Campaign - ELLEgirl MAGAZINE, September 2005

Company
Mobot - A NeoMedia Technologies Company (neom.com).

Goals<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

o         Encourage ELLEgirl readers to focus on advertisements.

o         Provide readers with reasons to buy, keep and read the magazine.

o         Capture the interest of media savvy, ad-saturated, instant-gratification-driven Gen-Y readers.

o         Authentically link print magazine to the mobile and online space.

Idea
A full page spread introduced the instant win calendar.  Each day of the month a different advertiser is featured in the calendar.  Readers are instructed to find the ad in the magazine, snap a picture of the advertiser’s ad using their mobile phone and send it to Mobot to get a chance to win a prize and get more information about the advertiser’s products. The Mobot visual search technology recognized the pictures sent in and responded back with notification of whether the reader won a prize along with product information from the advertiser.   Examples of prizes include Target $100 gift certificate, Sweetooth handbag, and a Split tube dress.

Results
A follow up survey revealed that purchase intent was on average 14% higher, advertiser favorability was on average 18% higher, and aided recall was on average 15% higher among participants compared to non-participants.  Readers enjoyed the promotion and entered on average of 22 times during the month.  Instead of throwing out the magazine after a few days reader participation actually increased as the month progressed.

About NeoMedia Technologies
NeoMedia Technologies, Inc (www.neom.com) is the worldwide leader in Mobile Marketing.  Across our leading-edge mobile services providers, over 4 billion on-pack mobile marketing promotions have been enabled, including the largest-ever mobile campaigns. Today, mobile campaigns ranging from SMS/text campaigns to barcode-enabled campaigns can be launched and supported by a combination of applications, technology, and creative services. Our R&D efforts are at the forefront of the industry, creating next generation code-reading capabilities, visual matching, and mobile couponing technology solutions, as well as the world’s most creative, effective and fun mobile campaigns.  NeoMedia holds 27 patents with coverage in 14 countries.

Our global solutions include: PaperClick (www.PaperClick.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), Sponge (www.spongegroup.com) and HipCricket (www.hipcricket.com).