Q&A: Rachel Pasqua, Organic's New Exec Dir of Mobile Marketing (Pt 1)
Q&A: Rachel Pasqua, Exec Dir, Mobile Marketing, Organic (Pt 3): Beyond The QR Code

Q&A: Rachel Pasqua, Organic's New Exec Dir of Mobile Marketing (Pt 2) - On Mobile & The Super Bowl

Rachel photo

For the record, Rachel Pasqua, Organic's new executive director of mobile marketing, thinks the QR code is like cilantro: You either love it or hate it.

You'll hear more pronouncements like that, presumably, in the upcoming book Mobile Marketing in One Hour A Day (Wiley) that Pasqua is writing with eMarketer analyst Noah Elkin (listen here as Elkin interviews me about QR codes for an eMarketer report on QR code best practices).

In part two of my interview with Pasqua, we begin a discussion about this month's Super Bowl advertising and mobile's varied role as an activation or response mechanism - starting with audio activation ala Shazam and yes, more about cilantro.



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“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

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Great insight... thank you for hosting this entire series. As an OOH Communications agency, we constantly snip and shape our best practices with applying glyph/IR to outdoor platforms; from street furniture to something like AR in Times Square. It's an uphill battle though, especially when we don't have a chance to consult on the artwork. i.e. when a bus shelter poster presents a tiny QR at the foot or top bleed and the campaign doesn't generate the hundreds or thousands of push-to clicks the client anticipated,the technology is at fault. We have been testing out NFC applications on OOH and hope that NFC enabled phones become ubiquitous sooner rather than later.

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