Fickle teens have long turned to Seventeen for the latest information on fashion trends and more. Urban fashion brand Southpole decided to partner with the title to produce an impactful, interactive campaign to create buzz in the teen market, said Janice Welles, Southpole's director of marketing and advertising.
Idea: Southpole and Seventeen teamed up for "The Ultimate Seventeen Intern Challenge," a reality-based online series airing October 15 on seventeen.com's "17 TV." The contest will air over seven weeks featuring three Seventeen readers - Cristina Ottaviano, Jessica Johns, and Ashley Reid - competing for the title of "The Ultimate Seventeen Intern." They will face off in a series of tests and obstacles. Each week, users will be able to log on and vote for their favorite. The winner gets $5,000 in scholarships and a new Southpole wardrobe. "[This program allows] us to fully engage our teen market through a powerful medium," Welles said.
Tools: "This year we are putting a greater emphasis on innovative Web marketing programs, and the viral component inherent to the webisode is a great way to move forward," Welles added. Southpole and Seventeen are working with Think PR for media relations to create buzz through unique promotions. "This kind of webisode partnership with Seventeen is a good example of a deeply integrated sponsorship. Nobody wants to have a banner or linkage to your Web site anymore," she noted. "Our method is to bring the brand content and message to where the consumer is."
Measurement: Success will be measured by how many other blogs spread the message of the webisodes series, feedback from Southpole's MySpace audience, and industry connections.
Company: Southpole and Seventeen
Campaign: The Ultimate Seventeen Intern Challenge
PR team: Think PR
Launch: October 15