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Mobile Marketer explored the new Rolex advertising campaign appearing in April’s W Magazine that lets consumers get information and deals from the brand, as well as enter for a chance to win $1,000.00. I like how print magazines are trying to integrate into relevant mobile user experiences.

Rolex

When I think of Rolex, I think luxury, quality and style. But I also think of an older demographic, that sticks to print. So I’m glad to see Rolex taking a step in a fresh and innovative direction. If print becomes more interactive in various ways, it could become even more interesting than a purely digital magazine. (see my previous post about a video player embedded in an issue of Entertainment Weekly) Hopefully, other luxury brands will follow and increase mobilized print ads in consumer publications.

The ad itself relies on pure image recognition. The way it works is that readers can snap a photo of the ad, send the pic to an email address and get more information as well as an entry into the cash sweepstakes.

Moving forward, print publications could offer readers a companion mobile app to make the interactive experience even easier. A magazine app could just require the user view the ads and use image recognition via the users device as opposed to emailing it. This would also allow the magazine to harvest valuable demographic info. Finding out exactly who is reading the ads would be a great pitch to attract new advertisers not previously considered.

Making print ads interactive (regardless of the method) is a good way to inject print magazines with more life and prop up the whole publishing industry.

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