Sunday, July 24, 2011

EZEKIEL: “If You Don’t Get It-You Don’t Get It “

Fire up your QR app or download a QR reader app and get ready to interact with technology and learn more about Ezekiel’s prophecies.

It all started with a simple convo with my brother Brice Holland, an ad exec, asking me what I thought about QR codes.
Basically a QR (Quick Response) code is a matrix bar coded with information stated by a "link" that can be snapped and captured by a reader (eg. cell phone) to receive information.
How did we transform that into an interact/experiential element for our Sunday morning experience?

EZEKIEL: “If You Don’t Get It-You Don’t Get It “

First, the tagline is based on a Washington Post marketing campaign (for the white paper) from 2007. I always felt it was an interesting juxtaposition between trying to increase “white paper” (dead tree types) readership in a internet media obsessed world. They of course, were referring to peoples knowledge, based on the premise that those who ‘got it”-got it because they were reading the Post.

Since Ezekiel is full of prophetic imagery. It is often difficult to “get” what is being said, unless “you get it”. The main thought/bridge for this element is to utilize self-generated Quick Response Codes (QR codes) to convey the thought of “If you don’t get it- you don’t get it”. A QR code is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, picture or other data.

QR codes are currently being used as a marketing technique to engage technology savvy consumers, to interact to a concept through their QR apps and smart phones. People that “get it - get it”.

While brainstorming for creative elements for the Ezekiel messages it was decided that we would: Self-generate and post QR codes through out the lobby before service and possibly during the message.
Using a QR Code Generator: enables you to create and post: URL, text, phone number & SMS. We decided it would probably would be safest to post info on our website and self-generate the QR codes to lead people there.

Example: This self generated QR code:
When snapped and read by a QR code reader application would lead to this picture - posted on a dedicated blogspot:

Stage concept: populate and hang QR codes at the front door, through out the lobby at the breakfast bar, on the stage.
Pictures of the various locations and stage where we posted QR codes to follow.

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