Mediavest was presented with the challenge of winning over the hearts of brand-disloyal Millennials. By bringing excitement to point of purchase with personalized and interactive experiences, Mediavest has come up with a partnership between CoverGirl and The Hunger Games: Catching Fire. As a result, CoverGirl’s new redeveloped line featured 12 looks inspired by the 12 Districts in Panem, the capitol of the nation in the Hunger Games. Fans designed and shared looks of their own, connecting to other fans. This story line and product line intertwining was teased in Vogue and supported across TV, digital, social, mobile, print and PR.
Affiliated Agency: Grey, Boomerang, MMCCredits: Brand: Jay Sethi, Brand Manager, COVERGIRL, 479-871-4450, sethi.j@pg.com Laura Brinker, Communications, COVERGIRL brinker.le@pg.com SMG: Devinn Tafaro, VP Connections Director, SMG, 212-468-4364, 212-468-4364 Courtney Weg, Connections Associate Director, SMG, 212-468-3410, courtney.weg@smgunited.com Justin Raiten, Connections Manager, SMG, 646.557.7310, justin.raiten@smgunited.com Starcom: Nicole Bahls, Associate Director, Starcom, 312.220.3942, nicole.bahls@starcomww.com Elizabeth Elliot, Mobility Manager, Starcom, 312-220-1688, elizabeth.elliott@starcomww.com MediaVest: Jyoti Menon, Digital Director, Janice Pietrowitz, Associate Director LQT: Michael Tennant, Associate Director, Liquid Thread, Michael.tennant@liquidthread.com Brent Poer, President, Liquid Thread, Caroline Turner, Legal Council Grey: Alice Ericsson, Creative Director, Grey, 212-546-2660, ericsson@grey.com Seema Patel, SVP Account Director, Grey, spatel@grey.com, 212 546 1214 Ernesto James, VP Account Director, Grey, ejames@grey.com Boomerang: Nicole Waxenblatt, Group Creative Director, Boomerang LLC, 212.537.4972, nicole.waxenblatt@boomerangllc.net Julian Roca, Group Account Director, Boomerang LLC, 212.537.4944, julian.roca@boomerangllc.net MMC: Sara Horowitz, Account Supervisor, Marina Maher Communications LLC , 212.485.6804, shorowitz@mahercomm.com Amber Meredith, Managing Director, Marina Maher Communications, 212-485-6873, ameredith@mahercomm.com