Cataloger and online retailer Wine Enthusiast has selected SnapTell's Snap.Send.Get offering, which provides image recognition-based mobile marketing, to give extra legs to its print advertisements in The Wall Street Journal.

The Wine Enthusiast ads prompt the business newspaper's readers to take a picture of the ad with their camera phone to receive promotional offers from Wine Enthusiast on their mobile phone.

"We are finding that mobile is a new way to market to an older audience," said Gautam Bhargava, co-founder/CEO of SnapTell. "Consumers are becoming more and more comfortable with receiving information on their phones, as long as it's relevant.

Since the users are opting in by snapping a picture on their mobile phone, the ads are more relevant, Mr. Bhargava said.

The first phase of the Journal campaign runs through Dec. 20 during the holiday shopping season.

Consumers will receive 15 percent off of any purchase on www.wineenthusiast.com, which offers stemware, storage, wine glasses and other merchandise for wine lovers.

"We are seeing incredible penetration, as this is a very loyal subscriber base and a very high-class demographic," Mr. Bhargava said.

SnapTell's Snap.Send.Get aims to eliminate barriers associated with barcodes and mobile software downloads to bring image recognition technology into the mobile marketing space.

The SnapTell Snap.Send.Get offering is a customizable and integrated mobile marketing service that marketers can deploy quickly.

"Wine Enthusiast wants to reach people when they are away from their computers," Mr. Bhargava said.

"This is not only about offers -- it's also about information as well," he said. "Consumers will be getting text alerts on deals and good holiday wine suggestions. This is a good way to get leads and build relationships."