NBC Universal promoted its 2010 Olympic Winter Games content via 2D bar codes at the 2010 Consumer Electronics Show in Las Vegas to prove that good content fuels new mobile technology.

The media and entertainment giant partnered with Jagtag for a sweepstakes to engage attendees of the trade show last week and promote its coverage of the Olympics.

?Mobile phones are the most pervasive technology, but it can be challenging to reach them all with relevant content and a standardized experience,? said Ken Graffeo, business development executive at Jagtag, Princeton, NJ.

?By enabling anyone with a camera phone at CES to pull or request the content they want to their mobiles, Jagtag is helping NBC Universal extend their marketing efforts to engage show attendees and promote the Vancouver Winter Games,? he said.

?With a Jagtag 2D brand code, NBC Universal?s branded promotions can quickly and easily reach the most attendees possible.?

NBC Universal owns and operates news and entertainment networks, a motion picture company, television production operations, a television stations group and theme parks.

Comcast Corp. recently made a move to purchase NBC Universal from General Electric for $30 billion. The deal could have a significant effect on mobile content and media (see story).

2D or not 2D
Jagtag is a 2D bar code service that does not require consumers to download an application prior to use. The company recently launched branded 2D bar codes.

NBC Universal featured a custom Jagtag code on its screens at its booth at CES.

Another entertainment company, Fox Home Entertainment, took its marketing exploits mobile at this year?s Comic-Con International conference in San Diego using Jagtag's 2D bar code technology.

Fox used the mobile channel to promote the TV show "Dollhouse," created by Joss Whedon, and "Miss March," both available on Blu-ray Disc and DVD.

The multifaceted Dollhouse S1 Jagtag mobile campaign was featured in print ads, posters and online purchase order confirmations. The call-to-action for the Miss March campaign was delivered by models walking around Comic-Con with 2D bar codes on their rear ends (see story).

CES attendees were asked to take a picture of the 2D bar code that appeared on screens at NBC Universal?s booth and send it via MMS to enter for a chance to win a trip to the 2010 Winter Games in Vancouver, British Columbia.

In addition to entering the contest, attendees were sent multimedia content and information about the Olympic games and coupons discounting 2010 Olympic Winter Games merchandise available for purchase on NBC Universal?s Olympics Web site at http://www.nbcolympics.com. 

Cold's mobile
At CES, NBC Universal was looking for a new way to interact with attendees and offer them unique content easily and conveniently on their mobile phones.

NBC Universal used Jagtag to engage with attendees and extend on-site signage from the physical to the mobile world without requiring downloads. 

The campaign at CES targeted all attendees who could be a potential Winter Olympic Games viewer.

Since Jagtag 2D bar codes are not limited to smartphones, NBC Universal's on-site promotion at CES could reach and engage directly with the most booth attendees.

The partnership between NBC Universal and Jagtag was just for CES 2010.

?Mobile is perfectly suited for NBC?s Winter Games promotion,? Mr. Graffeo said. ?CES attendees are constantly on-the-go, but Jagtag?s 2D mobile brand codes can be accessed in a convenient way to provide consumers with offers they want, when and where they want them.

?Additionally, brands can keep their marketing efforts green by opting for richer digital content on mobile phones, and reducing print promotions at events,? he said.