Glamour Magazine hits the nail on the head with QR Codes
In September Glamour magazine started a social program using QR codes on several pages.
During the campaign the magazine sold the estimated 2 million copies and so they achieved over 500,000 scans or 1 out of every 4 readers.
Glamour's editorial and marketing departments worked together to create a downloadable mobile app called “Friends & Fans”.
The reader is told how to use the QR Code logos on the ads and to "like" the magazine on Facebook.
After that the user is redirected to a page with discounts specially made for those who participate in the campaign.
The result was 50, 814 "likes" at Facebook, which is a rate of 4 percent and involved brands like HTC, Gap, Lancome and Skinny Cow among others.
The magazine's creative services director Jenny Bowman said that they observed how brands advertise through QR codes and how that could get them more "likes" on Facebook, so the magazine took advantage.
There were also Twitter elements and ways to win prizes. Bowman said that “In the end, we were able to attract 25 advertisers into that issue that wanted to build likes on Facebook.”
The magazine is planning to run print ads in March allowing readers to order items with a single QR Code scan.