Company: MAC Presents, New York, NY, USA
Company Description: MAC is a sponsorship and fulfillment agency that executes partnerships between the world's leading brands and artists.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million / €2 million)
Nomination Title: AT&T/Samsung sponsorship with rag & bone
Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:
For the launch of the Samsung Galaxy Note, AT&T and Samsung wanted to target the creative, fashion forward mobile consumer who not only wanted the latest in advanced technology but viewed their device as fashion accessory. A custom promotion solution was needed to establish a Galaxy Note social community within the fashion world and integrate the phone into the daily life of a fashion designer partner and respected fashion bloggers during New York's Fashion Week. MAC Presents worked with AT&T and Samsung's marketing teams to select the right designer to collaborate with and to create unique marketing program that effectively reached the Galaxy Note's important target audience.
MAC Presents developed a custom program that enabled AT&T/Samsung to partner with rag & bone, one of today's leading fashion brands based in New York City. To help reach the Galaxy Note’s influential target audience, MAC Presents worked with the rag & bone designers to create an exclusive case for the Galaxy Note device.
The Galaxy Note was integrated into rag & bone’s 2012 fashion show during New York Fashion Week with signage and an exclusive, branded VIP area backstage. Additionally, influential fashion bloggers such as Bryan Boy, Leandra Medine and Susie Bubble were given Galaxy Note devices to use for posting to their blogsand tweets during New York Fashion Week.
MAC Presents developed a comprehensive media plan that utilized print, outdoor and online advertising as well as social media and public relations outreach. Bus shelter advertising was utilized to promote the partnership in key locations around New York City. All creative featured Danny Clinch shot still photography, Danny also shot a :30 commercial for the Galaxy Note featuring rag & bone's founders and designers Marcus Wainwright and David Neville. The pair also hosted the private Galaxy Note launch party in New York City, that included a performance from Band of Horses. With celebrities in attendance the event garnered extensive international press coverage.
Media outreach efforts garnered over 114,000,000 million consumer impressions. An extensive online campaign was implemented to increase awareness of the collaboration between AT&T/Samsung and rag & bone. MAC Presents partnered with fashion publications Front Row Daily and WWD to create rich, online advertising opportunities. Additionally, MAC Presents partnered with Billboard.com to reach the fashion, music oriented consumer. A daily Facebook advertising plan was put into effect to launch the campaign and build awareness of the Samsung Galaxy Note. In total over 4 billion consumer impressions were garnered through online efforts.
Through the partnership, AT&T and Samsung increased brand awareness of the Galaxy Note within the desired fashion oriented target audience. Since the announcement of the partnership on February 8th the program has generated over 4.7 billion consumer impressions for the Samsung Galaxy Note.
Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):
Stacey Portnoy, National Marketing Manager, Samsung
Stacey Portnoy is a National Marketing Manager for Samsung Mobile, specifically handling the AT&T relationship. Portnoy manages product launch initiatives, sponsorships, celebrity events and experiential marketing. Sponsorships she has managed include Samsung/at&t Summer Krush Tour, Dancing with the Stars, Jimmy Kimmel Live, American Idol, Ellen, Sundance, AT&T Cotton Bowl Partnership, Keith Urban, New Years with Carson Daly and Fashion/Technology Partnership with Rag and Bone.