Beginning spring of this year, the national magazine will use Snipp's Mobile Site Builder Solution to create mobile reader response cards - a modern alternative to the traditional mail-based cards.
Snipp and Meredith announced their partnership in late November to launch a new program powered by Snipp's 'Mobilize Me' platform and its new Mobile Microsite builder, which is aimed at digitally enhancing Meredith Corp's reader response activation program.
"Marketers, especially our travel clients, have relied on Midwest Living to inspire and generate consumer interest leads," said Midwest Living's publisher, Daren Mazzucca.
"Snipp helps us to build on that success by using mobile texting technology to provide our advertisers with a quick and cost-effective lead generation tool. The feature also gives our readers an instant real-time planning tool for their next getaway or purchase."
Starting with the March/April 2013 issue of Midwest Living, the new annual program will provide participating advertisers with customized mobile websites in addition to ads placed in the magazine.
The mobile websites will feature a variety of different actions readers may wish to take, including requesting additional collateral by mail or email, contacting the advertiser directly, using special deals and offers, interacting with their social media pages and watching a video or connecting to the advertiser's website.
Snipp said that readers interested in getting more info from a particular advertiser no longer have to fill out paper-based forms and send them in by mail, waiting six to eight weeks for a response. Instead, they can visit the advertiser's "customized mobile website" to get the information.
For example, using the mobile website, readers would have the option of sending their email address and immediately receive a digital version of the advertiser's brochure.
The mobile marketing firm noted that advertisers will be able to convert leads much faster, as they are immediately notified when readers make requests for information.
"We are very pleased to see the traction we are getting with our Mobile Infrastructure and Site Builder solutions," said Snipp CEO, Atul Sabharwal.
"To have another set of Meredith publications sign on to use our solutions is a testament to our shared efforts to mobilize traditional mail-based customer interactions."
Snipp's "Mobilize Me" platform now includes three mobile specific solutions - response, infrastructure and validation - which collectively allow brands to interact with their customers through mobile across the entire purchase lifecycle, Snipp said.
In late November, Snipp launched its new Mobile Purchase Validation tool with its first major program on the platform - a holiday promotional offer by Church & Dwight (NYSE:CHD), the maker of Arm & Hammer Baking Soda.
Snipp provides print publishers, advertising agencies and corporate/consumer brands with a full suite of mobile marketing services in North America.
Headquartered in Washington, D.C. and established in 2007, the company has provided its services to several Fortune 500 companies and other major brands, advertising agencies and publishers, including Wal-Mart (NYSE:WMT), ESPN, Time Inc, Ford (NYSE:F), Nike (NYSE:NKE), Wendy's (NASDAQ:WEN) and Campbell Soup (NYSE:CPB).