The New York Times recently wrote about SnapTell's mobile marketing platform Snap.Send.Get and how it is being utilized by advertisers in Rolling Stone and Men's Health magazines.
Snipped from the article, which is titled Take a Picture of an Ad, Earn a Reward:
Rolling Stone and Men’s Health are both testing programs in which readers can take cameraphone pictures of icons on ads, then send them to a certain number. In exchange, they’ll receive more information or an offer from the advertiser.
In Rolling Stone’s current issue, five advertisers are running these offers. They include a motorcycle ring tone for Allstate’s motorcycle-insurance program and a video preview of The Discovery Channel’s new season of “Man vs. Wild.”
Men’s Health is going even further, saying each full-page advertisement in its July-August issue will have the added feature.
An image-recognition company called SnapTell is behind both magazines’ efforts. Technology from the company, based in Palo Alto, Calif., can differentiate the icon on one advertisement from that on another and text back the appropriate offer.
For the magazines, it’s a way to make print products interactive.
“We’ve got a product made of paper and ink sent out every two weeks,” said Ray Chelstowski, the publisher of Rolling Stone. “We’re always in the market to find other ways that we can work with our advertisers in providing empirical data in showing how readers engage and interact with our ads.”