Last year, Allure magazine featured about 36 Microsoft Tags in its August “Free Stuff” issue and received about 444,000 code scans (see article). This year, Allure placed 33 Tags in the August issue, same premise (i.e., free stuff), and it was recently reported that, in just three days time, the magazine has gotten 200,000 code scans. If this pace continues, last year’s record of 444,000 scans will be broken.
While I have little doubt that last year’s number will be surpassed, and that Microsoft and Allure will both hang their hats on this campaign, what I would like to know is 1) of the 200,000 scans this year, or the 444,000 scans last year, how many were done by the same person/same mobile device, 2) given the number of unique magazine readers/ Tag scanners, what’s that number versus the magazine’s circulation, which is pegged at over one million, and 3) how has the use of Tags increased magazine sales, this year and/or last year? It’s one thing to claim a high rate of scans, it’s another to know exactly how many people are behind the scans and how sales have been effected by the use of 2D technology.
Certainly a campaign like this benefits the companies providing the free merchandise, but I wonder just how much Allure gets out of it. If anything, I suppose they get some free publicity from the stories that are written based on the campaign.
If anyone from Microsoft Tag or Allure cares to chime in please do. Thank you.