Client objective: Playboy, self-described as the ‘original men’s magazine’, was turning 60 and wanted to turn the heads of young men. Where better to get the best ideas for creatively reaching this target than the best and brightest marketers who read Ad Age?
Solution: Ad Age created the Marketing to Men cross-platform program. A contest sought to engage marketers with advertising that resonated with this young target in an engaging and memorable way. An online hub featured Playboy’s State of Man research and other assets that supported marketers who joined the contest.
Ad Age’s print edition included a four-page custom print advertorial announcing the contest and the 60th anniversary advertising opportunity.
Ad Age also created an info-graphic that appeared in print and a sponsored blog post on AdAge.com.
Ad Age extended the experience with a Marketing to Men event featuring panels and guest speakers, followed by a cocktail party to honor contest winners, complete with the Playboy bunnies!
Lastly, a recap advertisement printed in Ad Age highlighted photos and content from the event, as well as links to videos available online.
Results: The program yielded over 700 leads for Playboy, and the 60th anniversary issue turned out to be its largest in 10 years.