Taking Print Catalogs Online: A Case Study

Sports Illustrated’s “Insider Authentics” catalog needed to sell the previous season’s merchandise before the new season began. Could a website help speed this process up? Yes. Kelly Cook worked with Sports Illustrated to launch TheUltimateLockerRoom.com. Within three weeks, it achieved 100% ROI and set the stage for the rollout of three more Time Warner merchandise sites: Entertainment Weekly’s Studio Store, The Virtual Garden and The World Championship Wrestling (WCW) store.

Click to see an example print advertisement developed jointly with Sports Illustrated and the ecommerce vendor.

Curious to know if it would sell online, The CNN/Sports Illustrated team identified spare photography and video footage from Sports Illustrated’s Swimsuit edition. Yes. Together with CNNSI.com, Cook developed “Swimsuit Extra”, an e-commerce website offering exclusive access to the additional material. In year two, over 8,000 memberships were sold.

• Client Testimonials

  Leveraging Online Authority during the development phase of our launch was among the smartest investments I made.
  
  

  Christina Olsen, owner Scraplovers.com

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