We’re all trying to figure out about QR codes – those boxy, digital things that look like a bar code for the digital age. QR codes enable the user to get much more information about a product or story. Check out the example to the right. You’ll need a QR code reader for your mobile phone. There are many. We’ve written about QR codes before, but I like this example of how KHQ in Spokane, Washington and its second digital channel SWX in are implementing them into their broadcasts. In the words of Executive News Director Neal Boling, “Like a lot of folks, I couldn’t quite figure out what those scrambled black boxes were that kept appearing on various paper advertisements. It’s not the easiest thing in the world to Google for more information (search “black scrambled box thing”).” But Neal learned more about QR codes and now he’s giving them a shot. Neil wrote to us about his experiment, and below are some quotes from him. In addition, he sent us screenshots – something we always appreciate.
“QR Codes—cool! But was it going to be a fad, or a real useful tool? And how could I use it in my everyday life? Then, it hit me while watching a newscast. Like so many TV stations, we had the habit of clumsily referring people to our website to find some additional information (raw interview, background, slideshow, whatever). “For more information, go to KHQ.com and look for the ‘find it tab’ then scroll down for infinity until you find this word….”
“So my idea: maybe we could put a QR Code on the screen and have people scan it to take them directly to the page they needed. We’ve been experimenting with the idea on SWX, our 24/7 local sports and weather channel. And lo and behold, it works! Note: It’s trickier on old CRT televisions to scan the code.”
“Our assumption is people who really will take the time to go to a station’s web page for “more information” are probably more smart phone savvy to begin with. These same people are probably more likely to have LCD or plasma TV’s (in other words, this tailors web teasing to those who would actually use it)
“We need to leave it up at least 30 seconds. It’s like giving a phone number on TV; people aren’t just ready to jot the number down. We have to give folks a chance to open the scan app on their phones. We have to do our part to educate the public on QR codes. But it does seem like the concept is taking off. We don’t expect a huge amount of web traffic. But instead of the throwaway tease in the newscast, now we can target folks and be less obnoxious in the process.
“Ultimately, I can see a number of uses beyond web pushes. For example, we could run one of our “Northwest Deals” as scannable coupon during a sports special (like “scan here if you want 50% golf supplies at Lost Remote Golf Co.”) and eventually a code that sets your DVR to record certain programming.”
Here’s how the QR code looks on-air (it’s in the lower left):
And here’s what you get on your phone when you scan the QR code:
It’s interesting to see how Neal and his staff are testing ways to use a new, still obscure, way of interaction. I especially like how Neal is willing to try something and see if it works. There are no guarantees or, in my opinion, even best practices yet. It’s all about the experimentation.
