Time Warner Inc. and Chevrolet Announce “Malibu Style”
NEW YORK , August 20 /Businesswire/ - Time Warner Inc. and Chevrolet, together with fashion designer Isaac Mizrahi, announce the launch of a groundbreaking interactive advertising and design campaign for the 2013 Chevrolet Malibu. The Time Warner Global Media Group Inc. spearheaded the unique collaboration for “Malibu Style,” which pairs Mizrahi with the Malibu in multi-platform media experiences across targeted Time Warner businesses, including InStyle, PEOPLE, People StyleWatch, Real Simple and Telepictures Productions’ pop culture television newsmagazine, Extra.
Time Warner Global Media Group Inc., Time Inc. Branded Solutions and Warner Bros.’ Telepictures Productions designed the customized program in close alignment with Chevrolet and its agency strategists and planners from Carat and Commonwealth. LivingSocial’s Shop will exclusively sell the limited capsule “Malibu Collection” inspired by the all-new 2013 Chevrolet Malibu later this fall.
“The Chevrolet ‘Malibu Style’ campaign is a groundbreaking collaboration that takes the consumer on a fun and interactive journey through a multiple platform experience,” said Kristen O’Hara, SVP and Chief Marketing Officer, Time Warner Global Media Group Inc. “By putting the consumer at the center of the experience, we were able to forge partnerships with Isaac Mizrahi, LivingSocial and our brands to create a more engaging brand story for Chevrolet’s all-new Malibu.”
The program will offer consumers the opportunity to watch Isaac Mizrahi visit four cities – New York, Chicago, Miami and Los Angeles – as he meets with women who reflect the smart and savvy attributes of today’s Malibu driver. Each of these women will reveal the best of her closet, her city and her style in videos that fans can follow along with.
“Time Warner proposed a great idea and the most perfect media channels for us to engage with our target customer,” said Mary Kubitskey, Chevrolet Malibu Advertising Manager. “Once we brought them inside our business and got our agency strategists in the loop, the program truly became great. I call it ‘pixie dust’ and that’s what has happened with this program.”
The September, October and November issues of select Time Inc. brands will feature special advertising units across its print, digital and social assets dedicated to Mizrahi’s visits across the country and the inspiration he found leading up to the final reveal of his “Malibu Collection.”
“With a core passion for storytelling, we relished the opportunity to help Chevrolet tell the story of the 2013 Malibu in this way," said Leslie Picard, President of Time Inc. Branded Solutions. "Our scale of print and digital properties enables us to execute this large-scale marketing collaboration and create a complete and cutting-edge consumer media experience.”
Isaac Mizrahi’s “Malibu Collection” will launch this fall exclusively on LivingSocial’s Shop, the company’s first foray into physical products featuring themed collections of unique, curated merchandise. LivingSocial will serve as the online retail and social hub for the “Malibu Collection.” LivingSocial will launch a custom-branded web page in September featuring the best offers inspired by the women in New York, Chicago, Miami and Los Angeles who reflect today’s Malibu driver.
Style enthusiasts can see Mizrahi’s design journey by visiting www.chevymalibustyle.com and facebook.com/Isaac Mizrahi. Visitors to the site can view a series of videos, create their own Malibu-inspired fashion collages and share them with their friends. As more content and integrations are revealed, fans can stay up to date and join the conversation by following on Twitter @Chevrolet and #MalibuStyle.
ABOUT TIME WARNER INC.
Time Warner Inc., a global leader in media and entertainment with businesses in television networks, film and TV entertainment and publishing, uses its industry-leading operating scale and brands to create, package and deliver high-quality content worldwide through multiple distribution outlets.
ABOUT TIME WARNER GLOBAL MEDIA GROUP INC.
Time Warner Global Media Group Inc. partners with industry leading marketers to drive strategic growth across Time Warner and for its key partners by embracing innovation. A catalyst for creativity and collaboration across the company, the Global Media Group offers a unique point of access to Time Warner's wealth of content, media platforms and consumer insights. Through its efforts, the Global Media Group offers customized marketing solutions that leverage the company’s scale and beloved brands to yield results.
ABOUT TIME INC. BRANDED SOLUTIONS
Time Inc. Branded Solutions is an integrated, full-service sales, marketing and creative department for Time Inc.'s largest advertisers. The group harnesses the scale of Time Inc.'s assets with branded programs and ideas that add significant value to our clients' investment.
Founded in 1911 in Detroit, Chevrolet is now one of the world's largest car brands, doing business in more than 140 countries and selling more than four million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and high quality. More information on Chevrolet models can be found at www.chevrolet.com.
LivingSocial is the online source for discovering valuable local experiences. We inspire our members to find, share, and enjoy the best of their neighborhoods by connecting them with handpicked local businesses. With new and diverse offerings each day, we encourage members to discover everything from family aquarium outings to weekend excursions to exclusive gourmet dinners and more. We help great local businesses grow by introducing them to high-quality new customers, and give merchants the tools to make our members their regulars. Based in Washington, D.C., LivingSocial now has more than 65 million members in 22 countries.