In this fun competition girls can either go online to www.seventeen.co.za or send a photo of themselves with their favourite Maybelline product plus a beauty tip on how to rock the “Maybelline New York” look, and stand in line to win their very own supermodel-style shoot.
The magazine has chosen a 3-dimensional campaign that communicates with teen girls through print, online and mobile platforms. seventeen publisher, Dene Strain, says: “To engage with the teen market and attract their attention it's imperative to reinforce your message through a multitude of platforms for maximum impact. Teens respond well to the digital platforms which allow for instant interactivity, which is key to the sponsor and seventeen in establishing how successful the campaign ultimately was.”
The print campaign launched with a call to enter in the magazine's June issue, followed by an online gallery where readers are able to upload their photos and viewers can vote for their favourite, as well as an SMS shout-out to 11,800 of its UrbanScouts to encourage readers to go online and participate.
The competition closes on 22 July 2008 and the October 2008 issue of seventeen will feature a DPS showcasing the Cover Look winner.
