• by Staff Writers , September 6, 2007

More and more marketers have started deploying widgets in hopes of bosting engagement.

 

* WINNER *
CREW CREATIVE ADVERTISING
Discovery Channel/"Deadliest Catch"

 

Discovery Channel: Marci Klugman, Chris Disharoon-Adams, Brad Feinberg, Nellie Ryan, Tom Oksner
Crew Creative: Mike Eller, Mark Beechy, Sam Limb

 

The "deadliest catch" widget was designed to look like the controls of one of the show's fishing boats and gave users a chance to track the actual travels of the crew on the show and compare the weather at their location with local weather.
It also links out to puzzles and games, such as Crab Fishing 101. Since its launch in April, the widget has
been downloaded more than any other available on the Discovery Web site.

OTOLABS
Nick.com/Nick.com LaunchPad

OTOlabs: Mitchel Ahern, Project Manager; Brian Assmus, Animator and Designer; Sarah-Anne Keenan, Programming Director; David Finnerty, Designer

This branded customizable desktop application helps solve the issue of marketing to a young audience because it does not require collecting any personally identifiable information. OTOlabs developed the downloadable platform to provide Nick-relevant information and a way to engage with popular Nickelodeon show characters. Users can customize with "skins" for Spongebob, Fairly OddParents and others. Stickiness was a goal
so that users would want to keep the tool running for updated showtimes and links to Nick sites. Content includes movies, game intros and show previews. Some 32 percent of users run the application over 2 hours per day, 21 percent use it for 30-120 minutes, and 26 percent from 5-30 minutes.

T3
JCPenney/JCPToday

JCPenney: Dave Owen, Manager, Internet Marketing; Christine Galing, Online Marketing Manager
T3: Jennifer Dillahunty, Account Supervisor; Jennifer Faber, Associate Creative Director; Allison Onishi, Senior Project Manager; Amy Torres, Innovation Analyst; Taylor Hight, Senior Account Executive; Katie Kirkpatrick, Copywriter

JCPToday is an intuitive custom downloadable application that delivers sales offers, new product announcements and in-depth features directly to the consumer's desktop. It's designed to serve as a trusted adviser or best shopping buddy. Actionable product-of-the-day picks and "scoops" are all accessible without opening any e-mail. Customers can personalize the tool with reminders about important events.