Marketing Masters — October 2008 - (Page 10)

❚❙ sWeepstakes/Contest Sweepstakes/Contest Rodale Inc. – Chevy Take 3 to Tahoe Ignition Targeting its male readers and their interests in gear and outdoor adventure, Rodale created a program for Chevy that was designed to build awareness of the 2008 Tahoe’s vehicle features, distinguishing it from others in the SUV category. The time period of the campaign was from August to November 2007. the special sections heading. To provide maximum visibility, Chevy Tahoe controlled all the major ad positions across the sites’ home pages for three days during the program’s launch. Test Drive To accomplish Chevy’s aims, Rodale developed the “Pack the Rack Gear Challenge”, the centerpiece of which was the Chevy branded contest entitled “Take 3 to Tahoe.” Details of the challenge were the following: Visitors to Take3toTahoe.com were encouraged in three minutes to pack the Chevy Tahoe with the correct outdoor gear, which would fit, but only in a specific configuration. As they learned all about Tahoe’s new features, participants needed to discover that correct configuration. The prize was a three-day trip for three to an “ultimate outdoor adventure to Lake Tahoe.” Winner Takes All Take 3 to Tahoe attracted 150,000 players, and the program exceeded Chevy’s marketing objectives for the 2008 Tahoe. It deeply engaged consumers, many of whom returned to play the game an average of nearly eight times over the course of the promotion. It also succeeded in entertainingly educating consumers about the key features of the 2008 Tahoe in comparison to other SUVs. Short but Sweet “[Very often] you put together programs that have some longevity,” explains Angus Macaulay, Rodale’s VP of marketing solutions. “But there are times when programs have a short life span because of a client objective or just the nature of what the program is. In this case, it did more than what was expected.” ■ Zooming Down the Highway The challenge was promoted in advertorials that appeared twice across Rodale titles (Men’s Health, Runner’s World, Bicycling and Backpacker); it was also promoted in their accompanying Web sites. Chevy Tahoe received prominent logo branding on the home page of Rodale Web sites under ❚❙ CustomIzed Web sIte/mICrosIte Customized Web Site/Microsite People – Toyota Celebrity Central Program Revving Up To provide Toyota with a platform that would introduce its new vehicle launches, particularly the Toyota Highlander, People.com offered the automobile brand an opportunity to be an exclusive year-long sponsor of a new franchise called Celebrity Central, a feature that initially included articles on 100 celebrities, replete with individual pages for each star. The initiative, which launched in July 2007 and ran though December 2007, also included an integrated custom poll entitled “Who’s Next?,” which drove awareness of Toyota’s “Moving Forward” message while providing users with an opportunity to interact with Celebrity Central and influence which celebrity will be the next one posted on the site. celeb. In addition to the “Who’s Next?” poll, other components of the program included in-book branded ads developed to heighten consumer awareness of Toyota. It’s in the Details As part of the Toyota Celebrity Central program, People.com designed custom pages showing Toyota Corolla and Highlander. Emulating the layout for the capsule celebrity profiles, these pages included photographs of the vehicle with captions, a bio, five fun facts and video/commercials. Driving on All Cylinders The Toyota Celebrity Central program was promoted on the home page, a popular destination for People.com users. The placement ensured a steady traffic flow to the Celebrity Central feature and maximized exposure for Toyota. Also, each Celebrity Central story had a direct link to a People.com story on said Smash Success During the period of the launch, People.com over-delivered impressions by 38% . Also over one million visitors have voted in the “Who’s Next?” poll to date. Toyota remained a primary sponsor for 2008 and is currently finalizing a renewal contract. ■ 10 min ❚ Marketing Masters Issue October 2008 ❚ minonline.com http://www.Take3toTahoe.com http://www.People.com http://www.People.com http://www.People.com http://www.People.com http://www.People.com http://www.minonline.com

Table of Contents Feed for the Digital Edition of Marketing Masters — October 2008

Marketing Masters - October 2008 Customized Web Site/Microsite Retail/Merchandising Tie-in Top Integrated Marketer Top Integrated Marketing Teams Custom Publishing Project Multiple Magazine Title Program Sweepstakes/Contest New Event Program Online Event Special Advertorial Section Print/Online Bundle Print Bundles: TV/Video/Mobile Total Integrated Program: B2B Total Integrated Program: Consumer Event

Marketing Masters — October 2008

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