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Sports Illustrated 2011 Swimsuit Issue
Action Code Campaigns
We turn action codes into mobile engagement on any mobile phone.
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Importance of SI Swimsuit Issue
• Issue accounts for 7% of SI’s
annual ad revenue
▫ $40m of $572m in 2010 ad revenue
▫ 2011 issue had 90 ad pages
▫ 30% increase over last year
• Newsstand sales are 10x-15x the
volume of other SI issues
• SI.COM/swimsuit in 2010
▫ 11m unique visitors in first week
▫ 280m page views
▫ 100m video plays Source: TheWrap.com
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Major Pre-Release Mobile Campaign
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Unique Mobile Video To Capture Immediate Interest
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Social Media Engagement – Facebook “Like”
Facebook “Like” Now
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Download App For Ongoing Engagement
Goes Directly To The
Apple App Store or Android Market
For On-Going Interactions
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Direct Mobile Commerce Link
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Facebook Share From The Mobile Phone
Nellymoser Includes A Video Player
So That All Facebook Friends
Can Watch The Video
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Pre-Release Summary
Video
Like
App Store Download
Mobile Commerce
Facebook Share
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“In Book” Campaigns
• Three Editorial
Campaigns ▫ Bonus Videos
▫ Model Search For 2010
▫ Mobile App Promotion
• One Sponsored Campaign ▫ Nissan Model vs. Model
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Campaign 1: Bonus Videos
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First Link: Unique Video Content
High quality video that adds
to the magazine content.
Followed By A Call To Action
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Second Link: Download Mobile App
Goes Directly To The
Android Market or Apple App Store
For On-Going Interactions
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Campaign 1: Summary
App Store / Market
Download
Video
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Campaign 2: Vote For New Talent
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First Link: Select A Video
High quality engaging content
that brings the reader
closer to the magazine.
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Second Link: Vote
Readers can interact with
and influence the
content of the magazine.
Increases the relationship.
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Third Link: Download App
Goes Directly To The
Apple App Store or Android Market
For On-Going Interactions
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Fourth Link: Sponsor Video
Funny sponsor video
creates engaging opportunity,
without feeling like “another ad”
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Fifth Link: Sponsor
Goes to sponsor’s mobile site.
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Campaign 2: Summary
Video
Playlist
Vote
App Store
Download
Video
External
Site
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Campaign 3: Mobile Image In The Ad
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Two Links
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Nissan Model vs. Model Four Page Spread
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Scan To Video.
One of four randomly
selected funny videos is played.
Followed By More Engagement…
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“Post Roll” Keeps Engagement Going
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Nellymoser Capabilities Used By SI
• High quality video
• High quality video playlists
• High quality video with “post roll”
• Random video playback (for more “play agains”)
• Facebook, Twitter and Email sharing
• Facebook “Like”
• Mobile Commerce
• App downloads directly to the device
• Voting
• Link to corporate site
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Try Nellymoser On Your Own Phone
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Thank you.
We turn action codes into mobile engagement on any mobile phone.
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