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Tracy Tuten

To Introduce Justin Bieber's Girlfriend Fragrance, a Social Media Campaign - NYTimes.com - 0 views

www.nytimes.com/...e-a-social-media-campaign.html

bieber campaign 2012 nytimes imc smm example media ECUadvertising Launch

shared by Tracy Tuten on 06 Jun 12 - No Cached
  • As befits a performer whose following is concentrated so much among young people, the campaign to promote Girlfriend, with a budget estimated at $20 million, is focusing on social media like Tumblr and Twitter. Mr. Bieber’s Twitter feed is followed by almost 22.9 million people, and he has close to 44 million “likes” on Facebook.
  • The new media aspects of the campaign will also touch on the ads appearing in traditional media. For instance, Mr. Bieber is going on Facebook and Viddy, a mobile video sharing service, this week to invite fans to enter a “sing-off” on Tumblr to help create a 60-second television commercial for Girlfriend.
  • The agency working on media planning for the Girlfriend campaign, Media Kitchen in New York, part of the Maxxcom Global Media division of MDC Partners, also handled those duties for the Someday campaign.
  • ...1 more annotation...
  • Traditional media has a place in the campaign, Mr. Lowenthal noted, citing the commercial and print ads, photographed by Ben Watts, that will run in magazines like Cosmopolitan, Glamour, Seventeen and Teen Vogue. They can be amplified by new media outlets that are fueled by the fervor of “all the fans who want to get closer to Justin,” he added.
  • Tracy Tuten on 06 Jun 12
     
    Fragrance No. 2, called Justin Bieber's Girlfriend, is scheduled to arrive the week of June 18 at Macy's stores, and will also be available this month at retailers like Belk, Dillard's, Nordstrom and Sephora. Girlfriend will arrive a year after the introduction of the first scent endorsed by Mr. Bieber, Someday, which became the best-selling celebrity fragrance ever and the best-selling new women's fragrance of any kind brought out in 2011. As befits a performer whose following is concentrated so much among young people, the campaign to promote Girlfriend, with a budget estimated at $20 million, is focusing on social media like Tumblr and Twitter
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