Mobilize Those Rock Hard Abs!

While reported elsewhere as somehow entirely new and novel, Men’s Health will follow HFMUS and Maxim in making its pages interactive via mobile technology. Using provider SnapTell, readers will be able to send phone cam images of the ads into a database that recognizes the page and sends back additional information. Several years ago, ElleGirl and other HFMUS magazines started a similar program with Mobot. Last year Maxim had a “mobile” issue with SMS short code prompts next to articles and ads. The return channel of SMS response to the photo snap can link to any manner of WAP site, coupons, videos, etc. For advertisers that value add is that it calls greater attention to the ad creative itself and extends the relationship with the user. It is unclear how the magazine will cue readers to taking the snap, how involved the instructions will be for use, and whether users will have to email the image to specific address or use a downloadable application to send in the pic. All of these elements have been barriers in the past to getting good performance from this approach.