As a way to increase ad viewership/readership/recall, Jane Magazine has launched a promotion urging readers to use their camera phone to take pictures of ads in the magazine, send them to Jane and win stuff by doing so. Speaking the language of their readers, Jane hopes to leverage 20-something’s increasing use of the cell phone for a multitude of purposes. Jane will also be able to report back to advertisers how many took pics of the ads and sent them in offering a metric of reader involvement which magazines pride themselves upon.
Perhaps another use of this promotion would be to ask readers to edit the ads before they send them in allowing for either hilarious spoofs or, if appropriately prompted, newly created versions of the ads that might lend insight into future creative development.
