It’s not surprising with ad pages down that magazines are pulling out all the stops for advertisers in an attempt to gain more pages and boost revenues. Earlier this month Starbucks played with Bon Appetit‘s masthead and now Men’s Health has entered the game. If you are a reader of Men’s Health, make sure your cell phone is handy when reading its July/August issue.

Every one of the issue’s ads will be camera-phone readable, thanks to an image recognition technology from SnapTell. When readers snap a photo of an ad they’ll receive instant promotions—from ringtones to coupons to wallpaper. The set-up is especially attractive for advertisers because of its integrated call to action and defined measurement. With advertisers chasing engagement metrics, it’s clear why the platform appeals to them.