Marketers have been trying to make print and outdoor ads interactive for years, but despite their efforts, consumers are largely rejecting QR Codes. Can a new technology called Clickable Paper reboot those efforts?
Imaging and electronics company Ricoh introduced Clickable Paper two years ago, but the company just introduced iOS and Android apps in the United States late last year. (A similar app has been available in Japan since 2012.)
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The technology lets you click on an image without zooming in on a code or logo first. After clicking, you're directed to a range of options, including an Amazon link, a YouTube video and a website; it also lets you tweet or share the information on Facebook. That's a big improvement from QR Codes, which send you to one dedicated site. You can also lose the ugly, increasingly anachronistic code itself.
The video below shows Clickable Paper in action:
Ricoh isn't the only company working on a QR alternative. Most notably, Google Goggles lets your smartphone read and translate images into promotional materials. Some marketers have moved in this direction, too, including HTC, Buick and Delta Airlines.