Macy's and Hearst Place a Joint Ad in Cosmopolitan's October Issue
References: cosmopolitan & alistdaily
Retailer Macy's works in collaboration with Hearst to place a technically charged advertisement in a print magazine -- it was featured in Cosmopolitan's October issue last year. The purpose of implementing this interactive marketing scheme is to create a platform for digital engagement through a wider medium.
This marked the first time that Cosmopolitan readers were able to digitally connect their phones to 'try on' the make-up products through augmented reality. The same ads will also appear in an online iteration of Hearst's lifestyle magazine to bring attention to Macy's beauty selection. Cosmopolitan conducted research to find out that its reader demographic centered around the ages of 18-24, so the publication decided to integrate digital elements to its core print strategy.
This marked the first time that Cosmopolitan readers were able to digitally connect their phones to 'try on' the make-up products through augmented reality. The same ads will also appear in an online iteration of Hearst's lifestyle magazine to bring attention to Macy's beauty selection. Cosmopolitan conducted research to find out that its reader demographic centered around the ages of 18-24, so the publication decided to integrate digital elements to its core print strategy.
Trend Themes
1. Interactive Print Ads - The use of technology in print advertisements to engage consumers through interactive experiences.
2. Augmented Reality in Marketing - Incorporating augmented reality technology into marketing campaigns to provide consumers with immersive experiences and drive digital engagement.
3. Integrating Digital Elements in Print Media - The integration of digital elements, such as augmented reality, into traditional print media to enhance consumer interaction and expand reach.
Industry Implications
1. Retail - Implementing augmented reality print ads in the retail industry to showcase products in an interactive and engaging manner.
2. Advertising - Leveraging augmented reality technology in print advertising to create unique and memorable experiences that capture consumer attention.
3. Publishing - Introducing digital elements, like augmented reality, into print magazines to attract a wider audience and increase reader engagement.
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