Glamour's September issue generated 50,814 Facebook "likes" for its advertisers by including 2-D barcodes incorporating the social network, according to the magazine and SpyderLynk, which created the new Social SnapTags that Glamour used.
Readers are encountering 2-D barcodes in magazines and elsewhere more and more often, but Glamour wanted to see whether codes invoking Facebook would spur more readers to action -- and round up Facebook fans in the process.
Glamour ran the program to answer advertisers who were asking how to get more 'likes,' said Jenny Bowman, executive creative services director at Glamour, which is published by Conde Nast. "This seemed like a logical solution," she said. "We loved what SpyderLynk had to offer with a Facebook logo in the circle that was different from other 2-D barcodes."
The codes were activated by over 100,000 readers, or 4.2% of the issue's paid circulation as filed with the Audit Bureau of Circulation's Rapid Report service and 0.8% of the magazine's average total audience according to GfK MRI's most recent round of research.
Readers interacted with the issue via its Social SnapTags 512,339 times, whether that meant scanning the codes with an app, taking a photo and sending it in, or taking subsequent actions such as agreeing to "like" an advertiser or article, signing up for the deal or sweepstakes being offered, or sharing the offer with friends.
"It was strong out of the gate and proved that readers wanted that print-mobile experience," Ms. Bowman said. "And the numbers stayed strong over the month, not just in the first two weeks. The momentum continued. I think that had a lot to do with the sharing capabilities of the app."
When readers activated one of the issue's Social SnapTags, 67% then "liked" the magazine or brand to access deals and 18% shared those deals with friends, according to SpyderLynk. Sweepstakes and sample offers generated the highest conversion rates - 85% -- followed by access to exclusive content at 84%, coupons and promotional codes at 70% and samples alone at 66%.
The 25 participating advertisers included Revlon, Gap, Sprint, HTC, Tresemme, Purr by Katy Perry, Calvin Klein's Forbidden Euphoria, Neutrogena, Nivea, Rembrandt, Rimmel, Talbots and Zappos.com.
Glamour plans to repeat the Social SnapTag approach for its big March issue but will expand the codes' capabilities to include e-commerce, Ms. Bowman said.