Home  › Media › Mobile
glamour2

Conde Nast Print Ads to Feature Mobile E-commerce

  |  January 10, 2012   |  Comments

Glamour offers a peek into emerging cross-channel innovation.


Glamour plans to run print ads in March allowing readers to purchase items with a scan of their smart phone, the glossy title tells ClickZ News. The Condé Nast property isn't revealing advertisers for the issue yet, but suggests there's no shortage of interest from brands and retailers.

The upcoming initiative builds on a so-called "social issue" published in September. Teaming with Glamour editorial, the marketing department put together content that pushed the download of a "Friends & Fans" mobile app. The content provided step-by-step details for readers on how to like advertisers on Facebook via the QR code-enabled print ads. The copy highlighted how "liking" brands would lead to exclusive discounts for their products.

glamour-print-final

The program went well. According to Condé Nast, it produced 512,339 print engagements among a circulation of 2 million readers. Advertisers collected 50,814 Facebook likes through the effort, which included fashion/beauty, retail, CPG, and tech brands. Among them were Gap, Lancome, Skinny Cow, GNC, Land's End, and HTC.

Those brands got a 4 percent response rate to the QR-enabled ads, the magazine said. The September issue used SpyderLynk's SnapTag QR mobile marketing technology.

"Our advertisers were pretty psyched with the results," said Jenny Bowman, creative services director at Glamour. "We were getting so many questions about how [brands] could increase their likes on Facebook, and we wanted to do something digital and cool. There were elements on Twitter and ways to win prizes as well. In the end, we were able to attract 25 advertisers into that issue that wanted to build likes on Facebook."

So Glamour plans to push digital a little further into the page, combining print with social media and mobile commerce. Bowman has dubbed March the "instant gratification issue," while she said that it has drawn interest from around 30 advertisers.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...