Microsoft Tag and Universal Pictures announced a new campaign to promote “Bridesmaids” on Tuesday using Microsoft’s Tag technology.
Bridesmaids, the new comedy from producer Judd Apatow (“Knocked Up,” “Superbad”) and director Paul Feig (“Freaks and Geeks”), is set to hit theatres in May. Bridesmaids is a comedy centered on two women battling to plan their friend’s wedding party. Universal has become the first major studio to use Microsoft’s Tag technology to promote a nationally released film. Universal will allow smartphone users to interact with full-page adverts that will run in magazines such as Cosmopolitan, US Weekly and People StyleWatch. Smartphone owners can scan the Tags using Microsoft’s free Tag Reader applications, and be presented with the “Bridesmaids” movie trailer.
The idea behind the Microsoft Tag application is that you just aim your camera phone at a Tag and instantly access mobile content, videos, music, contact information, maps, social networks, promotions, and more.
Tag is similar to QR Codes, however Microsoft is using HCCB bar codes so instead of storing the data using square pixels it uses triangle shapes and colours. The difference is that Microsoft Tags don’t actually store the information. All it stores is a unique ID which it then sends to Microsoft’s servers. This way, you can include much more information, and more variety of information, then if it was just on the tag itself.
Microsoft recently revealed that its Tag technology has served over 2 Billion tags. Microsoft’s 2-D barcode technology is currently the publishing industry’s preferred technology. “We’re excited that Universal Pictures is using Tag to reach its target audience and promote ‘Bridesmaids,’” said Bill McQuain, director of Tag product management at Microsoft Corp. “Microsoft Tag engages users when and where they’re most interested, and we’re thrilled with the way Universal Pictures chose to implement our technology to offer a richer, interactive brand experience for moviegoers.”