Marketing Masters — October 2008 - (Page 17)

❚❙ prInt bundles: TV/Video/mobile Print Bundles: TV/Video/Mobile TV Guide – Oreo – My Name is Earl Scent Card A Tasty Proposal To provide readers with a multi-sensory approach to Oreo, while tying it to the May 3, 2007 episode of NBC’s popular sitcom, My Name is Earl, TV Guide came up with a unique marketing program: a scent card. Featuring six different rub ‘n’ smell scents, the two-page detachable card was inserted in the April 30, 2007 issue of TV Guide. It featured language indicating Oreo’s sponsorship on the front and a brand ad on the back. The Medium is the Message TV and online were the main media platforms used in the campaign. For TV, spots were aired that featured Randy and Earl, two main characters from My Name is Earl and their interaction with Oreo cookies. For online, Oreo leveraged TVGuide.com’s community of TV fans and built on their association with My Name is Earl by creating a sweepstakes promotion. Two different ads announced the promotion and prizes, urging consumers to tune into the May 3, 2007 episode. Hungry Audience Targeting moms, the time span of the program ran from April to May 2007. In addition to the scent card insert, TV Guide also ran a house ad the week prior, driving awareness for the insert. Satisfying the Palate The magazine campaign generated 42.6 million impressions. On-air promos plugging the special episode drove viewers to pick up TV Guide with the card while ratings for the May 3 episode increased across every demo, including +30% among men, 18-34 and +19% among adults 18-34. ■ Tasty Challenge “The main challenge for me was playing middleman to many partners,” says Mindy Nathanson, vice president and associate publisher of marketing for TV Guide. “While each were focused on specific elements of the program, I needed to manage the big picture to ensure everyone was getting what they needed and wanted.” ▶ Meredith & Starcom, continued from page 6 to deliver client objectives. Over time, as Meredith has grown and evolved as a media and marketing services company, Starcom has supported our partnership and brands, empowering Meredith to provide solutions to business needs. min: What challenges did your team face working on the Fresh Start campaign? Bamberger: With a program of this scale, it was the time commitment for all partners. As stakeholders changed during the process, the collective team worked diligently to keep everyone informed and on track to meet deadlines. min: Who are some of your team’s most valuable players? Bamberger: John Melone, VP/client activation director, Starcom USA; Brenda White, SVP/publishing activation director, Starcom USA; Kelly Twohig, SVP/director, Starcom USA; and Dorene Bair, managing director, Meredith Corp. min: What are your best practices for developing and executing successful integrated programs? Bamberger: It’s having an understanding of client objectives, goals and business needs, and applying our insights, assets and capabilities to deliver on strategy. We also embrace a willingness to take risks and innovate, and to partner in new ways. Robust research and accountability metrics are also valued to generate learnings and assess program ROI. ■ ▶ National Geographic, continued from page 4 National Geographic VP/U.Spublisher Claudia Malley and all members of the Dow creative team at DraftFCB, such as account, media and creative services. It helped also that both magazine and agency were in sync when it came to achieving Dow’s goals. “When it comes to integrated programs, it’s especially important that all elements fit organically,” notes Murphy. “Forcing a fit does an injustice to the entire program.” ■ Most Valuable Players: National Geographic Claudia Malley - VP/U.S. publisher Michele Murphy - marketing director Victor Unnone - associate marketing director Jimmy Lui - design director Cathy Scott - account manager Karen Sarris – Detroit manager DraftFCB Hollie Zamiara - account director Jim Bachor - associate creative director Harold Dawson - SVP/group media director; Kelly Patterson - media supervisor Sandy Kolkey – EVP/group management director Sean McCarthy – VP/management director John Claxton – SVP/group creative director Kurt Fries – SVP/creative director October 2008 ❚ minonline.com min ❚ Marketing Masters Issue 17 http://www.TVGuide.com?s 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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