Branding the September 2011 issue the “Social Issue”, Glamour featured 42 Social SnapTags across advertiser and editorial pages. The Social SnapTag worked as an active interface enabling readers to use their mobile phone to ‘Like’ or ‘Follow’ a brand. Beyond convenient, the activation of these social connections enticed readers by rewarding them with discounts, sweepstakes entries, free samples and exclusive content, all served up in the interface activated by the Social SnapTag. Participation was easy with few barriers to entry. Readers scanned the Social SnapTag with the Glamour Friends and Fans application or sent a photo of the Social SnapTag to a short code to get a return message activating the social engagement.To increase awareness, Glamour dedicated a two page spread to detailing how the program worked and how to participate. Additionally, the program was promoted through Glamour’s Facebook page, Twitter, GlamAlert E-Newsletter and an aggressive public relations campaign.

The program garnered over half a million reader engagements, and SnapTags were activated by over 100,000 readers, or 4.2% of the issue's paid circulation. SnapTags drove 50,000+ ‘Likes’ for advertisers alone and 67% of readers who snapped the SnapTag converted to like the brand on Facebook. Social activity by Glamour friends is 58% more visible than other Facebook users given the number of social connections they have, which amplified the effects of social sharing. Finally, the campaign got 38.6M press impressions, creating visibility for Glamour and its advertisers above and beyond what was originally anticipated.