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Asda asks Facebook followers to choose magazine front cover as it passes one million mark

Asda has asked its fans to choose the front cover of its next magazine, having last week reached the landmark of one million Facebook followers.

The Walmart-owned supermarket chain asked its Facebook community to choose between two mock ups, which cover they would like to see adorn the August edition of Asda Magazine.

The publication, printed by Publicis Blueprint, currently has a circulation of 1.96 million.

The winning cover was one which displayed the Easy Peasy Fish Cakes recipe with the headline ‘Summertime fun’, and was designed to attract Asda mum’s, the supermarket’s core customer.

Hannah McDermott, editor of Asda magazine, commented: “The Asda Magazine is a such a key part of our customer engagement strategy and, by linking with our social channels, this activity also fits perfectly with our ‘Chosen by You’ customer approach. We’ve been able to not only involve our customers in designing their magazine – we’ve also had real-time interaction and feedback, which is always invaluable. We’ll definitely be building on this success in future activity – in fact, we’re already planning Autumn and Winter projects to further align our social and content marketing.”

At The Drum Live last month, Dom Burch, social media chief at Asda discussed how the brand interacted with its one million followers on Facebook and how it recognised when a message on the platform was a hit with followers of not.

The brand is understood to have passed the one million mark last Wednesday.

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