Project Description

Customer Engagement via Social SnapTags with Glamour Magazine

Increasing Customer Engagement for Glamour Magazine and Their Advertisers

Brand:

Glamour Magazine editorial staff and 25 of its advertisers including: Lancôme, bebe, Gap, Smashbox, Neutrogena, HTC, Makeup Forever, Land’s End Canvas, GNC, Ulta, Sally Hansen, Rimmel, Zappos, Tresemme, Revlon, Rembrandt, Talbots, Sprint, Katy Perry Fragrance, TGI Friday’s, Skinny Cow and Nivea.

Objective:
Drive customer engagement on Facebook and Twitter Follows for advertisers and the editorial staff directly from the pages of the magazine, making the ads more interactive, more accessible, more trackable and more social.

Where:
Glamour Magazine’s September Issue

Call to Action:
In addition to including instructions on how to use the SnapTag® mobile barcode, brands used calls to action such as “Like us on Facebook and enter for your chance to win a $100 gift card” to encourage participation.

Marketer Value:
SnapTag mobile barcodes enabled mobile interactions with consumers created sticky impressions and forged lasting social relationships between brands and consumers.

Consumer Value:
Social SnapTag mobile barcodes offered an easy way for consumers to take their relationship with their favorite brands to the next level by connecting with them via social networks. Additionally, each brand offered consumers something for Liking or Following their brand. For example, Gap offered 40% off a single item, Zappos offered free overnight shipping for life, and Smashbox offered a free travel primer and a chance to win $500 worth of Smashbox favorites.

How it Worked:
Consumers only had to sign into their Facebook or Twitter account once to access all of the incentives brands offered throughout the magazine.


Customer Engagement was facilitated through Social SnapTags for Tresemmé


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