Retailer Macy's works in collaboration with Hearst to place a technically charged advertisement in a print magazine -- it was featured in Cosmopolitan's October issue last year. The purpose of implementing this interactive marketing scheme is to create a platform for digital engagement through a wider medium.
This marked the first time that Cosmopolitan readers were able to digitally connect their phones to 'try on' the make-up products through augmented reality. The same ads will also appear in an online iteration of Hearst's lifestyle magazine to bring attention to Macy's beauty selection. Cosmopolitan conducted research to find out that its reader demographic centered around the ages of 18-24, so the publication decided to integrate digital elements to its core print strategy.