Case Studies - Mixmag

Client: MixMag (EMAP)

Campaign: MixMag Magazine, monthly campaigns

Brief:

To raise awareness and drive sales for the latest monthly edition of Mixmag, a dance music magazine.

Target Audience:

• Clubbers
• Dance music lovers

Campaign Description:

Promotion teams handed out print, detailing the new magazine features, editorial policy, free gifts, etc, outside a selection of the leading dance music venues across the 20 largest cities in the UK, on the weekend the magazine was released.

Results:

• Approximately 1,000 leaflets were distributed per venue to core target demographic.
• 2,000 flyers were distributed per city; 40,000 across the UK.
• All activity was carried out on the weekend of release.
• Very narrow targeting provided - all print was to reach active clubbers and people who attend dance music events.