IPC Ignite!, publisher of Loaded, has briefed the agency to reach an audience of 16- to 24-year-olds. The first project is a free DVD with the March issue of Loaded featuring footage of extreme sports and stunts.
The magazine has seen circulation fall by 9.3% over the past year to 263,017 in last week's ABCs and it now faces further competition from weekly titles Nuts and Zoo Weekly, which feature a similar blend of babes, booze and gross-out humour.
Clair Porteous, senior marketing manager at Loaded, said: "Working with SP Partnerships has got off to a great start. The 'Extreme Sports' DVD on the March issue is a fantastic promotion. In such a promiscuous market it is exactly the sort of added value readers are looking for."
The DVD partnership was negotiated with Black Diamond, a supplier of extreme sports and adventure travel programming. The DVD sleeve design was by Loaded's in-house arts team.
SP Partnerships other clients include the Financial Times, The Times, the Daily Mail, Eurostar and Total Film magazine.
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