New/Emerging/Experimental Media Finalists

by Staff Writers, Sep 1, 2006, 4:13 PM

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The endless flexibility of media invites marketers to think way outside the box. These campaigns charted new territory.

2Advanced Studios

Motorola

Shane Mielke, Art Director; Jonathan Moore, R&D Technology; Jeff Jirsa and John Carroll, Programmers; Eric Jordan, Video; Cooper Griggs, Project Manager; Elijah Shepard, Audio; Baz Pringle, 3-D

Sound-only ringtones are so last year. 2Advanced Studios invited users to create customized multimedia ringtones and test their skills in music video creation on a new Motorola microsite, Studio Moto.

The agency placed two new interactive applications at the heart of the site. Visitors used the MotoGraph application to create customized animation, mixing premade video, sound, symbols, and text. They could preview the ringtone as they worked on it and instantly e-mail the creation to friends. The MotoRemix application let users make their own music videos with tracks and exclusive footage of House of Blues artists, and then e-mail the videos or send them to mobile phones.

The promotion also offered a link to the Motorola products page, brand association with the House of Blues, news feeds from RollingStone.com, and exclusive downloads.

Click here to see the original entry.

OMD

Visa

OMD: Dario Raciti, Group Director of Strategy; Dino Mytides, Manager of Ignition; Eric Klotz, Supervisor, Emerging Platforms; Jeff Minsky, Director, Emerging Platforms; Matt Kasindorf, Client Communications Director; Laura Kolodjeski, Group Director, Strategy

Visa: Jon Raj, Vice President of Advertising and Emerging Media

Ubisoft: Jeffrey Dickstein, Strategic Sales and Licensing Manager

In-game product placement presents a delicate challenge: Communicate the brand's message and features, but don't interrupt the gaming experience or you will incur the wrath of gamers. OMD successfully navigated this challenge in placing Visa security features in the plotline of Ubisoft's PC game "CSI: 3 Dimensions of Murder."

In the game, a rich heiress fakes her own death and steals a Visa card from her sister to make her escape. Players use Visa's fraud protection program to crack the case, making engagement with the client's brand an essential part of the gaming experience. Each time a user plays through the sequence, he spends a minimum of 10 minutes interacting with the brand. With a projected 1 million units sold, that translates to an estimated 330,000 hours of relevant brand exposure.

Zoom Media & Marketing and OMA/OMD

HBO/"Entourage"

Zoom Media & Marketing: Patrick West, VP Experiential Marketing; Fred Schonenberg, Account Executive

HBO: Christopher Glover, Coordinator, Advertising and Promotions; Chris Spadaccini, Director of Advertising, Series

OMG: David Yacullo, President; Matt Grosse, Associate Director; Dena Risorto, Account Supervisor

PHD: Kate Woodruff and Jason McConnell, Planners

When HBO asked Zoom Media & Marketing to hype its popular show "Entourage," the agency turned to health-obsessed New Yorkers in a partnership with New York Sports Clubs. Zoom created a dedicated "Entourage" channel that aired full-length episodes in more than 100 NYSC locations.

The idea was to spur DVD sales of the show's second season while promoting its upcoming third season. Episodes ran on big screens in workout rooms and on individual displays attached to treadmills.

Click here to see the original entry.

For more information about the Creative Media Awards ceremony go here.

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