SHAPE Magazine Breaks Record for Mobile Sweepstakes Entries Using a 2D BarcodeDecember 6, 2011
(Press Release) NEW YORK, Dec. 6, 2011—SHAPE, the leading active lifestyle magazine for women, reached record breaking numbers in mobile sweepstakes entries using a 2D Barcode, such as a Microsoft Tag or QR Code, with its November issue Microsoft Tag campaign.
Commemorating the brand's 30th birthday, SHAPE created with Nellymoser, a mobile marketing company, an interactive sweepstakes offering readers the opportunity to win close to 1000 products throughout the issue.
This celebratory campaign allowed readers to scan-to-win everything from an exercise bike to their favorite mascara, as well as other SHAPE picks featured on the pages of the magazine. The culmination of the sweepstakes was a grand prize trip to Aruba. Each time an entrant scanned an in-book code, their chances of winning the getaway to a luxurious resort were increased. This program incorporated products selected by SHAPE's editors as well as the products being advertised throughout the issue.
SHAPE readers were able to participate by downloading the free Microsoft tag reader application on any smartphone enabling them to scan the sweepstakes logo on select pages of the issue. With close to 400,000 sweepstakes entrants, SHAPE's campaign was record breaking.
The large number of entries means that advertisers in SHAPE get additional value both from the extended interaction with the reader as well as opportunities to follow-up with sweepstakes entrants. Using Nellymoser's mobile sweepstakes technology, readers only needed to enter their information once, no matter how many prizes they wanted to win. Advertisers received the information for only those who entered to win the prize they offered.
Commenting on the program, Brian Gruseke, vice president/publisher/director of corporate sales for SHAPE said, "As we all know, how consumers engage with a brand is key in our business today. The overwhelming success of this program demonstrates the passion with which our readers consume SHAPE's content. They are tech savvy and when given the opportunity, will engage as deeply as we enable them. We are already taking the next steps to build on this success and provide more ways for the reader to interact with our pages on the mobile platform."
"The SHAPE campaign shows advertisers just how valuable the combination of magazines and mobile can be," said John Puterbaugh, CEO of Nellymoser. "Mobile extends the reader engagement with interactivity at the time and place in which the reader is most interested."