1. Case Study _ Outlook
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BUSINESS CASE
Outlook, the leading political magazine wanted to celebrate the recognition given to the
Greatest Indian by offering an innovative experience to readers. They wanted readers to
have an experience beyond what print could deliver by bringing the cover page alive and
delivering additional content other than what the magazine could offer. Outlook wanted to
reach out to additional people other than just their readers to ensure a majority of Indians
casted their votes. While Facebook and SMS were some of the means to reach out to
people, the magazine also wanted to ensure that they could get all the people in the radar
to cast their votes. Getting the message close to the people and personalizing the
communication would guarantee their participation. Hence Outlook chose the mobile phone
route to take the contest to the fingertips of the citizens.
SOLUTION
The cover page of the magazine was POINT-enabled (POINT
was formerly known as intARact) to deliver to the users a poll
where one could cast their vote and instantly see the current
position of their contender. Furthermore, users could also read
information about other contenders, access information on
other business magazines and dailies all this by just capturing
the cover page of Outlook from one’s mobile phone camera.
RESULTS
 Users spent over 210,414 seconds engaging with the
magazine
 Over 1800 engagements were recorded with over 4500
number of widget views
 22% of the engagements were recorded over the
weekend
HIGHLIGHTS
 The magazine generated interest impacting 1096 new users (users who downloaded
POINT for the first time)
 The magazine found a new way to deliver additional information to their readers
 The magazine had turned instantly interactive