Anna Cicognani, executive general manager of marketing services, told ProPrint that PMP had been promoting SpyderLynk SnapTags – which she called "QR codes on steroids" – to its clients for a month.
She said SnapTags were more marketable than QR codes because they had a much cleaner look that could include the company's logo.
Cicognani added that SpyderLynk provided a powerful back-end analytics platform that wasn't automatically available with QR codes.
PMP signed a deal this month to become the American firm's exclusive partner in Australia and New Zealand, she said.
In a trial in New York, L'Oréal added SpyderLynk SnapTags to advertisements on the back of taxi drivers' seats. Passengers scanned the codes 29% of the time and 22% of those had then bought something.
PMP will present SnapTags to the public for the first time at the Online Retail Expo in Sydney in July. In the meantime, the print giant has been presenting the idea to its clients, Cicognani said.
"They're very interested because they're already using QR codes, but the fact this can be 'mobilised' into their application and can get the analytics behind it makes them even more interested."
Cicognani said PMP would promote SnapTags for outdoor use, but thought the most logical fit would be with catalogues.
"It's really about making a printed ad come to life… Catalogues go hand-in-glove with this because you can get more information or a discount offer and it will drive people to the shop," she said.
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