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SHAPE Magazine Gets Mobile Sweepstakes Entries Using a 2D Barcode

December 08, 2011

If you believe the claims of the SHAPE, the active lifestyle magazine for women, the 2D Barcodes (such as Microsoft Tags or QR Codes) included with its November issue Microsoft Tag campaign are responsible for the growing numbers of subscriptions to the magazine.


According to a press release, commemorating the brand's 30th birthday, SHAPE and Nellymoser, a mobile marketing company, developed an interactive sweepstakes offering readers the opportunity to win close to 1000 products throughout the issue.

This celebratory campaign offers readers to scan-to-win everything from an exercise bike to their favorite mascara as well as other SHAPE picks featured on the pages of the magazine.  The culmination of the sweepstakes was a grand prize trip to Aruba.

Brian Gruseke, Vice President/Publisher/Director of Corporate Sales for SHAPE, said, "As we all know, how consumers engage with a brand is key in our business today.  The overwhelming success of this program demonstrates the passion with which our readers consume SHAPE's content.  They are tech savvy and when given the opportunity, will engage as deeply as we enable them.  We are already taking the next steps to build on this success and provide more ways for the reader to interact with our pages on the mobile platform."

"The SHAPE campaign shows advertisers just how valuable the combination of magazines and mobile can be," said John Puterbaugh, CEO of Nellymoser.  "Mobile extends the reader engagement with interactivity at the time and place in which the reader is most interested."

SHAPE readers were able to take part by downloading the free Microsoft tag reader application on any smartphone allowing them to scan the sweepstakes logo on select pages of the issue.  With close to 400,000 sweepstakes entrants, SHAPE's campaign was record breaking.

Many entries mean that advertisers in SHAPE avail additional value both from the extended interaction with the reader as well as opportunities to follow-up with sweepstakes entrants.  Using Nellymoser's mobile sweepstakes technology, readers only needed to enter their information once; no matter how many prizes they wanted to win.


Mandira Srivastava is a ContactCenterSolutions contributor. She works as a full-time writer, ghostwriter and blogger, and has more than two years of experience in print and Web media. She has also worked on company brochures, website content and product descriptions, as well as proofreading and editing content. To read more of her articles, please visit her columnist page.

Edited by Rich Steeves



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