EW goes mobile!

Entertainment Weekly brought the pages of the magazine to life within our Summer Movie Preview issue (4/23/10) to give our readers the chance to watch trailers of the featured films directly on their smart phones!

The Summer Movie Mobile Program was introduced via an Editor?s Letter from Jess Cagle. Readers were invited to download the Microsoft Tag app (at gettagmobi.com) to have the ability to scan or snap the Tags to immediately view trailers from the featured films. Click here to see the video of Jess talking about the EW Summer Movie Preview tags.

Tags were placed throughout the issue for readers to check out the official trailers.

Five advertisers also made their brand ads interactive by featuring a Tag within their creative. These tags will allowed readers to either view a commercial spot, receive a special offer, use a store locator, etc.