Mobile & Wireless

Finally: pizza goes mobile

NeoMedia, Papa John's test mobile barcode solution

by Sam Bookman

NeoMedia Technologies, a provider of optically initiated wireless transactions, took a different angle on mobile advertising recently with a market test that combined U.S. pizza maker Papa John's new mobile ordering Web site with NeoMedia's barcode scanning solution.

In an effort to drive more consumers to Papa John's mobile ordering site, NeoMedia helped launch a nationwide promotion. Consumers received a mailer containing a 2D barcode that, when scanned with a mobile phone, directed them to Papa John's mobile ordering Web site. From there, prompted onward by the promise of free pizza, consumers texted in the promotional code PIZZA, which prompted the delivery of instructions on how to install the NeoReader mobile barcode scanning application to their mobile device. From that point, users could scan the barcode to interface directly with the mobile ordering site (and get their promised free pizza).

The barcode scan is another of several mobile options Papa John's has implemented to get pizza into one's mouth that much faster. Customers can already order via the company's mobile Web site, or send a text message containing a preset pizza order.

NeoMedia last week formed a strategic alliance with Format Dynamics, an online advertising development company. Format Dynamics will add NeoMedia's barcode technology to its unique offering, serving ads to pages printed from the Web.

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