Consumers can easily create their own media these days, and advertisers are beginning to tap into that content.

* WINNER *
BILLBOARD/LG
Billboard/LG Mobile Beat Contest

Billboard: Scott McKenzie, VP, Editorial Director; Derek Sentner, National Advertising Director, Digit Media/Consumer Brands; Stacey Gross, Marketing Director; Ryan Bleich, Eastern Sales Director; Eric Ward, Manager, Market Development
Mediaedge:CIA: Jeff Rossi, Associate Media Director; Chanasith Ruanglek, Media Supervisor; Jennie Scheer, Senior Planner Brandbuzz: Gwynne Gauntlett, Associate Director, Interactive; Hillary Evans, Creative Director; Michelle Lee, Manager, Integrated Marketing

Billboard presented a campaign concept to advertiser LG that gave them the opportunity to reach a targeted audience with specific interests and desires. The Mobile Beat contest invited entrants to submit an essay and pictures of why they should win. Winners then got an enV phone from LG and press/photo access to the summer's hottest live concerts where they are reviewing and blogging with their blog-ready LG camera phone. Readers can check out the photos, reviews, and vote for the winning blogger. This grand prize winner will be sent to a Billboard award show. Win for the client. Win for Billboard.com music fans.

CHEIL COMMUNICATIONS
Samsung m620/"UpStage YouTube"

Tom McManus, Creative Director, North America; Ann Marie Mathis, Interactive Creative Director; Johanna Rustia, Bernell Clifford, Art Directors; Jeff Babson, Copywriter; Chris Mogen, Design Director, Interactive; Jared Stanley, David Lillis, Flash Development; Joseph Andreana, Jr., Project Manager; Eitai Tabari, Senior Project Manager; David Glitzer, Director of Interactive Services; Amy Vinson, Account Executive; Laurie O'Connor, Associate Media Director

Samsung's m620 is two unique devices working together - phone on one side, and dedicated music player on the other. This launch campaign focused on product and branding through a lip-sync contest on YouTube. The contest was promoted with homepage roadblocks on YouTube, a sponsored video story on Facebook's homepage, and Flash banners on music and fashion Web sites.

OMD
Frito-Lay, Doritos/"Crash the Super Bowl"

Frito-Lay/Doritos: Ann Mukherjee, Vice President of Marketing; Jason McDonell, Director of Marketing; Rudy Wilson, Brand Manager; Nichole Taylor, Associate Product Manager; Jared Dougherty, Director of Public Relations
Millsport: Andrew Robinson, Senior Vice President; Lori Sutherland, Account Supervisor Goodby: Kelly Johnson, Account Director; Gena D'Angona, Account Manager; Robert Dippell, Assistant Account Manager
TPN: Chris Bellinger, Account Director OMD: Chris Hoopes, Client Communications Director; Suhaila Suhimi-Waldner, East Coast Digital Media Director; Andrea Montana Speros, Associate Director of Strategy; Erin Matts, Group Director of Strategy; Meryl Haslach, Strategy Supervisor

In a media first, "crash the super Bowl" invited people to create a commercial about what the Doritos snacking experience means to them. Viewers voted on their favorites at CrashTheSuperbowl.com and the winning spot aired on the Super Bowl. The commercials proved so popular that the two top entries received air time during the Super Bowl.

The result was a 12 percent sales increase for Super Bowl month over 2006, $35 million worth of press, 925,000 unique visits to 1,070 video submissions viewed 3 million times. The winning video "Live the Flavor," ranked No. 4 on USA Today's Super Bowl Admeter.