Glamor Cover, September 2011

Glamour’s September issue generated 50,814 Facebook “likes” for its advertisers by including 2-D barcodes incorporating the social network, according to the magazine and SpyderLynk, which created the new Social SnapTags that Glamour used.

Readers are encountering 2-D barcodes in magazines and elsewhere more and more often, but Glamour wanted to see whether codes invoking Facebook would spur more readers to action — and round up Facebook fans in the process.

Glamour ran the program to answer advertisers who were asking how to get more ‘likes,’ said Jenny Bowman, executive creative services director at Glamour, which is published by Conde Nast. “This seemed like a logical solution,” she said. “We loved what SpyderLynk had to offer with a Facebook logo in the circle that was different from other 2-D barcodes.”

The codes were activated by over 100,000 readers, or 4.2% of the issue’s paid circulation as filed with the Audit Bureau of Circulation’s Rapid Report service and 0.8% of the magazine’s average total audience according to GfK MRI’s most recent round of research. Read the rest at AdAge.