As I was reading my daily dose of Ad Week, I came across an article titled 'Kellogg, 'Lucky' Try On-Box Video Codes.'? The headline immediately caught my attention, mostly because Lucky is my all-time favorite fashion magazine. Lucky teamed up with Kellogg's to put a QR code on Special K cereal boxes. Consumers can take a photo of the code with their smartphone and then launch a video that shows Lucky editors revealing tips on how to find the most figure-flattering jeans.
In my opinion, the partnership with Lucky and Special K is a seamless fit (no pun intended). Based on statistics from 2009 Doublebase Media Research Intelligence, the Special K consumer is more likely than other women her age to consider herself fashion-forward and rely on magazines to keep her up-to-date on trends and styles. Special K consumers are likely to be interested in Lucky Magazine, especially if they are not already aware of the publication. This partnership should increase awareness of Lucky Magazine among the magazine's target consumer as well as drive magazine subscriptions.
It seems like a no-brainer, but when two brands partner, there should be a common thread: the target consumer. This isn't always the case though, and it is those instances where partnerships fail. Brands should choose partners that can help leverage their key brand equities and strengths. Only time will tell whether this Lucky/Special K partnership will increase magazine subscriptions, but Lucky is definitely on the right track.