USA Weekend partnered with Whrrl for the initiative, which will build custom societies for marketers and invite readers and shoppers to join. Consumers can use the service via their mobile devices while shopping at retail stores.

“USA Weekend and Whrrl have partnered to take advantage of the 500 billion mobile shopper marketing opportunity through launching an innovative shopper marketing program,” said Heather Meeker, director of public relations and marketing at Pelago, Seattle, WA.

“USA Weekend advertisers will have the opportunity to leverage Whrrl’s technology, connecting with their over 47 million readers as they shop in-store,” she said.

USA Weekend is a national weekly newspaper magazine.

Whrrl is Pelago’s flagship product.

It’s all a Whrrl
Whrrl users can check in at major retailers such as Walmart and Target to view relevant content from USA Weekend and exclusive brand messages, as well as share product recommendations.

In addition, consumers who check into select stores can earn rewards and chances to win prizes including shopping gift cards, movie tickets and electronics.

“This is the first partnership of its kind that brings together traditional print media to leverage mobile and connect with their readers through a location-based service,” Ms. Meeker said. “We’re excited about the opportunity and expect to learn a lot in the process.

“USA Weekend’s goal is to help bridge the communication gap with their readers between their in-home planning and in-store purchase decision making,” she said. “That said, they understand that one in two Americans will have a smartphone by this time next year, and through leveraging technologies like Whrrl on mobile devices, they can connect with their readers in the real-world.”

Advertising partners
Marie Callender’s is the first partner to launch an ad in USA Weekend, which will appear on Nov. 7.

Marie Callender’s will provide shoppers who check in on Whrrl the opportunity to join their “Family Meals Society” that will have recipes and tips on how to bring the family together for daily meals.

Kellogg’s is the next partner and will launch its campaign in December.

Recently, Warner Bros. partnered with Murphy USA, a national gas station and convenience store chain co-located at Walmart, to use Whrrl as the main focus of their social media campaign for the movie “Due Date.”

When customers check in on Whrrl at one of Murphy’s 1,200-plus locations, they have the chance to win movie tickets, concession cash and other Due Date-related prizes (see story).

“Besides our recent launch on Android and partnerships with Murphy USA and the Warner Bros. movie Due Date, we’re going to launch on Blackberry devices – and internationally – by year’s end,” Ms. Meeker said.