Hearst Magazines Offers Brands Social Engagement Through Buddy Media

Written on
Jun 13, 2011 
Gavin Dunaway  |

ADOTAS – Hearst Magazines’ Digital Media unit has hooked up with Facebook branded platform operator Buddy Media to introduce some pretty cool social media tie-ins for Hearst’s brand advertisers. One can only the imagine the potential for cross-media selling.

Buddy Media will power branded social media applications dubbed “sapplets” (which sounds like the name of an incredibly sentimental, single-focus app — perhaps its task is to make a browser weep when the user is looking at kittens) that will be available on the Facebook pages of CosmopolitanSeventeen, RealBeauty.com, Redbook and Marie Claire in conjunction with these print publications’ July issues.

The sapplets will include voter booth for polling fans on branded assets such as products, user-generated content and brand videos, as well as a recommendation tool that employs personality quiz answers to suggest products with a one-click purchasing option. In addition, fans earn public badges for engaging with content (e.g. taking a quiz, posting a comment) on an advertiser’s custom tab.

While 13 publications are now launching, Hearst plans to employ Buddy Media’s platform across its entire magazine network, giving it the largest publisher presence on the Buddy Media platform.

“Many of our advertising partners have already integrated Buddy Media as part of a strategy to strengthen their social media marketing efforts in an innovative way,” said Kristine Welker, CRO of Hearst Magazines Digital Media. “The unique set of ‘sapplets’ will bring online social communities together, and create scale and synergy for Hearst clients. As a result, the enormous global network of Facebook members will become more engaged with our branded content and have the ability to share interactions, recommend favorite products and much more.”

Gavin Dunaway is Editor, U.S. at AdMonsters, a leading trade publication, event producer and service provider for the online advertising industry. Previously, he had been Senior Editor of Adotas, where he arrived after years of ping-ponging around various industry publications. This Washington, D.C. native and George Mason University graduate also enjoys playing electric guitar so loud that the walls shake.

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