Kerrang! trials new interactive ads

Emap's monthly music magazine Kerrang! is to trial a new interactive ad in its December issue, due out on news-stands tomorrow (Wednesday), following a deal with Warner Music.

The ad enables readers to access exclusive music from rock group Pendulum via a mobile internet site.

The ad features a two dimensional barcode called a Quick Response - or QR - code.

Firstly, the reader must text the word Kerrang to download a programme for the code.

Then the reader takes a picture of the QR barcode in Kerrang! using the phone's camera. The picture of the QR code is then uploaded to a mobisite, where the user can access an exclusive remix of the single.

The deal was brokered by PHD and Squiggly Square, the UK distributor for i-nigma, the code reader service.

It is believed that this is the first time the technology has been used in a UK ad. An Emap spokesman confirmed that, if successful, the same technology would be used across other Emap titles.

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