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Rolling
Stone: High Impact Units
Rolling
Stone Integrated Marketing functions as a hybrid of an
advertising agency, creative studio and product placement
company.
The team generates Rolling Stone - centric communication
programs that address the specific marketing objectives of
our advertisers while staying true to the magazine’s
editorial mission. The result: visually stunning in-book sections,
special inserts and other advertising units.
2008
Programs
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Showtime
“Dexter” Flipbook
•
Strategically promotes Season 3 of Dexter in a custom
eight (8) page faux magazine/flipbook off of the back
cover of Rolling Stone
• Engages the reader and drives awareness of the
series Dexter by creating custom content that reflects
the spirit and plot themes of Dexter, but delivered
in the Rolling Stone voice
• Utilizes the brand equities of Wenner Media
by extending the program and creating another faux magazine/flipbook
to run in our sister publication Us Weekly
• Reaches over 24 million readers between both
titles
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Mobile
1 “Garage Retreat”
•
Engages readers to the Mobile 1 brand through a multi-platform
series that offers readers an inside look at notable
and highly relatable personalities; centering on their
garages as there beloved space through a four (4) page
custom spread
• Borrows the equities of famed motocross rider
Carey Hart and award-winning musician Wyclef Jean to
invite us into their garages for a custom shoot with
their custom cars
• Promotes program with fully integrated components
that creates additional excitement for the reader through
a custom Mobile 1 micro-site which includes: personal
video tours of the garage, Q&A session inside their
home, photo gallery, personal playlist and sweepstakes
tie-in
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Converse/Footlocker
“Music Is Whatever You Make It”
•
Promotes Converse’s Chuck Taylor classics and
latest styles being sold at Footlocker through a custom
in-book series
• Drives awareness through three consecutive custom
units beginning with a sweepstakes kick-off; second
unit continuing to support the sweepstakes; third unit
featuring a custom shoot with indie rock group French
Kicks wearing the classic Chuck Taylor’s
• Engages readers through a sweepstakes tie-in
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Sprint
“Rock N Roll Diary”
•
Drive awareness of Sprint's partnership with Rock N
Roll Diary on rollingstone.com through brand ads running
adjacent to the Rock N Roll Diary edit section and a
consecutive series of custom units to further promote
the partnership
• Engages readers through a custom online micro-site
where they can view exclusive photos, videos, podcasts,
SMS alerts and interviews from the best shows this summer
courtesy of Sprint
• Aligns Sprint’s new Instinct phone with
Rock N Roll Diary by positioning it as the phone to
own to receive all the summer’s hottest rock action
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Guitar
Hero Aerosmith “Behind The Scenes With Aerosmith”
•
Drives excitement by revealing behind the scene details
of the most highly anticipated game of the year from the
rock band themselves Aerosmith, through a spread custom
unit
• Engages readers with an exclusive Q&A with
Aerosmith
• Reinforces Guitar Hero Aerosmith game by positioning
brand ads before and after the custom spread unit |
2007
Programs
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Jeep
Wrangler/Activision "Exclusive Rides"
•
Married two brands with the common asset to Tony Hawk
to promote new Jeep Wrangler and Activision Project
8 launches
• Engaged readers with a design your own Wrangler
or skateboard deck contest
• Demonstrated contest entry by incorporating
custom designed skateboard decks from three hot artists:
Eagles of Death Metal, Bloc Party and Lupe Fiasco
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Verizon
Wireless"On Demand"
•
Drove awareness of Verizon Wireless V Cast’s downloadable
music features through a series of custom spreads
• Borrowed the equity of artists such as James
Blunt, John Legend, and Sean Paul to reinforce Verizon
Wireless V Cast’s range of music and exclusive
content
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Chevrolet
"Year in Rock"
•
Reinforced the American iconic relationship between
music and Chevrolet
• Brought the relationship to life in a twelve-month
calendar featuring the hottest artists with Chevrolet
vehicles such as: Boys Like Girls, Big & Rich, Gym
Class Heroes, Mary J. Blige, Nickle Back and T.I.
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MGD
“The Craft”
•
Promoted and built national awareness around the MGD “The
Craft” concert series through a buzz-worthy custom
unit featuring musician Matt Costa
• Engaged readers through an exclusive in-depth
Q&A with Matt Costa
• Generated additional excitement through a sweepstakes
tie-in
• Drove readers onto the MGD web site to view exclusive
footage from the photo shoot with Matt Costa |
The Rolling Stone marketing team has captivated
live audiences for years, through custom events, concerts,
multi-platform brand integration and added value programs;
bringing the quintessential Rolling Stone experience
to life.
PRIVATE CONCERTS:
RS Live: Gym Class Heroes
RS
Live • The hottest Rolling Stone worthy
artists performing in top venues from NYC to LA • Featuring
buzz-worthy talent, each private RS LIVE concert reaches an
exclusive audience of 1,000+ socially active music fans, subscribers,
music industry leaders, tastemakers and press• Through
custom on-site integrated executions, our brand partners have
unprecedented access to key target demographics. • RS
LIVE performers have included Gym Class Heroes, The Hold Steady,
John Mayer, The Killers, Yeah Yeah Yeahs, and N.E.R.D among
others • 2-3 concerts each year.
Stunts on the Red Carpet
RS
Live: Sports on the Edge • Music meets mayhem
at the 2008 XGames in Los Angeles with Rolling Stone
hosted by Carey Hart. This custom event featured a Freestyle
Moto X Demo, Half Pipe BMX Show, Gaming stations, Beach Bar
and a private performance with California native Mike Ness
of Social Distortion • Celebrities in attendance included:
Sal Masekela, Ryan Schlecker, DJ Cubeechee and more.
Kayne West performs at RS Anniversary
Event
40th
Anniversary Celebration: 2007 VMA Vegas Weekend,
Sep. '07 • Rolling Stone partnered with keys
clients on our 40th Anniversary Party during the 2007 MTV
Video Music Awards in Las Vegas. This weekend long extravaganza
featured daily performances by today's leading artists including:
Snoop Dogg, Linkin Park, Incubus and more • VIP Poolside
parties at the Hard Rock Hotel • High-Profile Celebrity
Gifting Suite • High-Stakes Celebrity Poker Tournament
• Private RS 40th Anniversary Bash concert featuring
Kanye West • Celebrities in attendance included: Lauren
Conrad, Pete Wentz, Ashlee Simpson, Nelly, T.I., Panic at
the Disco, Kevin Smith, Jamie Foxx and many many more.
Velvet
Revolver Hangs at Hot Party
ROLLING
STONE HOT PARTY: To celebrate our 21st year of our
annual Hot Issue, Rolling Stone hosted a true red
carpet Hollywood gala • in attendance, 2007 Hot list
notables, celebrities and VIP's. The night featured hot bodies,
hot music and hot stuff! Celebrities in attendance included:
Juliette Lewis, Emile Hirsch, Kat Von D, DMC (of RUN DMC)
and many more.
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