Emap Advertising Launches Interactive Music Mag Ad

Emap Advertising has announced the launch of what it claims is the UK’s first interactive music magazine ad in an exclusive deal with Warner Music.

Emap Advertising is working with i-nigma to create the ad promoting Pendulum’s latest drum and bass/rock single Granite.

The ad, launching today in Kerrang! magazine, contains a QR (Quick Response) code – a two dimensional bar code – that allows readers to source exclusive additional content, including a remix of the new single, by interacting directly with the ad via the camera on their mobile phone.

Kerrang! readers can text ‘Kerrang’ to a number provided on the ad, and receive a WAP link to download the free i-nigma reader to their mobile.

Once done, any user who scans the QR code in the ad on their camera phone will automatically be linked through to a Mobi-site where they can access exclusive Pendulum content.

The deal was brokered by PHD and David Foster-Lyons of Squiggly Square, the UK distributor for i-nigma.

Chris Shepperson, head of market for the entertainment titles, said: “Emap Advertising are very excited to be announcing this unique activity. Working together with i-nigma and Warner Music we were able to combine the creative ideas we are famous for with ground breaking new technology that is set to revolutionise print advertising.

“In essence, this new technology enhances the print medium by adding a broadcast element. The next era of mobile and print advertising has arrived and Emap Advertising is ready to provide our clients with what they need to interact with consumers on this new level.”

Mike Sachs, marketing assistant at Warner Music, said: “This is an amazing way of bringing together traditional print marketing and the new i-nigma technology. Together they create a really exciting new opportunity for fans to get closer to artists and make it easier to access music in an interactive way. Kerrang! is perfect to be the first publication to do this and is a core title for the Pendulum audience.”

Emap: 01733 568 900 www.emap.co.uk