HALLOWEEN PARTY by Grey Mexico for Playboy

Adsarchive » Promo » Playboy » HALLOWEEN PARTY

HALLOWEEN PARTY

Pin to Collection
Add a note
Industry Magazines
Media Promo & PR
Market Mexico
Agency Grey Mexico
Director Hector Lastiri
Creative Director Luis Casas
Art Director Katia Barillas
Copywriter Esau Vazquez
Producer Bernardo Salum
Released September 2009

Credits & Description

Category: Publications & Media
Advertiser: PLAYBOY MÉXICO
Product/Service: MAGAZINE ONLINE
Agency: GREY MEXICO
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: GREY MEXICO, MEXICO
Entry URL: http://www.fiestaenlamansionplayboy.com.mx/
Vice President Creative: Edgar Verne (Grey Grup México)
Creative Director: Esaú Vázquez /Luis Casas (Grey Grup México)
Copywriter: Esaú Vázquez (Grey Grup México)
Art Director: Katia Barillas (Grey Grup México)
Director: Hector Lastiri (Rojo Films)
Producer: Bernardo Salum (Grey Grup México)
Media placement: Cyber Promotional Campaing - Cyber Minisite - September 15, 2009

Describe the objective of the promotion.
The Objective Playboy Magazine Mexico wanted to increase awareness of the digital version of the magazine and subscriptions. It’s a well known fact that special events at the Playboy Mansion are one of the most sought after events in the world. Consequently, we proposed they organise a promotion to engage the target to participate for access to the Halloween Party at the Mansion.

Describe how the promotion developed from concept to implementation
After a targeted online advertising campaign, the Internet audience was directed to a minisite where they would watch the series of videos. In order to participate in the promotional contest they needed to write up a short description of what would be the best costume to be selected by a jury to be eligible to get access to the party at the mansion.

Describe the success of the promotion with both client and consumer including some quantifiable results
During the three weeks of the promotion, the minisite received more than 30,000 unique visitors and 80,000 page views, half of them spending an average to a 1:30 minutes on the videos section of the site. The registration form was completed by a number of requests to subscribe to the digital magazine that could increase in 50% of the current subscriptions base.

Explain why the method of promotion was most relevant to the product or service
There’s not a man in this world that doesn’t dream to meet Playboy's Playmates in the Playboy Mansion. It’s our targets fantasy and that’s why the promotion is relevant, we are making one of their dreams come true, and along the way, increasing our magazines subscriptions.