Bear Brook

The Challenge

Smithsonian Magazine wanted to change media planners' and buyers' perception of their readers. The goal was to raise awareness of their readers' spending patterns and ultimately to sell more ad pages in the magazine.

The Solution

Bear Brook created the "I'm The MIP" marketing campaign to educate media planners and buyers about the "Most Interesting People" who read the magazine. A logo was created for the contest that appeared on all promotional material. This included direct mail postcards, advertisements, and a "Passport" invitation to play the highly successful online game that Bear Brook created to test participants' knowledge of the Smithsonian audience.

The Results

• Targeted planners and buyers racked up millions of points by correctly answering questions about Smithsonian readers. The average participant played over 60 games against other advertising executives.
• Over 225,000 correct answers about Smithsonian Magazine's audience were submitted.
• A 12% increase in ad page revenue in the year following the promotion.