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2011 IMA Awards: Total Integrated Program
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Hearst: Woman's Day "Road Trip Diaries"
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Hearst: Woman's Day "Road Trip Diaries"
 Nothing beats a car snack, and Woman’s Day stepped on the gas for its custom, eight-pronged multimedia program that linked the iconic excitement of the road trip to the launch of Cherry Raisinets. The media map took the campaign through print, online, mobile, broadcast, event marketing, online radio, social media and email.
Elements of the July-November 2010 program included an in-book “page curl” unit, advertorials and sponsorship of related features inviting readers to “Follow the Adventure.” Also included was Microsoft Tag technology that linked mobile users to custom sites; a custom Web site with targeted, sponsored travel content; Facebook postings of road trip adventures and Cherry Raisinets recipes; sponsored movie screenings and grocery-store gift bags; and a dedicated e-newsletter sent to 250,000 targeted Woman’s Day readers.
Results were revved up beyond expectation. The mobile campaign clocked 635,800 impressions, the online campaign registered 33 million impressions and the e-newsletter received an 11.4% click-thru rate, among other stats.
Fast Fact: In a playful alignment of messaging and snacking, Woman’s Day held a private screening of the film Eat, Pray, Love.
Honorable Mentions:
- Fit Pregnancy & Mederma: New Moms: Wear Your Skin Proudly Campaign
- Fortune, Money and CNNMoney.com - Time Inc.: Visionaries
- Hearst—Food Network Magazine: Cooking 123
- Hearst Digital Media/Hearst Integrated Media: Dove Correspondents Lifestreaming
- Hearst Integrated Media: eBay: 30 Days of Green 2010
- Hearst—Food Network Magazine: Truvia
- The Knot Inc.: Pantene "Aisle Style & Wedding Hair 411" Program
- Martha Stewart Living Omnimedia: Avery: Stick To It!
- Martha Stewart Weddings: Say I Do To J. Crew
- PEOPLE: Sexiest Man Ever
- Real Simple - Time Inc.: Real Simple—Sally Hansen
- Redbook: Suave Stylist Approved
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