I’m supposed to be writing a Media Martini, our (somewhat) weekly roundup of the coolest stories of the week. But the first story I found was so interesting that I’ve decided to make it the entire focus of the post. Please, feel free to enjoy a martini while reading this anyway — it is Friday!
We’ve covered QR codes and augmented reality applications extensively over at The Realtime Report, and we’ve also tracked the integration of mobile-activated tags inside print publications on our Modern Media blog. This month, Glamour magazine ups the ante by using a variety of social SnapTags and integrating a Pinterest contest into the mix; adding even more opportunities for reader-advertiser engagement.
SnapTags are similar to QR codes, but are more visually appealing and easier to brand. Social SnapTags — like the one on last year’s Glamour September issue cover to the right — allow you to create direct links to your (or your advertiser’s) Facebook accounts to engage the reader further. Last year’s September issue drove 512,339 engagements among a circulation of 2 million readers, according to eConsultancy.
This year, Glamour’s September issue will be even more interactive: SnapTags will link not only to Facebook, but also to Twitter and Pinterest — and advertisers are taking full advantage of the Pinterest craze to motivate readers to engage.
The CoverGirl ad, for instance, features a Pinterest SnapTag, which encourages users to be one of the first 500 to Pin its images using the Glamour Friends & Fans app to receive a BlastFlipStick. Zales is asking readers to Pin for a chance to win a $500 shopping spree. And Unilever is using a Facebook SnapTag that allows consumers a chance to win a sample Caress body wash, according to Mobile Commerce Daily.
That’s cool, but my readers are not young women — they’re business professionals!
So what? Get creative! I can think of 26 ways that b2b publishers could be using technology like this to engage readers and drive advertising revenues.
Here are just a few:
- Snap to download a white paper (lead gen!)
- Snap to register for a webinar or event
- Snap to follow a Twitter account, or a curated list
- Snap to renew your subscription
- Snap to enter a contest (everybody likes free stuff!)
- Snap to pin your favorite articles
- Snap to see the full video interview
- Snap to bookmark this article on our site
- Snap to get an exclusive discount code
To hear the other 17 ideas, you’ll have to call me!
Seriously — if you’re printing magazines (or really, anything) you need to start experimenting with this technology. Let us know what you’re doing — or thinking of doing — in this area!