Lifetime Bows New Series with 2D Barcode Campaign

Lifetime Bows New Series with 2D Barcode Campaign
Published on October 26, 2010Share .Lifetime Television is embarking on a mobile marketing campaign to promote the launch of a new unscripted series, The Fairy Jobmother, using 2D barcode advertising. The campaign is the first time so-called Jagtags will be used in a television commercial.

Viewers can take a picture of the Jagtag with their mobile phones, and then receive videos from career specialist Hayley Taylor with how-to tips for using social networking during the job search. Users can also opt-in for future tune-in reminders.

The Jagtags are also being incorporated in print materials including US Weekly, People, and Metro NY, and on websites like NYPost.com. The Lifetime Jagtags will also appear in New York City subways and bus shelters, and mall dioramas in New York, Los Angeles, Chicago, Philadelphia and Atlanta.

The multichannel campaign enables Lifetime to introduce the new show through exclusive video content, and “provides a platform to reinforce the premiere through tune-in reminders,” says Alex Ignon, vp of media and consumer promotions at Lifetime Television.

Jagtag does not require an application download and works instantly on all camera phones and carriers in the U.S., to reach more than 90 percent of mobile users. The Lifetime campaign will run through November 2010.

The Fairy Jobmother follows Hayley Taylor as she helps the “severely job-challenged” get back on the payroll. A sneak peek at the first episode will air on Oct. 28 following the season 8 finale of Project Runway.