You might say it’s like a renewal of vows. Martha Stewart Weddings has once again partnered with Tag for its “Scan to Win” contest. And why wouldn’t the publication? Last year’s promo recently netted top honors for the Most Creative Use of New Technology at Min’s Integrated Marketing Awards. The four-month program was such a success—it yielded almost 38,000 scans, which was nearly four times the amount predicted—that it was a no-brainer for Martha Stewart Weddings to run the Tag campaign again this fall.
This time the number of ads that are Tagged has increased from 14 to 17. Readers who scan the customized Tags on these ads in the Fall 2011 issue are taken to the mobile web pages of the participating sponsors. With each unique scan readers are entered to win a prize, including the top prize of $1,000. The more you scan, the more you can win!
Martha Stewart Weddings did a nice job implementing the campaign including a two-page spread explaining the contest with a clear call to action, cool custom Tags, and a simple and clean mobile-optimized entry form.
Certainly no wedding bell blues for this campaign.
What other ways can Tag be used by magazines and other publications to engage readers? Let us know with your comments below or on Facebook or Twitter.