Geico taps Reader’s Digest SMS program to mobilize print ads
By Chantal Tode
January 22, 2014
Geico encouraged Reader’s Digest readers to text for a joke
Advertisers such as Geico, Natures Bounty and others are taking advantage of a new SMS program from Readers Digest, enabling readers of the print magazine to respond to advertisers offers from their mobile phones.
Readers Digest is leveraging text messaging to make it easy for readers to access additional content and advertiser information via their mobile phones. Participating partners in the January 2014 issue, including Geico, Natures Bounty, Collette Travel and Texas Tourism, have already received nearly 25,000 text responses to their offers.
Up until now, we’ve relied on email, mail and our Web site for reader responses, said Alain Begun, vice president of business development and marketing at Readers Digest Association, New York. Our research has shown that the vast majority of our subscribers have smartphones and the time was right to begin offering the texting option as a means of communicating with our readers.
A full-page second cover ran immediately following the actual cover in all three million copies of the January issue that highlighted the evolution of Reader’s Digest and invited readers to turn the page to text to win prizes. The following page featured nine different text codes, one for Reader’s Digest and one for each of the eight participating partners.
For each text readers sent, they received an entry into a sweepstakes to win one of five Kindle Fires.
Since launching the program, Readers Digest has had several additional partners sign on to run similar programs in coming issues.
Additionally, an ad from Geico appeared in the January issue asking readers to text GEICO to the short code 51684 to receive a text back with a joke and a link to the Geico Web site.
To further support the introduction of the redesigned Readers Digest, the publisher has placed billboards at New York’s Times Square and Grand Central Station featuring digital ads encouraging passersby to text the keyword READUP to the short code 51684 in order to receive a free digital download of the January issue.
Readers Digest was recently redesigned with a refreshed, modern look that made its debut in the January 2014 issue.
Using Gold Mobiles platform, print readers are able to enter sweepstakes, receive digital offers, interact directly with advertisers and join the Readers Digest Mobile Club using their phones.
The goal is to enhance and expand upon the content in the print edition and provide advertisers with a way to reach readers via mobile with an immediate, interactive and customized experience so they can get closer to the publications most engaged readers.
Readers are able to access extra articles, video and audio as well as sweepstakes that have been designed for mobile devices.
Advertisers can leverage mobile promotions to provide extra information about their products, direct consumers to their Web site or gain feedback. Advertisers will also be able to measure how readers are interacting with their ads in Readers Digest.
The SMS program is the latest example of how Readers Digest is focusing on engaging mobile users.
Late last year, the publisher unveiled a new iPhone edition to complement its existing array of iPhone apps around specific topics such as jokes, scenic drives and easy meals (see story).
Readers Digest also redesigned its tablet editions for the iPad, Kindle Fire and Nook and launched a mobile version of the magazine. The company reports that over 35 percent of the traffic to ReadersDigest.com comes from mobile devices.
Providing mobile access for those consumers was a big motivator for the redesign of the magazine, said Jason Howie, director of marketing at Gold Mobile, Clark, NJ. The introduction of the Readers Digest iPhone application released this January was a way to connect with those on-the-go readers.
Similarly, the integration of mobile promotions into the Readers Digest print editions will take advantage of in-the-moment impulses readers may have for offers, sweepstakes and other additional content, he said. The use of text messaging will also provide Readers Digest advertisers with new ways to touch consumers and to measure advertisement interaction.
Chantal Tode is associate editor on Mobile Marketer, New York