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THE BRIEF

For the third straight year Condé Nast sought to drive awareness of Brides Magazine, Brides.com and its sponsored content through an attractive online promotion. The key goals were to acquire new consumers for re-marketing and provide first-to-market opportunities for Brides’ sponsors by engaging users with featured advertising content via digital, social, mobile and print. To accomplish these goals, we created the 3rd Annual Brides Live Wedding – a multi-phase contest brought to life across a three screen experience. Brides were motivated to enter by the opportunity to win a dream destination wedding, their own YouTube series to showcase the big day and a donation to the charity of the winning couple’s choice. But there was an exciting catch – readers/consumers would vote to select every detail of the wedding – from the dress, to the cake, to the honeymoon destination.

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RESULTS