The awards season reaches its height in Los Angeles each February. And in 2013, Juicy Couture wanted a way to stand out during awards season and to align its brand with the entertainment industry.
The company approached the Los Angeles Times in search of high-profile, unique opportunities that would seamlessly marry its brand to the entertainment scene.
The Los Angeles Times provided a highly successful, buzzed-about sponsorship that included Juicy Couture, providing unlimited digital access to entertainment and awards coverage throughout latimes.com in the month of February, when entertainment and awards coverage is at its height.
Juicy Couture is the first to provide such access since the March 2012 launch of the news media company’s membership programme. All non-members visiting the Entertainment sections of the site saw the Juicy Couture sponsorship module, resulting in 11 million pop-up impressions, in addition to the advertising campaign.
Additionally, Juicy Couture sponsored an awards-themed “Read & Win” programme, a gamification experience prompting users to participate in a range of actions, from browsing entertainment articles, breaking news, and video galleries to answering trivia questions from the Times’ Oscar coverage and engaging with news media company on social media.
Participants had the opportunity to win prizes, such as a year of weekly movie passes, a plasma television, Blu-Ray players, and gift cards.
The campaign made a significant impact and a lasting impression. The newspaper created a platform that enabled thousands of Los Angeles Times readers to have unlimited access to our Oscar content.
The Los Angeles Times is well known for its Oscar coverage, which is designed to appeal to both a local and national audience. This unique approach allowed Juicy Couture to enjoy the success of that coverage while adding more value and enjoyment for readers.
As a result, the newspaper received one of its highest traffic days on record.