Zappos is hoping consumers will keep looking at the campaign’s print ads long enough to notice that they will be enhanced with quick response codes. When scanned by a smartphone, the codes will take the phone user to a mobile site featuring fictional videos of what happens to the naked women in the ads. Users can also select outfits for the model to wear and can enter the Zappos mobile site to buy the items on the smartphone.
Ads will begin running in the August issues of magazines like Lucky, InStyle, Cosmopolitan, and Harper’s Bazaar. The target audience is what Zappos calls “happy hunters,” or women who are fashion conscious and heavy consumers of online media. Read More
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