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 proposed a great idea and the most perfect media channels for us to engage with our target customer”
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.