Commentary

Advertising/Promotion Web Site/Microsite

Marketers deploy a wide variety of techniques and technologies in promotional sites.

* WINNER *
AKQA

Visa Signature

Bob Pullum; Karen Hutchinson; Kristen Stewart; Jason Apaliski; Mie Hommura; Olivia Murray; Brad Johnson; James De Jesus; Barbara Alperin; Jen Watts; Cristina Hong; Laura Schuler; Eric Shuai; Yiming Roberts

As the web extension of the offline campaign for Visa Signature, AKQA's microsite for the luxury reward card instantly entices viewers with a drop-down list of "Things To Do While You're Alive" before launching a video of the changing of the guard at Buckingham Palace complete with an interview with a royal guard.

The elegantly designed site lets visitors click on 35 list items that each employ a different set of video, audio and digital animation elements to bring the varied objectives to life. The content ranges from recipes from world-famous chefs to an interactive schedule for making the Grand Tour of Europe.

And once you start clicking on the aspirational "to do" list, it's hard to stop. How many promotional sites can say that?

IAC ADVERTISING SOLUTIONS
Schick Quattro for Women

IAC Advertising Solutions: Michael Calleia, Creative Director; Sharon Harris, VP Marketing; Melissa Greenberg, Strategic Account Manager; Rob Cukierman, Manager, Site Strategy and Development
VisualMax: Steven McBride, Director; Mimi Chan, Account Manager; J.P. McGarrity, Art and Creative Director; Copywriting: Emily Spilko, Copywriter
Match.com: Janet Siroto, Director, Editorial

Few promotional sites can stand on their own as online destinations. IAC achieves that distinction by creating a microsite that seamlessly blends content and advertising, media and marketing. A highlight of GirlsGuidetoDating.com is the selection of video dating scenarios tackling topics from dealing with narcissists to the dreaded ex-girlfriend appearance.

By going beyond the usual list of dating tips, the site's interactive features helped build a fun, community-oriented campaign around the Schick Quattro for Women.

Within the first month alone, the site generated over 3.8 million hits and almost 100,000 sweepstakes registrations. It also lured more than 38,000 responses to get more information on Schick razors for a 39 percent conversion rate. There were more than 1,000 downloads of dating cheat sheets and 9,000 tell-a-friend viral marketing actions.

T3
The Wall Street Journal

T3: Steve Knight, Senior Copywriter; Francesco Bertocci; Senior Art Director David Vo; Rich Media Supervisor Clarisa Moore; Senior Account Executive Frank Duran; Senior Rich Media Designer Pam Crosier; Senior Project Supervisor Jason Huang; Technical QA Supervisor Emily Domaschk; Technical QA Specialist
Wall Street Journal: Joan Wolf-Woolley, Director of Advertising, Consumer Media Group

As part its first brand advertising campaign in 10 years, The Wall Street Journal needed something special online. T3 delivered with a microsite that cast the newspaper as inspirational storyteller rather than as indispensable financial resource.

Showcasing a diverse group of icons including Sheryl Crow, Oscar De La Hoya and Kenneth Cole, the site was intended to encourage everyday readers to fulfill their own potential by offering a unique look at these individual journeys toward success. The celebrity profiles relied on powerful black-and-white photography, digital animation and video interviews to help illuminate their subjects.

Next story loading loading..