The agency produced an app, Allure Unbound, which will allow readers to unlock additional interactive content. The app features the integration of photos, videos and computer generated images. The company said the technology “brings pages to life,” including behind-the-scenes views of a fashion show, ability to snap selfies with super model Gigi Hadid, who is featured in the issue, and an ability to shop or share the looks featured on Hadid.
“Working closely with the Allure team, we produced something completely unique that optimizes both the printed page and the audience’s penchant for mobile engagement,” said John Puterbaugh, BlueSoHo managing partner and chief digital officer.
Quad/Graphics is also the printing partner for Allure publisher Conde Nast. The partnership is an extension of the company’s efforts to be more than just a printer. While the BlueSoHo agency accounts for just 3 percent of Quad’s revenue, $1 spent with the agency could translate to $8 or $9 in other parts of Quad’s business.
“No media channel has really replaced another. The more these things are layered on top, we’ve proven over the years, the more media channels you use and the tighter they’re connected the higher the overall responsiveness of that dollar you’re spending,” Joel Quadracci, Quad’s chairman, president and chief executive officer, said in an August BizTimes cover story on the company.
Quad has sought to leverage technology with other clients as well, using mobile devices to help a grocery store target customers and launching a virtual reality viewer in conjunction with the Sports Illustrated swimsuit issue.