Young British men have never been more passionate about fashion and FHM Collections is designed to guide, inform and inspire them to wear new styles and shop smart, says Bauer. This 100 page special edition of FHM Collections (on sale 1 September with FHM October 2011) embraces the latest visual mobile marketing technology, transforming content beyond print into a multi-channel 360 degree experience. An invisible water-mark on each page will allow readers to scan, search, learn, buy and share content in an instant on their smartphones whenever and wherever they want. Every piece of editorial and advertising content in FHM Collections Autumn Winter 2011 fully optimises the technology, making this innovation a genuine media first in publishing. The watermarking technology itself is delivered with leading digital marketing agency Digital Space.
FHM Collections Autumn Winter issue also features an exclusive cover shoot with Professor Green which sees the style-conscious rapper personally introduce the issue against a 3D Rubik’s cube-style backdrop that throbs in time with his new single, ‘At Your Convenience.’
In a deal brokered by David Flowerdew at MediaCom, Sonya Russo, Creative Solutions Manager at Bauer Media and AnnMarie Humphries at P&G Prestige, the FHM Collections special issue will be published in partnership with Lacoste Fragrance. The issue launches on 1st September 2011, with a major fashion event in London for 250 industry guests and media support through the FHM brand, making full use of FHM’s multiple platforms. FHM.com will host exclusive fashion video content including behind the scenes at cover star shoots and, on mobile, users can interact with even more exclusive footage. The issue is also supported by Lacoste apparel with nine pages of Autumn/Winter content, showcasing Lacoste’s Unconventional Chic collection. Other key fashion brands featured include Next, Paul Smith, Levi’s, Diesel, Lee, House of Fraser and Topman.
Rimi Atwal, Publishing Director of FHM commented: “FHM continues to influence and engage with young men as a genuinely multi-platform brand with a commitment to providing the most engaging and interactive content to millions of 18-34 year men every month. From the successful launch of the FHM Travel App with Rough Guide to this innovation in watermarking technology, we are delivering interactive content for our tech-savvy audience.”
David Flowerdew, Associate Director, P&G Press (Mediacom) said: “Mediacom and P&G are pleased to be part of this media first using exciting digital technology - we believe that this innovation will provide deeper engagement to a previously hard to reach young male audience.”
AnnMarie Humphries, P&G Prestige manager said: “We are delighted to be partnering FHM in this media first, which we think offers something unique and different to FHM and LACOSTE’S style-conscious and savvy audiences. A sponsorship of FHM Collections by Lacoste Fragrances was perfect for this type of innovative technology due to the brands innovative history and founder Rene Lacoste who has always been at the forefront of cutting edge technology. The Lacoste fragrance consumer is a digital focused guy and lives and breathes his life online so what better way to bring to life the Brand than through his chosen media.”
Simon Samuels, CEO – Media, Digital Space said: “We are extremely proud to work with the FHM team & their brand partners on developing this media first. They immediately understood the opportunities offered through creating a “digital space” linking the core print brand to the meteoric growth in mobile web use, smartphone penetration and app culture.
