Examples of brand synergy in Hearst:
Lucozade sport challenge- Readers of the magazine had an opportunity to take part in a 12 week challenge trained by top sports professionals as well as a prize draw for people to win Lucozade products and prizes. Improved reader figures and gave awareness to Lucozade product. There were over 17,500 downloads of the training programmes and in total, the emails sent during the challenge were seen by over 124,000 people. Men's Health and Lucozade Hearst and GSK.
Davidoff Champion Challenge- Objective: To make this new Davidoff fragrance a major new scent in the run up to Christmas. It was inspired by the fragrance’s unique bottle – it’s shaped like a dumbbell – we created a gym challenge where we encouraged readers to participate in a gruelling test of fitness and post their results on a leader board on a dedicated brand site created specially for this campaign. Results: Over 400 readers completed the gym challenge and the dedicated brand site received more than 50,000 page impressions from over 10,000 visits. And Davidoff hit its sales figures through this convergence.
Ariel with Actilift- To communicate the innovative stain lifting action of Ariel with Actilift, two bespoke paper technologies, one in SHE & Prima and one in Good Housekeeping were created. The features enabled the reader to ‘lift’ to reveal stain free clothes!their cause. Stars like Maggie Gyllenhaal, Keira Knightley, donated bags to help. Result: Two interactive features that stopped readers in their tracks and enabled them to mirror the lifting action of Ariel with Actilift.
