Promo - May 2008 - (Page 29)

Interactive Marketing Awards T I E D I N C AT E G O R Y PACK UP THE SUV AWARD CATEGORY Internet-based Trial Recruitment CAMPAIGN Take 3 to Tahoe AGENCY Rodale CLIENT Chevrolet These are challenging times for magazine publishers. Print doesn’t have the cachet that it once did, which is why space salespeople are constantly looking for value-added opportunities. ally pack a Tahoe. The publisher then enlisted the online expertise of ePrize to produce it. Users select, drag and drop outdoor gear (a kayak, bike, etc.) inside the SUV’s cargo area and onto the roof rack. A mechanism indicates when gear is properly or improperly packed. “Did you know” pop-ups also appeared throughout, describing the Tahoe’s features. The game was played more than 150,000 times. The average user revisited the site and played an average of 7.89 times. While the focal point of the campaign was interactive, Rodale’s print books and Web sites for Runner’s World, Bicycling, Backpacker and Men’s Health drove traffic to the Take3toTahoe.com site. In each magazine, a full-page regular ad (designed by Campbell-Ewald Detroit) ran side by side with a fullpage advertorial promoting the online game and sweeps. The SUV is called Tahoe, so naturally if you’re going to give away a trip for four in a sweepstakes, where else to go but Lake Tahoe? —Larry Jaffee Rodale, which specializes in consumer health and fitness titles, created its Marketing Solutions Group in 2006 to help advertisers get more bang for their buck. These days that means figuring out an interactive component. “Our goal for Tahoe was twofold,” explains Mary Ann Bekkedahl, executive vice president and group publisher for Rodale. “We wanted to generate consumer awareness of the Chevy Tahoe, and generate hand-raisers interested in learning more about the vehicle,” she adds. To accomplish the dual aims, Rodale developed and designed a Web-based advergame in which visitors had three minutes to virtu- IDEA TO STEAL THE POWER OF PRINT Never underestimate the power of print. While the results demonstrate an advergame’s eﬀectiveness, Rodale’s various franchises work hand in hand with interactive media. That “in-book activity” serves as a blueprint of old media coexisting with new media. “We’ve had a corporate sales organization of one kind or another for easily 15 years, but started placing an emphasis on solution-based selling in 2006,” Bekkedahl says. Promo / WWW.PROMOMAGAZINE.COM / may 2008 29 http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - May 2008

Promo - May 2008 Contents Editor's Note Eyeballs All the Same... NBC Makes 'Law & Order' a Mobile Game Recession Rewards Comfort Virally Toaster on Wheels Commentary Ay Caramba! The 2008 Interactive Marketing Awards Winners How Bulletproof? Q&A: What a Ride Resource Center The Agency Center Blogging 101 Index of Advertisers

Promo - May 2008

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