Wal-Mart Launches Multimedia Campaign With Primedia
The 30 seconds video blasts come from 20 minute videos that play in stores as part of Wal-Mart's multi media program with Primedia, which publishes Seventeen, the magazine supporting the campaign. While the campaign runs in Seventeen, there are no traditional space ads. Instead, advertorials, online advertising and in store events are being used to reach the teen audience, which Wal-Mart hopes to attract by offering some of the fashions that appear in the magazine.
The campaign is based on Trend Alert, a compilation of fashion, beauty, lifestyle and music content tied to Wal-Mart that appears in advertorials, microsites, the video email blasts and in store. "It helps build brand recognition," says Linda Platzner, president of Primedia Teen Properties. "Teens haven't thought of Wal-Mart as a place to shop, but by bringing our brand within their walls we create an incredible relationship with our readers and Wal-Mart."
The EyeWonder email blasts come from the Trend Alert videos that started in the stores and also appear online, at Seventeen.com and Gurl.com, another Primedia site. Online advertising includes a Wal-Mart Trend Alert segment on the Seventeen.com home page that links to a microsite that plays the videos along with other fashion tips and store information.
Platzner says multi media plans are "part of our business plan. We market and sell and leverage brands through the multi media programs."
Ellen Oppenheim, executive vice president/chief marketing officer of the Magazine Publishers of America, says, "Customized programs that meet advertiser objectives are becoming more common." Companies like Primedia succeed because of their size. "With a growth of media assets, companies have a broad array of properties to create partnerships and programs that surround customers with a message."