Sold! Clever Book Adverts
Excessive advertisements in magazines have long been one of my (few) pet peeves. Fatigued by page upon page of glossy advertisements, some so avant-garde that it’s difficult to discern what luxe product or designer is being promoted, I’ve pared down my subscriptions from eight monthly magazines to just one weekly. I once took the time to count the number of pages of ads between the table of contents and a certain magazine’s first article (97!!), and my time wasn’t wasted–I got to cite the information here.
But it seems I might have to amend my position on magazine adverts thanks to the creative marketing folks at Knopf books. While (belatedly) flipping through last week’s issue of New York Magazine, my attention was grabbed by a snappy advertisement for a BOOK. Oh, you sneaky Knopf people; you’ve found my Achilles’ heel!
Not only was the advertisement for Maine, a new book by by J. Courtney Sullivan, aesthetically pleasing–I’m a sucker for anything remotely beach-themed–but it also featured a little QR code on the lower left side of the page with the inviting phrase SCAN TO READ THE FIRST CHAPTER emblazoned above it. I felt a bit like Alice when she happened upon the Drink Me bottle.
Slow to adapt to most technology, I wasn’t quite sure how to scan the square bar code but figured my trusty iPhone would come to my rescue. I opened my Red Laser app, pointed the camera at the QR code, and presto! Within seconds, the first chapter of Maine was on my phone and ready to view. I dove in and was immediately hooked. I downloaded the book to my Kindle and mentally awarded a point to Knopf’s team for their nifty marketing campaign*.
I was so inspired by the effectiveness of the QR Code (quick response, indeed!) that I had to find out how to make one for Book, Line, and Sinker. This could be a brilliant marketing tool next year at the Blogger Con–instead of introducing myself, I’ll be enigmatic and walk around with my QR code printed on my t-shirt! Or maybe I’ll just put it on the Book, Line, and Sinker bookmarks I’ve been designing for the better part of two years.
Would you like a QR code of your very own? All you need is a web address. Here’s the site I used to generate mine.
*It’s entirely possible that this isn’t the first time a QR code has been used to promote books or products in advertisements-it was just the first time I’ve seen it.