Allure Campaign Achieves Record Results

Nadia Aly
Monday, Oct 18, 2010 at 3:00 PM

In August, we shared details about Allure magazine’s use of Microsoft Tag in its August Free Stuff Giveaway. In past years, Allure used its website as the entry point for the annual giveaway, but this year the magazine switched to Tag and mobile phones. The results were astounding, with more than 400,000 scans of the contest Tags and a 38% increase in entries.


Allure magazine cover


How Tag was used

Allure’s August 2010 issue included 39 Microsoft Tags that allowed readers to enter any of the 159 giveaways of beauty products worth $725,000.

Readers registered for the contest by scanning a Microsoft Tag in Allure’s July and August issues. Once registered via their mobile phones, readers could enter to win prizes by scanning any Tag in the August issue. Tags were shown throughout the magazine next to items that were up for grabs. Readers could also scan a master Microsoft Tag to be entered, allowing users to carry one Tag with them on the road instead of having to keep the entire magazine handy. Text messages prompted readers to enter 15 minutes before an item became available. They could then scan a Tag or enter via the web to try and win that prize.

Campaign results

  • The Allure campaign is the largest Microsoft Tag campaign so far, resulting in 444,572 Tag scans.
  • The Free Stuff Giveaway received 38% more entries this year than last year.
  • Thanks to the analytics built into Tag Manager, the marketing team could see that 28% of the entries were attributable to barcode scans.
  • Contestants who entered via their mobile phones were 2.5 times as active as those who entered via computer.
  • From an advertising and marketing perspective, 34% of mobile entrants opted in to receive email updates and information from Allure.

Were you one of the nearly 450,000 readers to scan a Tag and enter to win Allure’s Free Stuff Giveaway? Let us know in the Comments below or on Tag’s Facebook or Twitter pages.


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