Snap It With Glamour
Source: nytimes.com
22 August 2011: Condé Nast magazine Glamour has embedded mobile codes within its pages and has high hopes that readers will use their cellphones to access additional digital content. “Our theme is social networking across the board,” said Jenny Bowman, Glamour’s creative services director. “Social is so huge that we wanted to take it to the next step and make it seamless for our audience.”
Readers intrigued by pop star Rihanna on the cover of the September issue can use their phones to interact with the Facebook logo on the cover. An iPhone app provides readers access to a video of Rihanna answering questions about her life. Throughout the Glamour magazine there are numerous ‘SnapTags’ (displaying Facebook or Twitter logos inside a code ring) to be scanned which offer up a variety of digital opportunities and promotions.
Readers can gain access to giveaways, learn more about discounts and offers from the magazine or advertisers, instantly ‘Like’ the magazine, and have deals delivered directly to their mobile phones. “The tags drive consumer participation,” said Nicole Skogg, founder and chief executive of SpyderLynk, which created the SnapTags. “There’s a ripple effect in interest when the user can move seamlessly to a page.”
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