Fox Home Entertainment has taken its marketing exploits mobile at Comic-Con International in San Diego using Jagtag's 2D bar code technology.

Fox is using the mobile channel to promote the television show "Dollhouse," created by Joss Whedon, who will make an appearance at Comic-Con, and "Miss March," both available on Blu-ray Disc and DVD. The multifaceted Dollhouse S1 Jagtag mobile campaign is featured in print ads, posters and online purchase order confirmations, while the call-to-action for the Miss March campaign is delivered by models walking around Comic-Con with 2D bar codes on their rear ends.

"The strategy behind the launch of Fox's campaign with Jagtag at Comic-Con is to bring content to the fans using new mobile technology, making it simple yet buzz-worthy," said Mark Levien, executive director of digital marketing at Fox Home Entertainment, Los Angeles.

"Today Comic-Con is attended by a broad cult fan-base of more than 120,000 fanatics that use mobile devices as their primary source of communication," he said. "This plays very well into our targeted demos for Miss March and Dollhouse, which are males between the ages of 18 and 34."

News Corp.'s Twentieth Century Fox Home Entertainment LLC, a subsidiary of Twentieth Century Fox Film Corp., is the worldwide marketing, sales and distribution company for all Fox film and television programming on DVD, Blu-ray Disc and Digital Copy, as well as acquisitions and original productions.

The company also releases all products around the globe for MGM Home Entertainment.

Jagtag is a 2D bar code platform that does not require the consumer to download an application prior to use, delivering optimized multimedia to both standard phones and smartphones.

Anywhere a mobile consumer encounters a Jagtag bar code, they can use their phone to request and receive multimedia content such as video, audio, pictures and text sent to their phone.

Consumers see a Jagtag barcode, take a picture with their mobile phone and send it to the short code 524824 (JAGTAG), or with an iPhone, to .

Consumers then receive video, audio and promotional offers such as a mobile coupon to buy.

For Dollhouse, consumers were sent a message from Joss Whedon back to their phone and a coupon code for 10 percent off the purchase of Dollhouse Season One on Blu-Ray or DVD, redeemable at http://www.foxhome.com/dollhouse.

For the film "Miss March," consumers were sent a preview video.

The Fox campaign comes on the heels of Microsoft's announcement this week to incorporate 2D bar codes into its XBox video games as part of a broad marketing initiative.

For Fox Home Entertainment's campaign, consumers can snap a photo of the 2D bar codes from the various touch-points -- print, out-of-home and online -- to receive an exclusive video message from Ms. Whedon.

The pre-order campaign, which has been running for the last two weeks, has achieved a 40 percent conversion rate for consumers sending in their Jagtag photos.

For the Blu-ray/DVD release of "Miss March," Fox took the mobile campaign a step further by placing the bar codes embroidered across underwear worn by sexy models walking around the Comic-Con convention.

The plan is designed to engage consumers, primarily the male demographic at Comic-Con, to encourage interaction with Fox's brand.

Fans will be able to access exclusive video content at Comic-Con via their mobile phones.

Comic-Con is extremely competitive as far as grabbing attention at the booth, so vendors have all kinds of activities going on to grab consumers and attract them.

Fox was the only one at the event using Jagtag technology to create an interactive activity that engaged consumers at the conference.

"Jagtag is a superior marketing medium for mobile devices, offering the easiest-to-use request-to-get 2D mobile technology, and meets every requirement for mass adoption," said Ken Graffeo, head of business development at Jagtag, Los Angeles. "Jagtag works with every camera phone in market and leverages an existing behavior -- take a picture and send a picture.

"Jagtag is superior to SMS because Jagtag receives device ID and technology requirements of the mobile phone, which enables Jagtag to return optimized audio, video and pictures to each mobile device to ensure the best consumer experience," he said.

Marketers and advertisers recognize that mobile gives them an opportunity to engage with customers in new ways, a trend that will become increasingly significant in the coming years, according to Jagtag.

"Jagtag offers an unmatched mobile 2D bar code technology for delivering content-rich, interactive and targeted promotions and services," Mr. Graffeo said. "Mobile is the most personal of all interactive devices and the most useful to the masses.

"Fox Home Entertainment implemented Jagtag 2D bar code technology as a way to provide their consumers and movie fans at Comic-Con with a meaningful brand/movie engagement in an out-of-home environment, along with act-now incentives," he said.