Allure Giving Away Over $725,000
Allure magazine is taking mobile to a whole new level with a first-come, first-win sweepstakes featuring tens of thousands of beauty products in Allure’s Free Stuff issue.
“This is the largest single deployment of Microsoft Tag in a magazine to date,” said Aaron Getz, general manager for Microsoft Tag. “Allure is definitely thinking beyond the pages of its magazine by tapping into the mobile phenomenon that is happening right now and its smart use of Microsoft Tag to integrate print, mobile web, and SMS technologies for the benefit of its readers.”
Allure is publishing 36 Tags (2-D bar codes) in its Free Stuff issue in August, which, for the first time will enable readers to use their smartphones to enter any of the 159 giveaways (each with a day, time, and deadline) of 32,358 products—all with personalized service to mobile entrants.
“With Microsoft Tag our readers no longer have to be tethered to their computers to enter to win Free Stuff. It gives them a connection to the magazine anywhere there is a phone signal,” says Linda Wells. “When done right, technology is a service, not a gimmick. What we’ve done is use Tag to give readers what they want—a fast, easy, and more convenient way to participate in our giveaways.”
More than 35 editorial pages of Allure will feature Tags to scan for a text-message reminder 15 minutes before the giveaways on that page. A master Microsoft Tag on the contest calendar in the back of the magazine (and on allure.com) can be scanned for a chance to win any or all of the giveaways. The master Microsoft Tag can be torn out and tucked in a wallet, giving readers the chance to scan to win from anywhere.
Allure’s annual Free Stuff issue gives thousands of readers the opportunity to try products covered in the magazine. Sampling is the number-one driver to purchase in beauty products.
The Free Stuff giveaways using Microsoft Tag technology instantly connect readers to thousands of full-size products, such as fragrance from Giorgio Armani ($39.50) and skin care from Lancome ($155). There are also fashion giveaways, such as a Calvin Klein handbag ($850) and a jacket from Armani Exchange ($550). You can make your wish list while reading the magazine, and scan using your smartphone for a chance to win. You can also enter to win via computer, by going to allure.com/freestuff.
Allure, the first and only magazine devoted to beauty, is an insider’s guide to a woman’s total image. Allure investigates and celebrates skin care, hair, makeup, fragrance, and fashion with objectivity and candor, and places appearance in a larger cultural context.
Conde Nast, a division of Advance Publications, operates in 24 countries and is the world leader in exceptional content creation. In the United States, Conde Nast publishes 18 consumer magazines, two trade publications, and 27 websites that garner international acclaim and unparalleled consumer engagement.
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