'People' Live! Tour

Clients/BrandsPeople magazine and its advertisers: Maybelline, Banquet, Caress, Celine Dion Parfums, Kodak and SuaveLead AgencyPierce Promotions & Event ManagementTime FrameAugust-November 2004Other AgenciesPeople magazine's creative and marketing departments contributed strategic input for program and concept development, as well as art for creative materials. Other than staffing agencies, no additional external agencies were involved with the execution of this program. ObjectivesProvide a compelling and interactive experience that celebrates People and connects consumers to the brand.Reach target consumers in a manner that increases awareness for People.Provide a unique, interactive experience that builds brand awareness and/or results through product trial for sponsors.Incent purchase of sponsors' products and People magazine during the event.Enhance People's VPI (volume producing item) status in Wal-Mart stores.Target AudiencePeople magazine's core readership: females, 18-49StrategyPeople Live! kicked off in Concord, NH, on Aug. 5, 2004. This mobile retailtainment program executed 50 events in 25 Wal-Mart parking lots over 15 weeks. Ending in November in Las Vegas, the interactive tour promoted both People and the magazine's advertisers and program sponsors. The People Live! tour was a tiered program supported by in-store retailtainment activity executed in stores surrounding the event store and driving traffic to the parking lot event. People Live! gave consumers an escape into the world of celebrities, parties, and events.Creatively, the program used the following platform: Utilize a multi-brand, mobile activation event to reach the People magazine target audience in retail shopping environments: Wal-Mart stores and supercenters.Create an event design that enhances varying levels of participation for each sponsor and pays tribute to each brand's universe, while strongly leveraging the overall red carpet theme.Create set elements and program activities that provide information and deliver genuine entertainment value to enhance the Wal-Mart shopping experience.Design a program that facilitates a high level of brand/product interaction, including relevant demonstrations, one-on-one consultations, entertainment, trial, and individual and group activities that speak directly to the audience.Specific sponsor-dedicated areas, each staffed with a devoted brand ambassador, allowed attendees to experience each brand individually, within the boundaries of People Live!Visitors entered the event set through a "paparazzi wall" where the sights and sounds of an aggressive medium enveloped them. Stepping onto the red carpet, they received branded gift bags to collect premiums and samples distributed by each sponsor. People Live! staff roamed the footprint, distributing branded key-chain pens. An emcee was instrumental in attracting attendees to the event, as well as in guiding them through activities and demonstrations. Attendees visited the People Live! tent, in which special Hollywood memorabilia were on display accompanied by signage that connected the magazine to each piece. Items included Julia Roberts' costume from Pretty Woman, Tom Cruise's flight suit from Top Gun, Harrison Ford's hat from Raiders of the Lost Ark, and Jennifer Lopez's infamous dress from the 2000 Grammy Awards.The Maybelline tent treated visitors to one of four "New York Beauty Look" makeovers. Upon completion of the makeover, visitors were given a branded compact mirror and a "tip card" indicating which products were used to create the look. All visitors were given a Maybelline New York lipstick sample. Tyson's Banquet tent distributed samples of four products over the course of the day. Dedicated staff sampled Crock Pot Classics Beef Stew, Dessert Bakes Peaches 'n Cream and Apple Crisp and Home Style Bakes Chicken and Dumplings. In addition to sampling, the Banquet staff also demonstrated the ease with which the products are prepared. The Caress tent staged an interactive quiz that let visitors determine their "Caress Personalities." Each personality corresponded to a body wash variant that was then recommended. All visitors received a "Caress Personality" quiz card, a shower poof, and a sample-size body wash. The Celine Dion Parfums tent offered both Celine's music and her fragrances: Parfum and Parfum Notes. Through an interactive computer kiosk, visitors were able to view Celine's videos and listen to her music. In addition to sampling her fragrances, visitors wrote personalized notes to Celine and signed her guestbook to receive more information. All visitors received fragrance sample cards and note card stationery. At the Kodak tent, visitors were offered their own photo op on the red carpet. Using the Easy Share digital camera system and the Kodak Picture Maker, Kodak staff photographed visitors against a backdrop of paparazzi. Visitors dressed up in glamorous award-show accessories such as sunglasses and boas and took home a souvenir photo. All photographed visitors received their photo digitally printed on-site in a Kodak and People Live!-branded frame. At the Suave tent, staff educated visitors on the brand's line of hair care products. Images of celebrity hair styles were depicted within the tent and staff explained how to achieve the same look. All visitors received Suave hair style tip cards along with sample sizes of Suave hair spray and deodorant. Important Factors In addition to the mobile tour , an overlay program designed to promote the parking lot events was also developed. Events were executed in up to 10 unique Wal-Mart stores per market during the week leading up to the arrival of the tour. Staff promoted the upcoming mobile tour by distributing flyers advertising dates and locations. Sponsor products were promoted through a trivia game that led shoppers through the store searching for answers to pop culture questions located on bean flips (shelf talkers) positioned on shelves in front of sponsoring products. Successful participants received a People Live! cup and all shoppers could receive a branded key-chain pen. Over the course of the program, People also partnered with SoapNet, which provided four soap opera stars to appear in three markets: Days of Our Lives cast members Kyle Brandt, Brian Dattillo, and Eric Winter, and Justin Bruening from All My Children. The actors signed autographs and posed for pictures, which were printed on-site and given to attendees.Results The event met with support and enthusiasm from all participating Wal-Mart managers. The tour emcee was invited into the morning associates meetings to discuss the program. More than 100,000 program interactions Mobile program interactions: 70,075 Overlay program interactions: 38,610 More than 1.6 million program impressions Travel impressions: 1 millionWal-Mart consumer impressions: 585,000 209,708 total premiums distributed 63,342 total samples distributed.

'People' Live! Tour

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