USA WEEKEND and Whrrl Launch Innovative Mobile Shopper Marketing Program

The program links marketers to 47 million readers with the premier location-based mobile network

Nov 03, 2010, 09:00 ET from Pelago

NEW YORK, Nov. 3, 2010 /PRNewswire/ -- ad:tech -- USA WEEKEND Magazine and Pelago, makers of mobile location check-in app Whrrl, today announced their partnership with the launch of a mobile shopper marketing program. The first of its kind among magazines, the partnership gives USA WEEKEND advertisers the opportunity to leverage Whrrl's technology, enabling both shopper marketing and brand marketing to connect with 47 million readers and smart phone users in-home and as they shop in-store.  

USA WEEKEND will build custom societies for marketers and invite readers and shoppers to join. Society members use the service while shopping at major retailers to view relevant content from USA WEEKEND and exclusive brand messages. They can share product recommendations with other members. Those who check into select stores earn rewards and chances to win prizes including shopping gift cards, movie tickets and electronics.

ConAgra and Kellogg's are the first brands to leverage the Whrrl platform. ConAgra's Marie Callender's is launching the Family Meals society on Nov. 7, providing its members with recipes and tips on how to bring the family together for daily meals.  The Kellogg's program will debut in December.

"Whrrl provides a unique way for USA WEEKEND to engage our readers with its combination of social and mobile capabilities," said USA WEEKEND President and Publisher Chuck Gabrielson. "What really separates this mobile marketing program from others is its ability to bridge the communication gap with readers between their in-home planning and in-store purchase decision making."

"We are one step closer to a world of perfect information. Instead of searching for the right ideas, the right ideas need to find you," said John Kim, Vice President of Product for Pelago. "When you are at the store, brands should strive to make your life simpler and more delightful. Everyday activities don't have to be mundane. Marketing does not have to be mundane. What if brands could fill your life with rewards, more social connection and fun? That is the mission of this partnership."

About Pelago, Makers of Whrrl

Pelago was founded to revolutionize the way people experience and explore the physical world. Whrrl, the company's flagship product, is a real-world game with a purpose:  to help people escape from behind their computers and patterned lives, to get back out into the physical world with the promise of compelling, highly relevant new experiences. The company, founded in 2006, is based in Seattle and is led by an executive team from companies including, RealNetworks and Yahoo. Pelago is backed by pioneering Internet and mobile investors including Kleiner Perkins Caufield & Byers, Bezos Expeditions, T-Venture, Trilogy Equity Partners and Reliance Technology Ventures. For more information, visit


Celebrating its 25th anniversary in 2010, USA WEEKEND is a national weekly newspaper magazine with 22.6 million circulation and 47 million readers in print and online.  It is distributed through more than 800 newspapers. Awarded for its journalism and design, USA WEEKEND focuses on social issues, entertainment, health, food and travel. It has an expanded presence in the social media arena with active participation on Twitter, Facebook and YouTube. USA WEEKEND is a Gannett Co. Inc. publication.