Premium Issue Roxanne Pratley

EXECUTIVE SUMMARY Augmented Reality (AR) and Virtual Reality (VR) are becoming a popular way to connect with consumers. These methods are no longer confined to extreme forms of advertising and experiences. Living in this digital era, people are increasingly becoming aware of the advancements in technology, resulting in AR and VR and being more mainstream and accessible. Due to digital versions of the magazine being available, subscriptions to their print magazine have fallen. Producing an interactive issue of the publication will blend the boundaries of print and digital and bring new life to the print publication. This issue will have a higher price but will include one of Wired’s own versions of the Google Cardboard. The campaign will launch in May 2017 to coincide with the editorial calendar for the Tech for Britain awards in June 2017. Each page will be interactive, including the advertising campaigns from brands, alongside editorial pages enriched with AR content. The front cover is a video exploring the covers landscape, and the editorial note will be a video message from the editor. The articles will include AR elements on each page such as videos for additional content. For example, talks with experts on how the world will be in 15 years will contain a VR video feature (viewed through the Wired cardboard) to show a visual of their description. The technology review sections will include an AR feature of the piece of tech for consumers to look around the product. The campaign will be promoted through paid programmatic advertising and earned media through online PR. This will include connecting with key influencers that are popular with the target audience on Instagram, Facebook and blog sites and a press release distributed via PR Newswire. We will specifically target technology bloggers such as Gadget Geek due to their large following from our target market. All display advertising will be behaviorally targeted to optimize the value per impression and will be prominent on all major portals and the google display network. The creatives served will show three rotations where appropriate to showcase different elements of this issue and be sized to fit on multiple devices. We will also create in app placements on popular games with the target audience. Sources: Gadget Geek, Wired,

THE INTERACTIVE ISSUE USP Objective Strategy To encourage millennials to purchase the June 2017 issue print version of the publication. By creating an interactive issue which utilizes augmented reality and virtual reality technology. The only printed publication to produce an all – interactive issue.

REACH THE TECHYS The current audience is 30-50 yr olds with an income of £75k and works in the high tech industry. AKA Jack. He works for Activision Blizzard, a games publisher, working and living in London. He is 26 years old. He has a keen interest in technology, news and science and always keeping up to date with the news in tech advances. New market: ABC1’s Age 20–30 Income starting at £30,000 Works or has interest in technology, news and science. Works and lives in London and the surrounding areas. Sources: Wired, YouGov,:

AR VARIETY AR Ads Editors note in video format The front cover will be a moving picture that allows the reader to explore the animated wired landscape. Elements of this have appeared in The New Yorker Magazine which issued an AR cover. This resulted in an increase in sales and substantial online coverage. All ads will be feature AR such as Mini Cooper, Vespa & Timberland Instead of the written editors note, the AR placement will be a video voice note from the editor. Tech reviews Interactive cover Videos for additional content The pieces of tech that are being reviewed will have an AR feature which enables the viewer to see around the technology and take a closer look. Videos will be enabled on various pages to provide additional content. Sources:

The press release will be distributed via PR Newswire BREAKING THE BARRIERS OF PRINT AND DIGITAL Example Press Release The award winning tech publication Wired have crafted a premium issue of the print magazine which aims to blur the boundaries of print and digital. The issue is to release in July 2017, being available to subscribers from June. The issue will be the first of its kind to have augmented reality (AR) and virtual reality (VR) on each page. There will be no standard print. Each being open to interaction through the Blippar app. The press release will be distributed via PR Newswire

DISPLAY ADS All display advertising will be behaviorally targeted and served programmatically to optimize value per impression. The creatives will appear in three rotations where appropriate and target that consumer for the length of the campaign. These ads will appear on multiple devices on the following: Major portals such as Buzzfeed & Yahoo The Google Display Network Technology blogs such as Gadget Geek Instagram & Facebook sponsored ads In-app placements in popular games for this target audience Versions of the creatives will be scaled to fit the following displays: Online : Leaderboard (728x900) Pop Under (720x300) XLBillboard (970x250) Mobile: MPU/Sidekick (300x250)

PROGRAMATIC MOCK UPS Pop Under (720 x 300) MPU 300 x 250

INFLUENCERS - INSTAGRAM To create a buzz around the campaign, Wired will use key technology influencers that are popular with the target audience. They will receive a free copy of the issue before it has been released to post about the magazine, AR & VR content. The target audience of wired magazine are either working in Technology or have a big passion for it. They are extremely tech savvy, spending most of their day online, researching and follow like-minded profiles on Instagram and blog sites. The following Instagram influencers have been selected through Cision: BeautyOfTechnology 136k followers Austin Evans – 54.4k followers TLD – 40.4k followers Unbox therapy 99.7k followers Sources: Cision, BeautyOfTechnology, AustinEvans, TLD, UnboxTherapy

BLOGGERS The following bloggers are popular go-to sites for tech news and have been selected through Cision: The bloggers will be approached in the same way with a free copy of the premium issue before the release date. They will post content showing the public sneak peaks to create a hype before the big release. Gadget Geek Zath Tech World Sources: Gadget Geek, Zath, Tech World

References   Beauty Of Technology (2017) [Instagram] Available at: https://www.instagram.com/beautyoftechnology/ Accessed on 28/02/2017 Cision (2017) Cision Available at: http://www.cision.com/us/ Accessed on 28/02/2017 Gadget Geek (2017) About Available at: http://www.geeky-gadgets.com/ Accessed on 28/02/2017 New Yorker (2016) Cover Story: Christoph Neimann’s “On The Go” Available at: http://www.newyorker.com/culture/culture-desk/cover-story-2016-05-16 Accessed on 28/02/2017 TDL (2017) [Instagram] Available at: https://www.instagram.com/tld Accessed on 28/02/2017 Technabob (2016) Mini Augmented Reality Ads Hit Newstands Available at: http://technabob.com/blog/2008/12/17/mini-augmented-reality-ads-hit-newstands/ Accessed on 28/02/2017 Tech World (2017) About Available at http://www.techworld.com/ Accessed on 28/02/2017 Unbox Therapy [Instagram] Available at: https://www.instagram.com/unboxtherapy Wired (2017) About Available at: http://www.wired.co.uk/magazine/ Accessed on 28/02/2017 Wired (2016) Wired Magazine Available at: http://www.d.umn.edu/~rost0039/art3907_02_pagelayout.pdf Accessed on 28/02/2017 YouGov (2017) Profiles Lite Available at: https://today.yougov.com/profileslite#/Wired/demographics Accessed on 28/02/2017 Zath (2017) About Available at: http://www.zath.co.uk/ Accessed on 28/02/2017