Journalism has always been about storytelling and I've noticed a move by some newspapers and magazines toward slick, movie trailer productions to sell their brand. An example from The Guardian (below) is a departure from traditional magazine and newspaper marketing and that's what makes them exciting. Notwithstanding the high production costs that come with ads of this calibre, both campaigns successfully bring the brands to life, create an emotional response and leave you wanting more.
The Guardian, Three Little Pigs - Released early 2012 to critical acclaim, The Guardian re-imagines the story of the Three Little Pigs and how they might cover the story both in print and online. With over 1 million views and running just over 2 minutes, this piece captures the viewer from beginning to end and changes your viewpoint several times throughout. Do you know how the story ends?
The Guardian's Chief Marketing Officer, Daivd Pemsel said of the open journalism campaign "We have seen heightened interest and engagement on all of our platforms - page views, interactions and comments, video views, subscriptions and sales of the newspaper have all increased."
View the ad-free version below.
Fine Print Blog
Musings about magazines.
I'm a magazine sales and marketing consultant from Sydney, Australia.