Score another win(s) for Microsoft Tag and the publishing industry in
the world of mobile marketing. The harmonious marriage between
Microsoft Tag and Martha Stewart Weddings garnered top honors from Min. Martha Stewart Weddings' Tag “Scan to Win” campaign won the prize for Most Creative Use of New
Technology at Min’s Integrated Marketing Awards ceremony held yesterday
in New York. Additionally, Entertainment Weekly magazine’s EW’s Mobile Movie Preview Program, another Tag initiative, received an Honorable Mention in the category.
For the Martha Stewart Weddings' promotion, readers scanned
customized Tags on ads in the Fall 2010 issue that resolved to the
mobile web pages of the 14 participating sponsors. With each unique scan
readers were entered to win a prize, including $1,000 plus personal
consultation from the magazine staff. Advertisers also could create
their own sweepstakes and the campaign was promoted in the front of the
The four-month program yielded almost 38,000 scans, nearly four times the amount that was predicted, and Martha Stewart Weddings is repeating the campaign this fall.
EW's movie preview promotion used Microsoft Tag to enable
readers to view trailers of featured films via their smartphones. In
addition to the movie trailers, advertisers also used Tags in their ads.
You might say that Tag and publishing are a winning duo.
What other ways could Tag be used to create mobile marketing initiatives
for the magazine industry? Let us know with your comments below or on
Facebook or Twitter.