To connect fashion and technology with young women between the ages of 13-24. DELL recognizes that girls look to magazines for information on fashion and beauty. Their goal was to engage girls in a fun, interactive environment where they could learn something about themselves and we could learn something about them.
HOW WE DID IT
‘What’s Your Tech Style’ was a double page spread in the August and September issues of Vervegirl Magazine. Building on an existing DELL campaign, we incorporated their ‘Treats’ theme into the spread. We invited Vervegirls to participate in an online quiz that was not only fun but helped match them with a laptop to suit. To further promote DELL's campaign, our audience was able to share their results and invite friends to participate through social networking outlets like Facebook and Twitter. Every completed entry was entered into a contest for a chance to win a DELL laptop.
Youth Culture properties involved were Vervegirl Magazine and Vervegirl.com, Twitter and Facebook.
RESULTS
- Vervegirls loved the connection between fashion and technology.
- 1,363,673 impressions and 3255 girls participated in the quiz
- Next DELL campaign to launch in February 2010
