Using House Beautiful’s Connect app, and partnering with the paint brand Glidden, House Beautiful gave users an opportunity to vote for the paint colors they liked, see what the voter favorite was, and even see a room in an entirely different color-should they prefer. The unprecedented flexibility was a win for both editorial and advertisers– and showed the ad revenue possible when mobile and interactivity meet.
Glidden was able to take part in the mobilized color issue with a mobile-activated ad and integrated campaign across the platforms. Jennifer Ginnetti, brand director at Glidden especially liked the ways in which the video enhancement was baked into the tablet edition as well. “It was not only the magazine. The tablet version lets your ads be animated. And you are talking about paint, and you have a digital version where you can change the wall color.”