Tween magazine, Dolly, part of the ACP stable of magazines, has launched a new genre of digital and integrated marketing communication with the launch of the Dolly Wish List in the December issue.

Hot on the heels of launching Dolly Messenger, the magazine has collaborated with Mocom to combine print, mobile and internet to create a unique, sponsored online experience.

Dolly readers use their phones camera to take a photo of one of the advertisements in a special eight page stacked advertorial series. A unique password is sent back via SMS to access the Wish List site – at myxmaswishlist.com.au. Readers then choose their favourite items from the pages they have snapped, creating their own personal Christmas Wish List which they can print, email or add to their MySpace or Facebook page for their friends and family to view and purchase for Christmas. They can also recommend items to their friends, and search for their closest stockists via a postcode search tool.

Among the brands taking part are Optus, Dell, Universal Music, Valleygirl, Thomas Sabo, Mindscape Games, Boost Mobile and Chi Chi cosmetics.

“Advertisers know that engaging with tech-savvy Generation Y requires a multi-platform and innovative approach and the Dolly Wish List is just that,” said Dolly national sales manager, Clarissa Wilson.

“Our readers are constantly seeking new ways of interacting with their favourite brands so this is a win-win for them and our advertisers.

“We are able to provide a high level of post analysis for our advertisers, which allows us to report not only on traditional page impressions and unique browsers, but also the most popular products added, and what and how many products are recommended to friends.”

The technology used for compiling the list is compatible with all mobile phones, allowing every reader to create an instant and personalised Wishlist of the products they want most this Christmas.

According to the 2007 Dolly Youth Monitor, the largest quantitative research study of the Australian youth market, 94% of 14-17 year olds own a mobile phone and 88% use them primarily for SMS and MMS messaging; 14-17 year olds have strong spending power, receiving an average of $77.00 a week each to spend, with 16 – 17 year olds receiving an average $186.47 a week.