At the Economics of Social Media conference, Rodale Inc. and Pluck Corporation, today announced that Rodale has deployed the Pluck SiteLife social media platform to power new integrated marketing campaigns with advertising partners. As part of the agreement, Rodale will use Pluck SiteLife technology to engage online audiences across its popular magazine titles with integrated social networking tools including comments, reviews, photos, blogs, profiles and more. In addition, Rodale has leveraged Pluck to power custom online marketing campaigns, including the recently launched www.FindYourDetour.com, a custom web site about outdoor activities developed for General Motor’s Saturn division.
“Working with Pluck, we have significantly expanded how we help advertising partners like Saturn engage with consumers online,” said Ken Citron, CTO, Rodale. “As a result, we’re able to reach these consumers through a more collaborative experience, which ultimately cultivates greater brand affinity.”
Developed by Rodale, Pluck and a multi-party agency team, the new “FindYourDetour.com” web site encourages visitors to take a detour from their current fitness routines by exploring activities such as kayaking, snowboarding and yoga in order to enhance their performance in a core sport. The Pluck-powered site features daily blogs, photo submissions, social networking, forums, and other forms of user-generated content. It also includes contributions from well-known athletes such as volleyball star Gabrielle Reece and internationally-known rock climber Lynn Hill. The site’s Detour: New Roads to Fitness program also features impact print units in April issues of Rodale magazine titles including Men’s Health, Women’s Health, Best Life, Backpacker, Prevention, Bicycling, Runner’s World, Organic Gardening and You24, as well as continued in-book and online promotional support throughout the year.
