Fashion marketing: How Hearst Grew Subscriptions 15% With Online Games That Complement Their Brands

Fashion marketing news: Another great article today, this time a case study from MarketingSherpa that will interest fahion marketers. Or people who care about editors' assistants and boy toys.

In another industry than fashion, I have often sucessfully used online games to attract newsletter subscribers. Here, the goal was to get carefully targeted online gamers to subscribe to the fashion magazines. The article is a very detailed fashion marketing case: what was the goal, how they brainstormed, why they created such and such game according to magazine demographics, how the games were promoted on and off the magazines websites, etc.

Here are two games that were created during this campaign:

    "- For Seventeen, the team created “The Seventeen Editor’s Assistant,” a role-playing game in which users act out a simulated “first job” experience, performing tasks for a magazine editor, such as managing the editor’s calendar.

    - For Cosmopolitan, the team created “Boy Toy,” an interactive game based on users’ interest in relationships, which allowed players to control a virtual boyfriend who had to perform tasks to keep his girlfriend happy."

What do you think? It is a fashion marketing initiative that you could replicate?