Online Advertising Creativity

Advertising/Promotion Website or Microsite

Ban the Bland  by Organic, Inc.  for  Kimberly-Clark/ U by Kotex*

Feminine products are not something most teenage girls care to discuss, let alone redesign. Not anymore. U by Kotex launched the Ban the Bland Design challenge and Web site where girls could create original product designs using the online tools provided. Say goodbye to white, and hello to color and patterns. The brand's goal was to receive 2,000 designs: More than 12,800 creations were submitted. The top three winners will collaborate with Patricia Field on future U by Kotex products.

Affiliated Agency: Marina Maher Communications

Credits: • Chief Creative Officer: Conor Brady • Executive Creative Director: Sam Cannon • Group Creative Director: Amy Hodgins Carvajal • Creative Director: Cinnamon Rensberry Pritchard • Art Director: Mike Leslie • Senior Copywriter: Nate Rogers • Experience Architect: Charlie Zicari • Production Director: Tom Hillebrand • Group Account Director: Jim Napolitano • Senior Engagement Management: Emily Pasquier Harrington • Senior Solutions Developer: Jason Randall • Senior Interface Developer: Jeff Simko • Community Manager: Leah Sipher-Mann

Banner: Standard, Flash or Rich Media

Watch This Space  by Google  for  Google

Is this meta enough for you? OMMA would like to take a moment to recognize the fine online display advertising work promoting Google's online display advertising business. The online ad about online ads outdid most online ads by showing all that an online could be. The rich-media unit alternately morphs into a Twitter widget, a video player, a news and weather forecast, a Googleized game of the arcade classic "Breakout," and an interface for a Google Books library (where many of the volumes are about advertising, by the way).

Affiliated Agency: Grow Interactive

Credits: Google: Marketing Managers: Aman Govil, Deepak Ramanathan Grow Interactive: Creative Director: Drew Ungvarsky Producer: Sonya Parker

Content Integration

M&M's Pretzel: Behind the Shell  by Digitas/BBDO/Starcom  for  Mars, Inc. / M&M's

In 2010, Mars launched Pretzel m&m's and enlisted bbdo to spearhead content integration. The goal was to create more connections among consumers to Pretzel m&m's when they thought about their "usual" salty snacks - pretzels, chips and nuts. The target: 25- to 49-year-olds who are looking for a good time and who tend to use snacks and drinks to facilitate relationships. There were custom videos on the site, among other features. The campaign created an astounding 48-percent rise in unaided awareness.

Affiliated Agency: Digitas: Lead Media Agency
Creative Agency: BBDO: Lead Creative Agency

Credits: Starcom: Media Agency Ryan Griffin, VP/Group Director, Digitas Brian Chap, Media Supervisor, Digitas Kathryn Brown, SVP/Director, BBDO Justin Zerrenner, Account Director, BBDO Lindsay Conklin, Account Manager. BBDO Jaclyn Marino, VP/Group Director, Starcom Juliana Wurzburger, Associate Director, Starcom Margee Hocking, Director, Starcom/Liquid Thread Marisa Marolf, Account Executive, MSN Josh Smith, Account Executive, MSN

Contest/Promotion/Sweepstakes

Mini Blizzard Treatment  by space150  for  Dairy Queen

For Dairy Queen, space150 created a successful social media and marketing campaign for its launch of the Mini Blizzard. The campaign, aptly named "Mini Blizzard Treatment," sought to increase traffic to Dairy Queens. Through YouTube, Facebook and dq.com, Dairy Queen captured the campaign and posted it for the world to see. They also surprised an unsuspecting customer with a brand new Mini Cooper. Then, they posted that video online to encourage fans to submit videos of their own Mini Blizzard Treatments for a chance to win one of six additional Mini Coopers.

Credits: Director of Media: Nicole Newville Creative Director: Jason Strong Senior Designer: Ollie Bauer Associate Designer: Andrew Ridgeway Project Manager: Alli Burgess Producer: Genna Freeberg Editor: Amber Navarrete Copywriter: Jon Resheske Copywriter: Jon Reine Senior Account Executive: Rusty Elm Creative Tech: Stacey Barnes* Tech: Corey Tenold Media Planner: Kristin Olson Senior Media Planner: Matt O'Laughlin Senior Social Media Planner: Craig Key

Email: CRM Campaign

HP Customer Revival Campaign  by Infogroup  for  HP Home and Home Office Store

With a targeted, three-part message series, HP and Infogroup were able to solve one of the biggest challenges for email marketers: how to engage inactive subscribers - those who hadn't purchased a product or opened an email in the last six months. First, the team targeted previous purchasers and inactive subscribers, offering ever more valuable discounts throughout the series, and then delivering a clean, simple design with a clear call-to-action. The messages conveyed a sense of exclusivity that stood out from the crowd, broke through the inbox marketing noise, and engaged this once disengaged segment. As as result, the campaign generated about five times greater revenue than standard weekly messaging campaigns.

Affiliated Agency: n/a
Creative Agency: n/a

Credits: n/a Alida Bangs HP Direct Marketing Manager Victor Chemtob HP Senior Retention Marketing Manager Brandy Zapfe Infogroup Senior Account Director David Graham Infogroup Senior Marketing Strategist Matt Caldwell Infogroup Creative Director Travis Rice Infogroup Senior Designer

Email: Marketing Campaign

Plan a Night Out  by Acxiom Integrated Agency  for  Bing

Bing's "Plan a Night Out" member email campaign merged creative and strategy to increase the use of Bing's search by exposing users to new platform features leading up to Valentine's Day. The emails utilized eye-catching subject lines like "Bing: Plan your night (that lasts till morning)" and featured dramatic "hero" images designed to appeal to different audience segments, complete with unique Bing search bars and hot-spot area links. The campaign received nearly a 20 percent increase in open rate compared to average and a 160 percent increase in search queries driven by the newsletter.

Affiliated Agency: Acxiom Integrated Agency provided creative and execution services
Creative Agency: n/a

Credits: n/a Kristin Brennan, Copywriter, Acxiom Piyush Panchal, Art Director, Acxiom Rich Patterson, Associate Creative Director, Acxiom Kimberly Brizzolara, Creative Director, Acxiom Patrick Kearney, Senior Account Manager, Acxiom EurJean Chung, Account Manager, Acxiom Briana Wardstrom, Bing Email Marketing Manager, Microsoft Kerry Godes, Bing Email Marketing Manager, Microsoft

Gaming: Advergaming

California - The Game  by SapientNitro  for  California Travel & Tourism Commission

Providing a colorful tour of iconic sites in California, SapientNitro designed an online board game for the California Travel & Tourism Commission to educate tourists about the Golden State. The goal was to get travelers to watch their television commercial and create a co-promotion with Southwest Airlines that allowed players to win vacations to California. Players would answer questions about destinations and submit their score for a chance to win a trip. The effort combined online advertising, social media, viral components, events, publicity, and in-plane advertising to get out the message. Viewers also could send a postcard to their friends through Facebook Connect.

Credits: VP/Creative – Anthony Yell Associate Creative Directors - Andrew Van Hook, Jon Jackson Copywriters - Todd Murphy, Dave Cohen Designers - Giselle Hernandez, Rebecca Reuben Illustrator – Rob Magiera Account Executive - Marisa Engel Project Manager - Laina Schwartz Information Architect - Gilles Berube Flash Developer - Casey Klebba

Gaming: In-Game Advertising

Verizon Wireless' Sponsorship of Alan Wake  by Moxie  for  Verizon Wireless

Combining the real with the virtual world, Moxie designed a campaign to build Verizon into the Alan Wake story line by making the carrier part of the narrative in the game. An in-game Microsoft Tags captured with a physical Verizon mobile device gave thousands of gamers exclusive content, expanding on the story line as it played out on the screen. MTags led gamers to clues, bringing the game through the screen into real life. One tag leading players to Alan Wake's voicemail gave clues about the relationship with his kidnapped wife, Alice, making it an excellent example of blurring the lines.

Credits: Chris Gomersall, SVP, Creative

Home Page Takeover

Predators - Home Entertainment Release  by Think Jam  for  20th Century Fox - Home Entertainment

There's nothing subtle about Think Jam's takeover promoting the DVD and Blu-ray release of Predators - it's kill or be killed. That's because the ad turns into a shooter game in which a user gets to choose from a selection of high-powered weapons to take down an alien marauding across the home page. It's not every day you get to see green blood splattered on the screen. The creative "gameification" employed is well-suited to the subject and its young-skewing audience.

Affiliated Agency: MediaMind

Credits: Daniel Noy - Think Jam - Vice President of Operations Daniel Robey - Think Jam - Managing Director Paul Mcgregor - Think Jam - Creative Director Brendan Mckitrick- Think Jam - Technical Director Jonathan Tavss – Twentieth Century Fox - Producer

Mobile Marketing: App as Advertising

Sweet Talk 2.0  by Evolution Bureau  for  Juicy Fruit

It all starts with a simple and sweet idea: Pick from a library of talking lips, voices and messages, hold the phone over your mouth and share the sweet message with your friends and the world. This low-production mobile app leverages mobile, social media and user-generated video to rejuvenate a brand that's old enough to witness the world's first movie studio. The app went viral through its teen audience, reaching tens of millions of people with this incredibly fun and upbeat experience.

Affiliated Agency: PARTIZAN, PRODUCTION COMPANY
Creative Agency: SPYPOST, COLOR

Credits: STEPHEN GOLDBLATT EVOLUTION BUREAU EXECUTIVE CREATIVE DIRECTOR MARK VOEHRINGER EVOLUTION BUREAU ART DIRECTOR JOSH LOWMAN EVOLUTION BUREAU COPYWRITER CHRIS KURSEL EVOLUTION BUREAU COPYWRITER DEVIN CRODA EVOLUTION BUREAU DESIGNER CHRIS BRANT EVOLUTION BUREAU DIRECTOR OF TECHNOLOGY RAY DOLBER EVOLUTION BUREAU DEVELOPER CRAIG BATZOFIN EVOLUTION BUREAU EXECUTIVE PRODUCER REBECCA ORLOV EVOLUTION BUREAU BROADCAST PRODUCER CHRIS KURSEL EVOLUTION BUREAU EDITOR SHEILA STEPANEK PARTIZAN EXECUTIVE PRODUCER STEPHEN GOLDBLATT EVOLUTION BUREAU DIRECTOR ROSS RIEGE PARTIZAN DIRECTOR OF PHOTOGRAPHY ROSS GIRARD PARTIZAN LINE PRODUCER

Mobile Marketing: Single Execution

G Series: Sports Illustrated iPad App  by VML  for  Gatorade

The G Series Sports Illustrated iPad App targets Gatorade's top influencers by bringing familiar tabletop games to the iPad. Users can play some of Americans' favorite games, football and basketball, through finger taps and flicks. The brand naturally gains its way to the users' hearts by associating with their passion for those games, as well as carrying the brand's message of energy and better athletic performance throughout the interaction.

Credits: Creative Director: Tony Snethen, VML Associate Creative Director: Aaron Weidner, VML Sr. Art Director: Chad Green, VML Sr. Copywriter: Joel Henning, VML Developer: Joe Longstreet, VML Group Creative Director: Linda Bumgarner, VML Executive Creative Director: Debbi Vandeven, VML

Mobile Marketing: in-App Advertising

Cosmopolitan Boulevard  by Deep Focus  for  Cosmopolitan

Taking a unique approach for a fashion/lifestyle publisher, Cosmopolitan worked with Deep Focus to create an in-app placement for seven brands - Baby Phat, Est'ee Lauder, Lanc^ome, mark., Nivea, Revlon, and Yves Saint Laurent - to showcase their products in a whimsical virtual boulevard of window fronts. This creative and charming way to present advertisers' products has a distinct Cosmo feel, allowing for rich interaction within the app, such as contests, videos, brand engagement, and even shopping as users "take a stroll along the boulevard."

Credits: Team List (all from Deep Focus): Ken Kraemer, Executive Creative Director Paul Clark, Senior Motion Designer Jason Garrett, Senior Developer David Irons, Senior Interaction Designer Mari Suh, Designer David Kroner, Associate Art Director Ariel Broggi, Copywriter Melissa Karten, Executive Producer Jamie Julian, Senior Producer Vivian Sarratt, Producer Sean McGaughan, Associate Producer

Mobile Marketing: SMS Campaign

Kargo / Bonnaroo SMS Campaign  by Kargo  for  Rolling Stone / Garnier Fructis

Aside from yelling into friends' ears, texting was probably the most common communication technique for festival-goers at the Bonnaroo music festival. Kargo helped Rolling Stone and Garnier take advantage of this fact to create an SMS poll for the crowd to vote for their favorite band during the artists' live performances - with the winning band to be featured on the cover of Rolling Stone magazine. This extra level of natural engagement during the concert gave sponsor Garnier Fructis an excellent opportunity to personally touch every participant in post-vote messages.

Credits: Harry Kargman, Founder & CEO Scott Evans, COO Vince Ponzo, EVP Partnerships

Rich Media: Campaign

PIRATES OF THE CARIBBEAN: ON STRANGER TIDES : Online Banner Campaign  by AvatarLabs  for  Walt Disney Studios

Avatar Labs used rich media effectively both to tease new viewers and provide an experience beyond the trailer for presold fans of the fourth Pirates of the Caribbean. On the Yahoo home page, the tease began with the Yahoo logo changed to "Yo ho" and a skull moving across the page. For the Yahoo movies page, fittingly, the takeover was more detailed, with 3-D-like scenes playing. Fans could click on clips ranging from Jack Sparrow's pirate recruitment video to footage of Walt Disney introducing the original "Pirates" ride, the movie's precursor.

Credits: Credits Agency: AvatarLabs Studio/Network: Walt Disney Studios Clients: Jonathan Viola (Producer)

Rich Media: Single Execution

White Collar HTML 5 Ad  by Glow Interactive  for  USA Network

iPad users who visited the New York Times HTML5 Web site January 18 unexpectedly became detectives when a rich-media ad for the season premiere of USA's White Collar turned actual content into clues to unlock series' videos. The ad ran for one day and featured a virtual scanner in-ad that could be moved throughout the home page to find clues. Scanning copy or images would then reveal a QR code that indicated a video was found and ready for viewing.

Credits: Glow Interactive Account Director: Mike Molnar Design Technologist: Neil Voss Account Executive: Helen Dodderidge Rich Media Agency: Eyewonder

Search Marketing: SEM Campaign

Super Bowl Search Campaign  by MediaCom  for  Volkswagen

It takes time before some new products catch the attention of consumers. For Volkswagen's launch of the 2012 Passat and Beetle models around the Super Bowl, it took multiple listings in paid search and Facebook campaigns to drive traffic, as well as targeting long-tail competitive brand terms; expansion of distribution of TV spots; football-related site placements like espn.com; and retargeting YouTube VW viewers across the Google Display Network. Web search result impressions for VW during and after the Super Bowl rose by more than 1, 232 percent, compared with the prior year. It also drove up more than 2,212 percent clicks to vw.com on game day, and 180 percent higher click-through rates. VW's February 2011 retail sales rose 32 percent, and record monthly sales were recorded in April.

Credits: Mike Kujanek (Group Search Director, MediaCom) Ryan Mocan (Search Director, MediaCom) Mike Solomonov (Search Director, MediaCom) Natasha Ludwig (Search Manager, MediaCom) Brett Geeser (Search Manager, MediaCom) Whitney Moore (Search Specialist, MediaCom) Lydia Lewis (Search Specialist, MediaCom) LuRae Lumpkin (Head of Search, MediaCom) Sara Devine (Manager, Digital Media Integration, Volkswagen of America)

Search Marketing: SEO Campaign

Nikon Digital Cameras  by Covario  for  Nikon

Nikon realized significant benefits using SEO at a rate more effective than buying expensive ads on Google and Bing where CPCs in this market segment can run as high as $2.40 per keyword. The campaign integrated keyword research, content optimization, restructuring the Web site using best practices focusing on valuable keywords, and improving navigation to other relevant content on the Nikon USA site. It succeeded in capturing top Google organic rankings at a rate 26 times higher than Nikon's primary competitor. Nikon displaced their primary competitor on Google for 36 percent of high-traffic keywords, and 37 percent of all keywords tracked for Nikon now rank on the first page of Google.

Credits: Cynthia Jeffus – Internet Operations Manager, Nikon David Dentry - General Manager, Customer Relations, Nikon John Thielmann – Account Director, Covario David Cato – SEO Strategist, Covario Jeff MacGurn - Director, SEO Services, COvario

Social: App as Advertising

Dolby Update Theater  by Isobar  for  Dolby Laboratories

In an interesting use of social media to display Dolby's strengths, this campaign demonstrates, rather than tells consumers about the power of sound. Adam West of Batman fame signed on to host a one-hour live event, the "Dolby Update Theater," to demonstrate how Dolby makes any media experience - including Facebook - more intensely entertaining. Every member of Dolby's Facebook community had their Facebook status update submitted for consideration. The best were read in a live event on the Dolby Update Theater Facebook tab. Banner ads promoting the event ran across blog networks three weeks prior. Dolby's fan community rose 500 percent to 17,477. Wall activity on the Dolby Facebook page has increased 50 percent since the live event.

Credits: Katie Acosta, Client Partner, Isobar John Reid, Executive Creative Director, Isobar Dan van der Hei, Associate Creative Director, Writer, Isobar Gabe Ruane, Associate Creative Director, AD, Isobar Joelle Louie. Account Supervisor, Isobar Ciaran Rogers, Project Manager, Isobar Orme Dominique, Motion Design Director, Isobar Gooby Herms, Motion Graphics Designer , Isobar Jason Jobe, Motion Graphics Designer, Isobar Mook Choi, Motion Graphics Designer, Isobar Jared Stanley, Director of Technology, Isobar Tyler Madison, Developer, Isobar Kevin Olson, Facebook Developer, Isobar Raphael Lopez, Analytics, Isobar Emily Snowden, Strategy , Isobar

Social: Campaign

FritoLay All-Natural Campaign  by OMD  for  FritoLay, Lay's, SunChips and Tostitos

The FritoLay Farmville partnership combines the scale and engagement of social gamers, mixing paid, owned and earned media. FritoLay's decision to use all-natural ingredients in a variety of its chips prompted OMD to design a place in Zynga's Farmville where players could harvest FritoLay crops and see the all-natural ingredients come to life on the farm. In return for their help, players could enhance their game play. The campaign delivered 1,876,933 new "likes" generated in 24 hours, the results making their way into the Guinness Book of World Records for the fastest growing brand page within a 24-hour time period, ousting former record holder Oreo. Today, the Facebook page has 2,185,457 fans and growing.

Credits: Kristen Colonna, Group Account Director, Communications Planning, OMD Stephen McKnight, Supervisor, Communications Planning, OMD Adam Gendleman, Strategist, Digital, OMD

Social: Creative Use of Facebook Self-Serve Ads

Red Square Agency Facebook Ads  by Red Square Agency  for  Red Square Agency

Red Square Agency wanted to see if ridiculous, entertaining ads would outperform a consistent, well-crafted campaign, and the answer came back as a resounding "yes." As part of a larger Red Square Agency branding campaign, they targeted the personal Facebook pages of CMOs and other marketing decision-makers to see if their ads, (sample copy: "This ad features a cat") would stand out. Based on the CTR and CPA, they had beaten the competition by 78 percent after five weeks, proving that it's still possible to create a standout Facebook ad.

Credits: Rich Sullivan - Executive Creative Director Ryan Lundy - Designer Nick Ewertz - Copywriter Jeff Whitlock - Producer Karen Sullivan - Producer Jarrod England - PR Manager Niki Lim - PR Manager

Social: Use of Fan Page

The Coca-Cola Facebook Community  by 360i  for  Coca-Cola

With the largest community of any brand on Facebook, Coca-Cola still works to make the user experience personal for all of its 33 million members. Living by the mantra of "Fans First," the site welcomes engagement from its vocal, passionate brand advocates from around the world who are eager to connect with both Coca-Cola and one another. The sense of community is promoted by fans sharing their experiences with Coca-Cola (and millions of their closest friends) via a fan-centric editorial calendar, consistently exposing them to fresh content.

Affiliated Agency: 360i, social strategy & community management

Credits: Michael Donnelly - Group Director, Worldwide Interactive Marketing, The Coca-Cola Company Brad Ruffkess - Interactive Strategy, User Experience, The Coca-Cola Company

Social: Use of Twitter

Twitter Firsts  by Mullen  for  JetBlue

Social is an integral part of how JetBlue thinks, acts and behaves - therefore it makes perfect sense for them to be a "first call" for new Twitter opportunities. Using Twitter, JetBlue was able to gain great results in several new advertising launches, such as being among the first to utilize promoted trends when the product was still in beta. This partnership follows JetBlue's DNA of an airline that is first to market with new offerings, and continues to help juxtapose them against the more conservative legacy airlines.

Credits: John Moore, Chief Media Officer Katie Thompson, VP Associate Director Digital Media Tracy Barahona, Senior Digital Media Planner

Sponsorship

Amazing Starts with the Heart  by OMD  for  Quaker Oatmeal

In the face of strong competitive pressure, limited budgets, and eroded share of voice, Quaker had to quickly change perceptions of its brand and regain momentum in heart health. The brand was woven into a custom, sponsored, content-rich destination that brought relevant, interesting tools and information to consumers to help them improve their lives. Everydayhealth.com therefore was the perfect partner for Quaker to draft off of positive and proactive health conversations. External support for this custom content destination included standard banner media, cobranded digital units leveraging EH, mobile ads, and Twitter and Facebook communication. By year's end, guaranteed visitors to the hub is expected to hit 750,000, while time spent on the center is 76 percent higher than any other similar Everyday Health destination.

Credits: Shauna Lotz, Associate Director, Digital, OMD Mandy Murawsky, Supervisor, Digital, OMD Karen Bennett, Group Director, Communications Planning, OMD Kristen Colonna, Group Account Director, Communications Planning, OMD

Video: Brand Integration/Product Placement

Internet Explorer 9 Launch: Mike Tompkins Video  by Bradley and Montgomery (BaM)  for  Microsoft

Instead of going the usual route of placing its product in the hands of a well-known celebuTuber, Microsoft went one better and placed the YouTube star in the product. The brand created an online remix experience for a video of Katy Perry's "Firework" by Mike Tompkins, who makes covers of popular songs using only his voice (think a hipster Bobby McFerrin) and posts the resulting videos to his popular YouTube channel. To encourage people to download the latest release of Internet Explorer, BaM and Microsoft turned the video into an immersive and interactive experience designed to utilize and highlight features of the browser when viewed using it.

Affiliated Agency: Archetype (Site demo programing and code development)

Credits: Ben Carlson (Chief Strategy Officer, BaM) Brian Harris (Creative Director, BaM) Craig Moore (Creative Director, BaM) Lindsay Lackey (Campaign Manager, BaM)

Video: Branded Entertainment

Dirty Shorts  by Starcom USA/Energy BBDO/Dig Communications  for  Wrigley, Orbit

Starcom USA and Wrigley teamed with Arrested Development cult icons Jason Bateman and Will Arnett (and the actors' production company DumbDumb) to create a series of humorous shorts called, appropriately enough, "Orbit Dirty Shorts." Each raunchy scenario (one features Bateman posing as a female stripper and another has a middle-aged Arnett character dating a teenage girl) prominently uses the Orbit gum as a device to clean up the slimy situations the characters created.

Affiliated Agency: Electus
Creative Agency: BBDO

Credits: Starcom USA: Robyn Stellmach, Karen Umeki, Jennifer Morgan, Erin Houg, Donna Sharp, John Schaefer and Matt Jimenez

Video: Campaign

Fox Home Entertainment, Fight Club Spoof  by Break Media  for  Fox Home Entertainment

I am Jack's funny bone. Tickle me and Jack may buy your movies on Blu-ray. If senior citizens performing the "I want you to hit me as hard as you can" scene from Fight Club make Jack laugh, well, then he very well may go around clicking through to watch a high schooler's video rendition of the dog-fighting scene from There's Something About Mary and any of the other five videos Fox Home Entertainment and Break Media made to promote Fox's back catalog of films. Just remember: You are not your Blu-rays.

Credits: Jon Small, SVP/ Editorial Director, Break Media

Video: Video Appearing in a Banner, Expandable Banner or Interstitial

Transformers VIB Takeover Plus  by Tremor Video  for  Paramount

Aiming to create an interactive video takeover experience for Paramount's Transformers: Dark of the Moon that went beyond the standard expanding ad unit norms, Tremor incorporated the flick's aesthetic to create expandable ad units that felt just as much a part of the world of the movie as the video playing within them. The team utilized Flash, ActionScript, CSS, HTML, and Javascript elements to ensure that the unit would resize and work for all of the various browsers and devices it might be played on.

Credits: Leandro Silva - Designer / Developer, Tremor Video Allen Blickle - Art Director, Tremor Video David Sanderson - Director of Creative Services, Tremor Video Joe Tripodo - Creative Manager Amy Eicher - Interactive Coordinator, Paramount

Viral Campaign

The Franchise Fan Cave Catch  by OMD  for  Showtime

To promote the upcoming series premiere of The Franchise: A Season with the San Francisco Giants, Showtime reconfigured the popular location-based service Foursquare to dispense baseballs from an out-of-home unit. Not only did consumers receive an official MLB branded ball immediately upon checking-in on Foursquare, but they instantaneously shared the action with their social graph. The unit therefore invented a never-before-seen local, social and mobile advertising platform. By doing so, Showtime changed the way mobile, social and OOH advertising work together with a seamless execution that drove word-of-mouth buzz with a new and groundbreaking activation.

Affiliated Agency: Monster Media

Credits: Trevor Guthrie - OMD: Director, Ignition Factory East Kevin Howard – OMD: Group Account Director Jay De La Cruz – OMD: Channel Planning Director Joel Balcita – OMD: Director, Outdoor Media Group Jason Wolf – OMD: Strategist, Sheila Mills - Showtime Networks Inc.: Director of Marketing, Sports & Event Programming George DeBolt - Showtime Networks, Inc.: Senior Vice President - Media, Promotions and Partnership Marketing Paul Nichols – Showtime Networks, Inc.: Vice President, Print & Broadcast Production Kjerstin Beatty – Showtime Networks, Inc.: Senior Director Media

Student

Integrated Online Campaign Back to top

Apparel, Fashion

Levi's Curve ID Campaign  by Katalyst  for  Levi's

Levi's Curve id jeans use a revolutionary sizing system to fit a range of underserved curvaceous women. To prove it wasn't just another gimmick, Katalyst used YouTube gurus and video testimonials, Twitter, a Facebook "Fitting Room" and in-store events, showing millions of consumers that Levi's have a fit for every woman.

Credits: Anthony Batt, President, Katalyst Kris Ordaz, Creative Director

Automotive

Nissan GT Academy  by OMD  for  Nissan

Nissan's challenge was to connect the average consumer to the unattainable dream of driving a race car, while raising the performance profile of the brand. By creating Nissan GT Academy, a national tournament featuring PlayStation's Gran Turismo 5, the top driving simulation game, Nissan meshed gaming and branded entertainment to entertain, engage and reward across multiple platforms from gaming consoles to social networks and TV. It began with a tournament to find the best virtual Nissan GT5 racers in the U.S. Sixteen contestants were chosen to move to the next phase, real-world racing. After a rigorous one-week selection process, all captured on film (reality series airing this fall), a winner was chosen to join the European winners, making it a global effort. The campaign attracted 53,797 aspiring racers; over 35 percent of these opted in for more information from Nissan, far surpassing average opt-in rates for Nissan campaigns.

Credits: Kristi Lind, Group Account Director, OMD Ed Beadle, Group Director, Strategy, OMD Dario Raciti, Director, Gaming (Ignition Factory), OMD Brad Souva, Associate Director, Digital, OMD Andrew MacLeod, Strategist, OMD Jon Brancheau, VP (Nissan Marketing), Nissan North America Erich Marx, Director (Social Media & Interactive Marketing), Nissan North America Phil O'Connor Sr. Manager (Marketing Communications), Nissan North America Chad Jacoby, Sr. Manager (Media Operations & Direct Marketing), Nissan North America Mike Disser, Sr. Planner (Lifestyle Marketing), Nissan North America

Beauty & Cosmetics

I Do My Do  by Martha Stewart Living Omnimedia  for  Pantene

I Do My Do utilized the full suite of MSLO assets to bring Pantene products to life and engage their consumers with a meaningful integration. By incorporating real brides into the campaign, "I Do My Do" personalized the integration while building awareness and purchase intent through supplied media and custom-built media. The campaign engaged consumers by providing healthy hair tips and offering customizable products that had proven success and lasting results.

Credits: Arlene Schusteff Emily Payton Elisha Fahmy Joanne Mule Michelle Snyder Allison Mikkalo Katie Flanagan Darcy Miller Jody Churchfield Elizabeth Graves Lauren Richel Kelly Melissa Colgan

Beverage (alcoholic)

Magners Comedy Festival 2011  by Antler Agency  for  Magners Irish Cider

Magners Irish Cider, which supports an eponymous comedy festival in Glasgow, decided to stage one in Boston. To promote it - and its brand - the multimedia campaign had the last laugh. Fifty amateur comedians hoping to win a slot pitched themselves on Facebook, generating 75,000 visits - and 10,00 visitors to the festival site. Sixteen of the 20 shows sold out, and 2.1 million impressions were created for Magners. Dying is easy; comedy is hard. Magners just leveled the field.

Credits: Terry Lozoff, CEO - Antler Agency Adam Sadowski, Production Manager - Antler Agency Don Raymond, Art Director - Antler Agency Beth Tucker, Social Media Manager - Antler Agency

Beverage (non-alcoholic)

Dr Pepper CHEGG  by Initiative  for  Dr Pepper/Snapple Group

Since Coke and Pepsi hold pouring rights on most college campuses, Dr Pepper booked a different entry. It partnered with chegg.com, the online textbook rental service, for an interactive brand campaign. Students designed Chegg boxes with Dr Pepper imagery, then asked friends to vote on Facebook and Twitter. The campaign clicked on 4,000 campuses; the top three designers won a MacPro - and the winning look will be printed on Chegg delivery boxes for the fall semester. The promotion delivered top marks: 19 million impressions.

Credits: Initiative: Neil Hamel – Manager, Innovations Caroline Giegerich – VP, Innovations Dave Rosner – EVP, Innovations Jennifer Nyhan – EVP, Group Account Director, Planning Trisha Atkinson – Director, Planning Bryan Master – Director, Digital Daniel MacDonald – Planner

Business-to-Business

Watch This Space  by Google  for  Google

Google's "Watch This Space" campaign featured a sleek Web site that was easily navigable and full of rich content. Utilizing six tabs, the Web site hosts information on industry trends, solutions, tools, a creative corner, news and a sandbox. The content in each tab is artfully vibrant and informative, making the campaign's execution both effective and aesthetically pleasing.

Affiliated Agency: Johannes Leonardo
Creative Agency: Click3X

Credits: Fantasy Interactive Google: Marketing Managers: Aman Govil, Deepak Ramanathan Johannes Leonardo: Executive Creative Directors: Jan Jacobs, Leo Premutico Art Director: Emmie Nostitz Copywriter: Julie Matheny Producer: Dena Lenard Designers: Isaac Weeber, Susana Londono Click3X: Producer: Ephraim Kehlmann Developer: Colin Ochel Creative Director: Nick Agderian Art Director/Animator: Claudeland Louis Animator: Nur Khabir Grow Interactive: Creative Director: Drew Ungvarsky Producer: Sonya Parker Fantasy Interactive: Creative Director: Anton Repponen Designer: Brijan Powell Producer: Jeff Yamada Lead UX/IA: Irene Pereyra Joystick Interactive

Charity/Non-Profit Organizations

Consumer Packaged Goods

Ban the Bland  by Organic, Inc.  for  Kimberly-Clark/ U by Kotex*

Last year, U by Kotex helped break the cycle of period shame by opening an honest conversation about vaginal health. Now, along with introducing the first-ever pads and liners with colorful patterns, they invited girls to redesign the feminine care category with the Ban the Bland Design Challenge. Through social media and online ads, they're reaching out to girls, giving them a megaphone and asking what they think about plain white pads in a world of colorful options.

Credits: • Chief Creative Officer: Conor Brady • Executive Creative Director: Sam Cannon • Group Creative Director: Amy Hodgins Carvajal • Creative Director: Cinnamon Rensberry Pritchard • Art Director: Mike Leslie • Senior Copywriter: Nate Rogers • Experience Architect: Charlie Zicari • Production Director: Tom Hillebrand • Group Account Director: Jim Napolitano • Senior Engagement Management: Emily Pasquier Harrington • Senior Solutions Developer: Jason Randall • Senior Interface Developer: Jeff Simko • Community Manager: Leah Sipher-Mann

Education/Charity/Non-Profit

National Geographic’s “The Last Lions” Campaign  by Velti  for  National Geographic

The documentary The Last Lions, aimed at educating people about the Big Cats Initiative to drive awareness of the plummeting population of lions in the wild, is itself activism, and the campaign promoting it extends and develops the message of the film. National Geographic teamed with Velti to execute a broad range of engaging and interactive mobile solutions, and in so doing brought in everything from the Botswana Tourism Board to your local theater into its fold.

Affiliated Agency: N/A

Credits: Nikki Lowry, Director of Film Marketing & Outreach, National Geographic Entertainment Andreas Petropoulos, Senior Project Manager, Velti Jason Han, Advertising Operations Manager, Velti

Entertainment: Games

Entertainment: Movies

The Long Khan  by Deep Focus  for  EPIX

Is there a more passionate group out there than Trekkies? To promote The Captains, the new documentary in which William Shatner interviews all the actors who have helmed the famous vessels in the Star Trek fleet, Epix knew they had to speak a special version of geek. So to launch the film they created Shatner-Palooza, a three-city tour, along with a viral video contest built around Shatner's iconic yell at the end of 1982's Star Trek II: The Wrath of Khan. The resulting videos can be viewed at thelongkahn.com.

Credits: Andy Hunter, Chief Marketing Officer Patricia Yun, Director of Digital Marketing

Entertainment: Music

KISS: 22 Cities, 22 Unsigned Bands!  by Eventful, Inc.  for  KISS

Generating an emotional connection with fans, the iconic rock group KISS ran a digital campaign with Eventful to create a user-generated tour across America. It gave more than 425,000 fans the opportunity to give 22 unsigned bands out of the thousands that entered a chance to open for KISS. About 25 percent of fans shared the campaign through social networks, resulting in 105 million social media impressions. Online ad and rich-media impressions reached 24 million, as well as the 4 million emails that were sent, resulting in an additional $200,000 in ticket sales. One band from each of the 22 local markets across the U.S. played at a KISS show.

Credits: Holly Anderson-VP of Marketing, Eventful

Entertainment: News/Sports/Information

MLB Fan Cave  by Hill Holliday  for  Major League Baseball

Hill Holliday created a digital platform that helped mlb engage with fans like never before. The wsj called it "part performance art, part social media stunt, part dude fantasy." The goal was to use digital technology to transform baseball from "America's favorite pastime" into a modern source of entertainment for the next generation to embrace. The results were all positive: those exposed to the campaign were 13% more likely to watch or attend an upcoming game, and there were gains of over 35,000 Facebook followers and 29,000 Twitter followers.

Affiliated Agency: Endemol - Video development & production

Credits: Dave Bolger, SVP Group Media Director – Hill Holliday Jeff Zanella, Associate Media Director – Hill Holliday Jenna Umbriana, Platform Media Manager – Hill Holliday Paul Pereria, VP Analytics – Hill Holliday Dan Goldstein, Analyst – Hill Holliday  John Dukakis, SVP Director of Branded Content – Hill Holliday Tyler Hissey, Social Media & Content Manager – Hill Holliday Jen Akins, VP Account Director – Hill Holliday Sarah Waskiewicz, Account Supervisor – Hill Holliday  Tim Cawley, SVP Group Creative Director – Hill Holliday Kevin Daley, SVP Group Creative Director – Hill Holliday Lance Jensen, EVP Chief Creative Officer- Hill Holliday

Entertainment: TV (non-news)

Experience The Killing  by TargetCast  for  AMC

TargetCast used search, display, video, mobile, gaming and social to generate tune-in for AMC's The Killing's series premiere and drive viewers to AMC's Web properties. Consumers were encouraged to share online content - including video trailers, contests and an interactive game. Paid media included Google search (84.8 million impressions), YouTube's flagship "Home Page Masthead" (61 million impressions and 2 million plays within 24 hours), and hyper-targeted Facebook ads (87.9 million impressions). Result: Premiere ratings for the target demo tripled the AMC norm.

Affiliated Agency: Trailer Park - Creative
Creative Agency: Empire Design

Credits: Kara Asuncion - Print Creative (Empire Design) Carrie Rickard - A/V (Empire Design) Ram Calley - Senior Producer (Trailer Park) Lisa Park - Coordinator (Trailer Park)

Financial Services/Banking/Investments

Globalize Your Thinking  by EURO RSCG Worldwide  for  OppenheimerFunds

To help Oppenheimer promote its global/international funds, Euro RSCG employed a parallel "global" strategy online, with a consistent message and branding that spanned video, display, email and Twitter - all driving to an investment knowledge center. The campaign also utilized animated infographics and quizzes via QR codes to bring financial information to life. The extensive content featured in the campaign helped increase sales of Oppenheimer's global funds 34 percent from a year ago. And the globalizeyourthinking.com microsite has drawn more than 300,000 visits to date.

Affiliated Agency: Media Contacts

Credits: Chris D'Rozario - EURO RSCG New York, Creative Director / Copywriter Alec Vianu - EURO RSCG New York, Creative Director / Art Director Philip Parrotta - Oppenheimer Funds, SVP Integrated Marketing & Brand Development . Kirti Srikant - Oppenheimer Funds , AVP Brand Marketing Tatiana Sochurek , EURO RSCG New York, Account Director

Food & Beverage

Pleasure Personified  by Ryan Partnership, Mindshare Entertainment  for  Unilever, Magnum Ice Cream

Style icon Karl Lagerfeld and starlet Rachel Bilson teamed up for Magnum Ice Cream's "Pleasure Personified" campaign, which has led to stores barely being able to keep the product on the shelf. The ad targeted the 28-year-old affluent female demographic, who are motivated by accessibility, exclusivity and sensual experiences. The promotion launched at nyc's Tribeca Film Festival. Within 12 weeks of the launch, Magnum was the no.1 "Super Premium Frozen Novelty Brand."

Affiliated Agency: Golin-Harris - PR
Creative Agency: MindShare - Media

Credits: SVP, Group Director – Gene Tiernan, Ryan Partnership SVP, Creative Director – Suzanne Charbonneau, Ryan Partnership Account Director – Carla Johnson, Ryan Partnership Account Supervisor – Sarah Simmons, Ryan Partnership Senior Project Manager – Laura Stewart, Ryan Partnership Account Executive – Sean Dennison, Ryan Partnership Senior Producer – Nina Sherwin, Ryan Partnership Assoc. Creative Director – Jason Bascom, Ryan Partnership Sr. Copywriter – Alan Herzog, Ryan Partnership Director of Technology - Rob Gainer, Ryan Partnership Director of Application Development - Michael Paige, Ryan Partnership Database Developer - Larry Alderman, Ryan Partnership Senior Brand Manager -- Michael Hurley, Magnum Brand Manager – Sam Spencer, Magnum Cindy Gustafson Mindshare, Managing Director Michael Yablonski Mindshare, Group Planning Director Greg Manago Mindshare Entertainment, Senior Producer Tiffany Winter Mindshare Entertainment, Content Strategist Think Integrated (Shopper): Danielle Johnson, VP

Healthcare & Fitness

Wellness Week  by SpaFinder  for  SpaFinder

SpaFinder's Wellness Week campaign generated over 75 million impressions in an eight-week period and gained over 100,000 new consumer sign-ups. SpaFinder's mission is to connect consumers with spas the world over. With an already large consumer base, SpaFinder utilized its Wellness Week campaign to offer consumers $50 or 50 percent off spa services nationwide. The tremendous participation made for a successful campaign and very happy sponsors.

Affiliated Agency: BottleRocket Marketing Group

Credits: SpaFinder: Bradford Jones, VP Product Marketing & Merchandising; Betsy Isroelit, Senior Vice President Marketing and Communications; Sallie Fraenkel, Chief Marketing Officer BottleRocket Marketing Group: Michan Fiore, VP, Alliance Marketing Lindsay Bennett, Account Director

Medical & Pharmaceutical

I Pick My Nose  by Digitas Health  for  MedImmune/FluMist

Flu shots have been given for 71 years. Now you have a choice: vaccine or spray in the nose. For kids, it's a no-brainer: They pick their nose. Parents needed to be educated in order to request FluMist from doctors. A clever, fun multimedia effort - I Pick My Nose - hit parents' and iVillage sites, while the campaign dominated YouTube for a day. Banners proclaimed: "Flu has cooties." The effort was on the nose, winning 254 million online impressions and 900,000 video views.

Credits: Creative Team Graham Mills – Managing Director/ECD – Digitas Health Jacqueline Nolan – SVP/ECD – Digitas Health Brian Lefkowitz – SVP/CD – Digitas Health Emily Spilko – ACD – Digitas Health Sarah Miller – Lead Creative (Art Director) – Digitas Health Francisco Garcia-Tunon – Lead Creative (Copywriter) – Digitas Health Jonathan Klein – Copywriter – Digitas Health Sarah Cobb – Art Director – Digitas Health Production Maria Amato – Digitas Health Media Chris Andrew – SVP/GD Media – Digitas Health Planning Jeffrey Werbylo – VP/D Account Planning – Digitas Health Marketing Team Eva Heyman – Managing Director/Marketing – Digitas Health Scott Tannenbaum – VP/GD Marketing – Digitas Health Claire Foster - VP/D Marketing – Digitas Health Lizzy Mangold – Manager Marketing – Digitas Health Meghan Rose – Manager Marketing – Digitas Health Tina Mathew – Sr. Associate, Project Management – Digitas Health Tech Team Scott Henry – Associate Director – Digitas Health Anna Armentrout – Principle Software Engineer – Digitas Health Greg Beliczynski – Senior Software Engineer – Digitas Health John Vacca – Senior Software Engineer – Digitas Health

Restaurants/Fast Food

Mini Blizzard Treatment  by space150  for  Dairy Queen

To drive awareness of Dairy Queen's new Mini Blizzard Treat, space150 sent a street team doing "Mini Treats" (or good deeds) across the country in (what else?) a Mini Cooper. The journey of the team lived across social media, and just as the real people the team came across got "Mini-Treatments," so too did the online audience have their chance to get treated. An online contest asked fans to submit videos of their own Mini Treats for a chance to win a Mini Cooper Countryman, just like the street team drove.

Credits: Director of Media: Nicole Newville Creative Director: Jason Strong Senior Designer: Ollie Bauer Associate Designer: Andrew Ridgeway Project Manager: Alli Burgess Producer: Genna Freeberg Editor: Amber Navarrete Copywriter: Jon Resheske Copywriter: Jon Reine Senior Account Executive: Rusty Elm Creative Tech: Stacey Barnes Tech: Corey Tenold Media Planner: Kristin Olson Senior Media Planner: Matt O'Laughlin Senior Social Media Planner: Craig Key