Magazines Capture Myers Media Creativity and Innovation Awards
Over the next few week, Jack Myers Media Business Report readers will receive a series of special reports, underwritten by the Magazine Publishers of America (www.magazine.org), profiling the magazine industry's winners in the fourth annual Myers Media Innovation and Creativity Awards competition.
Company: Condé Nast Publications Entry Title: WIRED Store Award: Silver
Description of goals and strategies of program:
On November 17, 2006 WIRED Magazine opened its second, seasonal retail environment in New York City's SoHo district with even greater success than year one.
The Store featured high-concept retail design and showcases a compilation of technology-forward products in a
range of categories, such as gaming, home, audio, apparel and more.
The goals of the program included:
Brand Exposure around gadget coverage
Increase frequency of advertising in Q4
Bring more value to our advertiser by getting products directly into the hands of consumers and drive sales.
The strategy was to curate a combination of editorial and advertiser products that represented the hottest gifts for the geek this holiday season and place those products in a temporary retail
environment in SoHo – a natural target and heavily trafficked area – so that people could get their hands on the product. Trained WIRED Store Ambassadors provided additional information and answered questions.
In addition, the products were featured online, extending the shoppers nationwide.
Unique and distinct programming, tied to advertisers drove traffic to the Store, and daily giveaways, promoted in email
and via mobile messages encouraged people to visit the site and store to win great prizes through our Pink Light Special.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed,
presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
The WIRED Store is a temporary retail environment that brings WIRED's gadget coverage to life in such a
way that readers and an extended audience can get their hands on nearly 100 products covered and advertised in WIRED.
Products ranged from high-tech toys, to the latest phones, to the hottest gaming consoles, to the coolest car, to the
must-have home appliances, to rejuvenating splurge destinations – which were sometimes out of this world!
Products were on display for visitors to test out. Trained Store Ambassadors were on hand to answer questions about
each product and offer gift advice.
Celebrity visitors included: Bridget Moinahan, Joseph Gordon-Levitt, Mike Meyers, Dave Foley, Kylan Douglas, Q-tip,
Jane Kracowski, and Maura Tierney.
Forty-four sponsors participated, a 69 percent increase over 2005, representing 186 pages of business, a 106 percent
increase over 2005.
The metrics represent tremendous increase over the first year's success with 21,780 shoppers (61% increase), 210,149
online page views (1% increase), $11.1 million total "buy now" estimated sales (22% increase), and 37.7 million media impressions (3% increase).
Integrating product into regular programming gave sponsors even more exposure and drove attendance. Programming included:
Eight Private Events that
gave sponsors the opportunity to host their own constituents against the backdrop of the WIRED Store.
Weekly Music Spotlights in partnership with cutting-edge NYC record labels which drove nearly 2,000 people into the Store, and provided additional sponsorship opportunities for our liquor advertisers.
WIRED Wheels, which gave
shoppers a free ride to their next Manhattan destination in the brand new Infiniti G.
Weekend Warm Ups which provided hot drinks compliments of Tassimo
Piano lessons with Piano Wizard
Build Your Own Bots with
Robot Village
Holiday Hands-free massages in the week after Christmas
This year WIRED also added video product reviews online with Mark McClusky, the WIRED Product
Editor, which provided the opportunity for pre-roll advertising by presenting sponsors.
Information on how the success
of the media program was evaluated and if it was/is likely to be renewed:
The program was evaluated on:
Number of Sponsors
Number of Pages
Total attendance
Online Page Views
Total "Buy Now" lead generation
It will be renewed with both presenting sponsors expressing interest in continued ownership. WIRED is exploring
multiple markets and micro-WIRED Stores in W-Hotel lobbies or high-end malls. Visitor satisfaction, as outlined below, was tremendous.
Additional information:
Visitor Satisfaction:
95 percent agree that the WIRED
Store is a great place to learn about new gadgets
97 percent rate their overall experience at the WIRED Store as favorable with two-thirds ranking it very favorable
91 percent planned to visit the
WIRED Store again
80 percent believe they are more likely to purchase a product after seeing it in the WIRED Store
89 percent of those who made
purchases at the WIRED Store spent $100+; 64% spent $200+
70 percent spent 30 minutes or
more at the WIRED Store; 26 percent spent more than one hour
(Source: WIRED Pulse Poll)
Other Companies Involved: Over 40 companies including key sponsors: American Express, Infiniti, Panasonic,
Toughbooks, ViewSonic, Knob Creek, [yellow tail], Bud Select
Company: Disney ABC Unlimited Entry Title: Sears and Pooh – The World's Greatest Playdate Award: Silver
Description of goals and strategies of program:
Disney ABC Unlimited and Sears
partnered to create awareness, in the spring of '06, (April – June) on a customized, multi-platform, partnership surrounding Winnie The Pooh and Friends and its return to Sears
stores. The partnership built excitement, awareness and in-store traffic/sales for Winnie's expanded return to Sears.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed,
presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
This partnership was significant because of its ability to create a fully customized, multi-channel, multi-platform, media and marketing plan for Sears, on both a national and local level. The
plan and turnkey execution utilized and tapped into the power of both the Disney and ABC brands.
After exploring some insights on play groups and play dates, our team developed a theme centered around play dates for both moms and their kids. Working with Sears, we developed a national overlay with media supporting Pooh's return to Sears and how to create
your own play date, as well as, local market extensions through the creation of an in-mall tour — "The World's Biggest Play Date with Pooh" — in select cities. This unique and comprehensive experience was supported with the following media properties:
National Print (FamilyFun and Wondertime Advertorials)
National Radio (Radio Disney :60 brand
spot and :30 Tips to get your Pooh Play date started)
National Online (Disney online and FamilyFun — customized micro-site)
Local On-Air (ABCTV Owned and
Affiliated stations — :30 promercial)
Local Online (ABCTV Owned and Affiliated websites — Local Event Information Page)
Local Radio (Radio Disney — Local Event promotional spots)
Event included Disney built
customized sets, and activities within the event included: Winnie the Pooh Character meet/greet area, sketch artist show, Radio Disney music and contests, and a FamilyFun/Wondertime craft area and storytelling.
Information on how success of the media program was evaluated and if it was/is likely to be renewed:
Success of the program was
measured by increase in store traffic and by increases in same store sales revenue.
Deal was renewed in the sense, Sears asked Disney ABC Unlimited to extend this program and opportunity into three additional markets for the summer of '06 (Houston, El Paso and Phoenix).
Other Companies Involved: Disney ABC Unlimited, Mindshare, MEC Interaction, ABC Owned TV Stations, Radio Disney, Buena Vista Publishing (FamilyFun and Wondertime), Disney Online
Individuals Who Deserve Recognition: Perianne Grignon, VP, Sears; Christine L. Kubisztal, Director,
Sears; Samara Lee, Manager, Sears; Anna Harris, Sears; David Handelman, Mindshare; Carlyn Morris, MEC: interaction; Gwen Grech, Disney ABC Unlimited; Paul Kahn, Disney ABC Unlimited; Jan Sage, ABC Owned TV Stations; Nancy Stephens, ABC Owned TV Stations; Lindsie Chait, Radio Disney; Lison Zapach, Radio Disney; Fred Silha, Disney Online; Ellen Antoville, Buena Vista Publishing
