Mobile Visual Search: Snaptell Snap.Send.Get used by Rolling Stone Magazine
The Rolling Stone Magazine is using SnapTell mobile marketing for interactive adverts.
Who is advertising?
Participating advertisers include Allstate Insurance, Canadian Club, DiGiorno For One (a Kraft brand), Edge Shaving Gel (an SC Johnson brand) and Discovery Channel.
What is the promotion?
The SnapTell-enabled advertisements ran in the May 1, 2008 issue of Rolling Stone and prompted readers to take a picture of the advertisements with their camera phone and, in return, receive customized promotional messages and offers from the advertisers. This is a first-of-its-kind national promotion in a major publication using an image recognition driven mobile marketing campaign to enable multiple advertisers.
From the press release
SnapTell’s Snap.Send.Get solution allows print publishers and advertisers to extend the foot print of all print advertisements — every print advertising campaign now becomes an integrated, cross-media campaign. “With SnapTell enabled print advertisements, Rolling Stone Magazine readers are now able to interact with print advertisements to get relevant information and content by just taking a picture of the advertisements,” said Gautam Bhargava, CEO and co-founder of SnapTell. “Static print advertisements now become a measurable, two-way communication with target consumers.”
“We’ve got a product made of paper and ink sent out every two weeks,” said Ray Chelstowski, the publisher of Rolling Stone. “We’re always in the market to find other ways that we can work with our advertisers in providing empirical data in showing how readers engage and interact with our ads.”
What we think?
SnapTell seems to be making a name for itself. I am sure this is the second or third new win for the company which is good as its finding its niche in print advertising in a an increasingly competitive marketplace.
If it keeps this up, I could see SnapTell as a tasty takeover target for a publishing empire.
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