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CAMPAIGN NEWS: Quark uses magic touch to engage SMEs

 

 Quark hopes campaign will work its
magic on existing users

 

 

Quark has launched a magic themed global marketing campaign encouraging designers and SMEs to upgrade to its latest layout software QuarkXPress 8.

The ‘Flash Magic' campaign is built around a microsite, developed using the new software, that includes video training, customer showcases and links to social media activity.

Gravity developed the campaign and social media plan that gave users the opportunity to unlock additional free resources by distributing the passwords via Facebook, Twitter and industry blogs. Gravity says the password incentives were used to engage the online community and reward loyal users.

Speaking about the magic concept behind the campaign, Gavin Drake, marketing director at Quark, explains how it wanted a concept that was fun and universally understood. He said "We wanted something that reflected how print designers often see interactive media."

The microsite encourages users to enrol in the ‘QuarkXPress School of Flash Magic' an online forum where ‘Quark Wizards' will answers any questions.

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