Dove and Entertainment Weekly Unveil Technology-Centric Prints
Dove works in collaboration with marketing label Edelman and media agency Mindshare to create a special virtual reality magazine cover with Entertainment Weekly. The project is meant to promote Dove's ''An Hour With Her' film release that highlights anti-bullying issues. It functions using a scannable and peelable cover, showcasing the Debbie Allen-directed film. It stars two women who express their self-esteem experiences after facing their bullies -- Chelsea found comfort in the beauty label's Self-Esteem project and she speaks to a young high-schooler, Caralyn on dealing with cyberbullying matters.
Dove's Marketing Director, Amy Stepanian states that the brand is "telling the story of the power of mentorship and paying it forward to the next generation. It’s still very much about the empowerment of young women.” This film is technologically integrated with the online 'Life VR' app that enables readers to scan the magazine cover to view the heartfelt film.
Dove's Marketing Director, Amy Stepanian states that the brand is "telling the story of the power of mentorship and paying it forward to the next generation. It’s still very much about the empowerment of young women.” This film is technologically integrated with the online 'Life VR' app that enables readers to scan the magazine cover to view the heartfelt film.
Trend Themes
1. Virtual Reality Magazine Covers - The trend of using virtual reality technology to showcase film promotions on magazine covers offers innovative, immersive marketing experiences.
2. Technology-integrated Film Releases - Integrating films with technology, such as VR, creates an interactive experience that engages audiences and offers new promotional opportunities.
3. Interactive Print Advertising - Using interactive print, like scannable and peelable covers, provides advertisers a new way to engage with consumers and create memorable experiences.
Industry Implications
1. Entertainment and Media - The entertainment and media industry can leverage virtual reality magazine covers to promote films and create more engaging experiences for audiences.
2. Advertising - The advertising industry has an opportunity to use interactive print to enhance traditional print campaigns and create more immersive experiences for consumers.
3. Technology - The technology industry can continue to innovate and provide new ways to integrate technology with other industries, such as entertainment and advertising, to create exciting new possibilities.
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