Best Electronics Integrated Ad Campaign

Every year, technology-seekers look forward to WIRED‘s holiday store—both the brick-and-mortar and the online versions. The 2011 goal was to increase engagement and allow viewers to spend even more time interacting with WIRED and advertiser brands. So The Studio at Condé Nast ensured that the WIRED.com store provided multiple opportunities for immersion, engagement, social sharing, cross-sell, purchase, subscription sign-up, and opt in.

The store featured the best in electronics, gaming, health, home, culinary, travel, fitness and office gear. A user-friendly interface made viewers eager to play, shop, and share. Visitors could shop or browse by most-popular items, featured items, by category or by WIRED Insider personalities: IT Girl, Digital Gentleman, Adventure Capitalist—each with their own suite of products to suit that persona. Item pages included Facebook, Twitter and send-to-friend links for sharing, plus product cross-sell to keep the readers navigating and adding to their Must Haves, WIRED‘s version of a wish list. Prominent were persistent links to Flickr, the WIREDInsider blog, and the Sonar mobile app, which provided personalized recommendations and showed how shoppers were connected to those who checked into the brick-and-mortar Time Square store. And WIRED‘s Wishlist Sweepstakes, with an amazing $13,000 prize package of tech-y merchandise, incentivized the audience of prospects to subscribe to the print/tablet offer and to opt in for re-contact.

The WIRED store was a win-win for all: sponsor brands touted their tech smarts and WIRED‘s reputation as the expert in all that‘s technologically advanced and forward-thinking was further cemented.

Contributors:

CONDE NAST

Location: USA