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25pc of consumers who snapped mobile bar code during L’Oreal promotion bought productBy
NEW YORK – A quarter of consumers who participated in the L’Oreal and Glamour mobile bar code initiative, which let them view how-to videos of beauty products and buy them on the spot, purchased the featured items.
During the “Social, Mobile and Commerce Converge to Transform Publishing Industry” session, the executive discussed the various campaigns the company ran to help drive its social and mobile efforts. To date, Glamour partnered with SypderLynk on three mobile initiatives – for its September and March issues, as well as the NYC Apothecary Wall campaign.
“Our magazines are not just a print publication anymore,” said Jenny Ryan Bowman, executive creative services director at Glamour, New York. “We’re big on Facebook, the Web and mobile devices.”
Print to life
Earlier this year, L’Oreal and Glamour introduced a new shopping experience within New York taxicabs that let consumers view how-to videos that featured Yves Saint Laurent and Lancome beauty products.
L’Oreal and Glamour partnered with SpyderLynk on the mobile initiative.
On the exterior of the cab, the taxi topper advertisement was converted into retail signage for shopping opportunities inside the cab.
Consumers were encouraged to scan the mobile bar code and were redirected to a mobile-optimized page where they could shop the YSL and Lancome products.
Of the consumers who participated 35 percent looked for more information on the products seen in the cabs.
Eighty-four percent felt the experience showed that the Lancome and YSL products were innovative.
Additionally, 92 percent said that they would purchase beauty products from a L’Oreal taxi in the future.
Last year, Glamour partnered with SpyderLynk to ramp up its social efforts.
For Glamour’s September issue – the biggest issue of the year – the magazine worked with Facebook to bring readers its Facebook-enabled Friends issue.
The publication invited 25 advertisers to participate in its Friends issue, including Gap and Smashbox.
Readers were encouraged to scan the mobile bar code to receive an offer.
Glamour saw a total of 512,339 reader engagements for its Friends and Fans campaign.
In March, the publication continued its mobile bar code push with a Glamour Friends & Fans app that let consumers shop everything they love within the issue. Many brands such as Juicy Couture and Dover made their static ads commerce-enabled.
Via the initiative Glamour generated 50,000 Likes and a total of 250,000 snaps.
“We anticipated that more people would text-in, but the highest penetration was the smartphone device,” Ms. Bowman said.
Rimma Kats is associate editor on Mobile Commerce Daily, New York
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