Seventeen, Wal-Mart Target Teens With 'Trend Alerts'
The e-mails will be sent to consumers who registered for e-mail programs at seventeen.com, gURL.com and teenmag.com. Each e-mail will play a 30-second ad with video and audio. Back to school is the theme of the current Trend Alert campaign.
The videos also play in Wal-Mart stores and online, and feature music available at Wal-Mart.
Other components of the campaign include ads on the home pages and fashion pages of seventeen.com, gURL.com and teenmag.com, which reach a combined audience of 2.6 million teen-agers.
There also will be Trend Alert advertorials in seventeen, in-store events hosted by seventeen's Style Squad in cities nationwide, and a Trend Alert micro-site linking viewers from Wal-Mart.com to the video.
EyeWonder is providing the technology to run the campaign. E-mail recipients will not need to have a specific media player installed or download utilities.