The November issue of Martha Stewart Living Omnimedia?s Everyday Food magazine includes mobile-activated advertisements from brands such as Welch?s, Uncle Ben?s, Johnsonville Sausage and California Pizza Kitchen.
 
On newsstands Oct. 26, the interactive Everyday Food issue, which is powered by SpyderLynk?s SnapTap technology, will let readers snap a picture of any featured advertisement and send the picture to the number provided to get back content from an advertiser. Content will include everything from recipes to Thanksgiving Day planning tips, thereby enhancing the value of the advertising placement and engaging consumers in a mobile dialogue.

?Everyday Food wanted to deliver more brand engagement for their advertisers such as Welch?s, Johnsonville, Uncle Ben?s and California Pizza Kitchen and create an ongoing interactive experience for their readers,? said Nicole Skogg, founder/CEO of SpyderLynk, Denver, CO. ?We make an ad impression stickier.

?If someone is flipping through a magazine and sees a page with one of these SnapTags, brands have the opportunity to engage that person and to get content onto their handset,? she said. ?Our reporting capabilities provide the opportunity for us to collect data and go back and tell them how many people engaged with them and activated their offer.

?We track how many people snapped just one tag or multiple tags to gauge the level of reader engagement, and also the number of people who opted in for follow-up content.?

Everyday Food is a food resource for consumers? cooking needs, providing recipes, shopping advice and expert tips that readers can put to use in the kitchen.

Everyday Food?s total audience is 4.5 million, and 3.6 million of those are women. The median age is 44, the median household income is $56,318, 54 percent are married, 46 percent have children at home, 58 percent are employed and 79 percent are the principal shoppers for their household.

The SpyderLynk SnapTag is mobile bar code that lets advertisers interact with consumers by incorporating brands, logos and custom messages into an interactive code accessible to almost any consumer with a camera phone.

In addition to Everyday Food, SnapTag mobile barcodes have appeared in national newspapers and magazines such as Men?s Fitness and Star, as well as in advertisements from Unilever, Ford, Warner Bros. and the U.S. Marine Corps.

SpyderLynk?s SnapTag technology works with virtually all camera phones without requiring consumers to download a special application.

This is the first time Everyday Food has integrated a mobile component into its print ads. At the beginning of the issue is a two-page spread providing readers with instructions explaining how to participate in the SnapTag campaign.

Everyday Food readers will be offered the opportunity to receive recipes, preparation tips and suggestions leading up to Thanksgiving and will be entered into a sweepstakes for a chance to win the grand prize of $1,000.

After readers send in the Everyday Food SnapTap via email to or via MMS to 303-847-5995, they will be asked to text the keyword TURKEY to 303-847-5995 to get Thanksgiving reminders via SMS.

Readers get an additional entry into the $1,000 sweepstakes each time they send in a SnapTag from an advertisement featured in Everyday Food.

Mobile increases the value of print
Each of the SnapTags returns unique content related to the advertised product via email or MMS.

Welch Foods Inc. is an American company headquartered in Concord, MA. It is owned by the National Grape Cooperative Association, a co-op of grape growers.

When Everyday Food readers send in a photo of the Welch?s SnapTag, they receive an image featuring the brand?s logo and a bonus recipe for Chunky Grape Salsa featuring the advertised product.

Uncle Ben's is a brand name for parboiled or converted rice and related food products. Owned by Mars Inc., the brand is based in Houston, TX.

When readers send in a photo of the Uncle Ben?s SnapTag, they get a holiday wild rice and cranberry stuffing recipe, including an image of the dish, featuring the advertised product, Uncle Ben?s Long-Grain and Wild Rice.

Johnsonville Sausage, a national brand of brats, Italian sausage, smoked links and breakfast sausage links, ran a text-to-win mobile marketing campaign during the most-recent Super Bowl (see story).

When Everyday Food readers send in a photo of the Johnsonville SnapTag, they receive one of two recipes with images, Italian sausage and pepper skillet and Apple maple breakfast bunt cake. Readers can send in the SnapTag again to get the other recipe.

Los Angeles-based California Pizza Kitchen, also known as CPK, is a casual dining restaurant chain that specializes in California-style pizza.

When readers send in a photo of the CPK SnapTag, they get one of two serving ideas for the California Pizza Kitchen product with images. They can also send in the SnapTag again to get the other appetizer recipe.

Ore-Ida Potato Products Inc. is a brand of potato-based frozen foods currently produced and distributed by the H. J. Heinz Co. Ore-Ida's primary production facility is located in Ontario, OR, and is headquartered in Pittsburgh, PA.

When Everyday Food readers send in a photo of the Ore-Ida SnapTag, they get back a recipe for a sweet potato casserole with streusel topping with an image featuring Ore-Ida products.

Based in West Palm Beach, FL, Florida Crystals is a producer of organic sugar grown and harvested in the U.S.

When readers send in a photo of the Florida Crystals SnapTag, they receive one of three cookie recipes featuring the advertised Florida Crystals sweetener product. They can send in the tag additional times to get the other recipes.

Each snap and send of a SnapTag gives the reader a chance to win the $1,000 offered by Martha Stewart Living Omnimedia.

Through SpyderLynk?s new branded consumer engagment platform, Everyday Food can enhance the reader?s experience and create an interactive extension to the advertiser?s message.
 
Mobile bar codes can add interactive functionality to traditional, mass-market advertising to connect with consumers.

SnapTags let magazines and advertisers give readers access to special offers and coupons, store locations, prizes and promotions, video, free samples, store locaters and alerts sent directly to their phones.

More than 70 percent of Americans own camera phones that can photograph SnapTags placed on any surface.

Unlike 2D bar codes that require consumers to download readers on their phones, SpyderLynk?s SnapTag technology works with any camera phone and is customizable and trackable to any advertiser?s brand, logo or interactive campaign.

?We?ve worked with quite a few different brands and publishers, but this is the first interactive magazine issue with multiple advertisers in the same book,? Ms. Skogg said. ?Everyday Food is taking it on themselves to educate their readers about using our SnapTag technology to interact with these ads.

?We?ve got such great brands involved, and we?re really excited about the relationship with Martha Stewart,? she said. ?This is our first recipe program, and there?s great content lined up along with a really great promotion.?