GQ turns its spine into a stereo

GQ has turned the spine of its October/November issue into a stereo, complete with headphones and an audio message from Usher, for advertiser Belvedere Vodka.

After a switch on the spine is pressed ‘on’, a dance track plays. The R&B performer then says: “Belvedere Vodka is the same naturally smooth vodka that you know and love, in a product Red special edition bottle.”

“I heard about the campaign and did not want to turn down an opportunity as great as this. The money that’s raised goes to a great cause – AIDS and HIV prevention in Africa. It’s a great gift to give back. Get involved in Red. We’re really making a difference to something new.”

If consumers buy a special edition bottle of Belvedere Vodka, 50% of the profits will go towards The Global Fund, a financier of programs to combat AIDS in Africa.

Belvedere Vodka joins the likes of American Express, Apple, Converse and Dell as a brand to team up with The Red Campaign, which aims to “unite consumers and raise awareness” about AIDS in Africa.

The campaign – which publisher News Ltd claims is an Australian media first – was developed by MediaCom.

“News Magazines is partnering with advertisers and media agencies to pioneer new ad formats that deliver heightened engagement,” said Mark Kelly, group publisher, lifestyle at News Magazines.

“The Belvedere campaign is one of several major ad promotions kicking off in GQ’s October/November issue, which is going to be the biggest issue in size and revenue in GQ Australia’s history.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.