December 3, 2013
The new app
Food & Wine magazine is offering wines for direct purchase via a mobile image recognition application.
As portion of its December issue, Food & Wine is showcasing six wines, which might be available for instant purchase using the Drync app. The campaign directly links the magazine’s readers with its advertisers.
“i like Drync since it adds value to our wine advertisers,” said Wendy Mure, vp of selling at Food & Wine, Long island. “We’re always trying to find wine opportunities like that.
“We are not inside the wine retail sales business,” she said. “This provides us the chance to give that now as service to our clients.
“Drync approached us, and it was a simple no-brainer. We adore that shall we do it so easily and so quickly.”
Wine pairings
This is the primary time that Drync has teamed with Food & Wine to advertise its app and wine sales. The Drync app enables users to search out, track, share and buy wine by taking a photograph of a wine’s label, which then attempts to locate a match within the app’s database of two million wines.
The Drync app campaign is included in Food & Wine’s 2013 Essential Holiday Party Planning Guide, that is portion of its December issue now on newsstands.
Alongside every bottle of wine featured within the guide is copy that reads: “Buy this wine out of your smartphone with the Drync app – Just snap an image.”
Consumers can scan wine bottles
A free shipping promotional code can also be shown.
In addition to buying the six wines featured ordinarily holiday guide, Drync app users should buy any wine pictured within the magazine by taking a photograph of its label.
“You may pretty go much to any wine bottle, any advertisement, any article by a wine enthusiast, and take an image of these wines,” said Aimee Cronin, marketing director at Drync, Boston.
A mobile-enabled page
Success recipe
Oftentimes individuals are challenged to keep in mind wines they’ve examine, tasted at parties or referred to with others. The Drync app solves this dilemma.
Upon matching an image of the wine to its database, the app provides information, winemakers’ notes, collaborative ratings and product pricing.
Users can buy wine using the app and feature it shipped on to them.
“We discover that individuals would like to buy the wine within the moment,” Ms. Cronin said. “Additionally they are looking to buy something they’ve examine and that was mentioned to them.
“Food & Wine is a good publication for those who love food and wine,” she said. “It is a great audience for us.”
The Drync app is obtainable on iPhone. An Android version is to be released in mid-December, and an iPad app is to be released your time in 2014.
Food & Wine magazine digital edition readers can take an image in their tablet’s screen using their smartphone and the Drync app.
The Drync and Food & Wine magazine pairing is only one way that the app’s marketers are targeting consumers. Drync will track sales from the campaign.
Ms. Cronin said more joint promotions with Food & Wine are inside the works.
“Finding the wine you’re craving is extremely hard,” Ms. Cronin said. “[Drync makes it so] you may remember every wine it’s essential try to mostly buy it.”
Final Take
Kari Jensen is staff writer on Mobile Marketer, New York