Jigsaw Media | Multi-Cultural Marketing

Client: Coca-Cola

Challenge: To increase Coca-Cola brand awareness and image among New York City teenagers in a non-traditional platform that would ultimately form a meaningful connection between urban teen lifestyles and the brand.

Solution: Jigsaw Media produced an urban teen magazine series titled nycene that was published semi-annually for two years. Magazine content, layout, design, printing and distribution strategy was all handled by Jigsaw Media, with writing duties handled by NYC teenagers who were located through various citywide organizations (YMCA, Police Athletic League, I Have A Dream Foundation, HarlemLive.org).

Distributed throughout NYC at teen-heavy destinations and hand-to-hand by street teams.
Coca-Cola promoted multiple brands, events and initiatives via built-in advertising inventory.
Issue #1 featuring HOT 97 Summer Jam Contest netted the best results ever to a Coca-Cola New York sweepstakes promotion.

"We hired Jigsaw Media to custom publish a teen-targeted magazine series, sponsored by Coca-Cola, to be distributed free throughout New York City, as part our urban youth marketing plan. The content and overall look and feel of the publications scored high marks with my team, and the readers. The quality of their work has earned them a repeat performance."

Mike Oringer
Director of Marketing – New York Division
Coca-Cola North America

Client: ImpreMedia (largest publisher of Spanish-speaking newspapers in the U.S.)

Challenge: To strategically leverage the extensive World Cup archives within the ImpreMedia network of newspapers, creating a high-quality commemorative magazine that served dual purposes:

Serve as an attractive media buy to current clients wanting to capitalize on the World Cup fervor that runs deep within the Hispanic community.
Strengthen reader loyalty in ImpreMedia's six core markets by capturing the passion of World Cup soccer within a collectible magazine that would stand the test of time.

Solution: Jigsaw Media was hired to produce ¡Brindis de gloria! This glossy magazine featured an editorial review of every World Cup ever played – from the inaugural tournament in 1930, through Italy's victory in 2006.

The publication was inserted into 650,000 total newspapers in the following markets: New York (El Diario), Los Angeles (La Opinion), San Francisco (El Mensajero), Chicago (La Raza), Dallas (Al Dia) and Orlando/Tampa (La Prensa).

Advertisers included: Best Buy, Anheuser-Busch, Lucas Oil, Chevrolet and MoneyGram.