Digital Reach in QR code partnership with Metro Herald

14 Sep 2010

Mobile internet services company Digital Reach Group (DRG) has formed a new partnership agreement with Metro Herald to provide Quick Response (QR) codes as part of the newspaper’s advertising portfolio.

Metro Herald will work exclusively with DRG to enable advertisers in Ireland to incorporate an interactive digital response into their print campaigns, through the use of QR codes.

Last April, DRG launched the QR code service ScanLife in Ireland, giving smartphone owners instant access to extra information on their handsets when they scan a 2D barcode within a printed advert or editorial.

As well as giving users additional content, a simple point and scan can enable them to download mobile apps, enter competitions, receive a special offer or voucher, call or text.

“This will give our newspaper a unique product and service that we can offer directly to advertisers and agencies,” Paul Crosbie, managing director of Metro Herald, explained.

Metro Herald’s audience is a perfect fit for QR codes due to the high level of smartphone ownership and the regularity with which our readers access the internet via their handset.

“ScanLife has already proven highly effective through campaigns we’ve run with DRG since April. Working directly with us, advertisers and agencies can easily, and cost effectively, avail of this service to give their ad campaign an added level of measurability and interactivity.”

Digital campaigns

Together with Metro Herald, DRG will provide strategy input, create unique QR codes and mobile landing pages, as well as measure and report on the digital aspect of the campaign.

Colm Grealy, CEO of DRG, said the results from recent campaigns with Metro Herald show that mobile marketing has exponential advantages for advertisers, ad agencies, retailers and traditional media publishers.

“The opportunities for those in the digital media, marketing and the advertising industry are extensive. QR codes enable customers to get information instantly whilst giving advertisers valuable customer information for future promotions,” said Grealy.

In Ireland, QR Codes from DRG have already been successfully implemented for a range of brands through Metro Herald.

Sunway, Samsung, Carlsberg, and Jameson have all integrated them as part of ad campaigns in the past six months.

Worldwide, a range of well-known brands, including Ford, Google, Pepsi and Starbucks have also used QR codes.

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years