Myers Print Media Innovation and Creativity Award Winners
Winner:TV Guide
Entry Title: TV Guide and Orville Redenbacher's Other Companies Involved: ConAgra — Orville Redenbacher's, Kroger Individuals Who Deserve Recognition: TV Guide Magazine, Kroger, ConAgra
Award: Silver
Description of goals and strategies of program:
Goal: To leverage the TV Guide brand at retail during the important fall TV premiere season, creating a
natural synergy between watching TV and snacking on Orville Redenbacher's popcorn.
create an on-pack offer utilizing TV Guide's assets to drive Orville Redenbacher's product purchase
nationally
create an incremental point-of-purchase for Orville at checkout by leveraging TV Guide's relationship with Kroger — a key grocery retailer for both companies
design and produce a co-branded display for use at checkout over the course of four weeks
provide a consumer incentive to purchase both TV Guide and Orville Redenbacher's with an instantly
redeemable coupon on the special Kroger display
design in-book and online media to support the program theme to millions of consumers
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:
Ryan Partnership, the promotional agency representing ConAgra, approached TV Guide to create a co-branded program tying TV watching to popcorn snacking by pairing these two premier brands. TV Guide worked internally with several groups including Single Copy
Sales, Subscription Marketing, Production, Ad Sales and Ad Sales Marketing to create a multi-touch point program that would surround consumers with this message. The "TV That Pops" promotion was created and launched in print with a series of advertorial pages featuring trivia on family-friendly shows. Readers would visit TVGuide.com to enter their trivia answers and enter a sweepstakes awarding one consumer with a trip to television's biggest party: the TV Guide After Party at the 2008 Primetime Emmys. In addition to the trivia/sweepstakes units, ConAgra also capitalized on TV Guide's exclusive "island" ad unit. These units created even more synergy between TV
viewing and popcorn snacking as they appeared on the "Highlights" spread, completely surrounded on all four sides by editorial programming recommendations. Orville was the first sponsor to take advantage of this innovative unit.
Both the advertorial pages and the "island" ads were positioned in signature TV Guide issues: Fall Sneak
Peek, Fall Preview and Returning Favorites, targeted for the start of the Fall TV season.
To blow out this promotion further, TVGuide.com developed a custom content site, tied to the theme of the in-book units. The "TV That Pops" minisite included family-friendly programming picks,
additional TV trivia, sweepstakes entry point and more. The site ran live for two months.
TV Guide created an unprecedented retail program for Orville Redenbacher's as part of this media package. TV Guide designed a free-standing "TV That Pops" display exclusively for Kroger stores chain wide (approximately 2,400+ locations), displayed at checkout (never been offered before to an advertiser by a magazine). Displays featured
boxes of Orville Redenbacher's popcorn and TV Guide issues during the month of September (30 of each). To fill the displays, this program increased advance sale of Orville product in one of their key retailers. The display also featured a $1 off coupon toward the purchase of both TV Guide and Orville product, redeemable instantly at checkout.
To deepen the association between the two brands, Orville Redenbacher's asked TV Guide to create exclusive offers available on-pack during the promotional time period. The After Party sweepstakes
was promoted on popcorn boxes along with an exclusive, risk-free subscription offer for TV Guide. TV Guide was branded on both the front and the back of more than 2 million Orville Redenbacher's popcorn boxes in August-September.
Information on how the success
of the media program was evaluated and if it was/is likely to be renewed:
Program Success:
Orville: The following data was provided by ConAgra pertaining to the TV Guide/Orville
promotion in Kroger.
Increased revenue vs. same period 2005
Increased unit sales vs. same period 2005
TV Guide: In Kroger, we compared the average sale of the three
promotion issues (9/11, 9/18, and 9/25 ) vs. the average sale in August.
Nationally, TV Guide had +82% increase in sale during this period.
The 14 Kroger divisions that participated in the promotion had a +115% increase in sale.
ConAgra and Kroger have already renewed the program for 2007 at a higher media commitment than 2006.
Winner: Esquire Entry Title: Esquire Signature Space Project
Other Companies Involved: Thirty-two advertisers, fourteen designers, and seven charity partners Individuals Who Deserve Recognition: Kevin O'Malley, Publisher, Esquire Magazine;
Stephen Jacoby, Associate Publisher/Marketing, Esquire Magazine; Kate Moulene, Capian Enterprises (in charge of cause-marketing) Award: Silver
Description of goals and strategies of program:
The goals of the Esquire Signature Space project are multi-fold:
To bring the Esquire brand
and the brands of its advertisers to life, in a physical space and via a series of events that are the epitome the modern "man at his best"
To drive business for the magazine via incremental advertising pages
To raise money for select charity partners through a series of gala events
To generate publicity for Esquire, its advertisers, and its charity partners by bringing high-profile
celebrities and media in to support these worthy causes
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 2006 Esquire Signature Space project — entitled Esquire House 360° — encompassed a dazzling show house and a series of high-profile charity events that brought 32 Esquire advertisers' brands to life; generated enormous national publicity
for both Esquire and the advertisers, and raised more than $1 million for our charity partners.
The house itself was a 17,000-square-foot mansion in Beverly Hills, which was transformed by leading interior
designers into the "ultimate bachelor pad," a vivid aspirational example of modern style and cutting-edge technology that represented the best of the modern man's lifestyle.
In each of 17 rooms and outdoor spaces, individual designers worked with Esquire advertisers to
create stunning environments that organically integrated the advertisers' brand image and products. Examples included:
the Rocawear/Intel Gaming Room
the Versace Great Room and Loggia
the Bally Guest Bedroom
Advertisers were closely involved in the design process to ensure that their brands were appropriately represented.
When the Esquire House was complete, it served as the host and venue for eleven exclusive, high profile events and charity benefits, where 15 additional advertisers were integrated and showcased. These
brands included spirits and cigars (such as Johnnie Walker Blue Label, Don Julio, Cohiba); automotive (Cadillac, Land Rover, Acura); and consumer electronics (Shure, VTech, Pioneer, Samsung). Advertisers were recognized with their logos on invitations and the red-carpet "step & repeat" banners; through activations, demonstrations, and sampling
at the events; and on all event-related media materials. Advertisers also received tickets to the event for their executives and top clients.
Nonprofit organizations such as Oceana, City of Hope, and VH1 Save the Music brought in their own celebrity programs and A-list hosts, supporter, and donors, including Pierce Brosnan, Keifer Sutherland, Eva Mendes, Kristin Davis, Kirstin Dunst, Colin Firth, and Jeff and Beau
Bridges. Highlights of programs included a concert by Stevie Wonder (Songs of Hope); a rock performance by Matt Kearney and Rocco Deluca and the Burden; and an acoustical performance by Minnie Driver and Liz Phair.
More than 83 million media impressions were garnered throughout the season of events, with a focus on the advertisers' brands. Highlights included major segments on Access Hollywood and Extra!; a one-hour program on The Style Network's My Celebrity
Home; and articles in the New York Times, the Los Angeles Times, Us Magazine, and InStyle.
More than 5,000 tastemakers and influencers (including 130 celebrities) attended events at the Esquire House in 2006. The advertisers' brands were also brought to a much larger audience via the project's website, online charity auction, Esquire in-magazine coverage, and Esquire
House Journal. The project website (www.esquirehouse360.com), live from October 2006 through the fall of 2007, links directly from the Esquire.com home page (which receives 1 million visitors per month). The online charity auction ran from October through December 2006, and reached an additional 1.3 million bidders through a partnership with Charity Folks. The
Journal was distributed to 5,000 high-income Esquire subscribers in the Los Angeles DMA, and to all guests at the house.
Information on how the success of the media program was evaluated and if it was/is likely to be renewed:
2006 was the fourth year of the Esquire Signature Space program, and plans are already underway for the 2007 space. Many advertisers, including Louis Vuitton, Hugo Boss, Versace, and DKNY,
have repeatedly participated in the project for two and three years running, and several have already declared their intention to participate in next year's space - even before the location (New York or Los Angeles) has been determined.
With more than 83 million media impressions to date with some segments still airing), the publicity and exposure has been a tremendous success for both Esquire and its advertisers.
Intel serves as an excellent example of an advertiser's positive evaluation of the program; Intel's brand had the broadest level of integration in Esquire House 360 ° — including two sponsored rooms, three sponsored events, and technology showcases throughout the space. Intel's Americas Marketing Group has rated the Esquire's Signature
Space as a "Best Known Method" branding platform. This distinction was made for delivering positive returns on investment across the board, with success on the metrics of generating press (13 million impressions focusing on the Intel brand), product integration and demonstration of the Intel Viiv and Core 2 Duo technology in a compelling, lifestyle setting; and
providing a networking opportunity for Intel accounts and partners. 2006 was Intel's second year in the program, and the client has already requested a proposal for an increased level of participation in 2007.
Additional information:
2006 Esquire House Highlights
17 interior and exterior spaces, in a 17,000-foot Beverly Hills mansion
14 renowned interior designers
32 participating lifestyle marketers
11 exclusive events
More than $1 million raised for ten charity partners
5,000 tastemakers and influencers attended house events
