W Magazine's first-ever Shopping Issue features 100 percent Pongr-friendly advertising, inviting readers to enter to win a $1,000 shopping spree!
W Magazine’s latest issue is getting a lot of buzz for its steamy pictorials of actress Jennifer Aniston and beau Gerard Butler living it up in the California desert. It’s not uncommon for these kind of fashion shoots to give readers the 4-1-1 on every piece of apparel and accessory that touches the model’s skin.
If admirers of Jennifer Aniston want to emulate her style, here’s how W typically does all the legwork:
On the Web, fashion hounds can click on the brands for more information. But how do you immediately capture the shopper’s impulse if she is reading the print edition?
Why, with her cell phone, of course. Pongr is delighted to announce its historic advertising achievement this month with W Magazine’s first ever Shopping Issue. The magazine, which features mobile phone-friendly advertising from cover to cover, showcases “the season’s most desirable dresses, denim, lingerie, swimsuits, bags, shoes, watches, jewelry, sunglasses, skincare, makeup, and perfumes — and the best places to find them.”
Our image recognition technology will identify advertising photographed from a magazine, bus kiosk, billboard or even the TV!
All a reader has to do is snap a cell phone picture of an advertisement she likes, such as the above page for Dolce & Gabbana, and then Pongr the photo (by email, MMS or smart phone apps) for a chance to win the $1,000 W shopping spree. Within two minutes, readers will receive confirmation of their entry and a direct communication from the advertising brand, either a link to buy product, special W-only deals or exclusive behind-the-scenes video of a fashion shoot.
The Shopping Issue will also be promoted with Pongr-friendly kiosk advertising throughout New York City, drawing in fashion enthusiasts who might not read W Magazine. The kiosk ads include simple instructions at the bottom inviting pedestrians to photograph and Pongr:
W's "Pongr-ized" Versace kiosk
Pongr provides an engaging way for advertisers to instantly and accurately measure the effectiveness of their campaigns.
Yes, there have been magazine ads with barcodes that work with cell phones, but for the consumer, that has all the charm of going through the self-serve supermarket checkout. For the advertisers and ad agencies, Pongr’s image recognition technology allows them to present artistic ads to the public without an ugly barcode or pattern ruining the image.
This is the first time a major publisher and dozens of world-class luxury advertisers have embraced the most natural way to engage high-end readers with mobile phones without messing up their ads. The beauty of visual advertising relies on the power of suggestion and emotion. Nothing ruins the mood like a barcode or cheap sms campaign information.
And because we appreciate beauty, we’re proud to be partnering with Conde Nast Publications and W Magazine. We’re influencing the lives of many shoppers, even if they don’t know it’s us. What works for fashion would be equally effective for a sports, lifestyle, financial or consumer magazine. Let us know if you would like to explore how to Pongr-ize!
About the Author
Donny Chu Has Written 5 Articles For Us!
Tags: Branding, Conde Nast, Fashion, Image Recognition, Luxury Brands, Marketing Psychology, Mobile Advertising, Mobile Marketing, Shopper Technology, W Magazine
All I have to say is “brilliant”. Congrats to the people at Pongr. A great, and more importantly, simple idea.
Conde Nast and W Magazine should be complimented as well. As a believer that print advertising isn’t and won’t be dead,
you’ve brought it to a whole new level.
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