Publishers Fatherly and Gear Patrol hosted events this week in anticipation of Father’s Day this Sunday, with the help of brands aiming to reach a young, male audience.
Fatherly, a parenting site targeting millennial dads, teamed up with Gillette for a pop-up event in Chelsea and branded content on its site.
Product-focused lifestyle magazine Gear Patrol partnered with Dyson to spotlight its new Lightcycle product, a task light meant to reduce eye-strain, at the Dyson Demo Store near Rockefeller Center.
On Thursday, Fatherly and Gillette launched "Sincerely," a free exhibit that aims to encourage men to rethink how they are preparing boys for adulthood, with letters from celebrities, writers and activists.
The display was inspired by a digital content hub called "Letters to Boys," also created in partnership with Gillette. The letters — written by people like rapper Common and actor Luis Guzmán — give advice to their sons on different topics, such as self-worth, bullying and masculinity.
A letter from actor Terry Crews, for example, is titled “A Letter to My Son About Competition,” and a letter from “Daily Show” correspondent and comedian Roy Wood Jr. is called “A Letter to My Son About How to Be Funny.”
“Digital publishing is just one channel for delivering our content,” Fatherly CEO-cofounder Mike Rothman told Publishers Daily. “We thought an experiential program was most appropriate for creating actual space for reflection and dialogue between parents and their kids.”
A VIP event held on Wednesday featured a panel and participants like Gillette CEO Gary Coombe and author of “How to Raise A Boy” Dr. Michael Reichert and former Giants linebacker Mark Herzlich on fatherhood and how they are trying to raise their boys right.
The exhibit runs through Father’s Day, June 16.
Separately, Gear Patrol and Dyson hosted a Q&A on Wednesday at the Dyson Demo Store. Dyson sought to reach a mostly male audience, which correlates with Gear Patrol’s readers, according to the publisher.
The Father’s Day event was produced by Gear Patrol’s in-house content agency, Gear Patrol Studios. Gear Patrol’s home writer Will Price interviewed Dyson’s reliability engineer Austin Speer.
The audience tested Dyson’s products at the event, where “multiple products” were purchased, according to Gear Patrol.