Allure's "Free Stuff" issue hits newsstands in New York and Los Angeles next Tuesday, and for the third year running readers will be encouraged to take out their mobile phones to win full-sized beauty products, as well as clothes and accessories. The magazine will be giving away 32,350 items valued at $690,000 in total.
Using for iPhone, Android, BlackBerry, Windows Phone, Symbian, Windows Mobile and J2ME devices, users can scan Tags in the issue -- including its editions for the iPad, Nook and Kindle Fire -- to sign up to be alerted when certain giveaways take place. Several different giveaways will take place each day throughout August: At 1 p.m. on Aug. 2, for example, the first 500 Allure readers to submit their credentials will receive a bottle of Pureology shampoo; an hour later, 100 will be eligible to win an eye shadow palette from Sephora.
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For those unfamiliar with Microsoft Tag, the product is Microsoft’s version of the , a 2D barcode that can be scanned using Microsoft's to pull up images, video and a range of other interactive features.
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This is the Conde Nast-owned title's seventh annual "Free Stuff" issue, and the third to include mobile tagging. Although readers can, if they prefer, skip mobile tagging and log on to to enter manually, mobile is becoming an increasingly popular option: In 2010, 444,572 tags were scanned; in 2011, that number grew 575,878. The total number of giveaway entries last year amounted to 830,000.
To promote the issue, Allure is also hosting a Pinterest sweepstakes. On a promotional page in the August issue, readers can find six beauty products accompanied by six different tags: By scanning the tags, they'll be prompted to register for the contest, log in to their Pinterest accounts, and pin one or more of the products to their boards for a chance to win a five-night trip for two to Lumeria Maui in Hawaii.
The magazine industry has been somewhat unusual in its adoption of QR and other types of scannable codes. According to a , roughly half of those who said they scanned a QR code that month did so from a magazine or newspaper. The latest to experiment with the technology is , which is encouraging readers of its July/August issue to scan article pages to view multimedia extras, including video interviews and photo tours.
Image courtesy of Flickr,
This story originally published on Mashable .