Following our discussion yesterday about the value of QR codes and acceptable levels of engagement, it seems that Condé Nast's Glamour magazine has found real success by placing them among its printed pages.
In fact, a trial within its 'social edition' from September produced 512,339 engagements among a circulation of 2m readers – just over 25%.
ClickZ reports that Glamour's editorial and marketing departments teamed up to create content that encouraged the download of a 'Friends & Fans mobile app.
A piece of editorial explained to readers that they could ‘like’ advertisers on Facebook via the QR code-enabled logos dotted around the magazine, highlighting that this would lead to exclusive discounts for their products.
Advertisers in turn collected 50,814 Facebook 'likes', a 4% response rate, which included fashion/beauty, retail, CPG, and tech brands. Among them were Gap, Lancome, Skinny Cow and HTC.
Glamour’s creative services director Jenny Bowman said that the magazine was getting so many questions about how [brands] could increase their likes on Facebook, and it wanted to do something "digital and cool".
There were elements on Twitter and ways to win prizes as well. In the end, we were able to attract 25 advertisers into that issue that wanted to build likes on Facebook."
The magazine now plans to run print ads in March allowing readers to purchase items with a scan of their smartphone.
Glamour scores 512,339 engagements with QR-enabled print ads Econsultancy
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