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URL: http://timeless50.marieclaire.co.uk
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Key Industries:
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Business
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Clothing
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Entertainment & Leisure
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Household Goods
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Publishing & Media
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Key Sectors:
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Design & Build
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Display Advertising
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Usability
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User Generated Content
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IPC Media
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Brief
Volkswagen wanted a campaign to promote the new Polo and partnered online with Marie Claire, BBC Good Food, Livingetc, Heart GM and LOVEFiLM to let the public vote for their Timeless items from fashion, food, design, music and television. Lion Digital was asked by IPC Media to build the voting Microsites for both Marie Claire and Livingetc whilst promoting the new Polo.
Execution
The idea behind The Timeless 50 was simple but rather clever. Each publisher would develop a microsite allowing their readership to vote for the timeless items they wanted to make it into the final fifty (Timeless 50). Each microsite would then feed its votes into a central Timeless50 microsite developed by Media Com. An API was provided and both the Livingetc and Marie Claire microsites ported into the Timeless50 microsite to provide a realtime vote. Users could vote for as many items as they liked and were to leave their details through the chance of winning a new car and all the items that made it into the Timeless 50 list.
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