SPORTS ILLUSTRATED’s 2011 Swimsuit Issue Makes Mobile Splash

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Nellymoser and Microsoft Tag to Deliver Rich, Interactive SI Swimsuit Content to Virtually any Smartphone and Mobile Device

Screen shot of the mobile campaign created by Nellymoser for the 2011 Sports Illustrated Swimsuit Issue.

2011 Sports Illustrated Mobile campaign includes multiple videos and interactive content that go beyond the pages of the magazine.

The 2011 SPORTS ILLUSTRATED Swimsuit Issue, out tomorrow, will launch a mobile campaign that includes multiple videos and interactive content via mobile action codes that go beyond the pages of the magazine. The franchise has partnered with Massachusetts-based mobile engagement company Nellymoser and Microsoft Tag to engage readers on their mobile devices. Readers will have the ability to instantly:

  •     Vote for their favorite of the eight models competing for the chance to be a SI Swimsuit rookie in the 2012 issue. They can view photos and video of each model.
  •     Watch behind-the-scenes video of all 17 models in the 2011 issue.
  •     Share videos via Facebook, Twitter or e-mail.
  •     See their favorite 2011 models in “Model vs. Model,” featuring swimsuit models matched with a Nissan car.
  •     Download SPORTS ILLUSTRATED’s new Swimsuit Mobile App.

In addition to the action codes within the magazine, Microsoft Tags linked to mobile content will be placed on phone kiosks, subway posters, and signage in New York and Las Vegas. The Tags connect users to a swimsuit body paint video that they can share with their Facebook friends. It also allowed users to preorder the 2011 issue or download the magazine’s new Swimsuit App once it launched.

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

“The Swimsuit franchise reaches millions of fans each year, and our expanded mobile videos and content for the 2011 edition will build even greater consumer interest,” said Mark Ford, President of the Time Inc. Sports Group. “Nellymoser and Microsoft Tag together created an engaging user experience and we are excited for what their tagging solutions can offer.”

“The SPORTS ILLUSTRATED swimsuit issue is an ideal showcase for Nellymoser’s mobile solutions. The pictures, videos, and voting used in the campaign offer SPORTS ILLUSTRATED’s readers a highly engaging mobile experience,” added John Puterbaugh, founder/CEO of Nellymoser.

About Nellymoser
Nellymoser Inc. (, a mobile technology company founded in 2000 and headquartered in Arlington, MA, turns printed action codes (e.g., 2D bar codes, QR codes, Microsoft Tags, SMS) into 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.

About Sports Illustrated Swimsuit
Sports Illustrated Swimsuit ( is a powerhouse media franchise that reaches more than 60 million people annually, and more men 18 to 34 than the Super Bowl. The iconic franchise now spans more than 20 product extensions in digital, social, broadcast, publishing, mobile and consumer products. Since debuting in 1964 Swimsuit has become a pop-culture phenomenon and an established launching pad for successful careers in TV, fashion, business and film.

Peter Himler
Flatiron Communications (for Nellymoser)
(m) 516-729-6461

Kathryn McEwan
Edelman Public Relations (for Microsoft Tag)
O: 206-268-2281

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Peter Himler

Kathryn McEwan
Edelman Public Relations (for Microsoft Tag)
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