MASTERCLASSING

TNT Post Adds Mobile to Door-drops

David Murphy

Door-drop firm TNT Post UK has introduced mobile technology into its distribution channel. The company is offering its clients QR codes, Augmented Reality (AR) and Digital Watermarking on printed material to provide a link between the offline and online worlds.

TNT Post says the offerings have been driven by the increased penetration of smartphones, with over one-third of adults in the UK now owning a smartphone and over half using the mobile web every day, according to the Mobile Marketing Association.

British Sky Broadcasting (BskyB) was one of the first clients to incorporate a QR code on a door-drop leaflet to support the launch of the Sky Atlantic channel. The QR code was unique to one of the door-drop formats, featuring a 3D pop-up creative execution to ensure standout on the doormat. The code linked to a five-minute content reel of shows that would be exclusive to the new channel, and generated over 3,500 unique views to the showreel over a six-week period, with an average view time of three minutes. TNT Post says this was comparable to the number of views generated via pay-per-click advertising, but at less than 10 per cent of the cost.

“A key element for BskyB and TNT Post was to produce an engaging format to bring to life exciting content using print media,” says Belinda Worrell, senior marketing manager, acquisition direct sales & marketing at BskyB. “After much consideration, it was agreed the best way to do this was to use a QR Reader, allowing smartphone users with the right app to play the showreel direct from their mobile phone.”