Marketing Masters — October 2008 - (Page 21)

Honorable menTions ❚❙ ❚❙ honorable mentIons promotions, Unilever was able to leverage 165,000 monthly page views and a 50% increase in magazine distribution from 2006 to 2007. Print Bundles: TV/Video/Mobile Entertainment Weekly Hallmark Cards with Sound Mobile Campaign During August 2007, EW and Hallmark teamed up for the Hallmark Cards with Sound Campaign to promote increased sales, store traffic and recognition for Hallmark through its song cards. Hallmark received nearly 11 million print impressions, as well as a 16% increase in sound card units/store during the promotion versus three weeks prior. Energy Access and Trade Commission of Spain collaborated to promote Beyond Petroleum in the November 26, 2007, issue of BusinessWeek. This successful partnership highlighted the need for energy awareness and how BP is the largest investor in U.S. energy development, devoting more than $28 billion to U.S. energy supply investment in the past five years. Sweepstakes/Contest Golf Digest Publications Tee It Up With Tiger Woods Meredith/Starcom USA – Discover Card (See description on this page under Print/Online Bundle.) Retail/Merchandising Tie-In tom Publishing Project ) Bloomingdale’s – Little Pink Book (See description on page 19 under CusNova Scotia Liquor Corp. Occasions Magazine 2007 This two-month promotional campaign to drive brand awareness for Nike Golf balls, which targeted low handicap golfers nationwide, utilized in-book, online, e-mail and broadcast elements across Golf Digest Publications and Nike Golf assets. It also utilized a contest in which consumers who found a platinum golf ball were able to play with golf legend Tiger Woods, which increased sales by 8% during the promotional window and generated 32,917 unique visitors for a total of just over 8 million media impressions. searched for the next generation of National Geographic Explorers using NG Kids Magazine, National Geographic magazine’s Family Edition, a custom micro-site and a dedicated three-pronged PR campaign. It generated over 65 million media impressions over its eight-month span, securing media coverage in every major city newspaper where a winner lived, as well as announcements on NBC’s Weekend Today Show, with a 16% increase in product preference and a 15% increase in product usage after the program. People - Dove Pro-Age Most Beautiful Over 50 To create an external communications medium for customers of the Nova Scotia Liquor Corp., the company launched Occasions magazine in 2005. Distributed at stores and online, Occasions’ advertising grew 12% from 2006 to 2007. Almost 40% of readers made purchases at the NSLC board on information from the magazine, 70% of whom bought the same product again. Martha Stewart Living Omnimedia - Martha Stewart Living Dreamers Into Doers This Dove Pro-Age campaign launched in the 2/26/07 issue of People culminated in the 5/7/07 World’s Most Beautiful People special issue that highlighted “real beauty.” It included a call-to-enter, contest and a custom content Web site; in-book, online, event and retail assets were used to promote and extend the campaign. Total page views on the custom content site numbered 101,847 and an over-delivery of branded Dove impressions by 380%. Special Advertorial Section McGraw-Hill Construction, From June to November 2007, Talbots and Bank of America with Martha Stewart Living teamed up to create an campaign targeting entrepreneurial women to pursue their dreams. The contest prize, which was $10,000, was given to Cindy Kerr, the founder of ConKerr Cancer. Her story resonated with women, creating over 30 million impressions; the contest attracted more than 1,100 entries. OK! Magazine – CW Gossip Girl Program BusinessWeek - On Our Way to a Low-Carbon World Renewable National Geographic Society Hands-On Explorer Challenge This partnership with Purell Hand Sanitizer OK! Magazine collaborated with Kitson, one of Hollywood’s hottest celebrity shopping haunts, on its 9/17/07 issue, to create this sweepstakes in which $1,000 worth of goodies from Kitson LA was offered in the magazine and through an online entry and TV’s Gossip Girl promotion. Over 7,500 sweepstakes entries were received. As a result, there is a renewed commitment for 2008, and OK! Magazine will be running an even bigger initiative with Kitson around the new Beverly Hills 90210 show airing this fall. Cont’d on page 22 October 2008 ❚ minonline.com min ❚ Marketing Masters Issue 21 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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