I predict we'll see an uptick in the number of photo messaging campaigns from brands and agencies in 2011.  I am still a fan of SMS and short code use for activation and discovery of content due to its ease of use and accessibility across carriers and handsets, but I think MMS activated campaigns, through QR, 2D or other branded images/icons, will launch as marketers attempt to gain learnings from different forms of activation and seek to integrate mobile multi-channel in more creative ways.  However, there are pros and cons to the approach.   On a positive note, MMS usage among consumers can rival that of SMS, depending on the demographic you're targeting.  Take for example Nielsen's recent released findings on global youth: SMS and MMS usage among 15-24 year olds in the US was comparable.  Actually, message usage, both SMS and MMS, skews female.  And, usage among females for MMS was actually higher than that of SMS.  Photo messaging campaigns can also provide richer forms of engagement with a brand because it gives the marketer the opportunity to invite the consumer to interact with the advertisement in a deeper way (i.e. take a photo of this logo or ad or code), which can potentially leading to greater ad effectiveness versus SMS activation (though I have yet to see larger scale, published results).

On the flip side, MMS activation can also create an unnecessary obstacle to opt-in and engagement.  For example, some forms of photo campaigns require the user to download a mobile application first, in order to have a proper reader to decode the image.  I think this mechanic can actually work if the brand has a longer-term strategy for use of the codes.

Even image recognition solutions that do not require a downloadable app have their flaws, such as multiple calls-to-action. Since MMS doesn't have the same interoperability among carriers as SMS, you'll often see a few different calls to action....if you're on carrier A, message your photo to this number or if you're on carrier B, send your photo to this e-mail, etc.  Huh?  This makes it hard to have a single-minded message and call-to-action.

Personally, I'm a bigger fan of empowering a brand to create its own branded image or "code" instead of using a funky looking QR code.  This enables the brand to create their own tags based on their objectives and campaign or brand messaging strategy.  The call-to-action is simple, just snap, send and get.

I'm looking forward to seeing even more MMS campaign activity in the market in the coming year.  If you've already launched a campaign and have results you can share, please let me know your findings.