Chevrolet and Time Warner unveil Malibu Style
22 August 2012
Chevrolet is joining forces with fashion designer Isaac Mizrahi and Time Warner to promote the launch of its 2013 Chevrolet Malibu.
Led by Time Warner Global Media Group, the multi-platform branded entertainment programme ‘Malibu Style’ will run across Time Warner’s business including InStyle, People, People StyleWatch, Real Simple, pop culture TV news show Extra as well as social media channels.
The show will follow Mizrahi visiting New York, Chicago, Miami and Los Angeles to meet with the type of women Chevrolet is targeting with its new car model. These women will talk about their clothes, their cities and their general style in a series of videos.
Visitors to the show’s Facebook page and website can also join in by creating their own Malibu-inspired fashion collages which can be shared with friends as well as being able to access the videos from the programme.
The campaign will culminate later this year with Mizrahi revealing his Malibu Collection, inspired by the women he has visited in the series and the 2013 Chevrolet Malibu itself, on LivingSocial’s shop.
“Time Warner proposed a great idea and the most perfect media channels for us to engage with our target customer,” says Chevrolet Malibu advertising manager Mary Kubitskey.
‘Malibu Style’ will be further promoted through the September, October and November issues of several Time Inc. brands across print, digital and social channels.
“Our scale of print and digital properties enables us to execute this large-scale marketing collaboration and create a complete and cutting-edge consumer media experience,” says Time Inc Branded Solutions president Leslie Picard.
Time Warner has worked closely with Chevrolet and its media agencies Carat and Commonwealth to develop the campaign.
David Hing, London