To build awareness around its March issue, Glamour created additional mobile shopping experiences prior to the issue's publication. During Fashion Week in February 2012, L'Oréal USA signed on to create a mobile shopping experience called "Taxi Shops" and also a shoppable outdoor Apothecary Wall. Both provided consumers with the ability to purchase products while in New York at the height of the fashion season and to get a sneak peek of what would be in the March issue – an issue packed with "Buy-it-Now" SnapTags.
The mobile wallet allowed advertisers to track consumers' current and future actions and purchases, giving brands valuable information about shopping preferences and habits.
Taxis traveling in Fashion Week hot spots were transformed into Yves Saint Laurent and Lancôme mobile shops that featured customized taxi tops, backseat clings with Shop-The-Look SnapTags, and taxi TV programming that offered exclusive content featuring an intro from Glamour editor, Susan Cernek and original Glamour trend videos featuring Yves Saint Laurent and Lancôme make-up artists. Consumers snapped the SnapTag and entered payment and shipping information to check out and could even save the information in a fully encrypted mobile wallet to make safe and secure future purchases. Consumers could then share their experience with friends on Facebook.
Glamour and L'Oréal had Fashion Week's most buzz-worthy personalities ride in the taxi shops. Two-thirds of riders posted a status or photo update about the taxi on Facebook or Twitter and 94% felt the experience showed Lancôme and Yves Saint Laurent as innovative beauty brands and made them feel more positive about the brands.
Modeled after Tesco's program in South Korea, Glamour's shoppable Apothocary Wall allowed pedestrians to purchase products immediately with the Buy-It-Now SnapTag. They could then save the information in an encrypted mobile wallet to make future purchases and could share their experience on Facebook.
During the time the taxi, wall and magazine promotions were live (five days, seven days and a month, respectively), the program generated nearly 4,000 "snaps" for advertisers. Of the consumers who snapped, 5.3% of them purchased products.
In addition, advertisers gained important insights about what works and doesn't in mobile advertising. The highest conversion rates were enjoyed by those advertisers that offered "how-to" tips or complementary products (for instance, shampoo and conditioner; and eye shadow, mascara and eyeliner.) One of every three taxi riders snapped a tag and of those, a quarter of them purchased products, representing an overall purchase conversion rate of 7%.
Following these events, Glamour launched its March issue, filled with Buy-it-Now opportunities from 21 advertisers, including Aveeno, Revlon and Sperry Top-Sider.