Edmonton Journal - ScanLife

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Prepared by: Introducing Mobile Barcodes to Edmonton

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Introduction of 2D Codes - The Launch We made a major event of the launch: Gatefold Permanent instructions in print Columnist and Blogger codes General Journal codes Letters to the Editor and Venting codes Atrium posters Launch party at local restaurant Mobile-optimized instruction with how-to video Promotion by Facebook and Twitter Press release & discussion on TV and Radio Enter to Win contest in gatefold Food/Bistro content codes

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Introduction of 2D Codes - The Launch Launched with a high-impact Gatefold on June 16, 2010

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Introduction of 2D Codes - The Launch Columnist Paula Simons Each columnist with a unique code had their code featured in paper at the end of their columns, which allowed users to contact them, or connect with the Journal.

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Introduction of 2D Codes - The Launch Codes were also introduced for our Letters to the Editor and Venting segments, allowing users to voice their opinions while on the go.

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Introduction of 2D Codes - The Launch A code specifically for connecting with the Journal was created, to be used on in print, on posters, on instructions, and more, as a way to promote our mobile site.

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Introduction of 2D Codes - The Launch Clear instructions for downloading and using the app began on page A2, and continues in that location to date.

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Introduction of 2D Codes - The Launch In our Bistro section, codes were used to deliver a variety of content on Slider burgers. All code returns included Journal branding.

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Introduction of 2D Codes - The Launch Liane Faulder, Bistro Editor, became the face of the ScanLife launch. We created an instructional video with Liane explaining how to use the app. The video was tweeted, available on the Journal website, and played at the launch party.

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Introduction of 2D Codes - The Launch FAQ about the app and how to use it was posted on the Journal site, along with Liane’s video. The FAQ were also mobile-optimized.

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Introduction of 2D Codes - The Launch Posters of columnists with their unique codes in the atrium of the Edmonton Journal

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Introduction of 2D Codes - The Launch A launch party on the 16 th saw Journal clients, executives, and writers along with local bloggers and our non-profit partner. Codes were on all nametags, posters, and more.

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Introduction of 2D Codes - The Launch We even included a code on our van!

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Introduction of 2D Codes - The Launch Sample tweets from June 16 on the subject of ScanLife: lisamchuk : @EJ_Cares Nice to see you're still thinking about non-smartphone users too! CarolineGault : Need to jump on the smart-phone train... #ejscan habanerogal : I dare say media has taken a turn for the awesome in #yeg #ejscan is grand technology now off to the Mobilephone store to get me some SMART Erin_Despas: @TerryMac2 Cool, thank you. :) I seriously will be subscribing to EJ next year when I move into Edmonton. The buzz from the ScanLife program propelled the Edmonton Journal into the Twitter Top 5 Trending Topics for Canada, which is a very difficult and rare occurrence (ahead of the World Cup) The local bloggers, as well as Journal writers, were encouraged to Tweet about/from the launch party and promote our use of codes.

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Introduction of 2D Codes - The Launch Local bloggers also posted details of the Journal’s code launch on their sites, increasing the “viral” aspect.

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ScanLife themselves promoted the launch. Introduction of 2D Codes - The Launch

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Launch results June 16th - 3,551 scans of various codes in a market previously largely unfamiliar with mobile barcodes. Introduction of 2D Codes - The Launch

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Fringe Festival 2010 291 scans in 10 days, August 12-21 Total 256 clicks on links in the code: Fringe Play Reviews (clicked to a mobile-optimized page on m.edmontonjournal.com) - clicked 172 times PDF Map of site - clicked 52 times The Journal’s Festival Twitter Feed - clicked 32 times In the Fringe Festival Guide On-site signage Example: Introduction of 2D Codes - The Launch The Edmonton Journal has continued to use codes editorially and for marketing events every day since June 16 th .

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Heritage Festival 2010 190 scans in 6 days, July 29 - Aug.3 Total 268 clicks on links in the code: Menus by Pavilion - clicked 181 times Park & Ride/Transit info - clicked 67 times Festival photo gallery - clicked 20 times Example: Introduction of 2D Codes - The Launch The Edmonton Journal has continued to use codes editorially and for marketing events every day since June 16 th .

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Introduction of 2D Codes - The Launch Number of scans Unique Users New Users Nov. 23-28 2181 Scans 72.4% NOVEMBER DECEMBER Nov. 29- Dec.10 296 Scans 9.8% Nov. 15- 22 534 Scans 17.7% Example: 2010 Grey Cup 3,011 scans of one code The Edmonton Journal has continued to use codes editorially and for marketing events every day since June 16 th .

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The 2010 Grey Cup code was used on a variety of collateral, including the official Hot to Huddle Guide. Introduction of 2D Codes - The Launch

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Introduction of 2D Codes - The Partnership On Launch day June 16 th , we introduced our non-profit partner, Caritas Hospitals Foundation, with a ½ page ad on the back of the Gatefold, and their own unique code.

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Introduction of 2D Codes - The Partnership

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Introduction of 2D Codes - The Partnership Though the results of the contest are proprietary, the Caritas Hospitals Foundation Lottery were pleased to move forward using ScanLife in their biggest annual event, the Caritas Hospitals Foundation Lottery. The Lottery was launched August 23, 2010 and ended Nov. 4 th . In all their print collateral, Caritas used scancodes created by the Journal. Lottery launch gatefold as designed by the Journal.

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Introduction of 2D Codes - The Partnership Lottery launch gatefold as designed by the Journal.

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NOT the end, as the Edmonton Journal continues to use and engage with scancodes everyday…

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