Nothing is more beautiful to us than an engaging advertising campaign.
The month is still young and fashion hounds still have more than two weeks to win a $1,000 shopping spree courtesy of W Magazine.
Under the sultry gazes of Hollywood powercouple Jennifer Aniston and Gerard Butler, the magazine made media history with its April 2010 Shopping Issue — which features 100 percent Pongr’able advertising. Readers are encouraged to photograph their favorite ad with their cell phone and then Pongr it (by email, MMS or smart phone apps) to enter the contest.
Within 60 seconds, the Pongerer will receive a confirmation of entry from W Magazine and a tantalizing mobile-only offer directly from the advertiser.
What’s even more exciting about this advertising campaign is the integration of print, billboard and mobile marketing on the streets of Manhattan. Hey, there’s no other place on earth with more roving eyeballs, right?
New York City is also a place where many pedestrians are grateful for visually pleasing eye-level billboards — they give them something to read while they are waiting for a bus or a cab. Or waiting for the Walk signal to start flashing. I might add that it also gives New Yorkers a convenient venue to avoid making eye contact with each other (sorry, my country boy bias is shining through).
Making street kiosks Pongr-friendly enables advertisers to accurately measure consumer response and motivation.
The same print ads in W Magazine’s April issue were enlarged as kiosk billboards at phone booths, newsstands and bus stops, with brief instructions beneath the poster as to how to be eligible for the W shopping bonanza!
Instructions for how to Pongr.
The beauty of Out of Home (OOH) advertising for a media outlet like W is that it is bound to attract attention from consumers who likely do not subscribe or would not likely pick up a copy at the newsstand. At any given moment, every major New York City street has hundreds of guys looking to buy their wives an anniversary or birthday present. And here’s a pair of Chopard diamond earrings suggestively dangling in front of their faces.
W Magazine is a magnet to luxury brands.
OOH advertising is all about instant gratification. Men who have no interest in designer handbags can’t ignore the attractive Versace model relaxing upsidedown. With New York being New York, women who see this ad instinctively know that real Versace bags are likely only a few blocks away.
Billboards expand the playing field for the advertiser — and getting information on specifically who is staring at the ad is absolutely invaluable. That’s where Pongr comes in. By encouraging the consumer with special deals, coupons or exclusive information, the advertiser can immediately determine which incentives are most likely to result in sales. And these opt-in loyal customers are likely going to stick with the brand — especially with the personalized attention that Pongr-izing makes possible.
April's Shopping Issue of W Magazine features an interactive mobile marketing campaign with Pongr technology.
We’re particularly proud of our advertising partnerships because our image recognition technology does not require any special barcodes to be included in the ad (we believe those ugly codes cheapen the overall artistic presentation). And snapping a picture with a cell phone is a much more natural act — much more fun — than swiping a code, which feels robotic.
With our free Pongr apps for email, the iPhone and BlackBerry, interacting with your favorite brands has never been easier.
People are in love with their mobile phone cameras. According to the New York Times, approximately 110 million Americans now actively use them. Sure, we know it’s not realistic to turn them all into Pongerers for your next ad campaign. But the potential is seemingly limitless.
About the Author
Donny Chu Has Written 5 Articles For Us!
Tags: Billboards, Brand Influencers, Branding, Mobile Advertising, Mobile Marketing, OOH, Out of Home Advertising, Social Marketing, Social Media, Technology
[...] to take photos of their advertisements and billboards and sent the images from their phone to w@pongr.com . Participants were then automatically entered to win a $1000 shopping spree and notified about [...]