Men's Health ads find synergy with text messaging

Share this content:
Men's Health ads find synergy with text messaging
Men's Health ads find synergy with text messaging

Lifestyle magazine Men's Health is making print ads interactive with a new campaign that integrates print ads and mobile phones through a new partnership with imaging processing firm SnapTell.

All print ads in the magazine's July/August summer issue, which hits news­stands June 24, will let readers interact with the brands and receive promotions through their mobile phone. Consumers can take a photo of any part of a print ad with their camera phone and text the photo to a short code to opt in to receive a message back from the company.

Men's Health is looking to create a very personalized interaction with their con­sumers,” said Gautam Bhargava, CEO of SnapTell. “Instead of just a flat print ad now the publisher is offering a value add to advertisers with a deeper engagement possibility. Ads become interactive and have analytics tied to them.”

Every ad in the issue, including ads from Axe and PowerAde, will have SnapTell functionality. The ad content remains the same and the advertiser does not have to change any wording or add information. “These ads will not have any special bar­codes or content to interact,” Bhargava added. “There is one universal call to action within the magazine.”

The technology is compatible with any camera-enabled cell phone and on any net­work. It does not require special software. The technology picks up on the type of phone a user is using and sends ads that are enabled especially for that phone. Ads can also be targeted based on time of day and area code.

“For the advertiser it [is] a very interac­tive way to [connect] with the consumer based on a print ad,” Bhargava added.


Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above