meaning that it managed to obtain a scan from approximately 1 in every 4 readers.

The editorial and marketing departments at Glamour worked together to form content that pushed the download of a mobile app called “Friends & Fans”. The editorial piece told the magazine’s readers about how they can use the QR code-enabled logos on the ads to “like” them on Facebook. Those who followed up with this action were then redirected to obtain discounts for those products that were exclusive to participants.

As a result, the advertisers in the magazine were able to build 50,814 “likes” at Facebook, which

was a response rate of 4 percent and involved brands ranging from retail to tech, fashion/beauty, and consumer goods. Participating brands included Skinny Cow, Lancome, Gap, and HTC, among others.

Read more ...