Tag Grabs Min Awards

Jackie Micucci
Wednesday, Sep 28, 2011 at 2:00 PM

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.

Martha Stewart Weddings image 

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 book.

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.



Best Practices for Using Tag

Design Tags that scan easily and offer an engaging mobile experience



Capture customers in the moment and bring printed materials to life



Tag lets you engage people anytime, anywhere, from magazine ads to store aisles

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