Wine Enthusiast Turns Mobile Marketing Enthusiast With Image Recognition-Based Print Campaign

Wine Enthusiast magazine is aiming for ads so compelling you'll want to take a picture of it.

In new ads in The Wall Street Journal, the pub is running a campaign that prompts readers to take a picture of advertisements with their camera phones to receive promotional offers via text message.

In what's billed as a first-of-its-kind national promotion from a major retailer, the pub is using new "Snap.Send.Get" technology from image-recognition-based mobile marketing firm SnapTell.

“We are always looking for unique technologies that enhance the shopping experience of our customers,” says Francis M. Juliano, CIO/CMO, Wine Enthusiast, in a statement. “Wine Enthusiast customers tend to be technology savvy and SnapTell’s image recognition-based mobile marketing solution enables Wine Enthusiast to create a long term, interactive brand relationship with our customers.”

The ad I saw was for VinoView, a wine cabinet, with all the usual calls to action. The mobile marketing component was quite small - and I probably would have missed it if I hadn't been looking for it (I don't see it anywhere on the home page). The URL and 800# are much more prominently displayed. But that's to be expected at this point - the proven over the experimental. Can't wait to hear how it all goes.

The campaign runs through December 20.

For more, click here.

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Rick Mathieson.com