With the economy looking not too hot, Sports Illustrated is turning to “experimental marketing” with the launch of its famous Swimsuit Issue.
The company is branching out to drinks, YouTube, Las Vegas, race car driving, and even airplanes to to get their message out!
What is in store for us bikini lovers????
A dual SoBe beverage ad campaign will feature their CG lizard interacting with models, as well as videos of the models frolicking on the beach available on YouTube; a South West jet – renamed the SI One – is decked out in an image of Swimsuit Edition cover girl Bar Rafaeli; the SI One will jet VIP guests out from New York to Las Vegas, where a string of SI events is to take place, including a stunt car race and a launch party where guests can pose with models.
40% of this year’s revenue from the mag will come from digital and event advertising, and the magazine itself will feature less print ads than previous years.
When the going gets tough, the tough get creative!
[Image via WENN.]
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