Rolling Stone is using SnapTell's Snap.Send.Get mobile marketing service to convert print ads in its magazine into mobile interactive ads.

Participating advertisers include Allstate Insurance, Canadian Club, DiGiorno For One, Edge Shaving Gel and Discovery Channel. The SnapTell-enabled advertisements ran in the May 1 issue of Rolling Stone, asking readers to take a picture of the ads with their camera phone to receive customized messages and offers from the advertisers.

"Advertisers are always looking for ways to connect with our readers beyond the pages of our magazine," said Ed Hecht, associate publisher of Rolling Stone, New York. "Whether it's through our live events, custom in-book work or custom Web clinics, we always look to develop mechanisms that satisfy that goal."

Rolling Stone isn't the first to digitalize its magazine pages. Just last month Men's Health announced it is using SnapTell's technology as well (see story).

The SnapTell technology is compatible with all mobile phones and does not require special software for downloading advertiser images.

SnapTell, Palo Alto, CA, is an image-recognition-based mobile marketing company. Its Snap.Send.Get techology converts camera phones into opt-in mobile marketing devices.

SnapTell claims to eliminate the barriers associated with bar codes and mobile software downloads to bring image-recognition technology into the mobile marketing space.

In addition, SnapTell has partnered with iLoop Mobile to create truly interactive opt-in mobile marketing campaigns and services.

Rolling Stone is a cultural icon. It's the No. 1 pop culture reference point for 12 million young adult readers.

In addition to its clout in music, Rolling Stone's sphere of influence reaches into entertainment, movies, television, technology and national affairs.

"Knowing our readers have an appetite for new technology and new ways to communicate and interact, we knew the SnapTell program would truly resonate with them," Mr. Hecht said. "It goes back to connectivity and engagement.

"Advertisers need to know their messages are being received by readers and acted upon," he said. "The SnapTell initiative provides them with the opportunity to directly message to their best consumers and promote engagement."