In October of 2011, Mediahub put together a print-based program that won Adweek Media Plan of the Year for <$1MM for Zappos.com by coming up with an approach that was hard to ignore: addressing individuals by their own names. We worked with Time Inc. women’s titles to create foldout ads revealing “personalized closets” packed full of trendy items. On the front of each closet door, the magazine printed the subscribers’ name, in a first-of-its-kind advertiser integration. Meanwhile, an online sweepstakes tie-in encouraged readers to tweet @Zappos for a chance to win a $2,500 gift card. The result was a 20% increase in consumer recognition that Zappos.com sells more than shoes, More than 1,500 mentions on twitter and great industry press.