Studies

Editorial Programming Module: Macy's Fall Men's INC

OBJECTIVE

• Align Buick Regal with Esquire's epicurean content

STRATEGY

• Buick received exclusive sponsorship of Esquire's 2010 Best New Restaurants in-book feature. The program started in-book and then extended online through sponsorship of the content and a custom "New Laws of Dining Out Expert Gallery and carried through two consumer events

Print Solution

• 3-page gatefold unit in Esquire's November Best New Restaurants section
• Buick Regal brand creative integrated the program through the ad tagline "The Drive to the Restaurant is now the Appetizer" & "And The Drive Home is the Dessert"
• 2 events in Chicago and Atlanta at two of Esquire's Best New Restaurants
• Exclusive auto issue sponsor of the November issue iPad and iPhone apps

Digital Solution

• Exclusive Sponsorship of the online "Best New Restaurants" feature
• Custom category that housed Buick content within the EAG
• Featured tip module that drove to the Buick website
• 100% SOV of all surrounding media and related links

EXPERIENCE

• Buick-sponsored content ranked among the most viewed content pieces on Esquire.com
• "Best New Restaurants" was best performing element for time spent
• "The New Laws of Dining Out" was best performing element in page views