One of the goals of my development shop, Tikaro Interactive, is to connect the online and offline worlds. For the past year, I’ve been especially interested in barcodes. So far, the channels I’ve been developing are needlepoint, nerd fashion accessories. And now (drum roll, please…) barcode tattoos.
Here’s the program we set up this Sunday at the West Chester Chili Cookoff:
Our tattoos were sponsored by ACAC Fitness and Wellness Center: you can see I’ve got an ACAC sashimono attached to the bike (the tattoo table extends from the sidecar.) We gave free airbrush tattoos with the ACAC logo, plus a unique barcode.
Once you get the tattoo, you visit ACAC and get your tattoo scanned at the front desk. “Hi!” you’ll say, proffering your bicep. “I have a barcode tattoo here, and…” BEEP! goes the keytag scanner, and the friendly front-desk staffer tells you what you’ve won. Maybe a soft pretzel at the snack bar. Maybe a free day at the spa. Maybe a two-month membership! Every tattoo is a winner.
There’s a number of things I like about this program. For one thing, even though it’s all futuristic and high-tech, it uses the existing keytag scanners and computers. So there’s no special hardware needed. As far as the scanner at the club is concerned, your tattoo is just a regular ol’ keytag. We’ve tested the tattoos on a wide variety of skin tones, including black skin and ultra-ultra-tanned aerobics-instructor skin, and it works just fine on everyone so far.
From a pure marketing standpoint, I like the tattoo because it’s a coupon with built-in urgency. Your tattoo will last two or three days before it starts looking haggard, so it’s an impetus to actually go in to the club quickly.
Plus, you know, lasers are involved. What’s not to like?
At the cookoff yesterday, Toren applied no less than seventy-eight unique barcode tattoos. I’m curious to see how many folks will show up at the club today to get scanned. There’s a pretty good chance, I think, that this will have a high response rate and will actually make sense as a marketing channel.
In which case, I’ll make my first Powerpoint presentation that incorporates tattoos and BMW motorcycles. And that’s you know, a life goal.
Got an idea where a barcode tattoo with a three-day lifespan would make sense as a marketing channel? I’d love to hear it. Drop me a comment!