Abu Dhabi Magazine first to be mobile tagged in region

The magazine has been 'tagged' with Microsoft Tag 'barcodes' that link directly to dynamic web pages that can be accessed through the mobile phone. According to Microsoft, this technology has to date been used in a handful of magazines, including Conde Nast titles Golf Digest and Lucky. Microsoft Tag had been under testing for 18 months, and came out of beta on 27 May 2010.

"We've looked at the various mobile tag options and believe that Microsoft Tag delivers a simple yet robust platform," said Sana Bagersh, CEO of BrandMoxie, the marketing agency that is publisher of the magazine and promoter of mobile tagging technology. "We're excited to be part of this compelling mobile phone technology as it redefines the reader's experience and greatly enhances the print medium."

On June first, 2010 the tagged version of Abu Dhabi Tempo will be available throughout Abu Dhabi in malls, coffee shops, hotels, universities and a large number of building blocks. An electronic copy of the magazine can also be downloaded from June 1 through www.abudhabitempo.com.

"Abu Dhabi Tempo's readers tend to be young, educated, more technologically aware and early adopters of mobile phone innovations, so we believe tags are the perfect medium to add to the magazine," said Bagersh. She explained that mobile phone tags will engage customers dynamically, directing them through an instantaneous experience via the mobile phone to a brand's special promotions, product and service showcases, videos, instructional information, contests, coupons etc.

"Mobile phone tags can be added very effectively to print campaigns as part of a well thought out marketing strategy, to enhance the experiential dimension of print and expand customer relationship dynamics. We believe it will appeal to advertisers who will find great value in the analytics report that will enable them to evaluate the effectiveness of their campaigns."

The Microsoft Tag can be placed anywhere and once snapped on a smart phone can direct the user directly to the product or service's brand experience. The agency is exploring ways this technology can be integrated in retail, e-government, entertainment, education and healthcare scenarios.

BrandMoxie, a pioneer in integrated marketing technologies, says it offers clients the opportunity to integrate Microsoft Tag into their print and outdoor advertising campaigns, products and services, retail outlets, and engage the client in an exciting and immediate way through a mobile phone.