27/06/11 – Renault has joined forces with T3, the UK’s premium technology lifestyle brand, to create the world’s first video cover-wrap for an iPad magazine.
The innovative campaign, created in-house by Future for the iPad platform, promotes Renault’s Z.E. Electric car range. The cover-wrap features a fully interactive video advert branded with the T3 logo and appears immediately before the front- and directly after the back-cover pages of the interactive T3: iPad Edition.
Brokered by agency Manning Gottlieb OMD, the bespoke campaign creates massive standout for Renault with the interactive advertisement appearing as soon as consumers load the magazine app. Links in the ad take consumers directly to the Renault website for more information about the products. The video cover-wrap is supported by advertising in the print version of T3.
Jim Ranson, Ad Sales Director for T3, says: “This is an exciting, high-impact new format for advertisers. It really brings the Renault campaign to life. With an audience of influential technology advocates, T3 and Renault’s electric range are a great brand fit for the first video cover-wrapped iPad Edition. T3 continues to lead the way in creating original, powerful and efficient solutions for our partners.”
Renault UK Marketing Director Phil York says: “iPad is an innovative and engaging medium, reaching an early adopter audience – making it a perfect fit for likely electric vehicle buyers. Creating the first video cover wrap is a real coup for us, adding an additional layer of standout and highlighting the strengths of tablets as a communications platform. Manning Gottlieb OMD have negotiated an integrated print and iPad package, ensuring we reach all of T3’s reader base with details of Renault’s exciting Z.E. electric vehicle range.”
T3 is leading the way on iPad. Since the launch of the iPad, T3 has seen sales of its digital edition grow at a phenomenal rate. This accelerated when T3 launched its fully enhanced, paid-for iPad edition via iTunes. The T3 app was launched in October, since when it has been downloaded over 100,000 times. This issue every single product review in the Guide section of the magazine is accompanied by an appropriate affiliate link, driving consumers to purchase opportunities directly off the iPad edition. Sales of the iPad Edition continue to grow month-on-month, and – as it is such a perfect match between audience, content and platform – subscriptions have been a runaway success.
Nial Ferguson, Group Publishing Director of T3, adds: “We estimate that T3 is the biggest selling paid-for iPad magazine in the UK and is giving some of the massive US titles a run for their money. T3 now sells 16,000 digital editions every month. T3: iPad Edition is one of a handful of five star media apps in the world* and its success reflects the AOP’s decision to name Future Consumer Publisher of the Year at their recent Awards.”
The August issue of T3: iPad Edition is on sale now priced at £2.99.
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*source iMonitor
About Future
Future is a leader in the field of digital publishing and recently won both Consumer Publisher of the Year and the Grand Prix at the annual Association of Online Publishers Awards. Its web and mobile sites deliver 160 million* page impressions every month to over 25 million unique users. Digital now accounts for a third of all Future’s commercial revenues. And its development of video on demand and apps is rightly regarded as market leading. Technology brand T3 is leading the way on iPad, becoming one of the top grossing apps in the UK and one of the very few five star apps in the world. The Future digital portfolio includes award winning and hugely respected brands including: www.techradar.com, www.cyclingnews.com, www.gamesradar.com, www.cvg.co.uk, www.musicradar.com and www.bikeradar.com.
