Sports Illustrated’s “Insider Authentics” catalogue 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 roll out of three more Time Warner merchandise sites: Entertainment Weekly’s Studio Store:
and the Virtual Garden and The World Championship Wrestling (WCW) store.
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. 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.