The 2012 London Olympics are being branded the first "social games." To capitalize on what's expected to be a large amount of online chatter surrounding the events, Rodale’s Women’s Health is planning its first “Twitter Takeover” issue.
The July/August issue will include a 15-page “Look of a Winner” editorial section full of interviews with Olympic athletes. Women’s Health editors will place hashtags throughout the section and encourage readers to use them at specific dates and times during the games—such as during the opening ceremonies.
“We wanted to cover the Olympics in a different way than many sports brands would,” said Women’s Health publisher Laura Frerer-Schmidt.
In addition to chatting online with Women’s Health writers—the same ones who interviewed the Olympic athletes—participants in the Twitter event will be able to win prizes by Tweeting answers to questions posed by the magazine’s staff. Sponsor Procter & Gamble will have seven pages of ads in the print section and will sponsor the dedicated online Twitter chat, which the mag calls a "Twitter party."
Frerer-Schmidt said she hopes that the Twitter chats help readers feel more connected with Women’s Health writers. She said that past Twitter parties proved successful for the magazine, helping to double its total number of Twitter followers to about 1 million over the past six months.
Women’s Health is also planning initiatives around its Pinterest presence, including a contest called “Your Best Summer Ever” that is being shopped around to advertisers. The magazine’s Pinterest followers would be able to put together boards containing their summer must-haves, one of which will be dubbed the winner by Women’s Health editors.
One possible prize, according to Frerer-Schmidt: A summer vacation. Not a bad deal for spending a little time on Pinterest.