This video, The World Park Campaign, illustrates an excellent use of QR to not only drive a marketing result but reward users’ participation with something delightful. The focus of the campaign was an immersive marketing experience to drive wider participation and learning within a NYC park.
Similarly, read about what Bjork is doing to take participation with music to new levels. What Bjork has done is create a way to interact with her music via an app; for example:
Bjork fans with iPads or iPhones (there’s no Android version yet) can download a main app for Biophilia that’s free. You tap on it and open up to a black background with white, glowing starlike objects. Using your fingers to swipe and tap, the universe expands and turns, and bits of music and songs emerge.
Each song has its own star. You tap on it, and you can buy its app for $1.99 from the iTunes Store. Each one has essays about music and science, and each interacts with its song in a different way. Take “Thunderbolt,” whose arpeggiated bass line you can change by tapping on a lightning icon.
“You change the speed of the arpeggio, or the range,” Bjork says. “Basically, you’re like this crazy lightning bass player.
It’s the participation economy. Participatory media is the message (visit here for reference point).