Take the Paperbuttons Test

PBtest2As a MARKETING reader, you know Paperbuttons 2.0 is the popular new app that has turned any barcode, even UPC codes, into a frictionless social-sharing button for print, packaging and events. Now Paperbuttons can do the same with QR codes—better than any other scanner out there.

Here’s a test. Use any QR code app and scan the QR code at right. You’ll open a browser to this article. Then try and share it on Facebook.

Now—download Paperbuttons from the app store (iPhone or Android) and when it launches, toggle the Facebook icon to the “ON” or “Share” position. “Press” the QR code at right to share this article on Facebook, send via email or save to your own files. As soon as the phone vibrates, the article is posted.

See the difference?

A majority of articles in this issue also have Paperbuttons appended, allowing you to easily share with friends or save to your files.

Paperbuttons was developed by the startup Buttonjar Co. co-owned by associate publisher Melissa Coffman and Russ Stromberg, and is pioneering offline-to-online engagement.

A leading NW insurance firm has converted a four-year offline photo booth experience at local sporting events into and online interactive campaign with printed paperbuttons.

In two pilot projects, wine events set out wine bottles with Paperbuttons that allowed attendees to vote for their favorite wine with one press, using the Paperbuttons app, while the vintner sent them wine notes and a purchase page from them to view later.

Stromberg, a veteran of the digital marketing realm, said that Paperbuttons works differently than QR code readers in order to allow marketers to deliver a brand experience to online users.

“Similar to pasting a URL into a Facebook post on your News Feed, Paperbuttons parses the campaign website for meta tags—optimally Open Graph (OG) tags. The QR code for this article has been optimized with OG tags. And it’s associated with an Open Graph object, so that the social engagement can be measured,” he explained.

“Paperbuttons has turned the nearly ubiquitous smartphone into a mouse that can click on the world,” Stromberg added. “It’s up to offline marketers to print a call to action that makes that click a frictionless conversion.”