2 Magazine preps web-based reality series

Toronto-based 2 Magazine, the lifestyle magazine for couples, is taking its 'Couple Makeovers' idea - traditionally a nine-page print feature rife with brand integration - into the realm of video podcasts. Set to launch with the mag's spring issue in March, the eight-episode series takes the sponsorship opps live and online.

2 Magazine has finished filming the first installment of an eight-episode Internet video series based on ‘Couple Makeovers’, a quarterly program previously executed in print. The new fly-on-the-wall documentary style series gives viewers a behind-the-scenes look at the process and personalities involved in the sponsorship-driven experience. Eight four to seven minute episodes (one per week) will be made available for free download from 2Magazine.com, sponsors’ sites, iTunes, YouTube.com and Yahoo! Canada. The first episode launches with the release of the spring issue on March 25. A trailer will be released in mid-February for marketers and agencies to preview the concept.

Current sponsors of the ‘Couple Makeovers’ include Club Med, Tommy Hilfiger and Crest Whitestrips. Other sponsorship opportunities are available for lifestyle brands, including cars, personal care, electronics/communications, luggage, fashion, cosmetics, and fragrances. Integration for marketers involved with ‘Couple Makeovers’ will be bundled across platforms. Print ads will get online video and banner ad counterparts tied to other promos such as sampling and event marketing (during auditions).

2 Magazine, which has a quarterly circulation of 100,000 copies, has also executed brand integration programs for its ‘Home Entertaining Series’ and ‘Cover Flap’ programs. Previous partners have included P&G brands Pantene, Olay, Boss Skin, and Hugo Boss Fragrances. For more info on the mag’s past brand integration programs, see MiC‘s June 28, 2005 issue (or click here).