DENVER--(BUSINESS WIRE)--SpyderLynk, creator of the Social SnapTag™, and Glamour Magazine released results of a successful mobile advertising campaign deployed in the September Glamour “Friends and Fans” issue, which leveraged SpyderLynk’s Social SnapTags. SpyderLynk worked with Glamour on the first-of-its-kind technology for the magazine featuring Social SnapTags throughout Glamour’s editorial and advertising pages, enabling and incentivizing consumers to join brands’ social networks.
The Results
During the
important Fall advertising season, reader engagements(1) for
this successful campaign totaled 512,339 and readers “liked” Glamour’s
advertisers 50,814 times. Moreover, conversion rates for several key
metrics were significantly higher than traditional advertising mediums.
First, of the readers who snapped or scanned the Social SnapTag, 67% of
them liked the magazine/brand to access deals and second, 18% shared
those deals with friends. The program’s unique users were equivalent to
approximately 4% of Glamour’s circulation – on par with MRI reports that
4% of the total US population has taken action on mobile codes. Imagine
a full scale deployment across all brand advertising!
In addition, several other results were noteworthy for advertisers planning future mobile campaigns leveraging social media. Glamour advertisers deployed a broad range of campaigns from sweepstakes and promotional discounts/coupons to free samples and entertaining content. Of the various offers, sweepstakes and sample offers provided the highest conversion rates of 85%, with discounts and other promotional offers following close behind at 71%.
Social SnapTags, launched with Glamour’s “Social” issue, represented the first time this type of innovative technology was deployed by Glamour. The high engagement and conversion rates further validate recent research findings regarding the use of social media to connect brands and consumers. A recent study conducted by Constant Contact and research firm Chadwick Martin Bailey found that 57% of people who “Like” brands on Facebook do so to access discounts and promotions. Furthermore, 56% of the consumers polled said they were more willing to recommend a brand to their friend after “Liking” the brand and 51% were more likely to buy products after “Liking” a brand. Finally, the study found that 17% of Facebook fans shared stories about brands on Facebook – very similar to the 18% of Glamour readers who shared the deals they received during the magazine program. Social SnapTags offered the ideal solution for consumers to access deals and content – which is exactly what the study said consumers were looking for from their Facebook engagements with brands.
“We were very happy with our September Friends & Fans program because not only did it garner a quarter of a million snaps, but we also got a really engaged reader,” said Jenny Bowman, Glamour’s Executive Creative Services Director. “They don’t “Like” brands lightly. This allowed us to drive 50,000+ Likes for our advertisers and create something that had never been done before. We’ll use Social SnapTags again in our March issue, but this time adding a whole new mobile shopping feature so readers can instantly shop the pages of Glamour.”
“The great results of our first engagement out of the gate demonstrates the power of Social SnapTags, which allows marketers to leverage their mass marketing with socially active consumers who use mobile on a daily basis to connect,” said Nicole Skogg, CEO of SpyderLynk. “We were excited to partner with Glamour and its advertisers to bring the pages of their September issue to life in a meaningful way. The results speak for themselves – consumers are embracing the use of social media and mobile to connect with brands and based upon our findings, we expect the rate of engagement will continue to grow. Equally important, these results show that when brand marketers use mobile barcodes in a strategic, well-executed manner offering true value transfer they really do produce results!”
How Social SnapTags Work
Social
SnapTags feature Facebook or Twitter icons that are placed on print and
digital mediums to give consumers an opportunity to LIKE or FOLLOW a
brand. Consumers with an Android or iPhone scan the Social SnapTag with
the SnapTag Reader App while those with standard camera phones simply
snap and send a picture of the Social SnapTag to the designated short
code. To accelerate consumer engagement, marketers have the opportunity
to incentivize consumers who LIKE their brands with special offers like
access to sweepstakes entries, exclusive content, free samples and
discounts. Consumers can instantly share offers with their friends. This
turnkey tool allows consumers to share brand offers by activating a
Facebook post, Tweeting or emailing their friends directly from their
mobile phone, thus extending the footprint of the Social SnapTag
campaign substantially. Learn more and purchase Social SnapTags at www.socialsnaptags.com.
About SpyderLynk
SpyderLynk
is a mobile activation and marketing platform company. SnapTags and
Social SnapTags are SpyderLynk’s proprietary 2D Mobile Barcode solutions
enabling marketers to use meaningful logos and icons as interactive
marketing tools. Consumers with smart or standard camera phones can
activate SnapTags placed on packaging, advertising, signage or screens.
A smart, algorithm-driven platform powers campaigns ranging from simple
to sophisticated accelerating purchase cycles and driving marketing
results. Brands such as Coke Zero, Revlon, L’Oreal, MillerCoors, Warner
Brothers, Toyota, Bud Light and others are using SnapTags and Social
SnapTags to activate best in class marketing and accelerate their social
connections. Based in Denver, Colorado, SpyderLynk was founded in
2006 and can be found online at www.spyderlynk.com.
Follow us on Facebook (facebook.com/snaptag), Twitter (@SpyderLynk) and
through the #SnapTag hashtag.
(1) Engagements include snaps, scans, likes, deal conversions and shares.