“People pay more attention to what their friends send than what marketers send,” praises Richard Tabaccowala. 1
Cosmopolitan is releasing a new advertising campaign that uses facebook, allowing viewers to insert their photo and those of their friends into an advertisement. The campaign is target towards women, allowing each woman to be the star of her very own “Cosmo” commercial. On Thursday the new campaign will be going live on a Broadway billboard, where women can get their photo taken and inserted in the campaign there and then. The campaign is happening worldwide, through the use of social networking.
Through this new style of advertising Cosmo can increase sales; because what woman doesn’t want to be in a commercial? In creating a connection between the magazine and consumer Cosmo is creating a point of disparity drawing in readers. In comparison to other online and published magazines, Cosmopolitan’s new ad campaign is unique allowing the consumer to become interested in the magazine. By getting the consumer involved the product becomes more meaningful to the consumer, and popularity will spread through word of mouth. Social networking provides a platform for magazines that has been underused and through launching this new campaign popularity is bound to spread.
Sources:
1Levere, Jane L. “Cosmo Campaign Puts Viewes in the Photo Shoot.” The New York Times. N.p., 29 Sept.
2010. Web. 30 Sept. 2010. http://www.nytimes.com/2010/09/30/business/media/ 30adco.html?ref=technology
Cosmopolitan title. Cosmopolitan: n. pag. The Online's Women Magazine, Cosmopolitan. N.p., n.d. Web.
30 Sept. 2010. <http://www.cosmopolitan.com/>.