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.
You may recall that InfoPrint wrote about 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.
Experts from the advertising and social media world all seem to have differing opinions about such online programs.
The Pros say: This is a great connect for the online and offline customer while, most importantly, staying relevant to their brand and “fun, fearless female” motto.
The Cons disagree, saying: This is not a fresh idea and similar programs have already been implemented.
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?
Looking forward to discussing this with you!
Best,
Amanda Thall
Global Solutions Marketing Manager
