Real Simple and its Advertisers Get America Organized - Event Marketer

Real Simple and its Advertisers Get America Organized

DB_GoaKit_2004 Ex
Brand: REAL SIMPLE MAGAZINE
Agency: LEADDOG MARKETING GROUP
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2004

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).

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