Real Simple magazine earlier this month celebrated its 10-year anniversary with daylong events in Chicago and New York City. The events, titled Fifteen Minutes and You’re Done, consisted of 15-minute segments that featured workshops to help busy women make the most of their time, including samples, food tastings, gift bags, makeovers and manicures.
The events took place from 12 to 7 p.m. on April 9 in the Great Hall at Chicago’s Union Station and on April 15 in Vanderbilt Hall in Grand Central Terminal. Besides the timesaving tips, the New York City event featured 15-minute performances from Hair, Mamma Mia!, Rock of Ages and other Broadway shows; the Joffrey Ballet performed in Chicago. Eight advertisers, including Aveeno; Bed Bath and Beyond; Hyundai; Haagen Dazs; Jane Iredale; Lindt; Sally Hansen and SoyJoy tied into the events as sponsors, offering tips, discounts, giveaways and demonstrations.
“We wanted consumers to experience our brand live in a fun and free event dedicated to giving women more of what they want most—time,” Michelle Lamison, executive director-integrated marketing and business insights at Real Simple, told Buzz.
To drive awareness the day before and the day of the events, street teams distributed brochures detailing the schedule and a map of the venues. In Chicago, team members wore comic-book style “thought bubbles” that conveyed statements reflecting the theme of the events, such as “How can I plan mealtime in no time?” and “How can I get great hair with time to spare?”
“The thought bubbles made the street team stand out,” Lamison said. “They teased the consumer with ideas of what’s on every woman’s mind. They definitely made people stop and notice.”
The effort worked, helping to draw 4,200 attendees to the Chicago event and 8,000 in New York City. Agency: Michael Alan Group, New York City.