Holland America Line’s forthcoming advertising in several consumer magazines and consumer brochures contains Microsoft Tag 2D barcode technology. This allows a reader of the magazine to scan the barcode using a smartphone and navigate to specific content containing video and interactive features on the Holland America Line mobile site. Of course, this assumes a user has installed the Microsoft Tag Reader app on their smartphone. The Tag Reader is a free download from Microsoft. The Tag Reader currently supports Android, Blackberry, iPhone, Java 2 Micro Edition, Symbian S60, Windows Mobile and Windows Phone 7 smartphones.
Says Holland America Line’s Richard D. Meadows, executive vice president, marketing, sales and guest programs,
“Leveraging Microsoft’s Tag technology is a new way to engage potential cruisers in an interactive video experience that brings the Holland America Line brand to life. The ability to connect printed materials to a more captivating digital experience that can be easily shared adds a new dimension to our marketing efforts.”
More details from Microsoft.
If you’ve never been on a cruise, Holland America Line will be happy to take you on a virtual tour. Just scan the Microsoft Tags in its brochures or print ads with your smartphone, and you’ll be transported to a robust mobile site with videos of onboard activities, from dining to night clubs. Aloha, baby!
Mobile Marketer interviewed Sally Andrews, vice president of public relations at Holland America, about its adoption of Tag for mobile marketing. “The Microsoft Tag technology is another innovative way to more actively engage the consumer in our brand experience, and leverages the latest technology to do so,” says Andrews.
“It’s one thing to read about the various dining options you have on a cruise and see beautiful photo examples of the food,” she notes. “It’s a different experience entirely to hear the Master Chef talking about the culinary offering, our newly formed Culinary Council of world-renowned chefs, and to see the kitchen and dining venues in a video.”