Marketing Masters — October 2008 - (Page 25)

❚❙ total Integrated program: Consumer Total Integrated Program: Consumer People Celebrates the 25th Anniversary of Wheel of Fortune Wheel of Celebration Last year People partnered up with Wheel of Fortune producer Sony Pictures Television to celebrate the 25th anniversary of the game show. The result was a program designed to generate interest and excitement for the game show’s special anniversary while leveraging both brands to create advertising opportunities for select clients. Spinning with Celebs Broadcast components were daily audio/visual promotional spots featuring a sponsor/advertiser and a Wheel of Fortune Celebrity Week hosted by People (and exclusively sponsored by Maxwell House). Host Pat Sajak thanked Maxwell House on-air for their donation to Second Harvest, the largest hunger-relief organization in the U.S., during People Celebrity Week. Coordinating Logistics The program officially began on September 27, 2007 with a VIP 25th anniversary celebration sponsored by Maxwell House at New York’s Radio City Music Hall; it also ran in-book and on-air for six weeks culminating in the December 3, 2007 issue of People. In-book components of the campaign included four co-branded advertorial pages featuring product messages and logos of sponsoring advertisers, such as Sony Card, Febreze and Dawn. Each advertorial page had a 25th Anniversary Wheel of Fortune celebration and tune-in message. Cyber Exposure For each sponsoring advertiser, People created and ran co-branded ads on People.com. Sponsoring advertisers also received placement on wheeloffortune. com, which included 25th Anniversary co-branded headers and banners. Bountiful Conclusion The program yielded great results for the sponsoring advertisers, all of whom received plentiful exposure in-print, online and on-air to meet newsstand and on-air programming dates. Co-branded ads on People. com generated 8 million impressions per brand. ■ Total Integrated Program – Consumer Unilever – ViveMejor Live Better Wanting to empower Hispanic women with information on food, beauty and lifestyle as well as drive sales of client Unilever products, the Miami-based Mass Hispanic Marketing created ViveMejor, an integrated program for 2007 that encompassed a revamped print magazine (with partner Meredith Publishing) and a Web site (with online partner, agency Media8). Research, Research, Research Research played a key role in the development and execution of this initiative that targeted Hispanic women ages 18-49, either single or married with children, who are seen as decision makers for their households. A key finding was that Hispanic women do more of their shopping in major stock-up trips that require planning, and they are more receptive to meal suggestions received in-store in Spanish. Another component of the program was the creation of ViveMejor.com, a portal that provided an online community for the audience as well as monthly articles, party planning tools and mom and kid activity guides; also Vivemejor TV on the Web site offered a way for Angela, its bilingual avatar-host, to provide news and tips for users. Weekly vignettes offering advice to consumers on how to live better aired on Univision TV Network’s Despierta America morning show. ROI Bonus Retailer partner participation included hundreds of stores, across more than 40 chains in 15 key Hispanic markets. Distribution of the magazine increased by more than 50% in 2007. More than 800,000 consumers viewed the program’s weekly Univision TV vignettes. For the program period, monthly page views averaged at 165,000; 34,000 of those were for recipe searches. Also the ViveMejor Web site attracted more than 23,000 registrants in the first three months of program period. ■ Multiple Content Using this and other insights, the project team created a bilingual ViveMejor magazine provided to consumers at point-of-purchase. With up to 750,000 issues distributed quarterly though an in-store and grassroots promotion schedule, the magazine, which focuses on home, fashion, beauty, food and seasonal topics (i.e., holiday cooking) was mailed to a growing subscriber base. October 2008 ❚ minonline.com min ❚ Marketing Masters Issue 25 http://www.People.com http://www.ViveMejor.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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