Essence magazine Hot Hair 2D mobile barcode campaign

Now, you wouldn’t ask a bald man on advice on buying a hairbrush would you? I should know as I am currently as bald as bald can be. But, you would ask Essence magazine Editors what is the best Afro style and what hair is “hot” at the moment.

That is why this new digital extension campaign from essence.com hits the sweet spot. From October 2010 the magazine is going barcode and mobile crazy.

What is Essence?
Essence is the leading lifestyle magazine for African American women in the US with a reach of 8 million.

What is the digital extensions offer?
In October, the special Hot Hair issue will offer cross platform (mobile, iPhone, iPad) services to readers with features and instant money saving or coupon style codes and vouchers.

From the press release

Hot Hair’s digital extension speaks to ESSENCE.com’s track record of leading the way in technology innovation for the African-American audience. The web site will offer a robust digital platform to enhance both consumers and advertisers buying into the issue. The pillars of the digital program will include an application for the iPad/iPhone, 2D bar codes, and a Hot Hair database launching in Beta in June. The paid application will allow women to try on hairstyles featured in the special with subsequent themed updates available for seasons or special occasions (including summer hair, wedding hair, etc.) These styles can also be activated using 2D barcodes by either launching the application — which will allow you to purchase the application — or by accessing additional content such as video or text tips on how getting and maintaining a particular hairstyle. Hot Hair will also leverage ESSENCE’s extensive Facebook and Twitter presence to promote and allow for engagement where ever our audience is.

What we think?
Simple, effective and easy. Although…. I do wish the app was free for the first 100 downloads though as this might trigger use and uptake. But this is a great initiative by Essence magazine and a creative “hair” application bringing mobile content to life.

Picture created by GoMo News based on an image from Patricia Field