Real Simple and its Advertisers Get America Organized
Real Simple took its print advertisers into the medium of live last fall when it set up in New York City suburb White Plains with a four-part Get Organized America event initiative.
Part 1 set up seminars produced by magazine advertisers (MasterCard talked about streamlining finances, The Container Store on neatening up closets, etc.). Part 2 sent consumers home to organize. Part 3 invited them to call a toll-free number to have street teams come and pick up whatever they wanted to dispose of—in advertiser Volkswagen’s new Touareg SUVs. Part 4 was the citywide tag sale staged to sell it all, with proceeds going to a local charity. The advertisers got a targeted medium and quality hang time with qualified consumers, and Simple got more ads and better relationships with its clients (and readers).