Essence Still Trying (and Failing) With Mobile

Essence magazine has content that they are trying to let mobile readers see. It’s just that, well, you can’t see it.  We’ve written about Essence before here on MobileMarketingFail.com.  I decided to try them again to check in on their latest efforts. Here’s how it went.

The most recent edition of Essence prompts theimage: Essence Mobile Tag reader to scan the (Microsoft) tag to “Tune in to Shake Your Beauty on Essence.com.” Why this is compelling I’m not quite sure but I’m not a subscriber nor do I even read the magazine so perhaps there’s something I don’t know about “Shake Your Beauty.” Also, I can only guess that the tag will take me to a YouTube video based on previous experience but it doesn’t really tell me what I’m in for. Oh, well.

I pull out my HTC Hero and look through several screens of app icons until I find the one for Microsoft Tag Reader. I only do this because I happen to know that this style of barcode is an MS Tag and not because the page tells me it’s a MS Tag.. How many other people will know this? So I scan the code. (On a side-note here, one of the things that I like about he MS Tag is that you are taken directly to the destination rather than having to click ‘OK’ like you do in many other tag readers; one less step.) The scan does indeed appear to be taking me to YouTube, just as I’d guessed. And I’m on an actual video rather than at the Essence channel main page. It appears to be a behind-the-scenes video with Janet Jackson, the cover model this month. So far so good! Now I just need to play the video.  I look around for the superimposed arrow that starts the video but don’t see it. What I do see, however, is an unfortunate line of text at the bottom of the video box:

image: Essence mobile video fail

"Video cannot be played on mobile"

“Video cannot be played on mobile”

Sigh.

Fail.

*****************************************************************************

What could have saved this campaign?

Essence is getting close with this effort. They really are. That is, they are getting close to moving out of the fail column by having something that actually works. In this case the issue boils down to two things that Essence failed to do, test and re-test.

Someone on Essence marketing team should have rounded up 5 or 6 models of smartphone and tested the experience prior to print.  Any problem that comes up at that point can be solved before printing or, at worst, the tag and call-to-action could be removed.

So testing would have saved the campaign from outright failure but there are other improvements that may help such as a more engaging call-to-action. Tease the reader with a hint about what is ‘behind’ the tag. What’s so special that the reader should pull out their phone and go through all the steps? Additionally, a mobile-optimized web page into which the videos are embedded can allow Essence to control the experience a little better and give the reader additional things to do on their mobile; a direct link to a video is something of a dead-end.

2 thoughts on “Essence Still Trying (and Failing) With Mobile

  1. Erica

    The really sad thing is that Microsoft Tags can be edited AFTER the magazine has gone to print, so there was double extra no reason for them not to change it as soon as it was noticed. Perhaps RIGHT NOW?!

    And you’re right, Janet Jackson has market value–why on earth WOULDN’T you promote her in the ad copy?

    Reply
  2. Pingback: Essence Magazine Just Can’t Get Mobile | Mobile Marketing FAIL

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