In 2015, burda style launched the annual burda style talent contest, which calls on readers to design and sew an outfit that matches a set theme.
To apply, the candidates must go to the dedicated website https://talent.burdastyle.de/ and upload pictures of themselves in their home-made creations, together with a description of their idea, the techniques they used, their pattern and a documentation of their steps.
After the application deadline, there are four online voting rounds (held over the course of four weeks), each of which is used to pick out five candidates. And every week starting in 2018, an additional sixth candidate gets picked by jury card. The jury then picks three finalists, who get an invitation to a live sewing challenge in Munich, where the jury will choose the final winner.
The sponsors of the burda style talent also benefit from the extensive cross-media advertisement of the contest!"
The sponsors are integrated into the extensive advertisement of the contest. The cross-media communications strategy comprises: