FRESH IDEA: That Martha Stewart sure is crafty, right?! Well she’s also techy from the likes of her recent campaigns. Martha Stewart Living magazine and The Martha Stewart Show are both conducting their own, tech-driven promotional programs. Put down that flower arrangement you were working on and check these out…
Mobile Living – An ad spread in the April 2010 issue of “Living” features “Snap Tags” for various advertisers (eight in total). The reader is instructed to take a camera phone and snap photos of these block like codes shown (see image of a Snap Tag). And then send to a URL or a phone number (choice of). Each of the advertisers offers the “snapper” a different value-add for snapping. From coupons to free recipes, to tips and being able to watch a preview of a cable series. As well as the chance to win in a sweeps (that’s the one I snapped and sent – a sweeps to win a GE Monogram Pro Range). You’re also entered to win a $500 “prize package” (items included not specified, not even in the rules). Interesting means of engaging a reader in the content and “interacting” with advertisers — makes a magazine more tech. And it was easy.
Valpak Instant Win – And only days after receiving the issue of Living with the codes noted above, my USPS mail box had a Valpak of coupons with that Martha on it again. This time, it was for her show and a chance to “Win Big in 3D.” The outside of the co-op coupon envelope has a big M as a code. Instructions tell you to grab the envelope, go to a specific URL, register, click “Enter and Play,” and then hold up the code to your web cam. A message is supposed to appear, indicating whether or not you have won a copy of Martha’s newest book — an instant win game. I haven’t had a chance to play, but it sounds AR’ish (augmented reality) given the “3D” in the program theme. And that sweeps is in addition to a watch and win sweeps, also noted on the envelope. Watch the show, share the name of the day’s guest on a website, and get entered to win a VIP trip to see Martha’s show in-person. Seemingly low tech — or at least old school, right?! Again, interesting means of taking a flat, traditional piece and adding a layer of actual hands-on engagement with new technology.
Even if I don’t win the snap sweeps, sharing with you has been completely fulfilling for me. OK…did you buy that?! Pah-lease. This girl would LOVE to win a big ol’ stainless, high-end stove! Luck be a lady named Martha! Hey, hope you have a snappy, luck-filled weekend. TASTY TREND: Experiential Traditional