House Beautiful enlists mobile to power Pinterest integration with print magazine
By Chantal Tode
May 23, 2012
Readers scan the page to link to images on Pinterest
House Beautiful is enabling readers to pin images directly from its June issue to their Pinterest boards as a way to deepen engagement with readers.
The home décor magazine is the first publication to use Digimarc’s Print-to-Pin solution, which links digital watermarks on the printed page directly with digital billboard Pinterest. By using a smartphone to scan the digital watermarks, users can re-pin certain images to their own Pinterest boards.
“People are already copying images from our digital platforms to pin on their boards,” said Newell Turner, editor-in-chief of House Beautiful, New York. “Print-to-Pin simply makes it easier to save design ideas we feature - and even encourages them to do so.
“It’s not uncommon for readers to tear out a page of the magazine to keep an idea they like for reference,” he said. “Now, they can simply pin a digital image to their Pinterest inspiration board.”
House Beautiful is published by Hearst Magazines.
Sharing made easy
The Pinterest integration launched with the Kitchen of the Month editorial section in the June issue, which hit newsstands on Monday.
Readers can scan the first page of the article and be linked to House Beautiful’s Kitchen of the Month Pinterest pinboard. Here, readers will find seven images that appear in the print article.
Readers can use House Beautiful’s Connect mobile application for the iPhone or the Digimarc Discover mobile app for iPhone and Android devices to scan the watermarked page.
Users must be logged into their Pinterest account on their mobile device before they can re-pin any of the House Beautiful images to their own Pinterest pinboards.
The publication has plans to extend the Pinterest integration in future issues.
“Readers of House Beautiful like to save ideas, from decorating to shopping, that they find on our pages,” Mr. Turner said. “I want to make that desire as seamless and simple as possible.
“We’re launching the program with our Kitchen of the Month feature, but I plan to have the entire magazine pin-able within the next few months,” he said. “I know readers are going to expect it.”
House Beautiful has been using Digimarc’s watermarking technology in its pages for nearly a year, enabling readers to scan pages to link to additional content.
The Digimarc Print-to-Pin solution enables publishers to place an imperceptible digital watermark embedded in images, text or design elements. The watermark is automatically detected and consumers are immediately taken to the designated Pinterest page.
“The Print-to-Pin solution is seamlessly integrated into the look and feel of the publication and empowers Pinterest enthusiasts to pin whenever and wherever they are inspired,” said Ed Knudson, executive vice president at Digimarc, Beaverton, OR. “Pinterest lends itself well to this as at its heart, it is a discovery and sharing site.
“Pinning images from print materials combines the visceral reaction people have to print with the ease of use of the internet, all while maintaining the origin of images, so Pinterest users can share their favorite print images with their social networks,” he said.
“We expect broad adoption of the technology given it empowers publishers to engage readers in entirely new ways.”
- Trackback url: http://www.mobilemarketer.com/cms/trackback/12891-1