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Warner Bros. uses mobile bar codes to promote movies

Warner Home Video Canada has placed 2D bar codes on pizza boxes just in time for one of the busiest pizza ordering days of the year ? the Super Bowl ? to promote new DVD and Blu-ray releases. 

The pizza boxes with Scanbuy?s ScanLife EZCodes have been distributed all over the Canadian province of Ontario to engage consumers. Warner Bros. is promoting DVD and Blu-ray releases of Halo and Justice League.

?The pizza box with the EZcodes campaign is meant to encourage and entice consumers to sample movie clips from our upcoming Blu-ray and DVD releases ? ?Halo Legends? and ?Justice League: Crisis on Two Earths,?? said Byron Gaum, product manager at Warner Home Video Canada, Toronto.

?To build excitement around these latest releases, it was essential that we utilize a medium that was as original and innovative as the movies themselves,? he said.

Warner Home Video is the video, DVD and Blu-ray unit of Warner Bros. Entertainment Inc., itself part of Time Warner.

Warner Bros. tapped Scanbuy and the ScanLife EZcode bar codes for the campaign.

Once scanned, the ScanLife codes direct the consumer?s mobile browser to a URL to view video clips of ?Halo Legends? or ?Justice League: Crisis on Two Earths.?

Warner Home Video is targeting males ages 18-34 for the campaign.

In addition to the bar codes, Warner Home Video is marketing the releases by holding two exclusive screenings for the press and social influencers, placing online ads, running a social media sweepstakes and broadcasting television commercials.
Mr. Gaum said the ScanLife codes are far more engaging than just a standard print advertisement.

?The EZcodes add a whole new dimension to a static ad whereby consumers can now experience our products prior to making a purchasing decision,? Mr. Gaum said. ?We thought that this was a great way to target males aged 18-34 around Super Bowl season.

?What better time to order a pizza,? he said.

Meanwhile, Motorola Inc.?s Motorola Ventures has announced an investment in Scanbuy.

Along with Motorola, Masthead Venture Partners, Hudson Ventures and select private investors contributed to this round of funding.

Financial terms of the investment were not disclosed.

Scanbuy?s ScanLife EZcode technology will soon be preloaded on Motorola handsets.

ScanLife without the application
Scanbuy has launched a new feature that lets consumers snap a picture of a common 2D or 1D bar code and send it to the company?s system by email to be decoded without actually needing to download the ScanLife application. 

The new features works across any carrier and with existing code formats such as QR, EZcode, Datamatrix and UPC with an auto-focus camera. 

Consumers email the picture of a code to from the phone to get the content.

?The scan-and-send feature gives the consumer another way to link to any commonly used bar code that our customers are already using today ? from anywhere,? said Jonathan Bulkeley, CEO of Scanbuy, New York.

?Our ScanLife app is now available to over 100 million people in the United States alone, and it will be preloaded on tens of millions of phones in the next 12-18 months,? he said. ?So, this gives our customers another way to use the ScanLife platform.?