Allure magazine bolsters readership via mobile giveaways
Conde Nast?s Allure magazine is offering its readers a chance to win free stuff by scanning a Microsoft Tag on the publication?s Web site.
The publication is letting readers have a chance to win $928 worth of Lancôme Génifique products. Allure is featuring Microsoft Tags on its Web site and magazine.
?Our goal is to engage with consumers in new ways that are innovative and organic to our editorial,? said Agnes Chapski, vice president and publisher of Allure, New York. ?Sampling in general is core to the beauty experience ? in fact, it is the number one sales influencer.
?Our editors created the August free stuff issue to capitalize on that consumer desire, but also to support beauty and fashion companies by making sure their samples get into the heaviest beauty/style spenders hands ? our readers,? she said.
Allure is promoting the giveaways on its Web site.
Users can download the Microsoft Tag application, register and scan the tag for a chance to win the Lancôme Génifique anti-aging products.
After they scan the Tag, users are promoted to a mobile-optmized page where they can register their information for a chance to win.
?Our editorial mission is to make beauty accessible to all women ? no matter their age, income, or features,? Ms. Chapski said. ?Mobile and digital Allure content casts that net wider and enhances reader engagement and benefits across the board.
?Mobile 2D tags and apps also help us bridge the gap between print and the retail worlds, allowing the consumer to shop for content and product when and wherever she wants,? she said.
Allure is promoting the free stuff on its Web site
Readers can scan the Tag for a chance to win Lancôme Génifique anti-aging products
After scanning the Tag, readers are redirected to register for a chance to win
Increase in scans
Last year, Allure magazine gave away more than $725,000 worth of beauty products to smartphone users who scanned a Microsoft Tag within its August issue.
There were a total of 36 Tags in the Free Stuff issue (see story).
Additionally, the publication saw a result of 444,572 scans for that issue ? making it the largest mobile bar code campaign to-date (see story).
?We have a lot of stuff coming up including our August free stuff issue and the monthly 2D /sweeps in every issue started March 2011,? Ms. Chapski said.
?We?re also going to have an Allure Reader?s Choice Award iShopper App ? TBD for June and the launch of our digital magazine on the tablet starting with our May issue, and monthly thereafter,? she said.