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2011 IMA Awards: Print/Mobile
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Martha Stewart Weddings: "Scan to Win $1000" Microsoft Tag Promotion
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Martha Stewart Weddings: "Scan to Win $1000" Microsoft Tag Promotion
 Martha Stewart Weddings said “I Do” to a new technology and both the magazine and sponsors of its “Scan to Win” campaign are living happily ever after. By scanning customized Microsoft Tags (similar to bar codes) on print ads in the fall 2010 issue with their mobile device, readers were automatically redirected to mobile Web pages set up by each of 14 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.
“Knowing that the average age of our bride is 27, she has grown up with technology, and smart phone adoption was increasing rapidly,” says Laura Boberg, MSW integrated marketing director. “We wanted to try something that was new for our readers and innovative for our advertisers.”
A true marriage made in heaven. The four-month program yielded almost 38,000 scans, nearly four times that predicted by Microsoft, and the magazine will repeat the campaign for fall 2011.
Fast Fact: Sponsors included Belize Tourism Board, Bloomingdale’s, Lenox, Nordstrom and David’s Bridal.
Honorable Mentions:
- Entertainment Weekly Magazine: EW’s Mobile Movie Preview Program
- Starcom USA: Hanesbrands Inc./Barely There—Undercover Style
- Starcom USA: Kellogg/Special K—Fall Challenge 2010
Back to min's 2011 Integrated Marketing Awards
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