Since the fashion magazine slump of the September issues, magazines have not had the spark they once did. InStyle magazine has thought of an eye-popping way to keep readers interested. Their December issue, featuring Taylor Swift on the cover, is equipped with 3-D technology…sans cheap plastic glasses. Readers who hold up the cover to their Web cams will see Swift come to life and be surrounded by snowflakes. This 45-second video ends when she signs her autograph across the screen. This “augmented reality” continues on the inside.
The magazine is trying a “gifting in 3-D” marketing program which will feature 12 new advertisers in 3-D. Michael Kors, Armani, Intel, Nordstrom and YSL Beauté have signed on and will have the click-to-buy e-commerce feature. This is a new way of reaching out to customers. In all, there will be 25 advertisers with this feature and each brand will have a 30-second video that pops out of a gift box. Going straight from magazine to point of purchase is a huge deal and is getting lots of buzz from consumers and fashionistas.
Get your copy on stands tomorrow, Thursday, Nov. 20!
