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Iris Dorbian
Winner: Playboy – got2b
To promote got2b’s Magnetick styling products and appeal to a targeted male audience (20 years old and over), Playboy created its first-ever online mobile/Web reality series, Interns, a humorous look at the life of three of the brand’s marketing interns. The six-episode series, which integrated Magnetick product placement and messaging throughout, aired on Playboy’s mobile Web site and iPhone Web apps, from September to October 2008.
Enterprising Youth
In the tradition of other fabled mockumentaries, Playboy’s Interns series, which was shot exclusively for both Web and Internet distribution, was a cross between MTV’s The Real World and NBC’s The Office—but with a twist. In each episode, the interns were challenged to fan through the streets of New York City to generate word of mouth for got2b Magnetick as well as create and produce a 15-second commercial. Also each custom “mobisode” was punctuated by special messaging, banners and pre-roll that further promoted got2b Magnetick, while further leveraging entertaining content that resonated with Playboy’s core audience, many of whom are heavy users of mobile platforms.
To make online noise, Playboy partnered with MySpace to create an Interns microsite. Playboy also posted the video series on YouTube and the Playboy Audience Network to drive additional traffic and to build additional audience enthusiasm for the series. Pre-launch screenings for Interns were held on college campuses to enhance word of mouth marketing for the series among got2b’s key demographic.
The got2b Magnetick/Interns program was a resounding success. The series elicited 1.8 million views on both the mobile and Internet platforms. Since launching on ideck, the series was named the No. 1 video download on AT&T. Its MySpace site provided 50 million impressions across its site. Media coverage included such outlets as the Los Angeles Times, The Tonight Show with Jay Leno, Hollywood Reporter and the New York Times, totaling approximately $750,000 in equivalent media value.
Honorable Mentions:
Cooking Light and MyRecipes.com – Dinner Tonight Program for Unilever: “Dinner Tonight,” a monthly column in Cooking Light and a daily feature on MyRecipes.com and on the MyRecipes.com mobile application, was taken on by a single sponsor, Unilever, for a partnership with Bertolli Sauce, Country Crock, Hellman’s, I Can’t Believe It’s Not Butter, Knorr, Ragu, and Wish-Bone. The integrated program, which included impact units in Cooking Light magazine, as well as digital and mobile sponsorship of the online “Dinner Tonight” recipe, video, menu and shopping list section on MyRecipes.com, successfully accomplished its goal of helping their customers navigate through their hectic lifestyles.
Martha Stewart Living Omnimedia – Martha Stewart Wedding’s Snap-Able Issue: To track how readers engaged with the magazine and its advertising, and offer advertisers a low-risk, high-value opportunity to explore the mobile arena, Martha Stewart Weddings activated every advertisement in its Winter ’08/’09 issue with image recognition technology, hosted by SnapTell. The program was highly successful in providing Martha Stewart Weddings with a solid engagement story and drove great interest, as well as paging, from advertisers who had not been previously committed to the issue.
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