To explore the potentials of mobile marketing for advertisers, ad agencies and retailers, Irish free commuter daily Metro Herald has partnered with a mobile Internet service company to provide users with quicker means to respond to advertisements on print by scanning QR codes, SiliconRepublic.com reported Tuesday.
As a part of the deal, the newspaper will work in tandem with the Digital Reach Group to use Quick Response (QR) codes on print advertisements. The Irish Independent explained how QR codes work: "QR codes are barcodes embedded in advertisements that can be scanned by a reader using their smartphone to access extra information on their phones." While enabling users access to additional content on mobile devices, a simple point and scan will allow them to download mobile apps, enter competitions, receive a special offer or voucher, call or text.
This move by the newspaper is aimed at boosting its advertising portfolio, by integrating the digital interactive response element to the print ad campaigns, according to SiliconRepublic.com.