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BizReport : Mobile Marketing : May 02, 2011

Conde-Nast uses 2D barcodes to allow readers to "Like" advertisers

Conde-Nast's Glamour magazine is to implement 2D codes, or QR Codes, to enable readers to link content in the print publication to their social network via Facebook "Likes" or participate in promotions.

by Helen Leggatt

phpThumb_generated_thumbnail.jpegQR Codes have been gaining in popularity over recent months with many innovative executions and placements.

AdAge recently reported that Glamour magazine plan to use QR Codes to enable their readers to share and retrieve content, enter competitions and receive special offers.

This is a fantastic integration of traditional with social as readers of the print publication can easily share and comment on content and advertising via mobile.

QR Codes embedded in ads will also enable advertisers to increase their Facebook following by enabling readers to "Like" advertisers.

"The most compelling part of this is helping our advertisers build their social footprints," said Bill Wackermann, exec VP and publishing director at Conde Nast. "The reason we do that is because all statistics tell you is that like attracts like. If you've got someone who likes Armani, most likely their friends would too."

Later this year, in a September issue, Glamour magazine plans to allow readers to "Like" articles in the issue via QR Codes.

QR Code use has skyrocketed in past months. Earlier this year Mobio reported a 1200% rise in QR Code scanning.

Increased use has been driven by high profile marketing campaigns along with a rise in smartphone adoption. According to Scanbuy's latest trend report, QR Codes are now being scanned more than 1D barcodes for the first times since the second quarter of 2010.

Tags: 2D codes, barcode, magazine, mobile marketing, print advertising, print publication, QR Code, social media, social network

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