PaperClick, FCB Tie Barcodes and Cellphones

"Foote Cone & Belding has struck a deal to weave barcodes and other product codes into its clients' mobile campaigns in the U.S. and overseas. The agency plans to integrate mobile marketing programs with physical media and product packaging through a platform developed by PaperClick. The PaperClick platform lets mobile users click through to a site by using their handset to capture a barcode. The technology, which requires the installation of software on a handset, is compatible with UPC, ISBN and other product codes. Product codes can either be photographed with a camera phone or entered manually by the user." Here's how it works.

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