In all fairness to Porsche, there is fine-type copy above the Tag stating “Get the free reader app at http://gettag.mobi The issue is this copy blends in precisely with the other fine-type copyright and disclaimer copy at the top of the ad.
Porsche also falls victim to the “mystery code” temptation, associating no call-to-action with the MS Tag or attempting to illustrate the experience or value the user will gain from scanning. Between this and the customized Tag, I wonder if overall response is negatively impacted. Once the Tag is scanned, Porsche’s execution of the mobile site is extraordinary.
So what do you think? Is there an example you’d like my two cents about? I invite you to leave a comment.