For Clinique, Reel Moments helps promote a product on film that currently does most of its promotion through print. Scent strips in particular have worked well for the fragrance, said Catherine Frieder, Clinique's executive director, global marketing, but the brand has generally used "print combined with other innovative things."
For the starstruck advertisers, the program puts them closer to the Hollywood celebs appearing in the respective films. Besides having their name next to last year's participants Jennifer Aniston and Bryce Dallas Howard, among others, the stars wore Cartier bracelets on the red carpet premiere.
The contest winner will be announced at the premiere of this year's movies Oct. 7, and her film will debut at a Glamour symposium in Hollywood in February.
Since Reel Moments launched, both Elle and More magazine have followed suit with their own march into movies. This fall, Julia Stiles made her directorial debut when she produced a mobile for Elle adapted from a feature in the magazine. More's Women in Film contest invites its 40-plus female target audience to submit their screenplays to win funding and meetings with top production executives, and a screening for their project. — S.D.S.