Cosmo Changes the Game with New Integrated Marketing Campaign
More and more print publications are pushing their customers online. This is a trend we’re seeing frequently and one we’re all embracing. Cosmopolitan, Hearst’s magazine for young women is the latest to launch a global, digital advertising campaign. With these global brands acknowledging and responding to the demand of consumers to receive content via multiple channels, it’s crucial for our industry to help enable this integration.
The New York Times reported last week that Cosmo’s $1.5 million campaign is centered around a video which simulates a photo shoot for its latest ad campaign. Using Facebook Connect, consumers can upload photos of themselves and friends, which are used in an online video ad depicting the consumer and friends as the stars of the show. The participants are then urged to share the video with friends via Facebook and Twitter and, if all goes according to Cosmo’s plan, this will quickly spread the message on a global scale. Ultimately, the campaign will be promoted in all international November issues of Comso, as well as prominently located ads in Times Square. The goals are to increase the magazine stand buys of the issue and to encourage more advertisers to purchase space in this and future issues of the magazine.
Lee and I have both commented on this trend, specifically around Glamour’s recent launch of a similar initiative to boost its cross media presence, connecting the online and offline magazine. Launching cross-media campaigns such as these demonstrates renewed optimism in the publishing industry as outlets continue to look for innovative ways to communicate to their dormant user base and increase their activity to encourage advocacy and word-of-mouth promotion.
As a magazine addict, myself, I know that the more opportunities I have to engage with the publications across multiple channels, the more likely I am to not only resubscribe, but to engage with the advertisements. After all, in the fashion world, the ads contribute to the content – which ultimately drives my loyalty!
What do you think? Does the overall integration of social, online and print media encourage more interaction and loyalty—or is it an obvious, over-used ploy destined for paltry results?
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