Scan a barcode in a magazine, tweet it to your friends, and then get links to video clips from X-Men Origins: Wolverine. That’s what Fox Home Entertainment is hoping people will do, as part of a new campaign promoting the DVD release of the latest X-Men film. The studio has tapped mobile marketing tech firm Jagtag, which developed its own 2D barcode system, to help generate some social media buzz about the release.
Fox is running ads in magazines like Maxim and Playboy that feature Jagtag’s barcodes (pictured). The company’s barcodes are unique because they don’t require users to download a specific reader to their phone. Once users snap a picture of the code and then tweet it, they get a tweet back with links to X-Men photos, audio and video clips. (Third-party apps like UberTwitter and Tweetie make it easy for phone owners to automatically send pictures to Twitter).
Fox is one of the first big studios to try Jagtag’s barcode-to-Twitter option; it previously used the company’s 2D barcodes (albeit less tastefully, per Mobile Marketer) to promote the TV show Dollhouse during Comic-Con. Rival mobile tech firm Scanbuy also released a 3D mobile barcode that automatically posts to Twitter, in June.
Founded in 2006, Jagtag launched the first iteration of its 2D barcode in 2008. CEO Dudley Fitzpatrick is a former CPG and brand marketing exec, and the privately-funded company’s advisory board includes execs from the AAAA and Publicis.