We partnered with Pacific Magazines to integrate mobile codes into 12 different titles. Not only did we drive awareness for mobile code technology, but we avoided advertising clutter by only using editorial environments, offering exclusive content to readers.We peppered mobile codes throughout their titles, linking readers to “exclusive backstage” content like:• Access to exclusive interviews• Additional paparazzi shots• Music downloads• Downloadable shopping listsEach magazine title tailored their use of Mobile Codes specifically for their readers, eg.• Marie Claire had mobile codes that lead to behind-the-scenes coverage of the cover shoot, exclusive music track downloads, mobile wallpaper downloads, additional beauty and fashion tips, charity helpline numbers and information. Editor Jackie Frank has even included mobile codes on her Editor’s Letter page.

• Men’s Health created a booklet, with mobile codes, linking to workout tutorial videos to take to the gym.

Increased number of scans from the pre-campaign baseline by 350%.• Using an editorial integration strategy we achieved an average response rate amongst Telstra customers with mobile code readers of 3.5% (+700%) • Pacific Magazines are using mobile codes in all 12 titles on an ongoing basis• Pacific is now on-selling mobile codes to advertisers across their suite of titles, including FMCG, retail and prestige brands • IBM, Audi, Nike, Louis Vuitton have begun to use mobile codes in their advertising Overall, Telstra successfully created a self-sustaining mobile code system.