ToyoTag Deck for the MMA

Mobile Marketing Association

Michael K. Nelson

Sr. Digital Marketing Manager

Toyota Motor Sales, USA Inc.


History Lesson: Denso/ Toyota created, named and patented the Quick Response (QR) Code™ in 1994

• Denso/ Toyota did this because 1D barcodes could not accommodate both numbers and Japanese text to track inventory

• Denso chooses not to exercise its patent rights -- Original “Idea for Good”


Why SnapTag™ (ToyoTag™)? • Text is king and a camera app is on nearly every mobile phone

– At this point, taking a picture and texting are more “natural” behaviors than scanning

• Toyota’s “kai-zen” (continuous improvement) mentality prevents us from being satisfied with a 1994 technology that was never made for marketing

– It’s in our DNA! – QR Codes™ were born from the need to improve 1D Barcodes

• Toyota can not stand on the “digital sidelines” in these early stages of 2D Barcode adoption

– SnapTags™ are low risk/ low cost with key advantages over other 2D Barcodes

SnapTag™ (ToyoTag™) Advantage:

Reach

Brandable

Flexibility

Peace of Mind


ToyoTag ™ Video


ToyoTags™ Extend the Engagement Past the Event


Reach: 2D/ QR Codes™ and SnapTag™ by the Numbers* • Marketers can not count on today’s consumers having a reader; let alone the

right one • Currently, text is king – the most popular mobile activity

– Toyota will market “in the present” with an eye on the future

Goggles and MS Tag are the only

pre-installed smartphone readers

2D/ QR Codes™ SnapTag™ (ToyoTag ™)

~90% of mobile phones have a

data plan and a camera**

• * Nielsen Survey Nov 2011: US Mobile Phone Penetration

• * * SpyderLynk

• Each stick person represents approx. 60 MM US Mobile Subscribers


Brand-ability: Which of these 2D/QR Codes™ Goes to a Toyota Digital Property?

What About These?

• To lessen confusion, ToyoTag ™ branding creates one standard (and common language) within Toyota


Brand-ability: 2D/ QR Codes™ can be branded, too!

Yes, but….


Side Note: Both do well in their own space. However,...

• Created for inventory mgmt. • Cold, sterile, lacks emotion • The square shape is very rare

in nature • Meant for computers and

machines

• Created for marketing

• Easy to identify brand; Logo is “Seal of Approval”

• Circles are very present in nature

• Meant for people (you and me)

≠

Great tool for inventory ≠ Great tool for marketing


• Encourage users to “cut the desktop cord” and learn on-device

Flexibility: ToyoTags™ play a key CS role by instructing owners how to pair their mobile device

• Entune utilizes Bluetooth which works on both feature and smartphones


Flexibility: ToyoTag ™ performed double-duty for the Hatsune Miku Augmented Reality Experience

+ =

• ToyoTag ™ was a mechanism to get fans directly to the app stores and, also act as a stage /AR marker for both Hatsune and the 2011 Corolla

• This AR experience again shows that consumers will download an app if there is

compelling content for them (i.e., Best Buy App/ “Despicable Me” Promotion) • Created this fun activation to prepare our audience (e.g., dealer staff, owners, and

shoppers) for a deeper and richer AR experience with our vehicles


Side Note: Shopping Tool App daily downloads increased by 600%!

9/16/11 MikuScape Party Royal /T in Culver City

Downloads • Hatsune AR was supported by very little paid media

• And, it’s still going strong

• Leads also increased by 25% (WoW) during the week of 9/11/2011


Flexibility: It’s about people, after all

• Two Campaigns; Same Graphic

– $10 donation added to phone bill

– Toyota matched all employee donations

– ToyoTag ™ was also featured on the toyota.com homepage for public donations

• By taking less than 90 seconds to donate, this

streamline process helped donors avoid the twenty (20) form-field website


Peace of Mind: Props to Nissan for trailblazing QR Codes™ on MY12 Monroney Labels

•Very good set-up and instructions –Provides good examples of what the

user will get –Asks user to use “favorite QR reader app”

•Ads are common within “free” readers –This reader’s ad banner blocks key

bottom navigation on Nissan’s mobile site • Solution: Nissan should integrate a QR Code™

Reader into its app


Side Note: Reader is a great compliment to the Shopping Tool App’s VIN barcode reader, mLot™

• Coming Thanksgiving 2011 to iOS and Android devices!


Peace of Mind: How to make the QR Code™ better! ;-D

• Marketers could use the SnapTag™ Ring Lock-up to get users directly to the company’s reader in the app store via SMS

* QR Code example does work but the SnapTag Ring Lockup surrounding it was not activated as to not endorse any one QR reader


Warning! Poor instructions are not helping

• Nobody reads the instructions…especially if they are 56 words long!

• ???


Parting words….

• ToyoTag™ (SnapTag™) - 21st Century version “for more information go to toyota.com” – This is not a channel like TV or Print – It’s a low risk/ low cost facilitator of conversations – Gives us a fighting chance to have a dialog with consumers—of course, on their terms!

• Even when smartphones become the dominant device, new users (i.e., Boomers) will still need to learn how to use it

• Even with all its benefits, the “free”, open-source QR Code™ could make mobile phones vulnerable

– Most 2D/ QR Code™ readers don’t block Java Script and/ or URL redirects leaving consumers’ phones open to malware or worse

– Unbranded QR Codes™ all look the same --- lends itself to abuse and/or sabotage – PCs (open-source) vs. Apple (proprietary)

• Education, education, education! – For both consumers and marketers alike – “Education consists mainly of what we have unlearned” --- M. Twain


THANK YOU!!!!

Business

ToyoTag Deck for the MMA