Submitted by Mike Grenville on Mon, 26 Mar 2007 14:51

New picture recognition technology called Snap Happy means that consumers can respond without the need for barcode software.

Marketing communications and technology agency Magnet Harlequin’s mobile division has created Snap Happy that enables print ads, POS, posters, packaging and even websites to allow consumers to interact with their brands.

Universal will be the first brand to use the solution and the campaign for Mr Bean’s Holiday will appear on posters nationwide. Free ring tones, wallpaper and video recorded by Mr Bean will be available to consumers by interacting with posters for the film.

When a consumer sees a Mr Bean poster with the special Snap Happy logo, they take a picture of the poster using their mobile phone and send it via MMS to the dedicated mobile number – 07786 200547. The Snap Happy technology then identifies the type of phone they have and then offers them the content suitable for their phone.

Magnet Harlequin say that picture recognition technology is a real break through for mobile marketing and a valuable addition to the marketing mix. Unlike other technologies that use barcodes or require the consumer to download an application, picture recognition can be seamlessly incorporated into existing campaigns. The technology behind Snap Happy uses an algorithm to match the consumer’s camera phone picture to the promotional image logged on the database - even partial images taken in poor light or at an angle will be recognisable.

Head of Magnet Harlequin’s mobile division Scott Seaborn said “According to Airwide Solutions in the UK 40% of brands have already used text messaging which has been extremely successful. Research by MDA and Nielsen/Net Ratings shows that WAP enabled mobile phones are the second most popular digital device owned by Britons after the PC, so we know the potential for this kind of activity is huge.”

Magnet Harlequin are experimenting with coupling this technology to GPS (satellite navigation) systems giving brands a true picture of which advertisements are working best for them, and where those ads are located geographically.

The film is the official film for Comic Relief and follows on from the success of the first Mr Bean movie that took US$260 million at the box office. The Snap Happy campaign for Mr Bean’s Holiday will launch through cinemas nationwide on 26th March.