• by Staff Writers , August 29, 2006

Marketers are taking online promotion and advertising to new heights with full-motion video, sound, graphics, and tons of interactive features.

Carat Fusion

Adidas

Mike Yapp, EVP, Creative Director; Huan Nghiem, Associate Creative Director; Mike Daniel: Art Director; Dan Tamura, Senior Copywriter; Jezreel Alcantara, Senior Developer; Katie Gallagher, Account Director

Here's a brief to make the blood run cold: Bring a legendary but troubled hoops hero back from the dead and make finicky sports fans care enough to buy stuff with his name on it. Well, not only did Carat Fusion, San Francisco, pull off the assignment, its "Pistol Pete" Web site, based on the life and basketball times of Pete Maravich, is probably the single best sports paraphernalia destination online. The site offered retro gear including hats, shirts, and sneakers via a funky 1970s interface and included a viral "All-Star Generator" photo-sharing feature and an interactive scrapbook. This feature and others raised online awareness for the Pistol Pete clothing line. Carat finessed solid site navigation and a fun approach.

Click here to view Carat's brief.

IQ Interactive/Arnold Worldwide

Royal Caribbean

Arnold Worldwide: Ron Lawner, Chief Creative Officer; Jay Williams, Tony Quin, Executive Creative Directors; Stephen Potter, Doris Chung, Adam Boozer, Creative Directors; David Chung, Art Director; Nicole Berard, Laurie Asmus, Liz Fontaine, Copywriters; David Chung, Designer; Heather Wischmann, Maria McHugo, Jill Pontiff, Producers; Melissa Goldstein, Information Architect; Kate Walters, Jana Roszkowski, Account Service

IQ Interactive: Animation, Audio Design, Music Composition, Original Score, Compositing, Direction, Flash Development, Production and Programming, and Video Production

IQ Interactive/Arnold Worldwide created an elegant and engaging site -- FreedomoftheSeas.com -- to promote Royal Caribbean's debut of its new ship, Freedom of the Seas. The elaborate site offered visitors a deep and immersive experience with full-figure animations that guided them through the massive ship. Three-dimensional renderings of the ship, which was still under construction as the site launched, delivered what amounts to an interactive adventure as visually detailed as most stand-alone video games. Features included a surfing simulator, the H2O Zone water park, and the Presidential Family Suite. Visitors could take a tour and access images and details about the ship's construction and features. The site engaged visitors for an average of eight minutes each.

Click here to view IQ Interactive/Arnold's brief.

Organic

Sprint

Organic: Christian Haas, Group Creative Director; Ben Citron, Associate Creative Director/Copywriter; Roger Wong, Associate Creative Director; Maria Tyomkina, Designer; Aaron Clinger, Flash Developer; Jennifer Zirbel, Engagement Manager; Brendan Moorcroft, Account Director

V3 at Anonymous Content: Tom Gatsoulis, Director; Maeliosa Tiernan, Producer; Sylvia Kahn, Executive Producer

Drive a cab -- fast. Scare your passengers. Lay down a pithy mix of soul tracks. Inflate a sex doll. It's all in a day's work in Sprint's "Entertain Yourself Power Vision" video campaign. Organic mixed linear video, interactive controls, and a great comedic sensibility into an easy-to-use video experience in which consumers "drove" a hapless passenger around town in a virtual cab. The campaign generated buzz for the release of a new wireless product and inspired viral distribution. Unbranded at launch, the experience became branded around the release of the new service and linked to a dedicated site. A teaser campaign, along with guerrilla postings by "street teams," drove initial traffic. The clip has been downloaded nearly 800,000 times since its launch; 98 percent of downloads were virally generated.

Click here to view Organic's brief.

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