October 25, 2013
Self’s November issue
Condé Nast’s Self magazine is mixing up its annual “Prize Bonanza” sweepstakes this year with augmented reality after two years of using Microsoft Tags.
The women’s magazine is using augmented reality for its third annual edition of the sweepstakes inside the November issue. Self worked with Snipp Interactive at the initiative.
“Self’s goal is often to bring a higher idea, the most recent tech and more fun, exciting how you can live a healthy lifestyle,” said Lucy Danziger, editor in chief of Self, Ny.
“With mobile, we bridge from apps to the internet to augmented reality, that is the subsequent evolution of engaging with the physical world,” she said. “Mobile options for young, active women are in tremendous growth mode, and Self continues to innovate along these channels.”
Augmented pages
Self’s augmented reality campaign incorporates the magazine’s Self Plus app, which launched earlier this year.
To participate, consumers first have to download the app, that is available for iPhone and Android devices.
Readers then hover the app over a page that’s marked with the Self Plus logo.
From there, consumers can register for sweepstakes straight from a mobile site.
Readers can enter to win greater than 100 different sweepstakes inside the November issue of Self.
The mobile call-to-action within the front-of-book
In total, consumers can win 537 gifts, including prizes from brands similar to Motorola, Zac Posen and Lia Sophia. Additionally, consumers can win a visit for 2 to Puerto Rico.
The campaign launched on Oct. 16 and runs through Dec. 2.
The sweepstakes is promoted at the front cover of the magazine and on page 10 of the magazine.
Additionally, there are two pages within the magazine that permit consumers access the sweepstakes site.
A page with the sweepstakes promoted
Self has an audience of 12 million users across every platform.
“We expect that augmented reality will continue to enable a deeper connection between magazine content and our users,” Ms. Danziger said.
“Engagement is what matters,” she said. “Building a high quality relationship with an audience that craves the original voice, point-of-view and cultural connectivity that just a favorite magazine gives you.”
Overtaking print-to-mobile
Over the past year, augmented reality has given mobile bar codes a run for its money.
One of the excuses that magazine publishers especially have taken to augmented reality is that calls-to-action can blend into content without becoming an eyesore.
In fact, Self’s mobile-calls-to-action also function as photo captions.
In this example, what’s interesting is that the augmented reality features are baked straight into Self’s mobile app that the magazine is already using in issues, meaning that subscribers are definitely already acquainted with the mobile technology.
Regardless of the method, the goal of using mobile technology in print editions is to present consumers access to content that they wouldn’t have otherwise.
“Augmented reality on its own has no need to consumers, but if used to produce value is usually a very engaging medium, living proof this sweeps, and other content Self delivers with the Self Plus app,” said John D. Fauller, chief operating officer at Snipp, Washington.
“This same thought is additionally applied to any strategy of mobile engagement: SMS, QR, image recognition, location based, etc.,” he said. “The appropriate technique of delivery depends on the context and goals of a program, content delivered determines the worth to the reader and sets the extent of engagement.”
Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York