NEW YORK: Hachette Filipacchi Media US has chosen Peppercom to conduct a marketing communications campaign for its new multi-platform media property, Shock, set to launch this Spring.
The Shock brand, a US version of the French Choc, will consist of a monthly print magazine, digital magazine, and Web sited dedicated to showcasing photojournalism.
"We felt that [Peppercom was] the right strategic communications firm for us to partner with on this project," said Kathryn Wender, director of corporate communications for Hachette Fillipacchi. "They definitely have the brand positioning and traditional public relations background coupled with the digital marketing expertise."
Peppercom's PepperDigital division will launch an interactive campaign, including video podcasts, text-message marketing, and a viral marketing initiative to promote the Shock Web site and digital edition of the magazine.
Peppercom will also conduct an extensive media relations campaign, targeting key industry trade and general consumer press.
"We're really going to be integrating traditional and digital," said Deborah Brown, partner and senior director at Peppercom, and lead on the account.
One of the key differentiators of Shock will be that it is a photojournalism monthly that offers the story behind the photos of global events, Wender said.
"We are creating this new visually arresting category in photojournalism," she said, adding that the images will not be offensive.
Another key message point will be that Shock allows consumers to actively participate in its content, Wender said. Amateur photographers will be able to upload pictures to the Shock Web site; such photos will account for 10% of the content in the print and digital magazine.
"Consumers are really helping to shape the content," she said.
Wender noted that the target demographic for the venture is both men and women, ages 18-34, but expects to attract a broader audience.
The Web site will launch first, followed by the print and digital versions around Memorial Day.
Shock's staff is already in place, with Mike Hammer, former Stuff editor, taking the helm. The print magazine will have an initial distribution of 300,000 copies.