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2010 IMA Awards: Wow Award (consumer)
Winner: Time Inc. Corporate Sales & Marketing - mine. Magazine
Time Inc. found a fresh way to drive interest in the launch of the 2010 Lexus RX. Riffing on the Lexus tagline “driver-inspired design,” Time produced what may be the first-ever customized magazine: mine. Time Inc. invited readers to log on to the specially developed site and select personalized editorial from an array of high-profile titles from the Time Inc. and American Express publishing brands, including Food & Wine, Travel and Real Simple. Readers could select either a print or online version.
Lexus advertising was also customized per reader preferences. The results indeed wowed, with 50,000 subscribers for the series of six issues and research showing readers spent more time with it than the average magazine—and 15% of those subscribers opted in for more information about the Lexus. Overall, the unique concept garnered over 250 million media impressions. Jessica Clegg
Honorable Mentions:
Food Network Magazine “Get Closer to Your Food” - with VIVA and Sunny Anderson: Food Network cleaned up audience attention for VIVA towels' "fork-free" foods campaign, which highlighted the towels in network talent Sunny Anderson's show, as well as on special online videos on the Food Network site. Viewers ate up the content, spending an average of 2:15 minutes browsing branded recipes.
Garden & Gun - The Garden & Gun Club: G&G took its brand to a new face-to-face level with this membership program. Readers would pay—and apply—for the chance to be part of one of three tiers of membership in the brand's club. Members received privileges such as exclusive events and product demonstrations. These events also gave G&G the opportunity to seek exclusive sponsorship opportunities.
Hearst Integrated Media - Designer Visions - Cinema Style at SOHO Mews: For a third year, Hearst partnered with high-end sponsors to refurnish a luxurious New York City apartment as a way to showcase Hearst brands' eye for design as well as show off an array of eye-catching sponsorship opportunities. The online virtual tour drew 2 million visitors this year.
Hearst Integrated Media - eBay 30 Days of Green: Every Hearst title provided two pages of editorial on environment living—and each article was wrapped with "30 Days of Green" eBay ads. Print invitations in the ads drove readers to eBay's "Green Team" Web area, where they could sign up to support eBay's green initiative and explore what steps the company was taking to become more environmentally sound—visitors spent over two and a half minutes on average interacting with the content.
Meredith - Meredith 360, Maybelline New York “My Colorful Life”: Hearst harnessed Sex and the City power to help launch Maybelline's latest color shades, enlisting author Candace Bushnell to write a series of articles for More, sponsored by Maybelline, and write a Web-only video series.
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