SHAPE Magazine 30th Anniversary “Smart Sweepstakes” Built By Nellymoser Breaks Record For The Most Number of Mobile Entries Via A 2D Barcode

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Rich Mobile Experience for iPhone, Android and Other Devices Awards Close To 1000 Free Prizes Among Nearly 400,000 Entries To Those Who Scanned Up To 30 Different Microsoft Tags.

Shape Magazine 30th Anniversary Cover December 2011

Shape 30th Anniversary Issue with most successful mobile sweepstakes launched from a 2D barcode, such as a QR code or Microsoft Tag.

The record breaking number of entries and the high response rate are evidence of the valuable content in Shape magazine and how Nellymoser’s technology and services can create a simple and compelling mobile experience.

SHAPE Magazine joined with major advertisers, including Brita, Maybelline and Garnier, to create one of the most successful mobile sweepstakes launched by an action code (e.g., Microsoft Tag or QR Code) in a national monthly magazine. The mobile campaign, built by Massachusetts-based Nellymoser, Inc., had a record number of nearly 400,000 mobile entries.

The record breaking number of entries and the high response rate are evidence of the valuable content in Shape magazine and how Nellymoser’s technology and services can create a simple and compelling mobile engagement experience that excites readers and delivers more prospects to sponsors,” said John Puterbaugh, founder/CEO of Nellymoser.

The Nellymoser “Smart Sweepstakes,” which leverages Nelllymoser’s mobile engagement platform, is designed to increase participation and response rates across editorial and sponsor content. Readers scan an action code, such a QR code or Microsoft Tag, and then enter their personal information only once. The information is automatically copied for each other entry. Sponsors can ask additional information when their code is scanned, but only receive information for those who scan a code on their page. This simplified registration process with targeted information keeps readers engaged in the magazine and increases the reader response rate, as the SHAPE Smart Sweepstakes demonstrates.

This program incorporated products selected by SHAPE’s editors as well as the products being advertised throughout the issue.

Nellymoser’s design and creative services produced the mobile user experience. The Nellymoser Mobile Engagement Platform provides the optimal experience by detecting the phone, network, and connection speed in real-time to create the best possible presentation on virtually any mobile device, including Apple’s iPhone, BlackBerry, and Android smartphone devices.

“It was terrific to work with Nellymoser on this groundbreaking effort and we are thrilled with the consumer response to the program – it is a true testament to our reader’s engagement with the brand content” says SHAPE Brand Director John Balen.

For more information on SHAPE’s 30th anniversary sweepstakes, visit

About American Media, Inc.

American Media, Inc. owns and operates the leading print and digital celebrity and health and fitness media brands in the United States. AMI’s titles include Star, OK!, National Enquirer, Globe, Country Weekly, Soap Opera Digest, Soap Opera Weekly, Pixie, Shape, Men’s Fitness, Muscle & Fitness, Flex, Muscle & Fitness Hers, Fit Pregnancy and Natural Health. AMI also manages 18 different digital sites including,,,, and AMI’s magazines have a combined total circulation of almost 7 million and reach more than 55 million men and women each month. AMI’s digital properties reach an average of 10 million unique visitors and 80 million page views monthly.

AMI also operates a Publishing Services business unit which includes Distribution Services, Inc. (DSI), the No. 1 in-store magazine sales and merchandising marketing company in the U.S. and Canada. DSI places and monitors AMI’s publications and third-party publications to ensure proper displays in major retail chains and national and regional supermarket chains. DSI also provides marketing, merchandising and information gathering services to third parties including non-magazine clients. Publishing Services also provides print and digital advertising sales and strategic management direction in the following areas: manufacturing, subscription circulation, logistics, event marketing and full back office financial functions. Playboy is one of many publishers who have taken advantage of these additional services.

About Nellymoser

Nellymoser Inc. (, a mobile marketing and technology company founded in 2000 and headquartered in Arlington, MA, creates instant, interactive consumer “engagements” on mobile phones. These range from contests and product videos to interactive multimedia engagements that can be shared on social media (e.g., Facebook, and Twitter) and include e-commerce for instant product purchases. Nellymoser’s customers include leading publishers, advertisers, retailers, and consumer packaged goods companies. All companies and products listed herein are trademarks or registered trademarks of their respective holders.


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