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The Sports Illustrated Swimsuit Issue may be the most important single magazine issue for any mass market publication. It accounts for approximately 7% of Sports Illustrated’s total advertising revenue for the year. Newsstand sales are 10 to 15 times that of the other SI issues.

“The Swimsuit franchise reaches millions of fans each year, and our expanded mobile videos and content for the 2011 edition will build even greater consumer interest,” said Mark Ford, President of the Time Inc. Sports Group. “Nellymoser and Microsoft Tag together created an engaging user experience and we are excited for what their tagging solutions can offer.”

Nellymoser’s design and creative services produced the mobile user experience. Their Mobile Engagement Platform detects the phone, network, and speed in real-time to create the best possible presentation on virtually any mobile device, including Apple’s iPhone, BlackBerry, and Android smartphone devices.

Prior to the release of the issue, Sports Illustrated launched a mobile campaign with Microsoft Tags linked to mobile content that will be placed on phone kiosks, subway posters, and signage in New York and Las Vegas. The Tags connect users to a swimsuit body paint video that they can share with their Facebook friends. It also allowed users to preorder the 2011 issue or download the magazine’s new Swimsuit App once it launched.

SI Video, App Store, M commerce

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Within the pages of the magazine, readers were able to interact using their mobile phones. Among the things that they could do, the mobile campaign included:

  • Vote for their favorite of the eight models competing for the chance to be a SI Swimsuit rookie in the 2012 issue. They can view photos and video of each model.
  • Watch behind-the-scenes video of all 17 models in the 2011 issue.
  • Share videos via Facebook, Twitter or e-mail.
  • See their favorite 2011 models in “Model vs. Model,” featuring swimsuit models matched with a Nissan car.
  • Download Sports Illustrated’s new Swimsuit Mobile App.
Sports Illustrated Swimsuit Model Search Video, App Store, M commerce

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