Snap, tag and pop

Share this content:
An explanation of SnapTags on SpyderLynk's website.
An explanation of SnapTags on SpyderLynk's website.

Shasta Beverages announced today that it would be using SpyderLynk SnapTags — which are essentially branded QR codes with lots of back-end data mining capabilities — to promote its summer partnership with the LA Galaxy soccer team.

The SnapTags will appear on 12-packs of Shasta Cola, Orange, Twist and other flavors, the company said. When a customer snaps a photo of one of the SnapTags, the tag collects lots of basic information about them, which marketers can use to continue to engage, said Jane McPherson, CMO at SpyderLynk. It also collects what flavor they tagged, McPherson said, allowing them to track a customer's favorites.

“When somebody engages a SnapTag, we know some top-line information about them, such as how to get in touch with them, their phone number and email address,” McPherson said. “We also know what offers motivated them to snap the tag and, generally, where they are.”

And that's all very important stuff, particularly for a soda company. Soda is something you might be consuming on the go — or, at the very least buying on the go.

When the fans scan the SnapTag, they get to see videos that feature tips and tricks from Galaxy Futboleros, or soccer entertainers related to the team. For this promotion, Shasta, in particular, is banking that fans will enjoy the cross-promotion.

And, you ask, what's the best aspect of a SnapTag? You don't have to ask the consumer to give a ton of information. It just happens automatically. Take that preference centers!

“We get a lot of visibility without having to ask the consumer to feel uncomfortable,” McPherson said.

Erin Dostal is a reporter at Direct Marketing News.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

close

Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above