Scan the code to win an iPad.
The campaign, developed in collaboration with Buongiorno Digital, the global leader in mobile content provision, aimed to solidify Mobile Europe as the leading voice of emerging mobile technology in Europe and generate buzz around Mobile Europe’s presence at Mobile World Congress 2011.
- Encourage readers to engage with and adopt mobile barcodes
- Build Mobile Europe’s subscriber base through a promotional sweepstake
- Provide an immersive, interactive experience around Mobile Europe’s presence at Mobile World Congress.
Mobile barcodes were placed in the February/March 2011 issue of Mobile Europe – both on the front cover and on multiple interior pages. The codes, when scanned, directed the user to a sign up form where they could enter to win a free iPad. To encourage an intuitive sign up process, a full page advert was also placed within the magazine, providing step by step instructions on how to scan.
As a complement to the print magazine, and mindful of Mobile Europe’s large online subscriber population, a sweepstake call to action was also placed in several email communications and within the e-version of the magazine on their website to ensure the widest distribution for the promotion possible.
Working with NeoMedia and Buongiorno Digital, Mobile Europe created an interactive experience for their readers, allowing them to engage with the publication on multiple fronts.
Response rates for the campaign were very strong, with a click through rate for the magazine codes at nearly 3%, further cementing the QR code’s value in instantly engaging the end user. The emailed codes also garnered a noteworthy response. The campaign’s success clearly indicates a growing interest in mobile barcodes worldwide, a propensity on the part of online and particularly print readers to interact with content from the mobile device and a desire among users to engage with that content when it is seen as a direct value-add for them.
magazine, Mobile Europe, publishing, mobile marketing, qr code, Mobile World Congress