat example of how QR codes can be integrated across a strategy.

Hat tip TrendPlanner

Related posts
QR code short story competition
5 examples of QR codes hitting the mainstream
QR codes - how they work as they hit the UK
QR codes evolving as they incorporate social network functionality

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Lester Spence said...

I'm coming to this post a bit late. I've a question I'm trying to wrap my head around. How do you think that the Brazil company made the links change? Do you think it was manual (i.e. someone goes into the code and changes the link from X to Y OR someone goes into the code and changes the SUBSTANCE of the link from X to Y) or was it a program of some sort?

Nick Burcher said...

I believe DDB made use of the fact that QR codes can simply provide links to online content and therefore you can change what information a QR code links to by simply changing the content at the end of the link. After every 7 days all the codes in the book provided different messages.

Hope this helps!

Lester Spence said...

Thanks Nick. I've used QR Codes before, and know they can be attached to different stuff. I'm thinking there has to be some way for them to do more than basically change 200 different URLs manually. I just can't figure out what it is.