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 Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

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

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • Copywriting & SEO Specialist
      Copywriting & SEO Specialist (HeBS Digital) - NEW YORKJOB DESCRIPTION     JOB TITLE:         ...
    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...