Cosmo launches initiative to link print edition to mobile content

ACP’s women’s magazine Cosmopolitan has launched a new initiative – Snap it – allowing readers to receive additional content when they point their mobiles at certain pages.   

The announcement:

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 agency Mocom, and uses Mocom Image Recognition technology (Mocom IR™), to make this interactive issue come alive across editorial and advertising pages.

For example, by snapping Editor Bronwyn McCahon’s welcome note, readers receive a short video message from Bronwyn straight to their phone explaining 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, Palm Springs and New York City photo shoots that feature in October’s USA-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 their involvement to life and deliver closer engagement with their target markets.

Advertisers including Biore, Clarins, Kotex, Lovable, Mantra, Revlon, Running Bare, Saskia, Shilla, SunSilk, Toni & Guy, Toyota and TreSemme are providing ‘Snap It’ offers such as discounts, trial offers, gift with purchases and video content.

ACP Magazines Group Publishing Director Phil Scott said: “ACP Magazines continues to lead the way in extending Australian magazine brands onto new platforms, including ‘Snap It’, iPad apps and of course our extremely 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. What better 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. In collaboration with Mocom, our editorial team and our clients we have created a powerful new branding, promotional and marketing tool and a real value-add for readers and advertisers. Already we can see further opportunities to deploy ‘Snap It’,” said Nicki Singh, National Group Sales Manager, ACP Hearst Fashion Titles.

Kyle Young, Mocom General Manager, said: “We are excited to join forces with COSMOPOLITAN to create a platform that allows COSMO readers to interact directly with editorial and advertisers’ brands via our market-leading visual search and content delivery technology. It’s especially pleasing that we are showcasing a range of unique engagements within October’s issue that reward readers with rich mobile media content.”

Readers need a copy of the October issue to enjoy a ‘Snap It’ opportunity and COSMOPOLITAN is extensively promoting the activations to its 10,000 Twitter followers and 3,000 Facebook fans.

Source: Cosmopolitan press release


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