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For Weight Watchers, Jennifer Hudson Wins a Losing Battle

Below are some excerpts from an April 6, 2010, article by Elizabeth Olson which appeared in the New York Times. Click here for the full article.

Weight Watchers, which holds more than 30,000 weekly meetings in the United States for people trying to lose weight, spends about $90 million a year on advertising campaigns. The previous campaign for Weight Watchers featured a furry critter that tempted dieters with high-calorie foods. Now, the company has decided to get real: its new campaign will star the actress and singer Jennifer Hudson, who will talk about what she has experienced in her quest to lose weight. Ms. Hudson says in one television spot that “I’ve never been this size in my adult life.”

Weight Watchers partnership with Ms. Hudson has a significant online component, reflecting the near doubling of the company’s online subscribers from 2005 to 2009. Subscribers, who pay $17.95 a month, totaled 763,000 in 2009, up from 399,000 in 2005, said Hoover’s industry editor, Linnea Kirgan.

Ms. Hudson’s Weight Watchers role began with a live Facebook chat, and she has started to blog about her weight loss on weightwatchers.com. The blog will include commentary on what she likes to eat, recipes and exercise tips. Later this spring, the blog will include her experiences making a film in South Africa about Winnie Mandela, the former wife of Nelson Mandela.

The commercials will appear on prime-time shows, including “Dancing With the Stars,” “Extreme Home Makeover,” “How I Met Your Mother” and on all three national morning shows as well as on “Ellen,” “The Oprah Winfrey Show,” “The View“ and “Live With Regis and Kelly.” Print ads will appear in O, Ms. Winfrey’s magazine, and in the Weight Watchers magazine.

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Marketing Style Quiz

Do people look to you to bring energy to the table, or do they know that crunching optimal ROI is what really makes your heart flutter?

If you’ve ever wondered what object best matches your marketing style, take Priority Integrated Marketing’s five-question quiz.

If you take this marketing style quiz by Aprl 30, 2010, you can enter to win a $500 gift card. Check out the website for offical rules.

My marketing style is a retro pair of sneakers.

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Non-Profits Elfing Themselves

Some may say it is getting old but I just smile whenever I see a YouTube video of someone who “Elfed themselves” during OfficeMax’s promotion. Non-profits have catched on.

Walkers registered for the March of Dimes’ March for Babies have many ways to spread the word, including creating an animated e-card with their photo and/or downloading a Facebook application.

Consider walking or making a donation. The March for Babies will be held in Boston on Saturday, May 8, 2010.

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Engaging with the Old Navy and Macy’s brand

OK. I admit it. I was sucked into the Old Navy commercials promoting the SuperModelquin Super Search. I am an avid contester so I thought I’d try it out. I created my avatar (a manequin that looks like me) and picked an outfit. I then downloaded my headshot into a Facebook and Twitter-friendly formats. Next I “filmed” a commercial. The ad/other SuperModelquins posed the question what do I want to be when I grow up. I came up with the line “I want to be an Old Navy marketing executive.” To see my ad and vote for me (I think I deserve a 10) go to http://bit.ly/bAuyGb. After you vote, Old Navy let’s you print a coupon for $5 off a purchase of $25 or more through April 11, 2001. I applaud Old Navy for getting me to spend a fair amount of time engaged with their brand.

Macy’s is running a similar campaign that I read about in a print ad in the latest issue of Vogue. Macy’s Fashion Director Daily Fashion Challenge contest lets you pull together an outfit. You choose from photos of blouses, bottoms, dresses, jackets, fragrance accessories and shoes. You can then buy the outfit or have you friends vote for yours. Each day the person who created the outfit with the most votes wins a $500 Macy’s gift card. To see my outfit and vote for me, visit http://social.macys.com/fashiondirector/#/the-daily-fashion-challenge, click Gallery and enter my e-mail address: kmparsons@statestreet.com.

href=”https://emersonecom.files.wordpress.com/2010/03/oldnavy_supermodelquins_facebook.jpg”>Old Navy Supermodelquin

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