Marie Claire Goes Low-Budget with Live Valentine’s Day Game Show


Marie Claire is a highly polished magazine; its recent foray into digital video was not.

The Hearst-owned title live-streamed its first dating show “The Love Match” on Friday, where three women “looking to find love” were paired with one of three eligible bachelors. Marie Claire staffers questioned the participants, who tuned in remotely via Google Hangout, before matching them up. Next week, it plans to live-stream one of their dates — to be selected by online voters — and incorporate social media commentary.

“The Love Match” comes as Hearst seeks to bolster its digital business. Last December, Marie Claire sibling Cosmopolitan live-streamed an editorial meeting, where a shirtless model joined edit staffers in pitching stories and interacting with people on Twitter. It now streams weekly.

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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