InStyle in 3-D

November 12, 2009 • Fashion


You could call this part of Conde Nast's restructuring and crisis prevention. InStyle magazine will be releasing an "augmented reality" December cover featuring Taylor Swift. According to WWD, any reader that holds up their magazine to a web camera will be treated to Swift springing to life surrounded by snowflakes in a 45-second video that ends when she signs her autograph across the screen. The augmented reality theme of special "gifting in 3-D" marketing program will not be limited to just Swift.

Inside the issue, InStyle will also introduce 12 new advertisers, meaning a 3.6 percent increase in pages. These advertisers will also be included in this new reality of advertising. YSL Beauté, Intel, Michael Kors, Nordstrom and Armani have signed on to the program, and the ads will have a click-to-buy e-commerce feature.

There will be 25 participating advertisers in total, each with a 30-second customized video that pops out of a gift box. “We’re using this in an interesting way; it will bring the issue to life,” said managing editor Ariel Foxman.

-Taneisha Jordan

Photo: WWD

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