Branded entertainment is typically accompanied by a great effort to ensure context, relevancy, and guidelines above are met. Therefore, magazine extensions such as promotional websites, social media and events are built in to successfully relay intended messages to the entire print brand's audience.Within the consumer magazine space, there are guidelines set by the Association of Magazine Editors. While they “encourage use of print magazines by marketers”, there are strict guidelines to protect editorial integrity and to ensure separation of editorial and advertising. This is not only to protect the readers and build trust, it also elevates advertising engagement and effectiveness. It creates consistency and ensures the editorial product isn't influenced. In return, advertisers place value on magazine content.Sponsored microsites must have a distinction from the standard website; the relationship between editorial and advertiser should be represented. Also, mobile and tablets must align with these guidelines.Readers of the SI Swimsuit issue expected to see customised ads; it’s a big part of the entertainment and fun of the issue. To bring the 4-page ad to life, we needed to create unexpected twists and turns in surprising content areas, and use a real SI Swimsuit Model to prove our point.

The audience was drawn to the Tori 500 through a four-page spread in Sports Illustrated Swimsuit Issue. That led viewers to a documentary showcasing the world's first race designed around the curves of a swimsuit model. At the end of the race, people were directed to two iPhone and iPad apps: “The Tori 500" racing game where players get to drive around the curves of a swimsuit model and “Supermodeled”, a camera-based app that lets you place a swimsuit model into any of your photos. There was also a landing page, online media, event integration (exclusive vehicle of launch week, with transportation), social media and PR. Instead of just looking at the pictures, consumers can share in the fun through many campaign components including having Tori appear in their own pictures.

While still in progress, it’s off to a fast start:•212.MM Editorial Media Impressions– Far-reaching campaign was a big hit with men’s interest, sports, tech and auto media, with coverage including USAToday, WSJ.com, ESPN.com, CNBC– Adweek’s Ad of the Day– FWA Mobile of the Day•Tori 500 and Supermodeled apps a hit– 4.5/5 stars – “Fun, cool app”, “Awesome!”, “Nice to see Lexus let its hair down a little…” •Lexus.com/Tori 500 desk top and mobile landing pages have received almost 120,000 visits•Online presence outperforming industry average as much as 100%