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Rolex taps mobile to make print ad more interactiveBy Rimma Kats
Rolex has mobilized its print ad in the April issue of W Magazine, letting consumers get information and deals from the brand, as well as enter for a chance to win $1,000.
The luxury brand is just one of several companies that took part in the image recognition-enabled ads that are included in this month’s issue. Mobile social media technology company, Pongr partnered with W Magazine to make the ads interactive for the publication’s readers.
“We want to give our advertisers the opportunity to extend their print presence with an new medium – mobile, a program that creates a new immediate next engagement,” said Elissa Lumley, spokeswoman for W Magazine, New York.
“We are actively exploring all the new best technology and photo recognition allows our clients with high investment in their print creative to participate without compromise,” she said.
“We will continue to explore all options in delivering the best interaction for our reader while recognizing the importance of our client’s creative.”
W Magazine is a luxury and fashion lifestyle magazine. In its April issue, every ad had a mobile component powered by Pongr.
Pongr provides advertising technology products and services that focus on mobile consumer engagement via pictures, social interaction and brand media.
Rolex engages users
The Rolex ad features its Oyster Perpetual watch from its DateJust collection.
Here is a screen grab of the print ad in W Magazine:
There aren’t any bar codes or QR codes in the print ad, so advertisers do not have to modify their advertisements. Pages within the magazine alert readers regarding the image recognition-enabled ads.
Here is a screen grab of a full page ad that lets readers know they can engage with the print advertisements:
Readers just need to take a picture of the ad with their smartphone and send it to firstname.lastname@example.org. They receive an email letting them know that they are entered for a chance to win $1,000 from W Magazine.
Here is the screen grab of the email:
Additionally, consumers are given two site links from Rolex. In the first link, they can view a mobile video from Rolex and the second link directs the user to Rolex’s Web site.
Here is the mobile video ad:
Here is the screen grab of Rolex’s Web site:
“We’re most excited about brands that are looking to leverage the one-to-one experience,” said Jamie Thompson, cofounder/CEO of Pongr, Boston. “The ad comes to life when you participate and you’re much more inclined to share the ad with friends.”
“There are a number of competing technologies such as QR codes and 2d tags,” he said. “Specifically, there is as we know, a huge value to be able to go to the advertisers and media publishers and say, ‘Hey we can add the mobile component, but not retrofit your entire process.’
“While an advertiser may decide to retrofit the ad, this campaign is all over the place – out of home in stores, in multiple places – for advertisers, it’s more costly and harder to implement if you have to force feed them to all the channels.”
Interactive luxury ads
W partnered with Pongr to provide mobile engagement that lets readers get more information on brands advertising in the issue, which is solely dedicated to shopping.
On any advertising page, readers can snap a photo of the ad and send it to Pongr’s email to receive a message from the advertising brand.
Consumers can receieve a link to buy, a special shopping offer or video promotions such as behind-the-scenes or runway shows.
W advertisers include Gucci, Burberry Prorsum, Marc Jacobs, Bvlgari, Jimmy Choo, Chopard, Cole Haan and Ralph Lauren.
The technology makes the ad pages interactive via image recognition, without requiring advertisers to modify their creative.
According to W, the technology equips advertisers with an instant tool for monitoring engagement.
“W set up the marketing for people to do this,” said Wright Ferguson Jr., senior vice president of national sales at Pongr, Darien, CT. “There is no QR code or 2D tags.
“The readers were informed by emails, on the magazine’s Web site, and were tweeted the instructions on how to interact with the ads.”
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