Saylor URL: http://www.saylor.org/books Saylor.org
Templates of the car allowed the public to design their dream Peugeot 107, and it was up to the
voters to pick the winner. The finalists were all sent t-shirts featuring a unique Semacode, or bar-
coded URL (uniform resource locator) address, to give to their friends and family. Taking a photo of
the encrypted image with a Semacode-enabled camera phone meant that the users could navigate
directly to the voting page via their mobile device.
MXit background themes, or “skinz,” based on the finalists’ designs were also specially created, and
seven thousand were downloaded within an hour.
CASE STUDY QUESTIONS
- How did the use of mobile technology increase interactivity with this campaign?
- How was mobile technology used to complement other campaign channels?
- How was the success of the campaign measured? What other metrics could be used to judge the success
of a campaign like this?