How do magazine brands ensure they are really engaging with consumers in an interactive digital age? In a feature from the Professional Publishers Association (PPA) website, five leading digital advertising campaigns are showcased where smartphone mobile technology is combined with the strength of established brand platforms.
Such campaigns require the expertise of three types of marketing professionals: the advertising agency, the digital technology specialist and the branding experts – in this case the publishers.
In the AR (augmented reality) campaigns for Hearst Magazines UK, three of their titles had special interactive covers. Harper’s Bazaar, in particular, featured five of the world’s top supermodels coming to life. GQ magazine, from publisher Condé Nast also had an interactive issue with footage from on-set videos, exclusive to the interactive ‘reader’, featuring amongst others - Lara Stone, U2 and Ricky Gervais.
Such digital campaigns are of are of great interest to brand mangers as brand engagement can be measured. Engage here: www.ppa.co.uk/marketing/features/5-innovative-digital-campaigns
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