“To help build up the 90-year-old brand, the company has been using Tumblr as a marketing tool, as opposed to another avenue for content. “Initially, Tumblr was a conundrum for us,” Frederick said. “It’s a big social media presence, but we couldn’t figure out what we would use it for. There was no need to use it to republish stories. So we pretty much ignored it.” That was until this month, when the site launched two separate Tumblr sites, including Lightbox. Time’s social media producer, Allie Townsend, had the idea of creating the main Time on Tumblr as a digitized archive of the magazine’s history. “We could drop the apprehension and talk about Time the brand and have a little fun with it,” Frederick said. “Time is a cultural touchstone and it figures prominently into the movie posters and scenes. It’s a good showcase to highlight those appearances and celebrate the brand, but in not in a heavy-handed way.”

Time.com Ad, Traffic Strategy Focuses More Heavily On Verticals | paidContent

Their two Tumblrs, by the way, are excellent.

Notes

  1. markcoatney posted this