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2010 IMA Awards: Multiple Magazine Title Program
Winner: People - Maybelline, 61st Annual Emmy Awards
People, Entertainment Weekly and People StyleWatch combined forces to share the Hollywood spotlight with Maybelline during the 61st annual prime-time Emmy Awards. At EW’s pre-party honoring female nominees and People’s night-of bash, Maybelline was exclusive sponsor. Outside the show, People arranged to distribute Maybelline gift bags, containing an array of makeup and a trial opportunity, to eager bleacher fans.
To further connect with People and EW readers, Maybelline was given a prime spot on EW’s exclusive Emmy Web site area and print placement on its Emmy ballot challenge. The combined muscle of Time Inc.’s entertainment powerhouses helped Maybelline reach an estimated 671 million with this program. Jessica Clegg
Honorable Mentions:
American Express Publishing Corp. and Time Inc. - Travel + Leisure Weekend Getaways: This multi-brand marketing program shared long weekend destinations, accessible by car, with a target audience of affluent luxury auto buyer prospects. A handy weekend itinerary-devising iPhone app garnered 13,500 downloads.
Hearst Integrated Media - LG: Something Better: A series of ad connected LG's brand message with Hearst magazines through a bookmark that referenced key editorial—digital elements furthered the integration.
Hearst Integrated Media: Sears - True Blue Crew: Building on previous campaigns with Sears, Hearst devised a custom cover flap for the September 2009 Good Housekeeping to draw attention to Sears' Blue Appliance Crew and featured an advertorial inside with Blue Crew members providing tips tailored to the GH audience. The custom ads followed suit in Country Living and House Beautiful—all placements scored high in reader memory.
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