February 29, 2012
The Carmex mobile microsite
Personal care drugstore brand Carmex is using QR codes in magazines to promote the launch of a new body lotion.
Carmex is positioning the new body lotion as an extension of the companys famous lip products. The mobile-enabled magazine ads are running inside nine magazines from publishers including Time Inc., Meredith and Rodale through the March issues.
Our research shows that our key audience is very likely to have a smartphone and that she has it near her when reading magazines, said Dane Hartzell, general manager of digital group at Bolin Marketing, Minneapolis, MN.
For the introduction of our new skin care products, we knew that in order to get into our audiences consideration set, it would take more than the compelling ad we created, he said.
A QR code and Web URL became the ideal means of making it easy to connect our audience to that deeper content.
The Carmex print ads read, What keeps your lips healthy now makes your skin happy, and features a mobile bar code in the bottom left-hand corner of the page.
Users are encouraged to scan the QR code with copy below that tells users that they can access videos and coupons by using their mobile devices to interact with the ad.
A link to the companys Web site mycarmex.com is also promoted on the print ad.
The QR code-enabled print ads
Consumers who scan the mobile bar code are taken to a mobile microsite that is being used to exclusively showcase the line of body lotions.
Users can watch a video via the ads that educate users on how the product works with Carmexs president Paul Woelbing.
Using mobile to increase a brands social media efforts is a smart move for Carmex because the company uses social media to communicate one-on-one with consumers. Additionally, users can learn more about Carmexs other products via the Facebook page.
Consumers can also opt-in for Carmexs email list via the mobile site, which gives consumers coupons, deals and the latest news on Carmex products. To sign-up, consumers fill out a simple, four-step form with basic contact information.
Mobile bar codes can be used to elevate print content but only if they give users a value that they cannot find elsewhere.
One of the magazines that the Carmex ads are running is Time Incs womens magazine Real Simple.
Real Simples core demographic is women aged 25-44 years old and are most likely looking for quick and easy products that help them save money and time.
Because the print ads fit the publications demographic, readers are more likely to scan the mobile bar codes, which helps Carmex rack up impressions and awareness about the new product.
Additionally, by using QR codes for a product launch campaign, Carmex is showing how mobile is becoming a widespread part of its consumers lives.
Mobile is one of our core marketing initiatives for the next several years, and we believe it allows us to connect many pieces of the customer consideration experience,
The success we are having with the print application of mobile is being spread to other aspects of the business where we can demonstrate a consumer need, he said.
Mobile will also be important with our lip care line as we know that a lip balm and a smartphone are two common items found in a pocket or purse.
Lauren Johnson is editorial assistant on Mobile Marketer, New York