By now you’ve had to have encountered QR codes (Quick response codes) and possibly even Microsoft Tags and just when you thought you understood how to incorporate these scannable codes into your brand marketing a new player enters the fray.

SpyderLynk, which describes itself as a mobile activation and marketing platform company, recently developed SnapTags, which incorporate your logo into a code that can either be scanned using their proprietary SnapTag reader or by taking and sending a picture of the SnapTag to a designated short code using any standard camera phone.

With SnapTags, SpyderLynk is attempting to accommodate the high number of mobile phone users who aren’t able to utilize scanning apps on their current mobile device. They attest that 88% of mobile phones have a camera whereas utilizing other technologies, such as QR codes, require a scanning app on your iPhone or Android device. Another benefit of SnapTags is the ability to receive content directly to your phone whereas QR codes typically take you to a Website thus requiring Web access.

Partnering with SpyderLynk, Toyota Motor Sales recently created what they are calling a ToyoTag and incorporated it into all of its marketing communications. They are hoping to foster interactions with its customers at all points of contact with its products. Michael K. Nelson, interactive communications marketing manager at Toyota stated, “The ToyoTag allows customers to engage with us wherever and whenever they want information.” Toyota isn’t alone in their implementation of SnapTags as Glamour magazine, Orbit gum, Coke and Bud Light have all dipped their toes in the pool of early adopters.

With the ability to instantly receive exclusive content, grow social media, allow for social sharing and build brand awareness, SnapTags seem to be the next big thing in marketing. The need for new methods of engagement and the ability to track and measure consumer interest is something that is important to all brand marketers when creating integrated campaigns. The possibilities for scannable codes seem to be as endless as they are exciting and I for one can’t wait to see what the future holds.