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2011 IMA Awards: Contest/Sweepstakes
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Teen Vogue—Condé Nast: Are you the Next L.E.I. Model Citizen?
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 Teen Vogue celebrated its readers’ achievements–and their charitable nature–with a contest that not only placed three young women in Walmart brand L.E.I.’s ad campaign and granted one a $100,000 college scholarship but also enabled participants to support Fashion Delivers, a foundation that mobilizes the fashion industry to donate to disaster victims and others in need.
“The charity alignment was one of the elements that made it so successful,” says Teen Vogue marketing assistant Kelly Mytrowitz. “We find our readers are more likely to participate in a program that has a charity tie-in.”
From February through October 2010, readers submitted videos to a co-branded microsite, which also included a Fashion Delivers widget. The contest, which was heavily promoted in the magazine, online and at three live events, generated 7,350 entries, 905 video uploads and 42,030 votes. L.E.I. donated to Fashion Delivers each time the widget was shared–4,597 times in all–and gave a pair of jeans for every $5 collected at the live events.
Fast Facts:
* More than one in four Teen Vogue readers report participating in a charitable event during the past year.
* Celebrity judges included model Chanel Iman and fashion designer Rachel Roy.
Honorable Mentions:
- All You - Time Inc.: Borden's "Redefine Your Family Favorites" Recipe Contest
- ESPN—The Magazine: Sony & ESPN The Magazine—World Cup 2010
- Hearst Digital Media/Hearst Integrated Media: Dove Correspondents Lifestreaming
- Martha Stewart Living Omnimedia: Disney: Make Your Own Magical Memories
- Meredith Corporation - Living the Country Life: Bobcat/Living the Country Life Compact Tractor Sweepstakes
- PEOPLE: Starbucks Frappucino "I Love Summer and Fall"
- Rodale/Organic Gardening Magazine: Organic Gardening & Nature's Path's Gardens for Good Program
- Time Inc. Branded Solutions: Kenmore Runway Washer
- This Old House: RAM: Best New Home Products
Back to min's 2011 Integrated Marketing Awards
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