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Brooks Brothers print campaign uses QR codes for click-to-buy interactions

September 27, 2010

Brooks Brothers is using QR codes in its fall collection print ads that let consumers purchase the items they see right from the pages of Esquire magazine.

The company worked with ScanLife to place the tags in its print ads. The ads are featured in Esquire’s October issue.

“The Brooks Brothers campaign is a perfect example of how media like print, where a reader is deeply engaged, can now immediately be connected to digital commerce or content,” said David Javitch, vice president of marketing at Scanbuy, New York.

“Esquire has been a huge believer in this technology, and they are partnering with their advertisers to bring a more valuable experience to their readers,” he said.

Brooks Brothers produces business and casual clothing for men and women.

Scanbuy is the creator of ScanLife, a bar code scanner application compatible with several commonly used 1D and 2D bar codes, including QR, Datamatrix, EZcode, UPC, EAN and ISBN.

There are eight Brooks Brothers ads running in Esquire magazine with five QR tags spread out.

When consumers see a product they like, they can text the keyword SCAN to the short code 43588 or go to http://www.getscanlife.com to download the application.

Here is a screen grab of an ad:

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After scanning the bar code, consumers are taken to the Brooks Brothers landing page, which features that specific item.

Here is a screen grab of the landing page:

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For example, in the first ad a model wears the chesterfield coat, navy stripe suite, gingham extra slim fit shirt, gryphon slim tie, leather belt and leather briefcase.

When consumers scan the bar code, they are taken to the landing page that features the items.

If consumers click on the chesterfield coat, which costs $798, they are taken to another page to buy the product.

Here is a screen grab of a landing page featuring the chesterfield coat:

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“Mobile bar codes provide a very efficient means for brands to activate their products in-store, whether at shelf, on pack or at point of sale,” said Laura Marriott, Denver-based acting chief marketing officer of NeoMedia Technologies Inc.

“Consumers are able to experience the brand and take part in interactive communication that helps engender the feeling they are a valued, individual customer,” she said. “By simply scanning the mobile bar code, information on product information, availability, nutritional elements, promotion, education and comparative products – can all be gleaned from the data enabled via the mobile bar code.

“In addition, the mobile bar code may also be used to generate instant access to customer call centers, providing consumers immediate access to greater support, when and if they need it.”

The fall collection features key pieces, which are made out of Merino wool fibers.

There are a total of 36 items that consumers can click to buy.

Prices for the Brooks Brothers collection range from $15 for a pocket square to $998 for a plaid Fitzgerald suit.

“By embedding a mobile bar code on the advertisements and or product packaging, brands are able to include more information in a single visual code – and much smaller real estate area – than you would if you had to include the product information,” Ms. Marriott said.

“The 2D code provides access to an unlimited amount of data/applications – the data/applications, which can also be updated without impacting the marketing initiative – therefore lowering costs,” she said.

Here are the Brooks Brothers campaign ads and click-to-buy landing pages:

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