Hearst – Esquire
Fancy a fight?
It’s a fight against the norm.
It’s a fight against a slow Monday and a damp Wednesday.
And it’s a fight you’re ready to win.
Launching Esquire Weekly…
The Esquire Weekly tablet edition was part of an enhanced proposition to subscribers and part of the brand’s multi-channel expansion. It offered men a bite-sized briefing for the week ahead. Our insight was that, for Esquire men, being ‘in the know’ is like a competitive sport – so we turned the entire week into game.
The campaign ran online and in national press as well as in-mag, in-tablet and on the Apple Newsstand.
RESULTS
Well, such is the nature of the publishing world these days, Esquire Weekly was remarkably short-lived. It disappeared completely about a year or so after it launched, although the launch itself was considered a success with over 80,000 app downloads in the first week.