July 28, 2008
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mso-fareast-font-family:"Times New Roman";}Rolling Stone Magazine Case Study )SnapTell, Inc.)
Interactive Print Magazine
Company:
SnapTell, Inc.
Client:
Rolling Stone magazine
Rolling Stone magazine has been a pop culture icon for more than four decades. In addition to its authoritative position in music, Rolling Stone’s sphere of influence reaches into entertainment, movies, television, technology and national affairs. The magazine is published every two weeks and is read by more than 10 million readers. Rolling Stone is a publication of Wenner Media. Wenner Media also publishes men's lifestyle magazine Men's Journal and entertainment magazine US Weekly.
Objectives:
Rolling Stone magazine was interested in engaging its readers at a deeper level and extending the foot print of its print advertisements to mobile. In addition, Rolling Stone wanted to provide its advertisers quantifiable data showing how readers engaged and interacted with their advertisements.
Solution:
SnapTell-enabled advertisements ran in the May 1, 2008 issue of the Rolling Stone magazine. Partipating advertisers included Allstate Insurance, Canadian Club, DiGiorno )a Kraft brand), Edge )an SC Johnson brand) and The Discovery Channel. The activated advertisements prompted readers to take a picture of the advertisements with their camera phone and, in return, receive customized promotional messages and offers from the advertisers. Offers included a chance to win a trip for two to a Rolling Stone Live event and $500 in cash. The readers also received customized content from the advertisers. Customized content included a motorcycle ringtone from Allstate Insurance, Father’s Day greetings from Canadian Club, audio message from DiGiorno, video tips from Edge and a video preview of new season of Man vs. Wild from The Discovery Channel.
Benefits:
- First-of-its-kind national promotion in a major print publication enabling multiple advertisements for mobile interactivity
- Measurable reader engagement data for print advertisements showing reader engagement and advertisement effectiveness
- Image recognition rate of 99%+
About SnapTell:
SnapTell is revolutionizing the way consumers and marketers connect. Using a camera phone and SnapTell's innovative image-recognition technology, users can easily and instantly access requested information and content. Marketers can effortlessly create high-impact campaigns using existing collateral and can alter their messaging on the fly in response to SnapTell-provided actionable metrics. SnapTell’s Snap.Send.Get mobile marketing solution is currently being used by marketers at major brands and agencies to deploy interactive mobile marketing campaigns. For further information on the company visit: http://www.snaptell.com.
