‘Snap It’ mobile phone technology brings Cosmo’s first interactive issue to life
The October issue of COSMOPOLITAN springs into life with ‘Snap It’ – a first-in-market interactive opportunity that brings readers closer to the magazine’s content than ever before and extends the COSMO experience.
In a COSMOPOLITAN magazine first, Australian readers can access 23 ‘Snap It’ activations across the magazine’s editorial and advertising content. By pointing their MMS-enabled phone at a ‘Snap It’ branded page, taking a photo and sending that image to 0447333444, COSMOPOLITAN readers will enjoy exclusive videos, get more information about a story, or secure a bargain or discount on the latest must-have item.
COSMOPOLITAN has teamed up with specialist mobile marketing agencyMocom, and uses Mocom Image Recognition technology (Mocom IR™), to makethis interactive issue come alive across editorial and advertisingpages.
For example, by snapping Editor Bronwyn McCahon’s welcome note, readersreceive a short video message from Bronwyn straight to their phoneexplaining the ‘Snap It’ initiative.
Snapping the designated fashion pages takes readers ‘live on-location’to watch exclusive behind the scenes footage of the Los Angeles, PalmSprings and New York City photo shoots that feature in October’sUSA-themed issue.
COSMOPOLITAN is also offering advertisers a value-add for their October in-magazine activity.
COSMOPOLITAN and Mocom have worked closely with clients to bring theirinvolvement to life and deliver closer engagement with their targetmarkets.
Advertisers including Biore, Clarins, Kotex, Lovable, Mantra, Revlon,Running Bare, Saskia, Shilla, SunSilk, Toni & Guy, Toyota andTreSemme are providing ‘Snap It’ offers such as discounts, trialoffers, gift with purchases and video content.
ACP Magazines Group Publishing Director Phil Scott said: “ACP Magazinescontinues to lead the way in extending Australian magazine brands ontonew platforms, including ‘Snap It’, iPad apps and of course ourextremely successful magazine websites on NIneMSN.”
Bronwyn McCahon, COSMOPOLITAN Editor, said: “COSMO readers are smart,curious and always on the lookout for something new and different. Whatbetter way to immerse them in our October issue than with 23 distinct’Snap It’ activations that bring COSMO closer to them than ever before.”
“We are proud to launch this COSMO Australian magazine first. Incollaboration with Mocom, our editorial team and our clients we havecreated a powerful new branding, promotional and marketing tool and areal value-add for readers and advertisers. Already we can see furtheropportunities to deploy ‘Snap It’,” said Nicki Singh, National GroupSales Manager, ACP Hearst Fashion Titles.
Kyle Young, Mocom General Manager, said: “We are excited to join forceswith COSMOPOLITAN to create a platform that allows COSMO readers tointeract directly with editorial and advertisers’ brands via ourmarket-leading visual search and content delivery technology. It’sespecially pleasing that we are showcasing a range of uniqueengagements within October’s issue that reward readers with rich mobilemedia content.”
Readers need a copy of the October issue to enjoy a ‘Snap It’opportunity and COSMOPOLITAN is extensively promoting the activationsto its 10,000 Twitter followers and 3,000 Facebook fans.
12 Comments
Camel toe
are you not covering the Oprah Tourism idea?
This has to be one of the most amazing offers EVER. Buy an amazing mag, take a photo, and you can get to listen to the editor trying sell you stuff – so she can get a payrise. I can’t wait. This is gonna clean up at cannes next year for sure. And the EFFIES. Stay tuned folk.
I think most people are too busy to do this stuff. Really.
Why are we not talking about the best advertising/marketing idea ever? The Oprah Show and Oprah House is genius and will work its ass off.
Well done to Tourism Australia. This completely makes up for the campaign to go with that dog of a film ‘Australia’
OK, so this MUST make it official: QR codes are dead.
That Jenny Hawkins is very pretty.
Bleeding edge technology straight out of 1998.
I don’t think they’re marketing this technology correctly. Unless I completely misunderstand the concept, it’s a great way to develop a relationship between the advertiser and the reader. If you like what you see and want to find out more, or find out where the retail outlets are, or order the product on-line, that would be a brilliant use of technology. But maybe I’ve got it wrong.
I’d like to slip her an Aerius too.
No 6.31pm you got it right. You’re an old fart.
It’s always interesting to see how technology is being used for marketing.