In February, Net-A-Porter launched the shoppable Porter magazine for tablets and newsstands in 60 countries. Porter will be published six times a year with 400,000 paper copies per edition, and is available on Apple Newstand and Google Play. The tablet edition allows users to shop the magazine directly, and readers can scan pages of the print magazine with the tablet and mobile app camera to find items on the Net-A-Porter e-commerce site.
Leading up to the magazine launch, Net-A-Porter released the mobile app “I am Porter” with a contest to encourage fan engagement and build anticipation for the launch. The “I Am Porter” app enabled users to overlay their photos with the magazine title page, and share on Instagram with the #IamPorter tag for a chance to win an $8000 shopping spree. The app was repurposed to promote the brand’s summer issue. This time, fans were asked to share their Lady Gaga-inspired looks with the hashtag #GaGaforPorter to win a hat designed by Philip Treacy, which Gaga had worn.
The first contest was a success, with 6,500+ submissions. The multi-device effort – featured in L2’s Intelligence Report: Mobile & Tablet – is an example of how mobile and tablet apps can serve different purposes while working together.