Last year, Allure magazine featured about 36 Microsoft Tags in its August "Free Stuff" issue and received about 444,000 code scans (see article). This year, Allure placed 33 Tags in the August issue, same premise (i.e., free stuff), and it was recently reported that, in just three days time, the magazine has gotten 200,000 code scans. If this pace continues, last year's record of 444,000 scans will be broken.
Certainly a campaign like this benefits the companies providing the free merchandise, but I wonder just how much Allure gets out of it. If anything, I suppose they get some free publicity from the stories that are written based on the campaign.
If anyone from Microsoft Tag or Allure cares to chime in please do. Thank you.