SAN FRANCISCO – L’Oreal saw a 7 percent overall purchase conversion rate when it ran a mobile bar code campaign in New York taxis that specifically targeted fashionistas during Fashion Week.

Mobile bar codes are increasingly gaining momentum and companies such as Toys R Us and Glamour are placing them on billboards and walls – providing consumers another way to shop their favorite products.

Unilever is letting consumers shop its Dove, Tresemme and Nexxus products via mobile bar codes featured on the company’s static ads in Glamour magazine.

Express is letting consumers shop its mobile site and offering them a discount via a mobile bar code implemented in the company’s static Glamour magazine ad.

Juicy Couture is one of the many advertisers within Glamour magazine that is bringing its static ad to life and letting consumers buy products through scannable mobile bar codes.

L’Oreal and Glamour are introducing a new shopping experience within New York taxicabs that lets consumers view how-to videos featuring Yves Saint Laurent and Lancome beauty products and buy them on the spot.

Bar Louie is using mobile bar codes on its menus to offer diners a chance to win tickets to a Carlos Santana concert.

Tommy Hilfiger is offering consumers 20 percent of their next online purchase via a mobile bar code initiative.

Spirits giant Pernod Ricard is looking to build a mobile database for its Chivas Regal Scotch whisky brand with the now-concluded launch of a campaign incorporating 2D mobile bar codes.

If you are considering adding a mobile bar code to your brand marketing efforts, there are two key variables to consider when choosing a solution.