Brides Relaunch Includes Watermark Campaign
To promote the relaunch of Brides Magazine, the publication has kicked off a campaign called “We Love It” that includes a specialized mobile app and mobile-activated print component. The “We Love It’ companion app for Android and iOS allows users to scan pages in the May issue of Brides containing digital watermarks for various sponsors including DeBeers, Cuisinart, OPI, Clarisonic, Waterford, and The Container Store.
Scanning the watermarks powered by Digimarc gives users access to videos, coupons, sweepstakes contests and the ability to purchase products directly. The offers include three grand prizes totaling more than $100,000 in value for readers who have the 10,000th, 20,000th and 50,000th scans.
Mobile marketing firm, which created the “We Love It” app and related mobile campaign, said the Brides May issue features the largest number of watermarks ever printed in a U.S. magazine. While not visible to the naked eye, the technology embeds a digital signal can be detected by a smartphone camera. Pages with watermarks are indicated by a branded icon.
The “We Love It” campaign also spans TV, online and outdoor advertising