Rolling Stone’s Print Pub Goes Interactive
ADOTAS – A rolling stone may gather no moss, but Rolling Stone Magazine has struggled to effectively roll into the digital age. It looks like the times may be a changin’ though: the pub is banding together with SnapTell to convert the publication’s print ads into mobile interactive ads.
SnapTell, an image-recognition based mobile marketing solutions provider, will provide its Snap.Send.Get. technology to convert the ads. So far, Allstate Insurance, Canadian Club, DiGiorno For One, Edge Shaving Gel and the Discovery Channel are participating.
The first batch of ads ran in Rolling Stone’s May 1 issue; readers could snap pictures of the ad with their camera phone and in return get customized promo messages and offers from advertisers.
“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.”
SnapTell recently partnered with Men’s Health on a similar project (that magazine will hit the stands on June 24).
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