Carmichael Lynch Jack Link's Beef Jerky http://livingsasquatch.com/ Finalist Advertising/Promotion Web site or Microsite
LivingSasquatch.com brought Jack's links signature character (from the "Messing With Saquatch" commercials) to consumers desktops - and desks. Using augmented reality technology, site visitors could make a video with their Web cams, controlling and interacted with the 3D Sasquatch. Videos could then be ranked and viewed on the site and shared on social networks and YouTube. Thus far, nobody has reenacted Harry and the Hendersons, but they have had karate fights with Sasquatch, pitted him against a gorilla in a dance off, had him pop out of a cuckoo clock, fed him ice cream, and tickled him.
Carmichael Lynch: James Kim, Director of Digital, Joe Grundhoefer, Director of Integrated Production; Pete Mertz, Director of Digital Production; Brock Davis, Group Creative Director/AD; Tim Blevins, Senior Writer; Sy Harris, User Experience Architect; Genna Freeberg, Associate Digital Producer; Adam Smith, Technical Architect; Jenna Tietje, Account Director; Beth Myers, Account Manager.
Catapult Action-Biased Marketing - Mars Petcare, US Mars Petcare, US / PEDIGREE® http://pedigree.com/default_superbowl.aspx Finalist Advertising/Promotion Web site or Microsite
The Pedigree site entices visitors with their amusing videos of "crazy pet owners," which debuted at the Super Bowl and then encourages dog lovers to do a little good: for every video that is viewed, Pedigree donates one bowl of food to a local shelter. For those looking to for a new dog, Pedigree encourages visitors to adopt from local shelters by offering info and photos of impounded dogs in your area. Not sure what dog is right for you? Answer a few questions about your home and lifestyle and browse hundreds of different breeds. Proud owners can send in a photo of their pup to be a part of the "Million Dog Mosaic:" zoom in or search by your dogs name to find it among the 25,000 sent so far.
Catapult: Heather Huffnagle, Management Supervisor; Rich Magalik, Creative Director; Rob Kurfehs, Senior Art Director; Brian Garofalo, Web Designer; Neil Needleman, Copywriter; Andrew Ganat, Designer Direct/Interactive Services; Brandon Fitzpatrick, Interactive Developer; Justine Pujo, Senior Producer.
Razorfish MillerCoors, "Project: Cold"http://www.coorslight.com/projectcold Finalist Advertising/Promotion Web site or Microsite
As history has proven, in difficult economic times, we Americans find solace in our booze. That in mind, Razorfish had the Key Beer Drinker demographic, dudes 28-41, directly in its crosshairs with its "Project: Cold" campaign for Coors Light. Greeted by a giant, rotating "cold-activated can" of Coors Light, visitors can learn all there is to keeping their brews frosty. In the sly "Know Your Cold" section, animated videos narrated in a Maxim-worthy fashion educate on how to properly pack for a tailgater and how to create an ice bath in your washing machine. Even better, those KBD dudes can submit their own how-to-keep-beer-cold experiments to the site (one creative individual hailing from Macon, GA suggests submerging one's can in a giant block of orange gelatin).
Razorfish: Tim Sproul, creative director; Kristin Waldram, account director; Marie Murphy, associate creative director; Paul Bjork, designer; Jered Cuenco, senior presentation layer developer; Carl VanderZanden, senior copywriter; Thomas Rebholz, senior developer; Megan Anderson, account supervisor; Ben Brewer, senior presentation layer developer; Jason McKoskery, senior presentation layer developer; Stephen Spencer, designer; Jeff Paul, associate creative director; Laura Wilson, Project Manager.
Dailey Intuit, TurboTax Twitter/Google Banner Ad http://look.daileyads.com/omma_submissions/twitteralpha/ Finalist Banner: Standard, Flash or Rich Media
Seeing an opportunity, as the Web's social media allegiance switched from Facebook to Twitter, Intuit entered the fray with a TurboTax Twitter ad. The banner, born of a partnership with Google and Twitter, soothed tax-time anxiety by streaming dynamic, real-time feedback to consumer questions about taxes straight from the TurboTax Twitter page. The goal was to recruit the social media audience, and enthusiasts responded in droves, resulting in a 69% increase in Turbo Tax Twitter followers over a two-week period.
Dailey: Nick Collier, Vice President, Interactive Creative Director; Jason Simon, Vice President, Director of Interactive Services; Eric White, Associate Creative Director; Rebecca Arnal, Vice President, Management Supervisor; Alice Choi, Program Manager. Intuit: Seth Greenberg, Director, Online Advertising and Internet Media; Brian Hovis, Online Advertising Manager; Christine Morrison, Social Media Marketing Manager; Cheryl Hassoldt, Group Marketing Manager.
Goodby, Silverstein & Partners SPRINT, "Sprint Now" http://cdn.eyewonder.com/100125/marketing/demos/sprint2/index.html Finalist Banner: Standard, Flash or Rich Media
When the "Sprint Now" banner begins, it's already an elegant visual treat. But the interactivity is where the ad really amazes. An extension of their similarly impressive "Sprint Now" Web site, the banner ad emphasizes living in the moment by streaming different real-time statistics, weather, sports and even playable mini-games into the pint-sized unit. Building awareness for the main Web site and the overall brand, a three week run of the banner resulted in 700,000 visits and almost 340 million impressions.
Goodby, Silverstein & Partners: Christian Haas, Creative; Aaron Dietz, Art Director; Mandy Dietz, Copywriter; Franklin Tipton, Group Creative Director; Margaret McLaughlin, Senior Interactive Producer; Tena Goy, Producer; Derek Richmond, Executive Producer; Teymoor Ghashghai, Interactive Producer. EyeWonder: Adam Smith, Sales Director; Canaan Schladale-Zink, Sales Director; Jill Kramer, Campaign Team Lead; Lindsay Dukes, Campaign Manager; Rooth Blackman, Campaign Manager; Meng Zhu, Director of Creative Technologies; Mike Kellogg, Programmer, Facefaceface, and KC Austin, Programmer, Bzor.
Organic, Inc. Bank of America http://www.undergroundaward.com/omma_2009/bofa_morris_banners/ Finalist Banner: Standard, Flash or Rich Media
As any teacher will tell you, connecting with high-school students is hard enough. Getting them interested in finances is next to impossible. Still, Bank of America and Organic set out to do just that with their banner ad for "The Morris Code," one part of a series of "edutainment" sites designed to provide tips on the banking basics and the set-up of new accounts. Expanding on the pop-up book styling of the site, the ad used clever word games and MAD magazine-style cover folding to create awareness for their site, and earned 89 million search impressions for their efforts.
Organic: Sacha Reeb, Group Creative Director; Brad Mancuso, Creative Director; Gary Nelson, Creative Director; Jen Furman, Art Director; Tyler Griffis, Copywriter; Paul Baker, Copywriter; Marc Berger, Engagement Manager; Bert Tam, Flash Designer; Heather Wagner, Flash Designer; Dan Turman, Associate Creative Director; Cindy Thompsen, Production Manager; An Ly, Project Manager.
CNET/MIndshare Sprint, Palm Pre http://reviews.cnet.com/showcase/palm-pre-test-drive/ Finalist Content Integration
CNET and Sprint reached out to devoted CNET readers and encouraged them to sign up for a chance to test drive Sprint's Palm Pre for three months. More than 1,500 readers registered, and 10 were selected to put the Palm Pre through the wringer. Bloggers wrote about their experiences in a special advertising-branded section on CNET. Each blogger posted five times a day, catapulting the Palm Pre into the top 5 list of popular cell phones on CNET. More than 2,000 CNET readers interacted with blogger postings. Palm Pre feedback featured both positive and negative posts, naming the Pre's shortcomings and advantages.
CBS Interactive: Timothy Daloisio, Senior Manager, Media & Marketing Solutions.
OMD Showtime / Nurse Jackie on Kindle Support Online Link Username: TMVNOMMA2009 Password: OMDOMMA09 Key Individuals:Finalist Content Integration
Think Amazon.com's Kindle is devoid of advertising? Think again. Showtime was debuting a new series, Nurse Jackie, one week before HBO's season premiere of True Blood. Showtime advertised its premium cable series via Kindle by offering the pilot script of Nurse Jackie as a free download. The script included show scheduling, and users could watch the pilot episode on Amazon.con or Sho.com once the script was read. Two days after the launch, the Nurse Jackie script made its way into the top 20 Kindle downloads, and ratings for Nurse Jackie gave Showtime its highest ratings for an original series.
OMD: Jon Haber, US Director, Ignition Factory; Paul Leys, East Coast Director, Ignition Factory; Trevor Guthrie, Project Manager, Ignition Factory.
Publicis Modem SUBWAY, "Fresh Take" http://espn.go.com/video/category?id=3902945Finalist Content Integration
Subway teamed up with ESPN to create "Fresh Take," a weekly video series posted Fridays at lunch. Hosted by ESPN's Trey Wingo, "Fresh Take" fields fan questions, submitted online. Wingo is accompanied by a different sports personality each week and the ever-visible Subway logo in the background. The campaign aimed to give Subway consumers, many of which are sports enthusiasts, relevant, timely sports data. The webisodes, created by Publicis Modem and launched in February, delivered more than 1 million video views to date and marks the first time ESPN wove branded content into editorial.
Publicis Modem: Gian LaVecchia, Senior Vice President, Media Director.
Dailey Intuit, "TurboTax SuperStatus Campaign" http://look.daileyads.com/omma_submissions/superstatus/ Finalist Contest/Promotion/Sweepstakes
To take the stress out of tax time, Dailey and Intuit distracted filers by offering up a contest that let players solve challenges by updating their status via Facebook, MySpace or Twitter. To win prizes they had to write a clever string of text, pushing creativity...as well as TurboTax. Widgets were passed around via social networks and 20 challenges were played over tax season. TurboTax judged over 5,000 entries estimated to have made around 1MM direct impressions. Supported by TV spots, sponsorships, YouTube and display ads, TurboTax filed a brilliant return.
Razorfish Sun Products, "Laundry Fairy" http://slant.razorfish.com/showcase/showcase/all/index.htmlFinalist Contest/Promotion/Sweepstakes
For this Razorfish and Sun Products collaboration, Melissa Rivers starred in a mockumentary about Laundry Fairy Union Local 32, a collective of stain-fighting characters who help stressed-out mothers. The product, subtly noted at the end, is All detergent. Viewers were driven to all-laundry.com by TV commercials following Celebrity Apprentice. The site had more traffic in the first 14 days of the program than it normally sees in six months: over 140K unique visitors, spending an average of almost five minutes on the site. Every time a viewer sent a video to a friend, All donated 50 cents to charity. That's a clean machine.
Razorfish: Marc Lucas, Executive Creative Director; Peter Knierim, Creative Director; Mike Nuzzo, Associate Creative Director; Daniel Adrain, Art Director; Tim McCormack, Senior Copywriter; Justin Bilicki, Senior Art Director; Ong Arttasan, Senior Art Director; Kjell Reigstad, Designer; Mira Sestran, Designer; Adam Jones, Director; Bé Garrett, Agency Producer; Andrew Swee, Executive Producer; Dave Bradley, Editor; Deb Korono, Senior Account Director; Nicole Victor, Account Planning Director; Indira Vaidy, Account Planner; Angela Fung, Program Director; Liz La, Project Manager; Nicole Labrosciano, Project Manager; Jim Butler, Project Manager; Adam Heimlich, Search Director; Andrew Babaian, Presentation Layer Architect; Dennis Hall, Senior Presentation Layer Developer; Heleena Culbreth, Functional Analyst; Jamie Ross, Lead Search Account.
Tribal DDB Mountain Dew Voltage, "Be a Power Player" http://awardshowentries.com/mountaindewvoltageFinalist Contest/Promotion/Sweepstakes
Tribal DDB's "Be a Power Player" invited their target audience - teens - to play games, earn sweepstakes points and win free stuff - just by clicking. Links to social media sites heightened brand awareness among friends, and promoted their favorite flash games, straddling the line between pure pitch and fun. "Power Player" successfully encouraged users to replay, as more than 541K interactions were logged over a four-month period - 67% by return visitors.
Tribal DDB: Stephanie Hancock, Assistant Project Manager; Zebediah Cockrell, Web Developer; Darrell Loden, Associate Creative Director; Monty Browne, Senior Art Director; John Jaeger, Senior Copywriter; Ryan Kite, Senior Project Manager; Beth Palmer, Senior Account Manager; JP Nissenberg, Management Supervisor; Jenn Racek, Application Developer; Roshan Bhakta, Interactive Developer.
Comedy Central Comedy Central, Important Things with Demetri Martin http://f.chtah.com/i/15/1082541074/demetri_martin_email_campaign.html Finalist Email: Campaign
The launch of Comedy Central's Important Things with Demetri Martin became an important email campaign for the network. Over the course of six weeks, Martin appeared in recipients' inboxes and, in one email, used a pointer stick to point at clickable links embedded in the email. Users could watch a video, download a series-branded widget or simply learn the show's airtime. The campaign reached more than 1.3 million users, boasted a 25% average open rate and drove 20,000 clicks. Important Things with Demetri Martin gave Comedy Central its highest-rated premiere since Chappelle's Show.
Comedy Central: Deena Stern, Consumer Marketing Vice President; Jeffrey Carroll, Digital Marketing Manager; Amy Schuster, Digital Marketing Coordinator. Viacom Entertainment Group: Don Steele, Digital Marketing Vice President.
The Phelps Group Monrovia, “Plant Savvy” http://look.thephelpsgroup.com/monrovia/Emails_OMMA/ Finalist Email: Campaign
How does a wholesale plant grower that only sells its product via independent garden centers, compete with large chain stores? It uses its advertising budget to drive consumers to independent garden centers. Monrovia launched Plant Savvy, an email newsletter targeting gardeners, offering tips, trends and embedded links throughout content that led consumers to Monrovia's site, where gardeners can learn more about flowers and find a place to purchase them. Six issues were sent, and subscribers increased from 2,200 to more than 10,000. The open rate was 43% and unique click-through rate was 14%.
The Phelps Group: Judy Lynes, Public Relations Coach; David Yoon, Interactive Creative Director; Michael Bonanomi, Team Manager.
Yesmail HP "Monster Sale" http://preview.4at5.net/email_domains/hhos/7000/hhos_7000.html Finalist Email: Campaign
HP teamed up with Dreamworks for an email campaign featuring characters from the Dreamworks film, Monsters vs. Aliens. Four different emails sent over a ten-day period promoted HP's "monster" sale by utilizing different characters from the film. Revenue for the Monster Sale campaign was 80% higher than an email campaign HP launched earlier that same quarter. In addition, click through rates were 37% higher than messages delivered during that same timeframe.
Yesmail: Matt Caldwell, Creative Director; Travis Rice, Creative Production; Sam Gibson, Web Production; Casey Diment, Production Manager. HP: Victor Chemtob, Email Marketing Manager.
Responsys Harley-Davidson, “We Ride Free” Alert http://host.responsys.com/DRG/Awards/2009/Harley-Davidson/HAD_July_NL.htmlFinalist Email: Standalone
Strong Harley graphics underscore the brand's independent, all-American legend, so does the copy: "We've Got a Guarantee Made of Iron." Responsys crafted an email campaign to build awareness of the Ride Free promo for current subscribers. It speaks succinctly and directly to their needs; plus, it encourages sales of new cycles at local dealers with a compelling trade-in offer that should speed sales. Open and click-through rates of the Free Ride campaign were nearly double the current retail benchmarks.
Responsys: Julian Scott, Creative Director; Lynn Baus, Art Director; Patrick Colalillo, Designer.
Responsys Lenovo, Earth Day Promo http://host.responsys.com/DRG/Awards/2009/Lenovo/LEN_apr21_v03.html Finalist Email: Standalone
Earth Day has a new twist - it's an incentive to get a computer discount. The goal was to promote greener PC choices, which supported a larger environmental message. Translation: Save money and save the planet, as evidenced by the Eco Geek testimonial. The free trial of Lenovo's Online Back Up program encouraged relationship-building and further product discovery. Thanks to a clear image - computer, price, discount - users got the message quickly without clutter or a hard sell. Open rates were 28% higher, click-through rates were 33% higher, and the email converted the highest number of orders in 1Q.
Responsys: Matt Pham, Art Director; Amanda Withers, Designer; Julian Scott, Creative Director.
Yesmail HP, Newsgram Digital Photography Newsletter http://p.p0.com/YesConnect/HtmlMessagePreview?a=cBdIe2SEHLWbbnIr1Dl&msgVersion=web Finalist Email: Standalone
The updated HP Digital Photography newsletter, designed to deliver value and promote products, hoped to optimize user participation. It was easy to navigate and loaded with helpful step-by-step tips on scanning and transferring digital photos, a boon for novices. The photogram made photography fun and interesting - and it offered cool, free projects, like downloading movie posters. While showcasing HP's product inventory, it also educates customers - a win-win. The new DP design was instrumental in getting the unique click rates up 83% from the previous quarters and re-engaging a key client segment.
Yesmail: Matt Caldwell, Creative Director. Hewlett-Packard: Mary Ann Antonelli, Consumer Marketing Program Manager.
AvatarLabs Paramount Pictures, Star Trek http://avatarclient.com/extranet/awards/2009/startrek/mtvtakeover/index.html Finalist Home Page Takeover
The AvatarLabs Star Trek takeover was aimed to revive the stale 40-year-old franchise (well, stale to the non-Trekker nerds). So they set the Starship Enterprise on course to blaze through the MTV.com home page. Launching on the day of the film's release, the takeover used Papervision technology to give the effect that the sites' content was being sucked into the warp wake of the Enterprise as it zoomed through the page towards viewers, then followed that up with a huge title treatment and messaging that reminded audiences the movie was in theaters.
Avatar Labs: Rex Cook, Creative Director; Laura Primack, Art Director; Chris Chung, Producer; Joshua Golsen, Developer; James Safechuck, Developer. Paramount Pictures: Bryan Warman, Executive Director at Interactive Marketing; Josh Lawson, Producer of Interactive Marketing; Amy Powell, Senior Vice President of Interactive Marketing.
Razorfish Microsoft/Search Marketing/Binghttp://wsjdigital.com/solutions/gallery/pushdown/bing/Finalist Home Page Takeover
The goal here was to create high-impact experiences that introduced a new brand, Bing, to reinforce the benefits of the search engine with ample trial opportunity, and a clear call to action. To do that, a customer-centric approach was taken to spark awareness and interest among users and ultimately driving to trial of product. Appealing to key decision-makers in the business community, the creative stood out without seeming out of place on sites like The Wall Street Journal, The New York Times, and MSNBC where readers' aesthetic standards are high, and their patience for distractions are low.
Razorfish: Mark Waggoner, Group Creative Director; Tim Wolfe, Copywriter; Bill Karow, Art Director; Bob Thompson, Art Director; Nora Travis, Designer; Ken Songer, Developer; Jennifer Friese, Senior Vice President of Client Engagement; Emily Volpone, Senior Account Director; Tom Fox-Sellers, senior project manager, Razorfish; Caitlin Kaplan, Senior Media Planner; Shannon Light; Associate Media Planner, Universal McCann; John Marshall, Client Service Manager; Quinn McKee, Senior Account Manager; Joe Hartnett, Account Manager; David Niffin, Client Service Engineer; Matthew Martinez, Trafficker. JWT: Jeremy Postaer, Creative Director; Diane Epstein, Management Supervisor; Sam Walsh, Producer. Microsoft: Kirsten Ward, Director of Online Marketing; Maridette de Guzman, Advertising Manager; Liza Magee, Advertising Manager; Peter Cohen, CMG.
The Visionaire Group 20th Century Fox, The Day the Earth Stood Still http://www.thevisionairegroup.com/showcase/dtess/takeover/preview.html Finalist HOME PAGE takeover
The goal of Fox and TVG's MySpace homepage takeover for The Day the Earth Stood Still was high impact, showcasing the power of the film's humanoid robot, Gort. With special approval from MySpace co-founder Tom Anderson, the agency altered MySpace's logo in a way that had never been done, resembling Gort. On top of that, the overlay incorporated a high-quality clip from the film that affected nearly the entire page.
The Visionaire Group: Armando Llenado, Creative Director; Tony Possobon Flash Developer; Deonna Perry, Project Manager.
MediaVest Coca-Cola North America/Sprite, “Sprite Under-the-Cap” http://www.mediavestww.com/omma/sprite.html Finalist Mobile Marketing: Best Integration Cross Platform
Medium, message, and even the contest design were all aligned in this re-think of Sprite's long-running Under-the-Cap promotion. A get-it-now generation got immediate gratification by using a unique code under every bottle to receive mobile media assets: ringtones, clips and screens from their favorite media properties like Transformers and Colbert Report. The clever use of media partners and the immediacy of mobile re-ignited a flagging promotion, with 375,000 redemptions to date. With no in-store redemption and no entry from a Web site, Sprite's campaign gave satisfied a demanding generation.
MediaVest: Jon Hsia, Digital Director; Erin Harvey, VP, Connections Director; Katy Carline, Associate Director; Jasmine Lee, Associate Media Director; John Ohara, Digital Manager; Jess Kendall, Digital Associate. Juxt Interactive: Jessica Jones. Coca-Cola: Anita Rajendra, Media and Interaction Manager; Jimmy Bennett, Associate Brand Manager.
MRM Worldwide MasterCard Worldwide, "Priceless Pep Talks with Peyton Manning" http://www.mrmworldwide.com/awards/mastercard/peyton/Finalist Mobile Marketing: best integration cross platform
Everyone needs a little encouragement now and then, and MasterCard's Priceless Pep Talks let users push customized coaching vignettes from Peyton Manning to friends' phones via MMS videos. The system even used online technology to insert the recipient's name into the advice. The medium worked seamlessly with the message by relaying a personalized call from the coach. The mobile delivery closed the loop on the theme of a TV, print and digital campaign and resulted in 113,000 video downloads.
MRM Worldwide: Michael Jacobs EVP, Executive Creative Director; Craig Richards, VP, Director of Web Technology; Craig Bagno, EVP, Worldwide Account Director; Susan Berris, SVP, Account Director; Melissa Trought, Management Supervisor. MasterCard Worldwide: Amy Fuller, Group Executive, Worldwide Consumer Marketing & Sponsorships; Cheryl Guerin SVP, Group Head, Global Digital Strategy & Marketing; Sharon Maddaloni, VP, Business Leader, Global Digital Strategy & Marketing; Chris Jogis, SVP, Group Head, US Consumer Marketing; Antonella Alaimo, Business Leader, US Brand Development. McCann Erickson: Joyce King Thomas EVP, Chief Creative Officer;Matthew O'Rourke SVP, Group Creative Director; Mat Bischer VP, Associate Creative Director; Jason Schmall VP, Associate Creative Director; Liz Grandillo SVP, Group Director Strategic Planner; Mark Strong EVP, Group Managing Director; Allison Foley Account Supervisor. GSD&M Idea City: Ellie Williams Media Director, LJ Kobe Interactive Associate Media Director, Jodie Dover Associate Media Director, Zach Small Interactive Media Supervisor.
OMD - MoVoxx Infiniti,“Own the Sky” G Convertible Launch http://www.movoxx.com/email/MoVoxxCreativeGConvertiblePostcard.pdf
http://infinitig.mobiFinalist mobile marketing: best integration cross platform
This campaign to hype Inifinti's G Convertible used simple SMS ads to invite readers of text alerts to "Own the Sky." Users sent their own phone-cam images of the sky for a contest entry, but three weeks later the Infiniti brand returned the favor with a surprise post card. The customized direct mailing included the image of the sky they had taken, and the car model and information about their nearest dealer. With a lead cost that was three times more efficient than average, a simple text ad evolved into a consumer experience that showed that Infiniti is willing to go the extra mile.
OMD: Sara Morton, Group Director of Strategy, Nissan and Infiniti; Lauren Dickey, Media Strategist, Digital, OMD. MoVoxx: Alec Andronikov, Chief Mobile Media Strategist. TBWAChiatDay: Steven Nishimura, Account Supervisor, Infiniti Digital Advertising
Mediaedge:cia Paramount Pictures, “Eagle Eye Mobile Challenge” http://media-na.mecglobal.com/paramount Finalist Mobile Marketing: Campaign
With a movie plot built around a series of mysterious cell phone calls, "Eagle Eye" naturally lent itself to a mobile campaign. Mediaedge:cia ran with that plot by developing creative that used interactive voice response (IVR) technology to send voice messages from the unknown caller of the film. Participants follow the caller's instructions as part of a sweepstakes contest to win $1,000 from Circuit City. The campaign, which also incorporated SMS text and WAP landing pages, saw 50% of visitors to the movie's mobile site opt into the "Eagle Eye Mobile Challenge." Two-thirds of participants forwarded the challenge to a friend, with 38% of those referred joining in as well.
Mediaedge:cia: Courtney Renaud, Media Supervisor; Daniel Englander, Junior Planner. Millennial Media: Michele Tobin, Regional Vice President of Sales; Eric Eller, Senior Vice President, Client Solutions; Mike Spotten, Interactive Design Manager. Paramount Pictures: Michael Rosenberg, Director, National Advertising.
Medialets Dockers, “iPhone Shake” http://www.medialets.com/campaignentry/ Finalist Mobile Marketing: Campaign
Dockers shook up mobile advertising and its staid image with the first "shakable ad" that used the iPhone's motion-sensitive technology to engage consumers in a novel way. The "Shakedown 2 Get Down," campaign featured urban street dancer Dufon Smith, a.k.a. Orbitron, wearing Dockers Vintage Workwear Khakis in the ad that appeared in iPhone apps including "iBasketball," "iGolf" and "iBowl." At various points, users had to shake the phone to get Dufon to do his thing. The campaign, targeting 30-something tech-savvy males, averaged 42 seconds of engagement per viewer, and one-third of those who saw the ad, shook it. (Possibly making the "shake" a new mobile metric.) It also led to a 300% gain in positive brand conversations about Dockers in social media as well as widespread media coverage.
Medialets: Eric Litman, CEO; Rana Sobhany, VP Marketing; Theo Skye, Creative Director. OMD: Jamie Wells, Group Director, Mobile.
Point Reach Microsoft "Bing™ for mobile" http://www.pointreach.com/bing/bing_entry.html Finalist Mobile Marketing: Campaign
Microsofts' Bing for mobile campaign, launched in connection with the debut of its new search engine, cleverly allowed users to trial the product directly within the ad. Besides a searchable banner, the effort also featured a Bing search box in an expandable carousel unit for higher impact. The initial phase of the campaign focused on WAP home page takeovers of key information and news sites such as The New York Times, The Washington Post, CNN, and Digg, to reach tech-savvy influencers. Fully planned from inception to live date in just two weeks, the Bing for mobile exceeded all branding and direct response campaign goals.
Point Reach: Andrew Nevils. Microsoft: Wibe Wagenmans, Shelley McIntyre.
Big Spaceship UrbanDaddy, iPhone App http://spotlight.bigspaceship.com/thenextmove/Finalist Mobile marketing: Creative, single exection
To separate the hip and upscale from the chaff, UrbanDaddy teamed with Lexus to create "The Next Move," a free iPhone app for city-goers and foodies keen on staying "in the know." Aimed at planning a perfect night (or day) on the town, your choices -- who you're with (ex-girlfriend), what food you're craving (tapas) -- will unfold through interchangeable sentence fragments that tell the story of your day or evening to come. By integrating the new model Lexus IS convertible into the experience, the campaign conveyed the idea of living a little...a lot, and Esquire said The Next Move was "an iPhone app with disturbingly human qualities."
OMD Dockers, “iPhone Shake” URLFinalist Mobile Marketing: Creative, Single Execution
Pleated office pants and the iPhone didn't have a lot in common before OMD created the iPhone Shake campaign to freshen up the Dockers image. To become a topic of conversation among young, tech-savvy males, OMD created the first shakable ad, featuring freestyle dancer Dufon Smith a.k.a. "Orb," who would break into a dance routine once the iPhone was shook. The campaign was tied to games iBowl, iBasketball, iGolf and iTV, and the result was a 300% increase in positive Dockers conversations among the target audience on social media platforms and garnered 2B impressions and 350% value on media.
OMD: Jon Haber, US Director, Ignition Factory; Paul Leys, East Coast Director, Ignition Factory; Trevor Guthrie, Project Manager, Ignition Factory; Alix Hamilton, Associate Director, Strategy; Carrie Davis, Associate Director, Strategy; Jackie Thames, Strategist. Dockers: Melina Baxter; Medialets: Eric Litman; Razorfish: Linsey Mounger, Amy Griffin.
Pizza Hut Pizza Hut, iPhone App http://www.pizzahut.com/iphone Finalist Mobile Marketing: Creative, Single Execution
The killer app for your appetite, Pizza Hut's foray onto the iPhone allows the initiated to order pizza, pasta and wings right from the palm of their hand. While the app uses GPS to track which Pizza Hut is closest, the real fun is in putting together an order. Users pinch to select a size, drag-and-drop toppings, and if you add too much, the pizza blows up, sending toppings across the screen. A real taste explosion that led to over 150k downloads in the first 30 days.
Pizza HutBob Kraut – VP, Marketing CommunicationsBernard Acoca - Senior Director Digital Marketing, Promotions & Gift CardsTressie Lieberman – Associate Manager, Digital Marketing imc²Scott Lindsey – Group Creative DirectorRalph Pici – Account DirectorShelly Adamcik – Account ManagerScott Clemmons – Technology ManagerErich Lopez – Interactive DesignerPamela Parker – Senior WriterVadim Dolt – Group Technology Director
2ergo Adobe, "MAX Texting Challenge" http://media.2ergo.com/downloads/2ergoAdobeMAXTextingChallenge.pdf Finalist Mobile Marketing: SMS Campaign
To engage attendees at Adobe's live San Francisco event (as if the surroundings weren't enough - it took place at acclaimed museums -the California Academy of Sciences and the De Young), 2ergo put together a SMS-based trivia competition. Using their mobile phones, guests answered queries about the exhibits, the conference and other Adobe-related trivia for a chance to win Adobe products. A startling success, Adobe was able to engage its valued users: Of the 3,000 event attendees, more than 30 percent participated, answering over 2,300 questions.
2ergo: Colette Yankoupe, Senior Manager, Business Development; Brian Wilcox, Project Manager. Branduin Creative: Todd Benzies, Director of Business Development; Molly McDaneld, Vice President, Production and Creative.
ChaCha Paramount Pictures / Transformers: Revenge of the Fallen http://partners.chacha.com/case-study-tranformers-revenge-of-the-fallen/Finalist Mobile Marketing: SMS Campaign
To build awareness and anticipation up the release date of the Transformers sequel, ChaCha engaged moviegoers with as SMS campaign that served up a new set of daily creative counting down the final week before the opening. ChaCha served nearly 1 million conversational text ads that had males 18-34 showing a huge 58-point increase in mobile ad awareness. Beyond that, unaided brand awareness increased by a 27 percentage points, and purchase intent by 10 percentage points, out-performing mobile norms by a significant margin.
ChaCha: Phil Reding, Sales Manager; Bethany Derringer, Marketing Program & Events Manager. Mediaedge:cia: Danny Englander, Junior Media Planner.
OMD The CW, 2008 Gossip Girl Season Launch Support Online Link Username: TMVNOMMA2009 Password: OMDOMMA09Finalist Mobile Marketing: SMS Campaign
To keep the scuttlebutt at a maximum for the premiere of Gossip Girl's second season on The CW, OMD viewers were able to opt-in to receive text messages from the Gossip Girl herself (OMG!) that were identical to the text messages the characters were receiving on-air, and in real time. Plus, fans could engage with an online widget to send a Gossip Girl call to their friends from the main defamer herself, Kristen Bell. The premiere outperformed the 2007 season average by 44% on young adults - its best ratings ever with Adults / Women 18-34. And, averaged 3.4MM viewers, 1MM higher than last season's average.
OMD: Susie Vye, Group Account Director; Jackie Stasi, Group Director, Digital; Jon Haber, Director, Ignition Factory.
Deadline Walt Disney Studios Home Entertainment, WALL-E http://www.dead-line.com/awards/2009/omma/Finalist Rich Media: Campaign
Leave it to Pixar and Walt Disney Studios to dream up (along with Deadline) an advertising campaign with plenty of character. In this case, that character is Wall-E, central star of a series of ads designed to tout the Pixar movie's move to Blu-ray and DVD. The campaign was comprised of several rich media components that culminated in a takeover of Amazon.com. Shoppers could play a widgetized game of three cups with the lovable robot or just sit back and watch an animation of Wall-E clumsily cracking the computer screen. It is an endearing animated treat that perfectly compliments the hit movie.
Deadline: Matthew Hockman, Producer; Eric Kahn, Creative Director. Walt Disney: Mia Fletcher, Sr. Campaign Manager.
PointRoll Kellogg's, Special K Spring Challenge 2009 http://demo.pointroll.net/content/demos/rbrazys/special k spring challenge_2009.zip Finalist Rich Media: Campaign
Kellogg's cares about your health. To prove it, they launched their Special K Spring Challenge, a campaign that asked online weight watchers to sign up for a personalized two-week weight loss regimen. Consumers could choose from a selection of virtual trainers and receive email tips on how to reach their weight loss goals (using Special K, of course). But Kellogg's investment didn't stop there. Using a series of cookies (not the chocolate chip variety), Special K ads across the web could keep track of the weight-loss schedule, sending personalized messages or even words of encouragement.
Leo Burnett: Daniel Paul; Megan Land.
Razorfish AT&T, "ConnecTech" http://slant.razorfish.com/creativity/att_connectech_campaign.htmlFinalist Rich Media: Campaign
Introducing ConnecTech as a service for digital device support, AT&T and Razorfish conceived a campaign that tapped into the consumer's frustration with setting up computers and entertainment centers. While simple, the series of ads had flawless execution and contextualized the service in an engaging, fun way by using puzzle games and slick animation.
Razorfish: Eric Livingston, Creative Director; Brian Morris, Associate Creative Director; Amy Ferranti, Senior Account Director; Valori McMillen, Account Supervisor; Britney Puryear, Senior Account Executive; Ryan Bond, Project Manager; Nick DeCarlo, Art Director; Chris Lennartz, Art Director; Justin Anderson, Senior Copywriter; Carlos Barillas, Senior Flash Designer; Danny Lee Sr., Flash Designer; Romke de Haan, Presentation Layer Developer; Tara Lynch, Designer; Dan Morales, Copywriter.
Condé Nast Digital Mercedes-Benz, “Live-Well Dashboard” http://www.condenastdigital.com/promo/awardentries/mercedes Username: cnd Password: Creative1Finalist Rich Media: Single Execution
Mercedes' "Live-Well Dashboard" was created to emphasize that, despite its small size, the new Mercedes-Benz GLK-Class is the definition of style and refinement. As proof, the rich media banner ad offers articles, videos, and pictures, all aggregated and updated weekly by CondéNast, and meticulously categorized for ease of access. Content can even be ranked according to its usefulness and the design of the ad mirrors the sleek, strong design of the car itself, creating an immersive experience. So immersive, in fact, that the ad boasted an average brand interaction of 42.94 seconds and a CTR of 0.24%.
CondéNast Digital: Michal Shapira, Executive Director Creative Services; Chris Paul, Senior Client Services Manager; Tanvir Haider, Director of Flash Development; Tony Landa, Senior Production Manager; Alejandro Santandrea, Art Director; Matt Chock, Designer; Eric Scott, Developer; Matthew Homeijer, Flash Programmer. Mercedes-Benz USA: Beth Lange, Digital Media Specialist.
Dailey Intuit, TurboTax's "TurboTron" http://look.daileyads.com/omma_submissions/turbotron/Finalist Rich Media: Single Execution
Capitalizing on the 2009 Super bowl weekend, the football-themed ad from Intuit starts off with a literal and metaphorical explosion as a TurboTax football helmet goes head to head with a tax helmet and wins. Then things get really crazy. The ad unit opens into a giant jumbotron, packed with testimonials, a video from YouTube star Tay Zonday, a panel for asking tax questions, an offer to win $25,000, and a clock counting down the number of days until taxes are due. Built specifically for the Yahoo! homepage, the "Turbotron" broke ground as one of their single-most interacted-with ad units.
Saatchi & Saatchi LA Toyota Motor Sales U.S.A., Inc., Toyota Tundra Field Goal Game http://tmspreview.com/tundra_game/ Finalist Rich Media: Single Execution
Targeted squarely at the obsessive fantasy football set, the Toyota Tundra Field Goal Game ad gave users the opportunity to use the Tundra's powerful 401-pound-per-foot torque capability to toss a 700-pound steel football through some goal posts. Then, as each goal was made, the distance was increased, escalating until the game had you launching fridges from outside the stadium. This addictive ad succeeded on multiple fronts, highlighting the impressive torque of the Tundra, mobilizing an already obsessive fan base, and in spreading the word by allowing users to challenge their friends for top score.
Saatchi & Saatchi LA: Harvey Marco, Executive Creative Director; Scott Huebscher, Creative Director; Erek Vinluan, Art Director; Bob Fremgen, Copy Writer; John Lisko, Executive Media Director; Ginny Kollewe, Group Director, Strategic Planning; Bruce McDermott, Group Manging Director; Clifton Atkinson, Interactive Media Director; Chris Nicholls, Interactive Associate Media Director; Chris Thornton, Interactive Media Supervisor; Matthew Pollock, Producer; Christopher Howard and Daniel Winjum, Interactive Media Planners. Colorfield: Patrick Liem, Creative Director;. Pointroll: Garlin Smith, Account Director; Sandra Dolson, Account Manager.
HL2 Seattle's Best Coffee http://experience.hl2.com/SEMFinalist Search Marketing: SEM Campaign
HL2 had been tasked with creating and managing a paid search campaign for Seattle's Best Coffee in November 2008. The eight-month budget of $12,750 was meant to raise awareness through search and content campaigns, engagement, cafe beverages, franchise prospects, and special offers. Total visitors to the site increased 106 percent. SEM drove 10 percent of overall site traffic. Conversions doubled in four months. And the average click-through rate reached 1.37 percent. HL2 attributes the positive campaign performance to in-depth keyword research, competitive analysis, daily bid optimization, A/B testing, and weekly ad copy revisions.
HL2: Lise Brende, Director, Marketing & Analytics; Maureen Devine, VP, Account Management; Rodney O’Byrne, Interactive Producer. Seattle’s Best Coffee: Valerie Hwang; Charlie Severn.
Location3 Media Starz Entertainment, Crash http://www.searchenginemarketingstrategy.com/starz/Finalist Search Marketing: SEM Campaign
Location3 Media's SEM campaign for Starz Entertainment generated a 670% increase in searches from September through October for the TV series Crash. The campaign aimed to differentiate the television series from the feature film, and help Starz understand the audience through ad placement targeting and social media. Location3 relied on Google sites, focusing on film and television, celebrity info, entertainment blogs and film critics. Generating buzz, search and site campaigns drove approximately 25 million impressions and 85,000 clicks during the four-month run. Paid search generated 40% of subscription volume and 46.1% from placement targeting.
Location3 Media: Thomas Gallagher, Director, E-Marketing & New Media; Erik Whaley, Director; Tarla Cummings, SEO/Social Media Manager.
MediaCom Search Century 21 http://www.outrider.com/MediaComSearch/OMMA2009/ Finalist Search Marketing: SEM Campaign
MediaCom Search gets the nod for moving Century 21's national television advertising budgets and resources to online marketing. Budget constraints limited search media to paid search on Google, Yahoo, MSN and AOL, so daily budgets were allocated to provide terms associated with loyalty. Terms and phrases found lower in the marketing funnel got higher daily budgets to support increasing lead volume that rose 40 percent, year-over-year, while the average monthly cost-per-lead declined 32 percent. The results tied into optimization improvements. Average monthly cost-per-click decreased year-over-year by 20 percent.
MediaCom Search: Mike Wachsnicht, Search Director; Alessandra Wallace, Associate Search Director; Michael Solomonov, Search Manager; Stephanie Nahas, Search Specialist. Century 21: Evan Blittner, Senior Online Marketing Manager.
HL2 Microsoft, Response Point http://experience.hl2.com/SEO Finalist Search Marketing: SEO Campaign
HL2's efforts in the SEO campaign for Microsoft takes one of the top spots for increasing organic search engine visibility for the brand's top keywords, while launching a redesigned Web site for Microsoft Response Point, a small business phone system product group. The most relevant keywords were determined, followed by site page architecture, HTML and XML sitemaps, and keyword-optimized URI naming. Top ranking select keywords increased 120%, while in aggregate competitors have declined on average 29%, compared to the previous year.
HL2: Lise Brende, Director of Analytics; Gianna Hill, Account Director; Microsoft: Richard Sprague
Range Online Media Cole Haan http://www.rangeonlinemedia.com/awardentries/general/2009/Cole-Haan.aspx Finalist Search Marketing: SEO Campaign
Range Online Media increased revenue with an uptick in Cole Haan's Web revenue by reaching out to bloggers and deploying a SEO strategy. The blogger campaign helped the company gain inbound links to specific product and category pages that improved the search position and clicks. Inbound link reports suggest the campaign generated 2,700 site visits from referring Web sites not garnered in the previous year. Cole Haan brand name searches were up 50% year-over-year, according to Google Trends.
Range Online Media: Andrea Wilson, Account Director, Herndon Hasty, Sr SEO Evangelist, Range Online Media Alison Childers, Account Leader, Range Online Media. Cole Haan: MJ Murphy, Sr Ecommerce Director
Razorfish U.S. News & World Report http://slant.razorfish.com/creativity/US_News.html Finalist Search Marketing: SEO Campaign
Razorfish's SEO campaign for U.S. News & World Report generated a rise in overall organic search by 74 percent, and 80 percent increase in page views, since the campaign launch through a Web site redesign and link building strategy. Vertical search traffic from Google News improved by 500 percent, and the site experienced a 1,000 percent traffic increase from social bookmarking sites since adding social tags. As part of the U.S. News site redesign, Razorfish included social bookmarking badges and feeds. The strategy meant to tap link popularity and social media as other sources to drive search.
Razorfish: Ray Rosti, SEO Group Director; Thanh Duong, Senior SEO Analyst.
RAPP Travel Channel, “Kidnap!” http://agencyawardwork.com/OMMA2009awards/Finalist Social: Advertisement as App
To build a younger audience and drive traffic to TravelChannel.com, the cable network knew it had to do anything but use traditional marketing to reach its target demographic. The result was its travel-themed Kidnap! app for Facebook which challenges users to "kidnap" their friends to their favorite hideout city using a variety of methods. To escape and kidnap their own friends, players have to answer a travel trivia question. Kidnap! became the top-branded app on Facebook and to date has amassed 2 million users, two-thirds of which are aged 18 to 35. By incorporating TravelChannel.com into game play, the company also boosted brand exposure and site traffic.
RAPP: Camilo LaCruz, Colin Glaum, Executive Creative Directors; Tina Antonion, Ben Kirkendall, Art Directors; Dan Brill, Peter Fleming, Copywriters; Rich Whalen, Interactive Creative Director; Meg Smith, Client Service.
Razorfish H&R Block, “Don't Miss It” http://slant.razorfish.com/creativity/hrb_youtube.html Finalist Social: Advertisement as App
H&R Block somehow managed to make tax time fun, or at least less painful, with a game on YouTube that uses the sites' video annotation technology to detect subtle differences in two similar images. The idea was to draw a link between not missing anything in the pictures and H&R Block not missing any deductions reviewing taxes. The tax preparation giant also slips in tax-related messages tied to the images during game play. The "Don't Miss It" game generated much higher-than-expected user interaction and persistence rates, with nearly half of those who start the game completing it.
Razorfish: Jonah Gellert, Senior Art Director; Martha Dixon, Copywriter; Sara Giessen, Designer; Annie Brennan, Senior Project Manager; Miguel Muelle, Video Designer.
Weber Shandwick PepsiCo, "Throwback Your Look" http://www.viscomla.com/OMMA/SocialAdvertisementApp.pdf Finalist Social: Advertisement as App
Weber Shandwick tapped into 1970s nostalgia by creating a Facebook app that let users upload their photo and have it automatically converted to a period look utilizing a library of far-out hair-do's, groovy threads and gnarly background settings. The retro campaign was designed to promote limited-time "Throwback" varieties of Pepsi and Mountain Dew made with natural sugar.
Weber Shandwick: Wally Sabria, Senior Vice President, Creative Director; Kim Hoang, Senior Art Director; Nikki Giles, Production Supervisor; Tiffany Olay, Graphic Designer; Mark Marcelo, Graphic Designer; Melissa Robinson, Senior Vice President; Stephanie Arnoldy, Group Manager; Tara Settembre, Account Supervisor; Danielle Dusky, Account Supervisor.
Arc Worldwide Whirlpool, "Building Blocks" http://63.115.252.20/BuildingBlocks/Default.aspx Finalist Social: Campaign
You're a big brand partnering with Habitat for Humanity. You have a huge project you need to promote with no budget. What do you do? You partner with Yahoo Beta Broadcast, you create a Facebook page to keep hammerers and woodworkers connected, and you document the whole dang thing live. At least, that's what this entry did. Their channel was the top-viewed channel on Yahoo live due to Facebook engagement and takeover of the Whirlpool Web site. They also successfully built nine new homes for families with bigger worries than media budgets.
Arc Worldwide: William Rosen, Chief Creative Officer; Dan Fisher, Creative Director; Scott Brown, Associate Creative Director; Erica Rabenda, Copy Writer; Damian VanHorn, Flash Developer; Karen Tentner, Project Manager; Jennifer Roover, Account Supervisor.
Aspen Marketing Services AirTran Airways http://www.youtube.com/watch?v=W5sek33Ve54 Our micro site is also live: http://www.markonairtran.com Finalist Social: Campaign
Comedian and filmmaker Mark Malkoff is afraid of flying. To get over it, he spent an entire month living on AirTran. He slept in overhead bins, did unmentionables with baby wipes, and documented all of it through Flickr photos, Twitter updates, Facebook activity, YouTube, his blog, and Myspace. Mark even nabbed himself a Guinness World Record along the way. The campaign generated over 83 million media impressions. The social activity attracted impressive media attention, with Aspen videos featured on MSNBC, CBS Early Show, CNN, Yahoo! Homepage, Huffington Post, NPR and Boston Globe. The campaign grabbed 150,000 Web site views, 114,000 Flickr views, and 11,000 Facebook fan page visits, as well.
Aspen Marketing Services: Timothy Hanlon, Executive Vice President; Albertina Rizzo, Account Supervisor; Heather Dueitt, Account Executive; Joe Pickett, Editor, Comedian; Mark Malkoff, comedian/main character; Samantha Johnson, Director of Marketing. AirTran Airways: Jared Kirschner, Marketing Manager; Tom Whited, Manager, Aircraft Routing; Tad Hutcheson. VP of Marketing and Sales; Alyssa Pincus, Account Director; Candy Johnson-Eich; Director of Development, Greg Asman, Director of Web Analytics.
Razorfish Mattel, "Barbie's 50th Anniversary" http://www.razorfish.com/showcase/sfcreative/barbie/Finalist Social: Campaign
Tweets wrapped in glossy pink lipstick, Facebook updates slathered in fashion and bling-studded giggles - all delivered by the new, digital, Kanye sunglasses swaggering, blunt-cut-bang sporting Barbie. Her blond ambition got an upgrade as she delivered her new modern self through social media channels while staying loyal and true to the Barbie brand. Her pals include @KimKardashian and helps promote partners like Yogaglo and Heidi Klum. Buzz generated 67 percent domestic U.S. awareness of Barbie's birthday. Fans from 178 countries engaged at least one touchpoint, and sales on the microsite were high.
Razorfish: Adam Connelly, Creative Director; Amanda Lewis, Assoc. Creative Director; Andrea Bozeman, Copywriter; Jeffrey Bond, Project Manager; Sandy Kuang, Account Supervisor; Jill Druschke, Account Director; Kristen Jacobs, Media Planner; Sean Kelley, Art Director; Lin Ong, Art Director; Juan Leguizamon, Interactive Designer; Mia Hu, Project Manager; Steven Lammers, Presentation Layer Developer; Nathan Burazer, Rich Media.
Aflac Aflac, “Aflac Social Duck Twitter Page” http://twitter.com/aflacduck Finalist Social: Use of Twitter
The "Aflac" honk is one of the most recognizable brand sounds in America. Give that duck a Twitter handle and you get a ducks-eye-view of the human world and quacky promotion of Aflac's sponsorships and philanthropies. Tweets like "Aflac All-American activities support pediatric cancer research efforts. Let's have a nationwide philanthropy high-five" and "I'll have to run the numbers when I get home, but I think that Paris might be the international capital of sm," plus utilization of tools like twitpic and yfrog photos from duck level were some ways they pumped up the charm. Twitter followers were lower relative to the cleverness this waterfowl delivered. Once Aflac uses their 15/30 spots to drive traffic to this ducky buddy, the situation may change.
The Zimmerman Agency: Mike McHargue, Stratton Glaze, Hunter Savage. Aflac: Jeff Charney, Al Johnson, John Laughbaum, James Wisdom, Jennifer Walker.
Mediaedge:cia (MEC) AT&T, “AT&T’s Title Tweets” http://media-na.mecglobal.com/atttitletweets/ Finalist Social: Use of Twitter
Sports fans are passionate. They will douse you in Duff's if you publicly degrade their team. AT&T predicted that passion would translate to usage when they sponsored the NCAA Basketball tournament. By embracing Twitter they got phones in hand as viewers delivered rally cry tweets, and data usage surged, as that slamdunk heard 'round the stadium could be seen 'round the world with twitpic photos. Live tweets were organized by team and included links to deeper content on the CBS website. AT&T kept brand promotion light, focusing instead on an enjoyable customer experience. Live for one week, Title Tweets attracted over 160,000 visitors and captured over 500,000 tweets.
MEC Interaction (a division of Mediaedge:cia): Carrie Frolich, Managing Director; Joe Tartaglia Senior Partner, Group Planning Director. AT&T: Steve Governale, Executive Director, Interactive and Innovation.
Situation Interactive Next to Normal, “Next to Normal, the Twitter Performance” http://www.situationinteractive.com/omma2009/ Finalist Social: Use of Twitter
The curtain rises, cue the music... send the tweet? Situation Interactive successfully drove conversation about social media in the theatre world by truly giving Broadway fans a peek inside. By performing Next To Normal on Twitter the team won over 500,000 followers - and growing. The show was nominated for 11 Tony awards. Next To Normal shines because they engaged their followers, they didn't just aggregate tweets and promote the message. The production's attendance and gross steadily increased, week by week, and, the week of June 8, the original cast recording made the Top 10 Albums on iTunes and Amazon.
Situation Interactive: Tom Lorenzo, Interactive Director; Jeremy Kraus, Account Supervisor; Brian Yorkey, Librettist/Lyricist; Aaron Coleman, Senior Copywriter; Steve Rovery, Senior Designer; Ashley Guillaume, Designer; Jessica Dacchille, Assistant Account Executive; Chris Powers, Creative Director; John Lanasa, Director of Account Services — East; Damian Bazadona, President; Kevin Kitzpatrick, Senior Project Manager.
Dailey Intuit, "TurboTax SuperStatus Campaign" http://look.daileyads.com/omma_submissions/superstatus/ Finalist Social: Use of Widgets
This innovative campaign asked people to solve simple tax-themed challenges by updating their status via Facebook, MySpace, or Twitter with their answer in 140 characters or less. The effort centered on an embeddable widget allowing users to grab and share the contest via social networks. By submitting clever responses, players gained the chance to win prizes, from cash rewards to trips to New York and L.A. The SuperStatus widget delivered over 6 million impressions during the tax-season campaign.
Dailey: Nick Collier , VP, Interactive Creative Director; Jason Simon, VP, Director of Interactive Services; Eric White, Associate Creative Director; Rebecca Arnal, VP, Management Supervisor; Alice Choi, Program Manager. Intuit: Seth Greenberg, Director, Online Advertising and Internet Media; Brian Hovis, Online Advertising Manager; Christine Morrison, Social Media Marketing Manager; Cheryl Hassoldt, Group Marketing Manager.
Deadline Walt Disney Studios Home Entertainment, “Nightmare Before Christmas Widget-Dr. Finklestein's Lab” http://adisney.go.com/disneyvideos/animatedfilms/nightmarebeforechristmas/widget/widget-popup.html Finalist Social: Use of Widgets
This widget allowed users to create their very own Nightmare Before Christmas Creature, with graphics worthy of the film, and embed it on social networking sites such as Facebook and MySpace, among others. Once created, fans could email the image to friends as a postcard. Deadline also designed all new character elements for the widget to further expand the film's popularity.
Deadline: Eric Kahn, Creative Director; Chris McCall, Senior Art Director; Phil Hinch, Producer. Walt Disney Studio's Home Entertainment: Kevin Costley, Digital Manager.
Deep Focus HBO, "Eastbound & Down Kenny Powers Powerisms" http://clients.deep-focus.net/awards/omma_awards_2009/eastbound_widget Finalist Social: Use of Widgets
Deep Focus and HBO created a Facebook audio widget tailored to the witticisms of Kenny Powers of HBO's Eastbound & Down. ("Hey babe, wanna go back to MySpace?") With a sublimely ridiculous outlook on life, Powers' brand of humor is delivered in quick bursts, making it well suited to the viral, content-sharing world of social media. Since being launched in Feb. 2009, the widget has been clicked on 1.5 million times and helped drive up fans of Powers' Facebook page to 214,000 and counting.
Deep Focus: Danielle Knopf, VP Social Media; Mickey Cloud, Account Executive; Steve Isaacs, Creative Director. HBO Marketing: Zach Enterlin, VP of Marketing; Taryn Winkelman, Marketing Manager; Talia Gerecitano, Marketing Coordinator, HBO; Sabrina Caluori, Director, Marketing and Promotions, HBO.com; Lindsey Pearl, Marketing Manager, HBO.com. .
Condé Nast Digital Bloomingdale's, “Set Your Table Tool” on Brides.com http://www.condenastdigital.com/promo/awardentries/bloomingdales/ -Username: cnd -Password: Creative1Finalist Sponsorship
Condé Nast Digital's campaign "Set Your Table Tool" for Brides.com, sponsored by Bloomingdales elicits alluring message to shoppers, and is executed in an aesthetically pleasing way. The campaign, inspired by Bloomingdales' registry marketing campaign, "The New rules of registering," aims to counteract the decline of the tabletop registry business by banishing traditional rules of registering for wedding gifts. One decided way to peak the consumer's interest is mix-and-match registries. This interactive tool uses images of china, flatwear, and glasswear patterns, available exclusively at Bloomingdales. Throughout the experience the site prompts users to begin their registry at Bloomingdales.com. From this, Bloomingdales had 20 percent more bridal registries.
Condé Nast Digital: Michal Shapira, Executive Director Creative Services; Tamara Noble, Integrated Services Director; Aaron Reed, Designer; Anna Nguyen, Project Manager; Jinsun Ko, Integrated Services Manager.
Organic, Inc. Bank of America, “America’s Cheer” http://www.undergroundaward.com/omma_2009/americascheer/ Finalist Sponsorship
Bank of America, a sponsor of the US Olympics since 1992, turned to Organic to help build awareness about its sponsorship in an immensely creative way. They built the site, America's Cheer, which allowed fans to shower their support onto the Olympic team via videos, photos, and text messages on YouTube, Flickr, and Facebook. This interactive experience proved to be successful because one could watch all of the "cheers" of all varieties on the site. The results of this were 5,300 cheers and 18 million cheer views, all before the games started. Though media exposure from NBC's Today show could have a lot to do with that.
Organic: Brian Hull, Creative Director; Conor Brady, Executive Creative Director; Elizabeth Stewart, Associate Creative Director; David Gifford, Exec. Director Engagement Management; Laura Buchannan, Manager Engagement Management; Patrick Dunphy, Sr. Interface Developer; Craig Goodwill, Video Director; Michael Convery, Creative Director; Marlies Gielissen, Sr. Content Contributor; Todd Fraser, Sr. Interface Engineer; Dan Neumann, Assoc. Contributor, Strategy; Theresa Bloise, Content Contributor; Allard Schipper, Dir. Engagement Management; Adam Turinas, EVP Client Engagement; Roberto Somellera, Manager Engagement Management; Elise Moyse, Sr. Content Contributor; Chris Page, Associate Creative Director; David Wilson, Art Director; Margo Lewis, Sr. Contributor, Engagement Management; Leah Salt, Engagement Manager; Karen Dahlstrom, Sr. Copywriter; Erich Boyer, Sr. Designer; Daniel Silva, Sr. Designer; James Kewageshig, Sr. Interface Developer; Stephan Tanguay, Sr. Contributor Integrated Media; Sebastian Monney, Assoc. Creative Director; James Crawford, Sr. Designer; Jeff Wong, Sr. Designer; Heather Dunphy, Studio Manager; Scott McFayden, Designer; Nigel Ader, Sr. Copywriter; Kayoung Lee, Associate Content Contributor; Matt Cribbs, Dir. Project Engineering; Mike Finn, Music Composer; Max Zabramny, Interface Engineering Mgr.; Bill McDermott, Interface Engineer; Peter Balogh, Dir. Engineering; Anna Nash, Sr. Contributor, Developer; Phillip Baruc, Sr. Contributor, Developer; Eugene Lubman, Sr. Contributor, Proj. Engineering; David Freedman, Sr. Server Engineer; Matt Ternoway, Designer; Patrick Dunphy, Sr. Interface Developer; Nadia Walji, Senior Project Manager; Michael Anderson, Sr. Contributor Developer 1. Bank of America: Craig Auerbach, Sponsorship Executive; Michael Bailey, SVP, Online Media; Lisa Friedrich, VP, Online Marketing; Elizabeth Gentry, Sr. Brand Specialist.
The Martin Agency American Cancer Society, "Federated Media Blog Sponsorship" http://www.martinagencyawards.com/2009/acsblog Finalist Sponsorship
The Martin Agency lent its hand to The American Cancer Society to revamp its image and reach modern women ages 35-64. Partnering with Federated Media, they recruited influential female bloggers to tell their personal cancer-related stories. By doing this, 700 comments were generated on seven bloggers' sites. Heartfelt stories of survival and compassion were told, and in turn modernized the 100 year-old organization, while linking to The American Cancer Society's microsite, morebirthdays.com. This not only helped ACS's image, but also did good for others.
The Martin Agency: Mariam Dilawari, Associate Media Director; Meghan Riley, Interactive Media Supervisor; Kristen Barnhouse, Interactive Media Planner; Sonya Kim, Interactive Assistant Media Planner; Yooh-Yung Kim, Media Supervisor; Scott Peters, Associate Media Director; Alison Marino, Account Executive; Paula Pentogenis, Strategic Programs Manager; Pamela Parker, Author Services Manager; Jana Hartz, Ad Operations Manager.
blacQube Mercedes-AMG, "The Ice Luge" http://www.mercedes-amg.com/webspecial/games/luge/Finalist Use of Gaming
It's hard to stand out in the flood of mediocre advergames in the auto category, but piloting a 500 horsepower Mercedes down an ice-covered luge track successfully breaks through the clutter with its sheer inventiveness. The game play is simple enough for anyone to drop in and become a contender in seconds. More than just silly (but we applaud it for that, too), the dissonance of a car on ice actually piques curiosity in ways a straightforward racer does not. With hundreds of thousands of unique game plays to its credit, the Mercedes-AMG Ice Luge Holiday Challenge takes first in a crowded field.
blacQube: Scott Preacher, Client Partner; Michael Dural, Engagement Lead; Wade Forst, Creative Director; Moritz Bosselmann, Interactive Creative Director; Ash Warren, Flash Development Lead.
OMD PepsiCo / Gatorade Support Online Link Username: TMVNOMMA2009 Password: OMDOMMA09Finalist Use of Gaming
Some in-game ad placements are no-brainers, and putting Gatorade in NBA 2K9 was as seamless an alignment of product with basketball as one can imagine. What did take deep creative thought was designing a Gatorade Thirst Meter that integrated the product's core benefit -hydration - into the performance of the players, and the coach's decisions. The brand even made player substitution recommendations based on hydration levels. The payoff for clever in-game integration is out-of-game total recall, with 82% of players who recalled the brand being able to identify a specific in-game element. Gatorade was not only in the game but part of the experience.
OMD: Pranav Pandit, Group Director of Digital; Mike Haywood, Strategy Supervisor; Ryan Peterson, Project Manager, Ignition Factory Gaming; Dario Raciti, Director, Ignition Factory Gaming.
Saatchi & Saatchi LALA-Toyota Motor Sales U.S.A., Inc., Toyota Matrix "Gaming All Night" http://www.tmspreview.com/awards/gamingallnight/ Finalist Use of Gaming Staying up all night with Guitar Hero 3 isn't rare for the game's fans, so Toyota was plugging into known behavior in its Matrix Gaming All Night promotional event on Xbox Live. Over 200,000 players participated across half a million sessions in a "Play and Win" contest that invited gamers to play GH3 between 6 pm and 6 am. The campaign made full use of the Xbox Live as a video channel, with a branded destination portal into content about the car - designed to lift that brand's recognition among young males. Mission accomplished and lesson learned. Reward players for what they already love to do, and they will pay attention.
Staying up all night with Guitar Hero 3 isn't rare for the game's fans, so Toyota was plugging into known behavior in its Matrix Gaming All Night promotional event on Xbox Live. Over 200,000 players participated across half a million sessions in a "Play and Win" contest that invited gamers to play GH3 between 6 pm and 6 am. The campaign made full use of the Xbox Live as a video channel, with a branded destination portal into content about the car - designed to lift that brand's recognition among young males. Mission accomplished and lesson learned. Reward players for what they already love to do, and they will pay attention.
Saatchi & Saatchi: John Lisko, Executive Media Director; Bruce McDermott, Group Managing Director; John King, Clifton Atkinson, Interactive Media Directors; Lily Kim, Interactive Media Supervisor; Christopher Howard, Interactive Media Planner; Uwe Gutshow, Communications Planning Director; Steven Davis, Account Manager; Rebecca Albert, Account Supervisor; Mallory Guraya, Account Executive. Microsoft: Randy Shaffer, Business Development Manager; Craig Carney, Regional Sales Manager.
HowStuffWorks.com HowStuffWorks.com, "Keep Asking" http://www.youtube.com/view_play_list?p=AB2121E6E89D11D5Finalist Video: Campaign
How do you top the Scuba Cat? You Don't. So you just use him again. That's what HowStuffWorks.com did in its latest campaign, bringing back the famous diving cat in an online video campaign designed to promote HowStuffWorks as the leading site for answering all the world's how-to questions. Spots, including those with a wheelchair skateboarder and a skydiving car, have driven about 3 million new visitors to the site's home page by highlighting the brand proposition of the site.
The Martin Agency GEICO, Gecko Viral Video Campaign http://www.martinagencyawards.com/2009/geicoviral Finalist Video: Campaign
You know the Gecko - by now everyone does. But did you know he now appears in some of the most popular viral videos ever? He's now translating for talking cats, taking a picture of himself every day, and holding hands with an otter. In a clever twist on viral videos - and one that actually doesn't hide the brand at all - Geico's efforts led to more than 54 million impressions and more than 4.1 million video views during the 9-week campaign.
The Martin Agency: Cliff Sorah, SVP/Creative Director; Ron Villacarillo, Senior Art Director; Mike Lear, Writer/Associate Creative Director; Alex Scheer, Agency Broadcast Producer; Molly Souter, Agency Executive Producer; Dean Jarrett, SVP/Director of Marketing Communications; Liz Toms, Account Supervisor; Rad Tollett, Senior Strategic Planner; Angela Wilson, Project Manager; Theresa Dunn, Media Relations Account Executive.
Time Inc. Lifestyle Digital myrecipes.com/T-Mobile, “5 to Try” http://www.myrecipes.com/recipes/video/0,28816,1893480,00.htmlFinalist Video: Campaign
It's not easy competing in the recipes niche, one of the most crowded areas on the Web. But a regular video series can help lure visitors and attract advertisers. T-Mobile linked up with popular recipe site myrecipes.com to promote its "Five Favorites" campaign with "5 to Try" Web videos on easy recipes. It's a clever way to use a popular Web category as a springboard for a cell phone campaign. Time Inc. Lifestyle Digital did not disclose results, but said the success has helped it win new ad deals.
Time Inc. Lifestyle Digital: Jason Burnett, Executive Editor, myrecipes.com; Leigh Sloss-Corra, Studio Director, TILD; Laura Rush, Sales Manager; TILD.
Bradley and Montogomery Microsoft Windows Internet Explorer, “History of the Internet” http://www.microsoft.com/windows/internet-explorer/nethistory Finalist Video: Standalone Video
For the launch of Microsoft's Windows Internet Explorer 8, Bradley and Montgomery created a series of Web-only videos featuring comedians and Web personalities like the Ninja from "Ask a Ninja" to describe the "History of the Internet." The series, which was actually created as an introduction for the official release of IE 8 at the Mix 09 conference in Las Vegas, quickly became a huge hit on Twitter, appearing at one point as one of the 10 most tweeted items of the day. From there, it received mentions on several major tech pubs, including CNET, ZDNet, Gizmodo and the LA Times. With no money spent on its introduction, the "History of the Internet" eventually garnered over a half a million views.
Bradley and Montgomery: Mark Bradley, Scott Montgomery, Principle; Ben Carlson, Chief Strategy Officer; Lisa Diederich, Account Manager; Brian Harris, Writer; Craig Moore, Rachel Frederick, Art Director; Jason Pitman, Web Designer; Nakia Rinehart, Producer.
EepyBird, LLC OfficeMax, ABC Family and the Coca-Cola Company http://eepybird.com/stickynote.htmlFinalist Video: Standalone Video
EepyBird, creators of the viral video sensation "Extreme Diet Coke & Mentos Experiments," and DigiSynd/Disney have produced another visually impressive advertising display, this time for Office Max, ABC Family and Coca-Cola. Called "The Extreme Sticky Notes Experiments," the video features EepyBird's infamous scientists transforming over 250,000 sticky notes into multicolored waterfalls, cascading Slinkies, and rolling pinwheels. Premiering simultaneously online and on television, the campaign generated 18 million total views, nearly one quarter of which came from online. ABC Family used the campaign to promote Samurai Girls, with two of the mini-series' stars appearing in the video, while OfficeMax's products were organically used in its creation. The spot also ended with OfficeMax's tagline: "Life is beautiful. Work can be, too."
EepyBird, LLC: Fritz Grobe, Stephen Voltz, Creative, Onscreen Talent; Michael Miclon, Creative Consultant. Digisynd: Oliver Lucket, Executive Producer; Thomas Wadsworth, Producer; Christopher Cantwell, Producer/Director; James Codeglia, Director of Photography. Jamie Chung, Brendan Fehr, Onscreen Talent.
Mediavest/DBG Diet Coke, "Style Series" http://www.dbgroup.tv/styleseries Finalist Video: Standalone Video
Mediavest and Digital Broadcasting Group turned to A-list musical talent to help enhance the brand messaging goals of client Diet Coke. Their collaboration, "Style Series," featured prominent branding for Diet Coke and included live performances from the likes of Robin Thicke and Natasha Bedingfield. The performances were deployed online, via mobile phones and on digital billboards in high traffic locations such as New York's Times Square. According to the agency, Style Series was the first instance in Web history where live content was streamed online through branded banner ads. The live performances and back stage interviews were also repackaged as weekly webisodes distributed across the Web. The campaign delivered over 300 million impressions and over 30 million video views.
DBG: Rick Kleczkowski, Chief Operating Officer; Joseph Gomes, Chief Creative Officer; and Gregg Backer Executive Producer.; Executive Producer. Coca-Cola: Erica Rosengart, Senior Vice President, Group Client Director; Devinn Kraut Tafaro, Vice President, Connections Associate Director; Jessica Gagliardi, Connections Manager; Katy Carlin, Activation Associate Director Digital; John Ohara, Digital Manager; Anjili Agarwal, Digital Associate; Stephanie Eaddy, Coca-Cola North America, Senior Media & Interactive Manager; Bill Kelly, Coca-Cola North America, Senior Vice President Coca-Cola Trademark Brands. IMC2: Chad Shockley, Account Manager; Malinda McFarlande, Strategy Director; Michael Piekarski.
Almighty New Balance, “Made in the USA” http://awards.almightyboston.com/omma/ Finalist Video: Video Appearing in a Banner, Expandable Banner or Interstitial
Almighty had a small budget to get across a big idea: New Balance is the only athletic shoe company manufacturing in the United States. The team headed to Skowhegan, Maine, a New Balance manufacturing town, where they produced a 2 1/2 minute documentary encapsulating the American experience of living in a factory town. Expandable video banners with both a 30-second teaser and the full video were targeted at patriot-minded consumers in the lead-up to the Fourth of July weekend, including buys on AOL and CNN. Interaction neared 20% and created various forum conversations about the importance of American manufacturing.
Almighty: Erik Pelletier, Vice President Account Director; Emily Daniel, Account Director; Vanessa DeCollibus, Account Executive; Analesa Smith, Vice President Media Director; Rachel Jackson, Media Supervisor; Chris Smith, Creative Director; Jason McCurry, Associate Creative Director; Leslie McCurry, Art Director; Liz Shook, Producer. Chad Portas, Associate Creative Director; Craig Lennie, Copywriter; Paul Larrow, Studio Director; Matt Lohmann, Senior Flash Developer; Jeff Wilder, Technology Manager; Josh Bean, Junior Designer; Ruth Baer, Associate Producer.
Ignited NBC Universal Home Entertainment, Mummy III http://cruise.ignitedla.com/omma2009/index.htmlFinalist Video: Video Appearing in a Banner, Expandable Banner or Interstitial
Charged with creating banner units to hype the DVD release of The Mummy III, the box- office and critical bomb, Ignited decided to promote the one aspect of the movie that was positively received, the non-stop action. Their team edited together the most visually stunning action scenes the movie had to offer and created a roadblock that commanded the viewers' attention. The unit performed 17% better than the average roadblock, all the more impressive considering the movie's theatrical premiere garnered such a terrible reception.
Ignited: Gabrielle Weinman, Creative Director; Jean Yap, Senior Flash Designer; Brenda Castelo Radtke, Interactive Producer. NBC Universal HE: Mike Wokosin, Vice President Digital Marketing.
IP Pixel Mattel Dark Knight, The Dark Knight http://wearepixel.com/w/tdk/Finalist Video: Video Appearing in a Banner, Expandable Banner or Interstitial
IP Pixel created an expandable banner for Mattel's Dark Knight toy line that showed a little boy living all the aspects of the Batman experience with the various toys offered. An engaging unfolding mechanism catches the eye while the banner is expanding, which is then held by the commercials for the toys that show in rapid fire succession, painting a picture of the full Batman experience available through Mattel. Interaction rate was 49%, with a CTR of 2.5% and an average time spent of nearly two minutes.
IP Pixel: Jennifer Schreiber, Strategy Director; Mark Neigh, Account Manager; John Cockrell, Senior Copywriter; Jason Smith, Senior Flash Developer; Elena Robinson, Director of Production.
Brickfish Coach, “Design a Coach Tote” http://www.brickfish.com/fashion/Coach?tab=overview Finalist Viral Campaign
Coach used the 3,200 entries for their "design a Coach Tote" as inspiration for an entire new line of products. Visitors could also vote on designs and share with their friends through social networks. The campaign reached over 8,000 URLs.
Brickfish: Nichole Goodyear, CEO/president and co-founder; Jamie Dicken, EVP of Sales; Misty Phillips, Director of Client Services. Coach: Raina Penchansky, DVP Global Communications; Vanessa Flaherty, Public Relations.
Brickfish David's Bridal, “One Love” Contest http://www.brickfish.com/fashion/DavidsBridalOneLove?tab=overview Finalist Viral Campaign
The "One Love" Contest invited women to tell the story of how they met their "one true love," share pictures and choose six items, including dress and ring, from David's online selection, which served as prizes. The contest generated 1,800 entries, 91% of them being shared on over 8,000 URL's across the social Web, resulting in over 1.7 million engagements and 112% increase in social networking traffic on David's Bridal web site.
Brickfish: Nichole Goodyear, CEO/president/co-founder; Jamie Dicken, EVP of Sales; Misty Phillips, Director of Client Services. Lippe Taylor: Lauren Suero, Group Manager; Parris Bowe, Vice President.
Mammoth Advertising Samuel Goldwyn Films, “The Soul Storage Company” for Cold Souls http://thesoulstoragecompany.com/ Finalist Viral Campaign
The web site for Soul Storage Company - which is responsible for extracting Paul Giamatti's soul in the film Cold Souls - looks like a real company's site. Users can tour the facilities, view other souls and customer testimonials, and can even decide to store their own soul, which, based on a personality profile, will look different than any other. Users can then post their souls to their Facebook page, but be careful: it could be stolen.
Mammoth Advertising: Robert Nuell, Partner; Thomas Cunha, Senior VP; Dalyn Ward, Account Supervisor; Neil Marks, VP Marketing; Goldwyn Matthew Kahn, Art Director.
