Fox Bows Social Media Campaign27 Jul, 2009 By: Eui-jo Marquez
Fox is using a mobile technology called JAGTAG 2D barcode to engage fans of Joss Whedon’s TV show “Dollhouse” and the movie Miss March, both available on DVD and Blu-ray Disc July 28 from 20th Century Fox Home Entertainment.
With JAGTAG technology, consumers snap a picture of the JAGTAG barcode on print ads, posters and elsewhere, text it to JAGTAG (524824) and wait for a text back with special content. Unlike other 2D barcodes, JAGTAG does not require the download of any additional software, but users must use either the Verizon or AT&T network.
The “Dollhouse” campaign allows JAGTAG users to receive an exclusive video message from Whedon.
Fox took the mobile campaign a step further with Miss March, embroidering the JAGTAG barcodes on underwear worn by models walking around at Comic-Con.
“By using JAGTAG, it offers fans an opportunity to immediately engage with our product and helps in growing our mobile database,” said Mark Levien, executive director of digital marketing for 20th Century Fox Home Entertainment.