Print isn't dead; it's just evolving. Need proof? Look no further than what Cosmo is launching today. It's the chance for readers to insert themselves and their friends into a Cosmo photo shoot.
Readers will be asked to use Facebook Connect to share photos of themselves and friends, which will eventually become part of a personalized video of a photo shoot. Characters in the form of a makeup artist and art director are also incorporated, upping the reality factor as they appear to talk directly to users.
I predict success for the campaign. It taps into some key things that can mean wonders for a brand. Number one, it shows an understanding of audience, the spaces where they live and play, and how they use those spaces. Number two, there's an inherent element of ego in social media. People, especially younger folks love to not only post photos online but to also find themselves in friends' phots. Number three, shareability is built into this as people include their Facebook friends in the shoot and share the final video with them.
The other thing I love about this is an offline promotional component. Today, a Times Square billboard will promote the campaign and roving photographers will snap photos that will appear on the billboard. It's a nice touch, the kind of offline/online element that's often overlooked these days.
[Via The New York Times]