Learn From the Winners
Reach your target audience
Be the go-to site in your market
Use your product to inspire the audience
A multi-platform message that got attention
Cosmo’s search for a Rockstar
Playboy brings reality TV to mobile
Gourmet’s Diary of a Foodie gets multi-platform servings
Reinventing the Clairol Herbal Essence woman
Elle's marriage of editorial and advertising
A partnership helps readers reduce carbon footprints
A self-made social network
New methods, new audiences
Double bonus: more advertisers, more readers
Martha's sweet side
Cross-platform engagement
A relaunch springs from controversy
Juggling sponsors for a fashion encore
TechWeb delivers the leads
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Iris Dorbian
Winner: Cosmopolitan StarLaunch – Search for the Next Fun Fearless Female Rockstar
To find the next “fun and fearless” female musician, a new event—Cosmopolitan StarLaunch—debuted in September 2008. Its objective was to build on the power of the Cosmopolitan brand and its 18 million monthly readers with a platform that would empower and encourage them to always seek out their dreams.
Selecting the Candidates
Leveraging in-book and strategic partnerships with YouTube, SESAC (a performing rights organization) and FanBridge (fan list management), callouts were made for musicians to submit videos of themselves singing original work to a special Cosmo StarLaunch channel on YouTube. After four weeks of submissions and over 500 online auditions, a panel of music industry professionals helped Cosmo narrow down entries to the top 10. At this point, fans were then able to vote for their favorites. Once the top three were named, online voting continued as the musicians prepared for the big concert finale, in which they were flown to New York City to open a concern at Terminal 5, a popular live music venue, headlined by the well-known singer Natasha Bedingfield, with special guest performance by Solange Knowles.
Last Call
Following the performance, a panel of renowned music industry professionals as well as the in-house audience voted for their favorite, and after the tally, a winner—Mieka Pauley—was chosen. For those who couldn’t attend the concert, a 10-part webisode was posted on YouTube.
The media outreach for the event was extensive. Promotion included full-page ads in Cosmo, TimeOut NY and The Village Voice; radio spots aired on such outlets as Sirius and Z100. Online banners ran on cosmopolitan.com, YouTube.com, Facebook and various music blogs.
Encore, Encore
The ROI merited a standing ovation. Four sponsorships—Nikon, CoverGirl, Pantene and bebe—were secured, bringing in extensive in-book paging and program fees. Plus, over 1.9 billion media impressions were generated.
Honorable Mentions:
Entrepreneur Media Inc. – Entrepreneur Magazine’s Entrepreneur of 2009 & Growth 2.0 Conference: In its inaugural year, Entrepreneur Magazine’s Growth 2.0 Conference on Dec. 9, 2008, was the culmination to a 12-month, fully integrated, cross-platform campaign designed to assist The UPS Store in becoming a meaningful partner to entrepreneurs of start-up, emerging and established businesses. The program was entirely free to registrants, and generated an overwhelmingly enthusiastic response among the small business community thanks to promotions online, print, video and from contest finalists.
House Beautiful – The House Beautiful Kitchen of the Year 2008: On July 15, 2008, House Beautiful introduced “Kitchen of the Year,” a three-day celebration featuring the fully functioning dream kitchen designed by famed designer Christopher Peacock, in Rockefeller Center. In honor of its belief that the kitchen is the new American living room, House Beautiful fulfilled its goals of engaging its readers and audiences with onsite, online, in-book and television promotions such as a showcase of Rockefeller Center eateries and chefs, a custom podcast on iTunes, and sponsors on the Today Show.
People Magazine – People Red Carpet Fun Run: With the goal of bringing the red carpet experience to consumers in a fun, engaging way, People kicked off the fall red carpet season with the Red Carpet Fun Run, a 5K walk/run with 100 feet of red carpet on the Paramount Studios lot in Hollywood, CA. While incorporating a philanthropic angle providing a charity extension, the Red Carpet Fun Run garnered tremendous interest and response among advertising partners and received phenomenal brand exposure via print, online, on-site and PR initiatives.
Wired - Smart Home: Green & Wired Honda Program: Wired magazine created the Smart Home: Green and Wired program to accomplish its objectives of branding Honda as a leader in energy-efficient vehicles and promoting awareness of Honda Hybrid technology among a mass audience. The partnership between Wired, Chicago’s Museum of Science and Industry and Michelle Kauffman Designs allowed for promotions online and in-print, along with sponsorship at the museum, which generated incredible impressions for Honda, specifically broad reaching exposure for the Civic Hybrid.
Teen Vogue, Condé Nast Publications - Teen Vogue Haute Spot: In efforts to extend the Teen Vogue brand and provide girls with an authentic, interactive, and community-oriented shopping experience, the Teen Vogue Haute Spot brought the holiday and spring season’s top must-have styles and products to one location within New Jersey’s Mall at Short Hills. With notable features such as a fashion closet, beauty vanity, Internet lounge and fragrance bar, the Haute Spot not only presented advertisers with a new way to effectively engage consumers at retail, but also fulfilled its goal of allowing girls to bring a taste of Teen Vogue home with them.
Washingtonian Magazine – The 2008 Best of Washington: For the past 30 years, The Washingtonian has invited readers to vote for the best people, places, and services in the area. In 2008, more than 1,200 guests, celebrities, restaurateurs and Leukemia and Lymphoma supporters filled the National Building Museum, which featured more than 50 of the area’s best restaurants and celebrity chefs, making the year’s event a great success.
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