You may have seen QR Codes and Microsoft Tags here and there in print magazine ads. But fashion magazine Glamour is looking to ratchet up mobile tagging in print media with their fall fashion issue. The magazine has partnered with Facebook to add “SnapTags” to the cover and inside ad pages of their September edition. Readers with smartphones will scan the SnapTags and be encouraged to “Like” either Glamour’s or a relevant advertiser’s Facebook page.
These SnapTags utilize Spyderlynk’s 2D mobile barcode technology. Readers will be required to download the “Friends & Fans” app from their preferred app store. Once the app is installed, the reader can hover their smartphone over a SnapTag and be taken to a corresponding Facebook page.
Glamour is hoping to achieve two goals with the snap tag campaign: firstly, to use its own Facebook page to drive up readership of the print and online versions of the publication; secondly to show advertisers that connections can be easily made between print ads, Facebook presence, and mobile ads.
There are around 25 SnapTag-enhanced ad pages within the issue, from companies such as Lancome, French Connection, and HTC.
Though at the moment Glamour has no plans to continue the SnapTag feature in their October issue, this experiment is sure to widen the scope of mobile tagging in the United States, bringing it to an audience that may not be aware or only partially aware of the technology. It may also prove to be a bridge over the divide between print and digital publications.
Have you had a chance to try out a SnapTag with the “Friends & Fans” app? What do you think of SnapTags versus traditional QR Codes?
In pictures: SnapTags are located in the middle of the top photo, in the lower right of the bottom photo.
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