Magazine publishers are looking to mobile action codes to bridge the gap between offline content and online engagement. Like many major successful social media marketing campaigns, Glamour’s latest initiative paired exclusive access to a star with their own significant social following (Rihanna: 44 million Facebook fans) with attractive financial incentives from advertisers.
In the first week after the Glamour issue hit the stands on Aug. 9, there have been 100,000 interactions, and 25,000 of those occurred in the first 24 hours, said Ms. Bowman, of Glamour. So far, fans of Glamour’s Facebook site have risen nearly 18 percent, to 385,500, she said.