Billboard Magazine: The end of the silent magazine

This case study describes a campaign by Billboard Magazine in Brazil which used near field communication (NFC) to deliver music through the front cover of a special edition.

Billboard Magazine: The end of silent magazine

Campaign details

Advertiser: Billboard MagazineAgency: Ogilvy & Mayher Sao PauloCategory: Video / Rich MediaRegion: LATAM

Strategy

Nowadays, everyone carries a smartphone. So why not turn these devices into the speakers of our magazine? Billboard is now the first music magazine that actually plays music. It transmits an interactive playlist with the artists on the cover directly to the consumers' mobile phones: wireless, with no QR codes or Bluetooth required.

The target was Brazilian youths with access to smartphones with NFC, of both sexes, and...

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