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Brand-itorials
Companies use magazine-style content to enhance customer experience
Implications - Although brands have traditionally relied on advertorials within popular magazines to provide their customers with product information and entertaining content, companies are beginning to create their own publications to increase customer engagement. These typically virtual branded "magazines" range from publications (such as Zappos' app) that encourage instant shopping, to promotional sites (for example, Louis Vuitton's 'New, Now' site) that offer creative content for an immersive brand experience. Such branded editorial content helps engage current fans in addition to capturing other consumers by drawing them into an interactive experience that compels them to return for more.
| Score: 4.3 |
Mild
Top 6 Examples:
Date Range:14,737 Total Clicks Nov 11 - Mar 12 |
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Featured Examples | |||||||||||
Film-Inspired PhotoblogsCapitol Couture is a Tumblr Based on Fashion from The Hunger GamesThe marketing people behind the film The Hunger Games have launched a Tumblr called Capitol Couture, giving fashionable fans of the film a place where they can get their fill of the movie's haute couture.… [More] |
Eco Chic Lifestyle Magazines'Positive Luxury' Helps Customers Make Ethical Fashion ChoicesPositive Luxury (PositiveLuxury.com) is an online lifestyle magazine that is updated daily and allows visitors to make fashionable, modern and ethical purchases directly from the website.
The e-... [More] |
Retailer Magazine AppsZappos ZN Combines Editorial Content and Online ShoppingThere is a lot of potential in combining retail and editorial content for mobile customers, especially in the fashion industry, and the Zappos ZN app does just that. This tablet application provides customers… [More] | |||||||||
Automaker Sports PublicationsBMW iMagazine Olympics Edition Focuses on Sport & AthletesThe BMW iMagazine Olympics edition is a special edition of the car-branded tablet app that focuses on the London 2012 Olympic and Paralympic Games.
Created by Partners Andrews Aldridge, the BMW iMagazine… [More] |
Digital Couturier MagazinesLouis Vuitton 'New, Now' Site Offers Fashionable ContentThe Louis Vuitton 'New, Now' website is an example of one of the many new ways traditional fashion houses are trying to engage their customers. Today's luxury designers must focus on more than just great… [More] |
Racetrack iPad LocksThe Audi Magazine Slide Track is an Ad That Doesn't Feel like an AdIt is hard to determine what is more amazing when playing with the Audi Magazine Slide Track, the people behind the concept or the piece of technology that inspired the idea. Perhaps it is simply a stalemate… [More] | |||||||||
