MediaBuyerPlanner: In an unusual partnership, Wired magazine and Xerox are launching an integrated marketing program that offers subscribers the chance to receive an issue of the magazine with their own photos on the cover.
The campaign was inspired by Wired’s July cover story on the future of personalization, according to Xerox.
The program will be announced in the April issue of Wired. It is currently being promoted on Wired.com, with subscribers being encouraged to go online and upload a 4×6 photo of themselves. The first 5,000 Wired subscribers to participate will receive the July issue of the magazine with their image on the cover.
After the first 5,000 subscribers create their personalized cover, consumers (not restricted to Wired subscribers) will be able to go to the site, where a tool will be provided to create their own Wired cover. Users will be able to submit a photograph, change the headline and change the color palette. These covers can be printed or emailed, but will not be on the July Wired cover.
The digital printing technology that will produce the personalized color covers comes from the Xerox iGen3 110 Digital Production Press, along with cross media capabilities from PersonalEffect software (the flagship product of Xerox’s newly acquired company XMPie).
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