MediaPost - OMMA Awards

Integrated Online Campaigns

Apparel/Fashion: Lacoste Momentum by EuroRSCG Worldwide - New York for Lacoste
EuroRSCG Worldwide
Lacoste, "Momentum"
APPAREL/FASHION
Fearing that too many millenials think of country clubs and popped-collar polo wearing tennis players when they see the little alligator, Lacoste's back-to-school Momentum campaign engaged younger consumers with a Web site where visitors could create customized kaleidoscopes by selecting their favorite products and musical artist. Lacoste-created versions of the colorful, eye-catching kaleidoscopes streamed as banner ads on fashion Web sites and kids could also add their "shopping list" of favs to their Facebook page.
Affiliated Agency: KfirZiv Photography
Credits: Account Management: Chief Executive Officer, NY: Jeff Brooks Account Director: Alexandra Scebold Account Executive: Samantha Wagner Project Management: Senior Project Manager: Yiannis Psaroudis Creative: Executive Creative Director: Rahul Sabnis Creative Director: Marc Blanchard Copywriter: Thom Woodley Art Director: Stephen Petronis Art Director: Charles Tibble Art Director, Motion: Yuliya Parshina Designer: Andrew Walko Senior Producer: Peter Blitzer Flash Development: Senior Flash Developer: Joe McHeffey Flash Designer: Philis Liu Technology: Director of Technical Innovation: Chuck Fletcher Senior Software Engineer: Paul Denya Web Developer: Edgar Zorilla; deb shops Model Search by NetPlus Marketing for deb shops
NetPlus Marketing
Deb Shops, "Model Search"
APPAREL/FASHION
To raise brand awareness during the teen retail frenzy that is back-to-school shopping, Deb Shops launched the Model Search campaign, inviting contestants to promote themselves on Facebook, MySpace and YouTube (yielding plenty of searches and hits to the Deb Shops site). Visitors to the site could vote for their favorite young lady, and Project Runway winner Jay McCarroll added a celebrity endorsement throughout the campaign. Sales for the month were up, up, up and more importantly the brand established an online presence.
Credits: John Shanley Creative Director Sean Flanagan Art Director Dave Larkins VP of Marketing; Nike Sportswear + FADER Presents Pitch Perfect by The FADER for Nike Sportswear
TheFader
Nike Sportswear, "Pitch Perfect"
APPAREL/FASHION
For the Pitch Perfect campaign, Fader produced original Nike branded "mix tapes" (which were downloaded more than 100,000 times) leading up the World Cup. During the games, mini-documentaries gave an in-depth look at the people of South Africa - on and off the football field. The content was engaging and beautifully executed and added value to the World Cup experience for soccer fans, music fans, Nike fans ... just about anyone actually.
Affiliated Agency: Cornerstone Promotion
Credits: Pete Macia, Editorial Director, The FADER Justin Thomas Kay, Creative Director, The FADER Andy Cohn, Executive Vice President & Publisher, The FADER Melanie Samarasinghe, Associate Publisher, The FADER Kaela LaRosa, Marketing and Events Director, The FADER Marlina Fletcher, Senior Marketing and Events Manager, THE FADER David Bevan, Associate Editor, The FADER Shu Hung, Global Digital Nike Sportswear Lead, Nike, Inc. Jimmy Mouton, Global Sportswear Digital Producer, Nike, Inc. Adrian Miles, Brand Manager, Nike, Inc.

Automotive: E-Class by Mercedez Benz USA for Razorfish
Razorfish
Mercedes Benz, "E-Class"
AUTOMOTIVE
Want to launch a new, high-end luxury car brand - the 2010 Mercedes-Benz E-Class sedan and coupe - in the middle of one of the worst recessions ever? Try building a site highlighting its long list of technological innovations, and allowing users to access performance videos, reviews and quick, at-a-glance features comparing them to other comparable cars. And drive traffic too via customizable, 3-D homepage takeover units on some of the most targeted and high-profile news sites, including NYTimes, WSJ, Reuters and Washington Post. Throw in some mobile Web apps providing dealer info and side-by-side comparisons, and you'll likely end up in an E-class by yourself.
Credits: Client Partner: Pat Frend, Razorfish Creative Director: Peter Knierim, Razorfish Creative Director: Darwin Tomlinson, Razorfish Director of Account Planning: Grant Owens, Razorfish Senior Art Director: Justin Bilicki, Razorfish Senior Copywriter: Timothy McCormack, Razorfish Senior Art Director: Simona Lo, Razorfish Senior Copywriter: Reid Armbruster, Razorfish Technoloy Director: Adam Grohs, Razorfish Experience Lead: James Spahr, Razorfish; Say hello to the new car by Critical Mass for Nissan LEAF
Critical Mass & TBWAChiatDay
Nissan Leaf, "Say Hello to My New Car"
AUTOMOTIVE
Nissan's web design team literally turned over a new leaf to help launch the automaker's first 100 percent all-electric car, the aptly named Nissan Leaf. The forward-thinking digital strategy seamlessly blends viral inducing social media options with online CRM features and a tablet-friendly homepage design that simply feels right for a new, eco-friendly brand whose target audience is "the new driver." To accomplish that, it first had to make visitors feel like "the new Web site user," and everything about the Leaf site - social feeds, personalized build/buy/drive tools, and its simple, relevant interface - are intended to convey that.
Affiliated Agency: Chiat
Credits: The Critical Mass Nissan LEAF team; Heart and Mind: 2010 Consumer Online Brand Campaign by Critical Mass for AutoTrader.com
Critical Mass
AutoTrader, "Heart and Mind: 2010 Consumer Online Brand Campaign"
AUTOMOTIVE
For its 2010 consumer effort, automotive commerce site AutoTrader.com took a potential negative (the confusing nature of buying a new car) and turned it into a positive (making it an adventure) by simultaneously tapping into the emotional and logical ways people search for a new car. The result was a highly cinematic, CG-generated approach leveraging AutoTrader.com's attention-getting "Hearts & Minds" TV spots, evoking the internal race inside shopper's hearts and minds when looking for a new car. Feeling more like a videogame than a commerce site, Autotrader.com manages to take something prosaic (shopping) and turn it into a thrill ride.
Credits: Critical Mass

Beauty/Cosmetics: Campaign: Dove Men + Care by RYAN Partnership for Dove Men + Care
RYAN Partnership
Dove Men + Care, "Dove Men + Care"
BEAUTY AND COSMETICS
Look, pro-baseball players are just like you, Average Joe! They have kids, worry about dry skin...At least that is what the Dove Men + Care Journey to Comfort campaign proposes. Launched during a branded sponsorship of MLB.com during Father's Day (nice targeted start), short vignettes of three stars (Joe Girardi, Andy Pettitte and Albert Pujols) show the men in the comfort of their own (very comfortable) homes playing with the kiddies, hugging the wife and discussing the joys of fatherhood. Aw. The editorial content also appears on the campaign's site, making it a destination for anyone who missed the videos.
Credits: EVP, General Manager – Josh Sacks VP, Group Director – Chris Harris SVP, Creative Director – Jennifer Miller Managing Director – Beth Olsen Program Manager – Efrim Dragovic Assoc. Creative Director – Brady Coffey Sr. Art Director – Yvonne Willman Art Director – Jess Wojcik Art Director – Heather Ferreira Motion Graphics Designer – Dean Yeager Motion Graphics Designer – Keith Varni Executive Web Producer – Jeff Kroll; Travel Home with a Bright Smile by MediaVest for P&G / Crest / Whitestrips
MediaVest
P&G/ Crest White Strips, "Travel Home with a Bright Smile"
BEAUTY AND COSMETICS
Where are people spending November online? Travel sites. And because you want to look your best when you go home (in case you run into your ex at the movie theater) but also can't afford to go because hello, there's a recession, Crest, for its Holiday Smiles campaign, said hey, splurge a little on these White Strips and you could get $100 off your flight on Travelocity. Those really desperate to get home (or to the Bahamas) competed for a free trip by submitting a family story via Facebook. The Smiles contest further encouraged engagement by inviting visitors to submit family photos for a chance to win a camera.
Affiliated Agency: Digitas
Credits: Brian Connor, Digital Planner, MediaVest Arielle Heller, Connections Manager, MediaVest Ezra Englebardt, Manager, Acct Planning, Digitas Rebecca Hanson, Associate Brand Mgr, P&G; Daily Beauty Forecast by The Weather Channel by The Weather Channel for Kao Brands Company
The Weather Channel
KAO, "Daily Beauty Forecast"
BEAUTY AND COSMETICS
What's the first thing you want to know in the morning? The forecast, of course, so you can plan your wardrobe accordingly. With this in mind, KAO teamed up with the The Weather Channel to create the Daily Beauty Forecast. Enter your zip code, just as you would on the TWC site, and in addition to the temperature and cloud coverage, you get helpful suggestions (and corresponding product recommendations) on keeping frizzy hair tamed from humidity and how to protect your skin from high UV rays.
Affiliated Agency: Enlighten
Credits: Randi Stipes, Advertising Solutions Manager, The Weather Channel Donella Cohen, Senior Product Manager, The Weather Channel Jim Coraci, Account Manager, The Weather Channel Donnie Smith, Creative Architect, The Weather Channel Tim Bernas, Product Manager, The Weather Channel Neil McGillis, Director Weather Systems Development & Operations, The Weather Channel

Business-to-Business Campaigns: Summer by Bravo Digital Promotion by Bravo for Bravo
Bravo
Bravo, "The Summer by Bravo"
BUSINESS-TO-BUSINESS

Aimed at media agencies, the Summer by Bravo digital campaign highlighted the cable channel's content and sponsorship opportunities. Visitors who landed on the site could click on a 30-second ad, following which they could watch an extended version and visit Bravo's Affluencers.com. And, in what was among the more attention-grabbing promotions, visitors could also order a pair of Ray-Ban sunglasses from the site - an initiative meant to tie in to the pool-party theme of the Summer by Bravo campaign.
Affiliated Agency: Tanka, Digital Agency
Credits: Trez Thomas – VP, Brand Strategy and Creative Director, Bravo Brand Creative; Marcelo LaFerla – Senior Designer, Bravo Brand Creative; Gennifer Birnbach – Copy Writer, Bravo Brand Creative; Nicole Sabatini – VP, Bravo Ad Sales Marketing; Maria DeLuca – Director, Bravo Ad Sales Marketing; Jennifer Gettlin – Assistant Manager, Bravo Ad Sales Marketing; Jeff Falcon, Chief Technologist, Tanka; Business on Main by Mindshare for Sprint
Mindshare
Sprint, "Business on Main"
BUSINESS-TO-BUSINESS
Working with Microsoft, Mindshare created a Web site aimed at showing small business owners what Sprint could offer them. The site gives entrepreneurs a way to create profiles, connect with other business owners, join discussion groups and find fast answers to questions. Additionally, the site boasts video interviews with CEOs and Q&As with consultants. A mobile version of the site has been optimized for almost all smartphones. Site visits surpassed the goal of 5 million in the first year with more than 7 million.
Credits: Derek Topel, Mindshare Joe Migliozzi, Mindshare Therese D'ambrosia, Mindshare Mark Potts, Mindshare Jonathan Manka, Mindshare John Mariano, Mindshare David Lang, Mindshare Entertainment Greg Manago, Mindshare Entertainment Tiffany Winter, Mindshare Entertainment; Join the Lighting Revolution, NXP by NXP Semiconductors for Join the Lighting Revolution, NXP
NXP Semiconductors
NXP, "Join the Lighting Revolution"
BUSINESS-TO-BUSINESS
The "Join the Lighting Revolution" campaign, directed at design engineers in the lighting industry, was aimed at getting out the message that incandescent lamps are being replaced by energy saving alternatives like CFL and LED bulbs. In addition to a welcome video, the site offered users the opportunity to request free bulb samples. Users could also share the site via MySpace, Digg, Blogger and other platforms.
Affiliated Agency: Present Media – Campaign creation and support
Creative Agency: Trimm – Landingpage creation, metrics
Credits: Sander Arts -> Vice President Han Nabben-> Director Integrated Marketing Freek van Vlerken -> Senior Marketing Campaign Manager Michel Claassens -> Senior Director Global Web Marketing & Brand Edwin Van De Merbel -> Internet Program Manager Jacques Le Berre --> Director Marketing & Business Development Lighting Solutions

Best Relaunch of Causes/Charity/Non-Profit Organization Website: Heal Haiti by Interlex Communications, Inc. for Pan American Development Foundation
Interlex Communications, Inc.
Pan American Development Foundation, "Heal Haiti"
CHARITY/NON-PROFIT ORGANIZATIONS
Within hours of the earthquake in Haiti, the airwaves were flooded and aid Web sites were springing up left and right. Employing a combination of celebrity PSA appeals-including Haitian celebrity Jimmy Jean-Louis, Rene (aka The Haitian) on NBC's hit series Heroes, and Rainn Wilson, Dwight on NBC's The Office - print ads, social media and radio promos, the Pan American Development Foundation was able to aid more than 300,000 people with the delivery of food, shelter, and medical care. Almost $6 million was raised in the days after the earthquake, $4 million of which were in-kind donations.
Credits: Heather Ruiz - Creative Director Tyler Tamplin - Graphic Designer Melissa Lojewski - Graphic Designer; I Am Here by T3 for Mobile Loaves and Fishes
T3
Mobile Loaves and Fishes, "I Am Here"
CHARITY/NON-PROFIT ORGANIZATIONS
A far cry from the soup kitchen, Mobile Loaves and Fishes in Austin took a decidedly high tech approach to combating homelessness. Combining social networking, a print campaign, outdoor advertising and donations via text message, T3 helped Mobile Loaves and Fishes raise $12,000 within 48 hours. The campaign also resulted in 250 news stories in 32 markets, including CNN, FOX News, MSN, The Huffington Post and USAToday and a 300 percent increase in online donors and 575 percent spike in site traffic. Most importantly, the campaign helped a homeless family get off the street and into a home.
Affiliated Agency: Reagan National Advertising
Credits: Ben Gaddis, Director of Mobile, T3 Kate Donaho, Group Creative Director, T3 Molly Wilson, Public Relations Coordinator, T3 Lauren Picarello, pro-bono event public relations Taylor Hight, Account Supervisor, T3 Jennifer Faber, Associate Creative Director, T3 Brian Williams, Senior Interactive Designer, T3 Frank Duran, Senior Creative Developer, T3 Colin Decker, Art Director, T3 Tara Connolly, Senior Production Artist, T3 Alan Graham, President, Mobile Loaves & Fishes Anna-Marie Phelps, Chief Marketing Officer ,Mobile Loaves & Fishes Bill Reagan, CEO, Reagan National Advertising Coy West, Sales Manager, Reagan National Advertising; "End Malaria - World Malaria Day" in partnership with Malaria No More, the Case Foundation, Twitter, Twitpay and the UN Special Envoy for Malaria's Social Media Envoys group by Malaria No More for Malaria No More
Malaria No More
Malaria No More, "End Malaria - World Malaria Day"
CHARITY/NON-PROFIT ORGANIZATIONS
The World Malaria Day "End Malaria" campaign - in partnership with Twitter is increasingly becoming the charitable fundraising vehicle of choice and the Malaria No More campaign is an ample demonstration of the platform's power. With the goal of ending malaria in Africa by 2015, Malaria No More focused their efforts on World Malaria Day using Twitter, a dedicated Web site (www.hope140.org/endmalaria), and Twitpay to raise more than $35,000. Notable Twitteratis Demi Moore, Larry King, Jeremy Piven, Bill Gates, Biz Stone and others supported the campaign and helped generate for than 178,000 tweets for the cause.
Affiliated Agency: The Case Foundation
Creative Agency: Twitter
Credits: Social Media Envoys - Scott Case, CEO, Malaria No More - Jeff Smith, Chief Marketing Officer, Malaria No More - Erica Lichtenberger, Communications Associate, Malaria No More - Jory Cunningham, Online Engagement Manager, Malaria No More - Jean Case, CEO, The Case Foundation - Erich Broksas, Senior Vice President, Innovation & Investment, The Case Foundation - Brian Sasscer, Senior Vice President, Strategic Operations, The Case Foundation - Kari Dunn Saratovsky, Vice President, Social Innovation, The Case Foundation - Allyson Burns, Director, Communications, The Case Foundation - Biz Stone, Co-founder, Twitter - Claire Williams, Social Innovation, Twitter - Jenna Sampson, Communications Associate, Twitter - Mark Otto, Interaction Designer, Twitter - Michael Ivey, President, Twitpay - Ray Chambers, UN Secretary-General’s Special Envoy for Malaria - Wendy McWeeny, Special Assistant, Office of the Special Envoy for Malaria - Sean Hightower, Communications Director, Office of the Special Envoy for Malaria - Sarah Ross, Head of Digital Media, Katalyst Media (for the Social Media Envoy group) - Rachel Webber, Director of Digital Strategy and Development, Fox TV Studios

Consumer Packaged Goods: LEGO CL!CK by Pereira & O'Dell for LEGO Systems
Pereira & O'Dell
LEGO, "LEGO Click"
CONSUMER PACKAGED GOODS
Sales of LEGOs up 32 percent? Stop the presses! That's an amazing statistic but, given the creativity here, it's not too surprising. Targeting adults, the brand tapped into every grown person's memory of the creativity of youth with a video about an inventor inspired by children's true stories. Who couldn't love this? The concept of the "Click" moment (an audible touch for LEGOs) is intriguing. A community blog where people can share their Click moment stories is truly inspirational.
Affiliated Agency: Production Company: MJZ
Creative Agency: Partner/iPhone App: Struck/Axiom
Credits: PR: Flashpoint PJ Pereira - Chief Creative Officer Kash Sree - Executive Creative Director Jason Apaliski - ACD/Art Director Jaime Robinson - ACD/Writer Sara Krider - Producer Jeff Ferro - Director of Production Gary Theut - Director of Client Services Ryan Toland - Account Director Skylar Fogel - Account Executive Analisa Payne - Buyer Josh Brandau - Strategy Kelsie Van Deman – Producer; Dove Men+Care featuring Drew Brees by Unilever / Dove Men+Care, Mindshare & Yahoo! for Unilever / Dove Men+Care
Unilever, Mindshare & Yahoo
Unilever, "Dove Men+Care featuring Drew Brees"
CONSUMER PACKAGED GOODS
To follow its funny Super Bowl ad that takes us through the life of a man from birth to being a confident husband and father in his 40s, Unilever (working with Mindshare and Pointroll) came up with a clever video that shows NFL QB Drew Brees in the shower, humming the tune from the previous day's ad, "The William Tell Overture." Clever and noteworthy as it is, though, the execution was brilliant. The mouse-over page takeover was placed on Yahoo Sports, guaranteeing a connection with men ages 25 to 54.
Affiliated Agency: Yahoo!
Creative Agency: Mindshare
Credits: PointRoll Unilever: Kristin Anton, Abigail Kazam Mindshare: Kevin Broomes, Joseph Maceda, Meredith Mercil, Laurel Kozeradsky, Kimberly Simon Pointroll: Jen Smith, Kerry D’Entrone, Gyll Andrson, John Barkley, Cherie Benedetto, Ben Fiore, Michelle Glazer, Chris Kraft, Ray Matos, Naila Mattison-Jones, Wade, Neumeister, Todd Pasternack, John Percival, Todd Sautter, Matt Schummer, Courtney Swindell, Mike Tuszynski Yahoo!: Brad Westbrook, Kristin Celano Ryan Direct: Efrim Dragovic, Jeffrey Kroll, Chris Harris, Jennifer Miller, Brady Coffey, Josh Sacks, Beth Olsen, Rob Gainer, Yvonne Grabowski; Klondike Micro-Bytes by Story Worldwide for Unilever N.A. - Klondike
Story Worldwide
Unilever N.A., "Klondike Micro-Bytes"
CONSUMER PACKAGED GOODS
What do you do when a campaign is so successful, you run out of product? Leverage it! That's what the agency did when Klondike was forced to turn out bars minus their iconic foil wrappers; it rewarded customers for continuing to buy the bars by offering them coupons. To reach men 25-35 online, the multiple-touchpoint and entertaining effort includes a Web game, iPhone apps and a video series.
Credits: Rob Kaminsky – Creative Director, Design Stephen Barrante – Associate Creative Director, Flash Meghan Stewart – Account Director, Marketing Services Bob Michaels – Associate Director, Project Management Dave Alperovich – Principal Developer, Technology

Financial Services/Banking/Investments: Friends Like You - Social Campaign by dailey for Intuit
Dailey
Intuit, "Friends Like You"
FINANCIAL SERVICES/BANKING/INVESTMENTS
Broadcast, webcast ... meet, Friendcast. With Initiative taking digital duties, Dailey delivered a higher percentage of new customers to TurboTax with the program than any other online channel - and 80 percent of conversions were first-time users. Via Facebook, people could share their delight in having finished their taxes. Using the "Friendlyzer," they could filter reviews and connect to social networks to read others' reviews. The experience then connected to social connectivity-enabled banners, which got 100,000 impressions and a 6 percent interaction rate.
Affiliated Agency: Initiative, Digital Agency
Credits: Intuit – TurboTax: Seth Greenberg – Director, National Media and Digital Marketing Brian Hovis – Manager, Digital Marketing and Integrated Media Christine Morrison- Social Media Marketing Manager Dan Bishop- Project Manager Initiative: Daniel Ho – Account Director Charisse Oraa – Planner Arthur Yen – Coordinator Rohit Bal – Assistant Planner Dailey: Rebecca Arnal – VP, Management Supervisor Alice Choi – Program Manager Eric White –Creative Director Joe Lazaro- Designer Matt Rasmussen- Senior Developer Roman Fraden- Flash Production Artist; The Ivan Brothers by DDB for Capital One/DDB Chicago/Venture Credit Card
DDB
Capital One, "The Ivan Brothers"
FINANCIAL SERVICES/BANKING/INVESTMENTS
This TV campaign is just an awful lot of fun. Taking place during March Madness, the Ivan Brothers story takes us through the plight of a fictional university and its coach, who finds remarkable talent on a recruiting trip. The sight of the unlikely brothers on the court is a riot. Seth Davis announcing the university's bid to the NCAA tournament sealed the deal. Capital One has made a strong connection via the Visigoths.
Credits: Jim Larmon - Group Creative Director - DDB Chicago Mike Piro - Creative Director - DDB Chicago Andrew Holton - Copywriter - DDB Chicago Devin Grimes -Art Director - DDB Chicago Diane Jackson- Executive Director of Integrated Production - DDB Chicago Marion Lange - Executive Producer - DDB Chicago The Hoffman Brothers - Directors - Harvest Films Bonnie Goldfarb - Executive Producer - Harvest Films Scott Howard - Executive Producer - Harvest Films Michael Lay - Line Producer - Harvest Films Tim Suhrstedt - Director of Production - Harvest Films Mark Hoffman - Editor - Harvest Films; No Phone Zone by Hill Holliday for Liberty Mutual
Hill Holliday
Liberty Mutual, "No Phone Zone"
FINANCIAL SERVICES/BANKING/INVESTMENTS
From the pounding rhythm of the video's music and the techno-background voiceover, "Drunk. Don't drive drunk," to social media, broadcast, display, iPad, Web site, events, Oprah - this is one integrated campaign. The PSA media blitz began on Oprah and included city rallies to bring the issue of texting while driving to the fore. Arresting homepage takeovers on local sites in rally markets as well as organic social media dialogue drove home Liberty Mutual's goal, to support a brand platform of "responsibility."
Credits: Chief Creative Officer: Kevin Moehlenkamp (Hill Holliday) Chief Media Officer: Baba Shetty (Hill Holliday) GCD: Rob Rich (Hill Holliday) GCD: David Banta (Hill Holliday) ACD/AD: Michael Shaughnessy (Hill Holliday) ACD/CW: Scott Noble (Hill Holliday) AD: Jude Senese (Hill Holliday) CW: Mike Heid, Nathan Lump (Hill Holliday) Senior Digital Producer: Ashley Engel (Hill Holliday) Account Management: Kerry Benson, Beth Prus, Lindsay Kollar, Marilla Lane (Hill Holliday) Media: Stacey Shepatin, Seb Maitra, Kristin Mollerus (Hill Holliday) Analytics: Paul Pereria, Roger Anderson (Hill Holliday) Branded Content: John Dukakis, Nan Flanagan (Hill Holliday)

Beverage (alcoholic): Ramsay’s Rules of Pairing by Catapult Action-Biased Marketing for Rosemount Estate
Catapult Action-Biased Marketing
Rosemount Estate, "Ramsay's Rules of Pairing"
ALCOHOLIC BEVERAGE
In a tough year for wine, Rosemount leveraged recommended seasonally appropriate pairings of gourmet recipes and its sophisticated-but-affordable wines from chef Gordon Ramsay, star of Fox's hit "Hell's Kitchen" reality show, across digital and traditional channels. In-show product integration, cooking demos in stores and restaurants, happy hours held during the show's airings and in-store displays/POS were supported by online elements including additional recipes/wine pairings (also available via mobile alerts), entertaining tips and a party-hosting e-vite from Ramsay. Results: double-digit national sales gains and a 1,000% leap in display activity in key markets in the campaign's initial stages alone.
Credits: Matthew Jonas, President Catapult LA Jason Rogers, President, Catapult Interactive Rich Magalik, SVP, Creative Director, Catapult Interactive; The First Pitch by MLB Advanced Media LP for Captain Morgan
MLB Advanced Media LP
Captain Morgan, "The First Pitch"
ALCOHOLIC BEVERAGE
Via a Major League Baseball partnership, "The Captain" brand character threw out the ceremonial first pitches at ballparks around the country, providing a platform for integrating the brand into fans' at-game and extended online experiences. A branded area on MLB.com let fans track the Captain's activities via an interactive U.S. map, view videos of his antics and post/share photos of themselves taken with the character at games. The brand's Facebook page was used to enhance buzz and engagement.
Credits: Bob Bowman, President & CEO Noah Garden, EVP, Commerce & Sponsorship Dinn Mann, EVP, Content, Editor-in-Chief; Bud United Campaign by DDB Chicago for AB-InBev/DDB Chicago/Bud
DDB Chicago
AB-InBev, "Bud United"
ALCOHOLIC BEVERAGE
Budweiser used the 2010 FIFA World cup to build worldwide emotional connection with the brand via a digital reality show following the interactions of 32 football fans (each representing a competing nation) living together in a "Bud House" in South Africa during the tournament. The show and its numerous social media networking/interactive tie-ins - viewers influenced events in the house and even determined each match's official MVP via SM polls - were promoted with global TV, search and online display ads. The show's YouTube page drew 4 million+ page views and the Bud United Facebook page drew nearly 1 million fans.
Credits: Bob Scarpelli - Chairman & CCO - DDB Diane Jackson - Executive Director of Integrated Production - DDB Chicago Will St. Clair - Executive Producer - DDB Chicago Ashley Vinson - Executive Producer of Digital - DDB Chicago Jason Karley - Creative Director - DDB Chicago Galen Graham - Creative Director - DDB Chicago Tyler Campbell - Copywriter - DDB Chicago John Baker - Art Director - DDB Chicago Matt Green - Associate Producer - DDB Chicago Kelly Gibson - Content Coordinator - DDB Chicago Ashley Johnson - Technician - DDB Chicago Scott McCulley - IT Director - DDB Chicago Chris Baylis - Executive Creative Director - Tribal DDB Amsterdam Tim Voors - Creative Director - Tribal DDB Amsterdam Peter Hayden - Director of Production & Operations - Tribal DDB Amsterdam Ted Dooman - Strategy Director - Tribal DDB Amsterdam Joey Duis - Social Media Planner - Tribal DDB Amsterdam Media Monks - Production Partner RSA Films - Production Company Evan Weinstein - EP/Show Runner - RSA Films Tom Dunlap - Executive Producer - RSA Films Mary Lisio - Executive Producer - RSA Films J.J. Duncan - Co-Executive Producer - RSA Films Michael Bernstein - Co-Executive Producer - RSA Films Rocket Films South Africa - South Africa Production Company

Beverage (non-alcoholic): The Colbert Nation “Coke Zero Interview Simulator” by MTV Networks Digital for Coke Zero
MTV Networks Digital
Coke Zero, "The Colbert Nation Interview Simulator"
NON-ALCOHOLIC BEVERAGE
To increase target-audience awareness, reinforce a "Real Coke Taste, Zero Calories" brand message and drive CokeZero.com traffic, the brand created an app enabling users to insert themselves into an online interview with Stephen Colbert. Videos could be shared via Facebook, Twitter,7 MySpace and email. Fans also interacted with a "Facial Profiler" enabling them to locate other fans with similar faces (playing off the concept of Zero's taste being identical with Coke's). Top videos were featured on ComedyCentral.com, ColbertNation.com and Colbert's TV show.
Affiliated Agency: MediaVest
Credits: Erik Flannigan, EVP, MTV Networks Digital Entertainment Rebecca Keszkowski, VP of Integrated Marketing, MTV Networks Digital Entertainment Deborah Schlessinger, Account Executive, MTVN Digital: Comedy Central; Pepsi Refresh Project by HUGE for PepsiCo
Huge
PepsiCo, "Pepsi Refresh Project"
NON-ALCOHOLIC BEVERAGE
Pepsi skipped 2010's Super Bowl to create a global digital initiative. Objective: Position the brand as a facilitator of life-enhancing good works, as well as shared enjoyment. At refresheverything.com, fans submit worthy causes to win grants of up to $250,000. Each month, visitors vote on 1,000 idea submissions, with 32 grants awarded. Offline synched elements span TV, print, outdoor, college programs and retail display. Pepsi jumped to a #5 ranking within Forbes's "most reputable U.S. brands" study.
Affiliated Agency: TBWA/Chiat/Day LA, original concept
Credits: Gene Liebel, HUGE, Partner, Director of User Experience David Skokna, HUGE, Partner, Executive Creative Director Aleksandar Sasha Kirovski, HUGE, Partner, Director of Production Joe Stewart, HUGE, Creative Director Felipe Memoria, HUGE, Design Director Ryan Frank, HUGE, Art Director Liang Zhang, HUGE, Art Director Rachael Greer, HUGE, Engagement Director Jennifer La Placa, HUGE, Senior Interaction Designer Ross Morrison, HUGE, Copy Director Angel Anderson, HUGE, Senior Interaction Designer Felix Brinadze, HUGE, Technology Producer Rafael Mumme, HUGE, Senior Web Developer Ana Breton, HUGE, Senior Project Manager Carl Collins, HUGE, Interaction Designer Lee Clow, TBWA/Chiat/Day, Global Director, Media Arts Rob Schwartz, TBWA/Chiat/Day, Chief Creative Officer Brett Craig, TBWA/Chiat/Day, Group Creative Director Michael Tabtabai, TBWA/Chiat/Day, Creative Director Xanthe Hohalek, TBWA/Chiat/Day, Creative Director Chris Jones, TBWA/Chiat/Day, Copywriter John Dwight, TBWA/Chiat/Day, Art Director Chris MacNeil, TBWA/Chiat/Day, Art Director Dustin Artz, TBWA/Chiat/Day, Art Director Michelle Lewis, TBWA/Chiat/Day, Copywriter Amy Luca, TBWA/Chiat/Day, Interactive Account Director Zach Gallagher, TBWA/Chiat/Day, Director of Digital Strategy; Muscle Milk's Shaquille O'Neal Augment Reality Experience by Pereira & O'Dell for Muscle Milk
Pereira & O'Dell
CytoSport, "Muscle Milk's Shaquille O'Neal AR Experience"
NON-ALCOHOLIC BEVERAGE
Family-owned CytoSport used Shaquille O'Neal's start with the Cleveland Cavaliers to boost regional sales and national awareness for its Muscle Milk protein-enhanced beverage brand. In partnership with the sports star, a limited-edition bottle, available only in Ohio, bore a marker that purchasers could use to go online and experience augmented-reality animations featuring O'Neal talking about iconic Cleveland experiences, plus a sweeps entry code (prizes included an oil painting featuring the winner posed with O'Neal). Backed by in-store POP, out-of-home and radio in Ohio markets and an open-access online tie-in, the promotion nearly doubled sales in the Cleveland/Ohio region in four months.
Affiliated Agency: Development Partner: Zugara
Credits: PJ Pereira, Chief Creative Officer Ryan Toland Gary Theut Jennifer McConville Lauren Harwell, Associate Creative Director Rob Lambrechts, Associate Creative Director Liza Behles, Copywriter Rachel Dolinsky, Art Director Analisa Payne, Art Buyer Kelsie Van Deman, Interactive Producer

Health/Pharmaceutical: Voices of Meningitis by Publicis Modem for Sanofi Pasteur / Unbranded Menactra Vaccine awareness
Publicis Modem
Sanofi Pasteur, "Voices of Meningitis"
HEALTH/ PHARMACEUTICAL
To promote awareness of meningitis, a bacterial infection that is potentially life threatening, Publicis Modem created an unbranded Web site featuring video testimonials of families that were somehow affected by the disease. The idea was to inspire parents to take action and have their children vaccinated. To drive traffic to the site, the campaign included Flash banners on key mom sites, while rich media banners showcased the testimonials. Pre-roll ads were placed on online TV services, and custom in-banner video solutions brought a mini version of the site to the user. The campaign also had its own Facebook page.
Credits: n/a; Good to Share by Digitas Health for MedImmune/FluMist
Digitas Health
MedImmune/FluMist, "Good to Share"
HEALTH/ PHARMACEUTICAL
In response to the 2009 flu pandemic, which was causing kids across the country to stop sharing for fear of catching the flu, FluMist launched an unbranded campaign called "Good to Share." The goal was to educate consumers about flu prevention in order to make sharing "good" again. The campaign included the "Good to Share" Web site, as well as a TV spot, a Google-powered flu tracker, Sesame Street podcasts, and articles about flu prevention in various publications. The campaign also encouraged everyone to share via their favorite social networking site.
Credits: Credits, all Digitas Alexandra von Plato, Chief Creative Officer Graham Mills, Executive Creative Director Jacqueline Nolan, SVP, Creative Brian Lefkowitz, VP, Group Creative Director Sarah Miller, Sr. Art Director Jessica Maxwell, Sr. Copywriter Maria Amato, Producer; 1in3people.com by Hill Holliday for Novartis
Hill Holliday
Novartis, "1in3People.com"
HEALTH/ PHARMACEUTICAL
Hypertension, or high blood pressue, is a common condition that poses a serious challenge to medical professionals because it has no symptoms. To raise awareness about hypertension, Hill Holiday created the "1 in 3 People" campaign, whose aim was to drive people to the microsite, 1in3people.com. The campaign was introduced with a film in three different lengths (60, 70 and 90 seconds) for various online formats. The home page features the faces of many ordinary looking people, whose faces you can scroll over to learn something about hypertension.
Credits: Chief Creative Officer: Kevin Moehlenkamp (Hill Holliday) Chief Media Officer: Baba Shetty (Hill Holliday) CD: Doug Gould, Eivind Ueland (Hill Holliday) AD: Doug Gould, Dannielle Jalbert, Eric Chao (Hill Holliday) CW: Eivind Ueland, Lindsay Bowen, Dan Jordan (Hill Holliday) Agency Boardcast Producer: Jillian Ring (Hill Holliday) Designer: Danielle Jalbert (Hill Holliday) Flash Developers: Jad Mintun, Nathan Vey (Hill Holliday) Digital Producer: Alyssa Merritt (Hill Holliday) Editor: Bryan Keith Production Company: Motion Theory Director: Mathew Cullen (Motion Theory) DP: Guillermo Del Toro Executive Producer: Javier Jimenez Line Producer: Bernard Rahill Photographer: Stephen Kennedy

Entertainment: Movies: 2012 by UM for Sony Pictures Entertainment
UM
Sony Pictures Entertainment, "2012"
ENTERTAINMENT: MOVIES
The film might have been a predictable drivel-fest, but 2012's media takeover was an impressive show that got movie-goers on their way to theaters before they thought to check Metacritic. On October 1, 2009, UM orchestrated the alignment of television's stars, as they reworked ad breaks across 310 outlets to deliver a two-minute teaser trailer that reached 90 percent of audiences watching ad-supported TV. Site traffic increased 278 percent, 26 percent of moviegoers cited the "integrated roadblock" as a source of awareness, and the film opened at number 1, raking in $65 million.
Credits: Deborah Lammon VP, Digital Group Media Director UM Tracy Gehard Digital Media Supervisor UM; KICK-ASS Theatrical by Initiative for Lionsgate
Initiative
Lionsgate, "Kick-Ass"
ENTERTAINMENT: MOVIES
In much the same way the Kick-Ass film showcased an onslaught of ceaseless ultra-violence, Initiative's campaign hit viewers in all kinds of online arenas: partnering with Pandora to create custom radio stations aligned with each of the films characters; sponsoring VEVO's Lady Gaga/Beyonce "Telephone" music video premiere (dubbed "The Most Important Video of 2010"); using Demand It to have campuses vote to win a free screening of the film; and way, way more. It all added up to Kick-Ass opening at #1, with the campaign reaching 45 million unique users, for a total of 151 million video views.
Credits: Initiative • Jennifer Lyons – VP, Group Account Dir • Samantha Lim – Account Director; Paranormal Activity by MEC for Paramount Pictures
MEC
Paramount Pictures, "Paranormal Activity"
ENTERTAINMENT: MOVIES
Arguably last year's most frightening film (and maybe the cheapest - the U.S. rights cost a measly $350,000), Paramount Pictures teamed with MEC, who both knew Paranormal Activity was a film worth talking about. After an initial release in 13 markets, MEC used Eventful.com's "Demand It" program, telling users that if the film reached one million "demands" it would open nationwide. It took only four days. The film was a trending topic on Twitter for over a month, beat out The Jonas Brothers and Metallica demand-wise on Eventful.com, and Paranormal became one of the most profitable films in history.
Credits: Mark Yesayian, Managing Diretor, Digital West, MEC Robb Dickehut, Exec. Media Director, Paramount

Entertainment: Music: Five Star Music Insider by RYAN Partnership for Five Star®
RYAN Partnership
Mead/Five Star, "Five Star Music Insider"
ENTERTAINMENT
To break through back to school clutter Five Star created a 360-degree campaign around a tween and teen passion point: new music. Through a partnership with Verve Life, the campaign introduced new artists using TV spots, a microsite, mobile, social, and in-store. The branding and messaging remained consistent, yet subtle, keeping Five Star top-of-mind as school shopping season kicked off.
Affiliated Agency: VerveLife
Credits: Jennifer Miller SVP, Creative Director Brady Coffey Associate Creative Director Jessica Wojcik Art Director Dana Owen Copywriter Keith Varni Art Director Elise Wilfinger EVP, General Manager Michael Schneidman Group Account Director Krista Pietrafeso Management Supervisor Erin Carter Account Supervisor Meakara Bou Asst. Account Executive David Cavallaro Sr. Producer Rob Gainer Director of Front-End Technology Michael Paige Director of Back-End Technology John Gibbs Web Developer Jeff DePascale Sr. Flash Developer Brian Sutliffe Flash Developer; The Levi’s®/FADER Fort by The FADER; Levi's/FADER Fort for Levi’s®
TheFader
Levi's, "Levi's Fader Fort"
ENTERTAINMENT
Aligning itself with the breaking and established music acts featured at SXSW, Levi's participated in a multi-faceted and ongoing showcase, partnered with The Fader. The physical Fort at the event featured live performances from bands (live streamed at the online hub and on Facebook) as well as a shop where specialty items could be purchased and customized. Forty bands performed for a crowd of over 36,000 people over the four day event, and the online presence continues to update regularly with updates about the bands and acts who have played.
Affiliated Agency: Cornerstone Promotion
Credits: Jon Cohen, Co-Founding Publisher of The FADER and Co-CEO of Cornerstone Promotion Andy Cohn, Executive Vice President & Publisher, The FADER Kaela LaRosa, Marketing and Events Director, The FADER Len Peltier, Creative Director, Levi’s Sheri Timmons, Director, Engagement & Influencer Marketing, Levi's Doug Sweeney, Chief Marketing Officer, Levi’s; Iron Man 2 - The Video Game by Mediasmith for SEGA of America
Mediasmith
SEGA of America, "Iron Man 2: The Video Game"
ENTERTAINMENT

How do you create awareness for a video game tied-into a monster blockbuster without being overshadowed by the movie opening (which in this case, was three days after the game launch)? The answer: very carefully. With a highly targeted approach, Mediasmith reached people interested in the film and comics fans. The campaign ended up tracking with 2 to 3 times the share of mind of similar tie-ins, per insights from Gamespot's GameTrax and Google Insights.
Affiliated Agency: Pod9
Creative Agency: Eyewonder
Credits: Elizabeth Heldenbrand - Mediasmith - Senior Media Planner Abe Snyder - Mediasmith - Media Supervisor Stephanie Hong - Mediasmith - Media Analyst Eliot Kent-Uritam - Mediasmith - Associate Media Director Anhtuan Pham - Pod9 - Director of Production Angie McPherson - Pod9 - Assistant Producer Adam Smith - Eyewonder - Sales Director

Entertainment: Mad Men Yourself by Deep Focus for AMC
AMC
Deep Focus, "Mad Men Yourself"
ENTERTAINMENT: TV

AMC connected viewers with a series about advertising by bringing them into the industry realm with Mad Men Yourself, a site that transforms viewers avatars to look like advertising execs from the 1960s. The gambit reached a critical mass by leveraging Twitter and Facebook. Visitors began using the photos as their Facebook profile picture or Twitter icon. It was hard to miss. In the first three months, 1 million unique visitors came to the site and 6o percent downloaded an avatar.
Credits: Steve Isaacs - Creative Director, Deep Focus Kristen Anderson - Account Supervisor, Deep Focus Michael Miraflor - Associate Media Director, Deep Focus Lina Sinishtaj - Digital Communications Manager, Deep Focus Linda Schupack - SVP, Marketing, AMC Gina Hughes - VP, Marketing, AMC Alison Hoffman - Director of Advertising, AMC Jimmy Hilburn - Marketing Manager, AMC; True Blood Season 3 - Integrated Campaign by HBO for True Blood
HBO/ PHD
HBO, "True Blood Season 3"
ENTERTAINMENT: TV
Blood was in the air, and pool water, in a viral ad promoting Season 3 of True Blood. A marketing associate from HBO apologizes for the network's over-the-top promotions that ranged from adding red dye to public pools, creating birthday cards that sprayed blood and a coffin river race where participants didn't make it out of the coffin. True Blood also took over a mobile app, which gave the illusion of bloody fingerprints searching Variety.com. Homepage takeovers dripped blood and mini episodes launched leading up to the premiere date. 6.4 million viewers tuned-in for the True Blood Season 3 premiere, almost double from last season.
Affiliated Agency: PHD
Creative Agency: Cold Open
Credits: RED Interactive Agency - Adam Dubov, Executive Producer/Creative Director, HBO.com - Carla Labianca, Supervising Producer, HBO.com - Sabrina Calouri, Director of Social Media & Marketing, HBO - Lindsey Pearl, Social Marketing Manager, HBO - Paul Sacchetti, Producer, HBO.com - Kevin Pearce, Senior Editor, HBO.com - Alison Moore, VP, Brand Strategy, HBO - Courteney Monroe, EVP, Consumer Marketing, HBO - Zach Enterlin, VP, Advertising & Promotions, HBO - Taryn Winkelman, Director, Advertising & Promotions, HBO - Talia Gerecitano, Associate Manager, Advertising & Promotions, HBO - Anthony D’Souza, Coordinator, Advertising & Promotions, HBO - Andrea Cardamone, SVP, Group Account Director, PHD - Sarah Giannantonio, Digital Associate Media Director, PHD - Sal Candela, Digital Supervisor, PHD; Discovery Channel’s LIFE Premiere Tune-in Campaign by PHD for Discovery Networks
PHD
Discovery Networks, "LIFE Premiere Tune-in Campaign"
ENTERTAINMENT: TV
Discovery, working with PHD and AKQA, launched an online campaign leading up to the premiere of "Life" that brought the stars of the series - animals and plants - to life online. Animals walked across homepages of Yahoo, Microsoft and NYTimes, encouraging viewers to watch a "Life"-themed video. Discovery was the first advertiser to take over the newly designed MSN.com, using expandable HD videos. The premiere of "Life" reached 11.8 million viewers, almost 2 million more than the debut of "Planet Earth." The "Life" campaign also resulted in 592,493 online clicks and more than 80,000 Facebook fans.
Affiliated Agency: AKQA
Credits: Name: Jeffrey Liang Title: Digital Group Director Company: PHD Name: Carlos Sevilla Title: Digital Strategist Company: PHD Name: Rachel Hewitt Title: Digital Strategist Company: PHD Name: Andrea Montano Title: Group Strategy Director Company: PHD Name: Joshua Spiegelman Title: Associate Strategy Director Company: PHD Name: Samantha Miller Title: Strategy Supervisor Company: PHD Name: Mary Stack Title: Vice President, Media Planning & Partnerships Company: Discovery Communications Name: Kristi Balazy Title: Media Director Company: Discovery Communications Name: Amanda Hoppe Title: Media Manager Company: Discovery Communications Name: Kelly Jean Potts Title: Account Executive Company: AKQA

Restaurants/Fast Food: Avatar by Arc Worldwide for McDonald's
Arc Worldwide
McDonald's, "Pandora Quest"
RESTAURANTS/FAST FOOD
To increase brand affinity with young adults and drive Big Mac sales during December '09, McDonald's partnered with Avatar's makers to create its largest-ever adult-targeted movie activation and its first augmented-reality platform. "Pandora Quest" gamers located hidden objects within three of the movie's visually stunning environments, with repeat Big Mac purchases required to access higher playing levels. POP and packaging drove consumers online. The site drew nearly 300,000 visitors, who played for an average of 10 minutes - the chain's most effective digital engagement with adults to date. Big Mac sales jumped 18 percent over the previous December (exceeding goals in two of the program's three weeks).
Affiliated Agency: AKQA, McD Vision
Credits: Chief Creative Officer: William Rosen, Arc Worldwide Executive Creative Director: Jim Carlton, Arc Worldwide Creative Director: Ron Smith, Arc Worldwide Creative Director: Robert Angone, Arc Worldwide Creative Director: Michael Frease, Arc Worldwide Creative Director: Kelly Neill, Arc Worldwide Art Director: Craig Taylor, Arc Worldwide Art Director: Chris Annen, Arc Worldwide Copywriter: Quanah Humphreys, Arc Worldwide Agency Producer: Eileen Tibble, Arc Worldwide Agency Producer: Robert Diehl, Arc Worldwide Agency Producer: Garret Starke, Arc Worldwide Agency Producer: Miles Green, Arc Worldwide Agency Producer: Robert Liliedahl, Arc Worldwide Account Director: Colleen Curnyn, Arc Worldwide Account Director: Michele Papadapoulous, Arc Worldwide; Scrabble at Subway by Catapult Action-Biased Marketing for Subway Restaurants
Catapult Action-Biased Marketing
Subway, "Scrabble at Subway"
RESTAURANTS/FAST FOOD
In an extraordinarily competitive QSR climate, Subway pumped up its two-year-old "Scrabble at Subway" game to boost store traffic, visit frequency, loyalty and sales (particularly in the profitable drinks segment). An enhanced game experience featuring 3-D elements and millions of new prizes/chances to win was supported by a marketing blitz spanning TV, radio, print, FSI's and 478 million impressions via online ads (including Yahoo/USA Today roadblock ads), ubiquitous in-store POP and email/ mobile blasts offering free codes. Online winners jumped 1,538 percent to over 1 million (20 million prizes awarded), registrations leapt by 65 percent; consumer awareness grew 10 percent, store traffic gained 2 percent and drink purchases grew substantially.
Credits: Lydia Kennedy Jason Rogers; Woody by Digitas for T.G.I. Friday's
Digitas
T.G.I. Friday's, "Woody"
RESTAURANTS/FAST FOOD
"Woody," a smart but work-shy character, was created to persuade younger consumers to reappraise T.G.I. Friday's. Woody's bet with the chain: If he could get 500,000 brand Facebook fans in 30 days, all registrants could get a free burger. A highly interactive Facebook experience was supported by Twitter and YouTube, TV, radio, PLA, search, Woody's appearances at stores (hyped via tweets), rich-media banners and product mentions on targeted sites. The 500,000 goal was exceeded in 12 days, and the offer upped to a potential 1 million. In 30 days, the campaign netted 987,000 Facebook fans and 1,000+ Twitter followers, exceeding goals by nearly 100 percent.
Affiliated Agency: Publicis, New York
Creative Agency: Spark
Credits: Lincoln Bjorkman - EVP, Executive Creative Director Todd Stanley - Sr. Vice President, Marketing Greg Fraser - VP/Director, Marketing Andrew Fink - Sr. Associate, Marketing Julie Wald - Manager, Delivery Management Domarys Isaac - Sr. Associate, Delivery Management Nick Barrios - VP/Creative Director Atit Shah - VP/Group Creative Director Jenn Bader - Assoc. Director, Marketing Rey Martinez - Sr. Copywriter Jesse Suchmann - Lead Creative Sarah Toler - Copywriter Marcus White - Art Director Baldur Helgason - Sr. Art Director, Creative Technology James Sol - Lead Creative, Creative Technology John Paul Stanisic - Lead Designer, Creative Technology Brad Parker - Lead Designer, Creative Technology Zaid Al Rashid - VP, Director, Technology David Shuff - Motion Media Producer Bengt Asplund - Sr. Copywriter

Retail/E-Commerce: Macy's Memorial Day eCircular by Macy's, Yahoo! and MEC for Macy's
Macy's, Yahoo and MEC
Macy's, "Memorial Day eCircular"
RETAIL
Macy's was looking for a way to make its annual Memorial Day circular come alive. It could no longer rely on newspapers to reach its target. PointRoll's dynamic pullover on Yahoo Mail let consumers flip through it just as they did with paper. But wait. Based on which behavioral targeting category a woman fell into, the circular would open to one of seven sections of the pullover ad targeted to the particular customer. Let's see print do that!
Affiliated Agency: Yahoo!
Creative Agency: MEC
Credits: PointRoll Macy’s: Tony Giannini, Chuck Hansen MEC: Chris Senio, Adam Sclachter, Sireesha Baljepalli, and Stephanie Lawrence PointRoll: Candice MacDonald, Kerry D’Entrone, Danielle Rice, Wade Neumeister, Robert Thompson, Jay Treat Yahoo!: Lynn Bader, Jennifer Medeiros, Anita Siahaan, Brienna Pinnow, Drew Lewis, Dianne Molina, Kristin Celano; Delta Make A Mess Campaign by LiquidThread for Delta Faucet
LiquidThread
Delta Faucet, "Delta Make A Mess"
RETAIL
The strains of a violin plus a clever tune and words behind this campaign are total attention-grabbers. Beyond the simple playfulness of the video is a technological innovation that seems at once so simple and so grand - a faucet you turn on with a touch to avoid dirtying it with messy hands. Banners, mobile apps, Web sites, print, TV - this integrated campaign increased traffic to Delta's site by 67 percent!
Affiliated Agency: sierra bravo - application production
Credits: Team: Nick Yecke, VP Director Katrina Frank, Director Sarah Campbell, Digital Strategy Manager Joya Fain, Interactive Producer Ryan Perkins, Flash Developer Elizabeth Wolfe, Art Director John Cockrell, Sr. Copy Writer Lead Agency: LiquidThread Supporting Agency: Sierra Bravo Spark Leo Burnett; Frito Lay, Only In A Woman's World by OMD USA for Frito Lay
OMD USA
Frito Lay, "Only in a Woman's World"
RETAIL
Frito-Lay noticed it had a problem with women. They weren't connecting with the brand and they weren't picking up Baked Lay's, Flat Earth Veggie Crisps, and Smart Food at the store. Based on insights about women's emotions and how they relate to one another, OMD created "Only in a Woman's World," a lightly branded entertainment concept that resembles a cartoon version of Sex in the City. Distributed through myriad channels in many forms the concept hit its target.
Credits: OMD: Kisten Colonna, Erin Matts Juniper: Agatha Wronecka Frito Lay: Gannon Jones, Julie Saliba, Becky Frankiewicz

Technology Services Websites: 7 Steps to Windows 7 by Symantec for Symantec
Symantec
Symantec, "7 Steps To Windows 7"
TECHNOLOGY & WEB SERVICES
The release of Microsoft's Windows 7 created a unique opportunity for online security marketer Symantec to tap into the angst and questions new operating system users - especially midsized and large business managers - might have, and to put them at ease. Symantec accomplished this largely via a video series, "7 Steps to Windows 7," aimed at IT pros. A compressed, one-minute version was distributed on key video sites such as YouTube and Tube Mogul, while a longer form, two-minute version was housed on Symantec's own site. Both versions drove users to a "7 Steps" microsite for detailed information.
Affiliated Agency: GB Films (Creative, Video Production, Art Direction)
Creative Agency: TubeMogul (Ad Serving, Targeting, Placement)
Credits: Michael Parker, VP of Digital Marketing, Symantec Michael Parker, Creative Director, Symantec Jeff Rennacker, Creative Director, Symantec Mark Rotblat, VP of West Coast Sales, TubeMogul Andy Hill, Director, GB Films; It's You! by Martha Stewart Living Omnimedia for Yahoo!
Martha Stewart Living Omnimedia
Yahoo, "It's You"
TECHNOLOGY & WEB SERVICES
Want to teach the greater unwashed masses of Internet users how to leverage the power of online services, features and tools on Yahoo? How about tapping a trend-setting lifestyle maker like Martha Stewart. That's what the Yahoo team did with their "It's You" campaign featuring Yahoo Web Life Editor Heather Cabot in a series of folksy video interviews conducted by Stewart and aimed at "chief household officers" - women 25-54 - who were the prime target of this repositioning campaign. Among the online services benefits explored by Stewart and Cabot in the eight video vignettes were ways to plan a budget wedding and the etiquette of "digital thank you" notes. Thanks for that.
Credits: Amie Smit, Sam Poor, Doug Brown, Orlando Reece, Katie White, Gloria Lin, Julie Cunnah; Core Family by Intel Corporation & Covario for Intel Corporation
Covario
Intel, "Core Family"
TECHNOLOGY & WEB SERVICES
When chipmaker Intel launched its new 2010 "Core family" it leveraged paid search as the catalyst for and glue to pull together and integrate a multimedia campaign traversing such traditional outlets as TV, print, and retail in a way that was sure to generate awareness and build traffic.
Affiliated Agency: Covario Inc., Global Search Marketing Agency
Creative Agency: OMD, Media Agency
Credits: Corey Carrillo, Global Search Manager, Intel Corporation Stephanie McClintock, Account Director, Covario Irvin Carlin, Account Manager, Media Operations, Covario

Travel/Tourism: Las Vegas Chinchilli Day by R&R Partners for LVCVA/LVCVA/Chinchilli Day
R&R Partners
LVCVA, "Las Vegas Chinchilli Day"
TRAVEL & TOURISM
Who would have thought cute furry animals doing amusing stuff would make for a good viral video? While many have tried, R&R Partners found itself with a runaway success with its Las Vegas Chinchilli Day campaign for LVCVA, in which an attempted chinchilla revolution is the raison d'etre behind a three day weekend in Las Vegas - trust us, it makes sense when you watch the video. The campaign garnered hundreds of thousands of online video views, and snagged awards for TBS' Funniest Commercial as well as a Cannes Lions award.
Credits: Fletcher Whitwell, Vice President - Media & Interactive Dave Kersey, Associate Director - Media & Interactive Brandi Skrtich, Senior Media Planner Lindsey Patterson, Media Planner/Buyer Jenna Cassell, Media Planner/Buyer Brad Chamberlin, Interactive Media Buyer/Planner Spencer Griffith, Media Planner/Interactive Producer Rachelle Houle-Maisner, Interactive Producer Sean Corbett, Corporate Director of Interactive Strategy & Planning Kim Downing, Group Account Director Arnie DiGeorge, Executive Creative Director; Bags Fly Free Campaign by Southwest, Camelot Communications, VML & Yahoo! for Southwest
Camelot Communications/VML/Yahoo
Southwest, "Bags Fly Free Campaign"
TRAVEL & TOURISM
Inevitably, you've seen Southwest's "Bags Fly Free" campaign - and really, bags should fly free. Leveraging the success of the TV campaign, Southwest sought to drive awareness online and looked to the NCAA basketball tournament and Yahoo Sports' homepage to accomplish the task. Employing a takeover of the homepage, Southwest netted 13MM impressions on March 17, the day before the tournament began, as well as a conversion rate around four times higher than the average placement.
Affiliated Agency: Yahoo!
Creative Agency: Camelot Communications
Credits: VML Creative Agency Southwest: Ka/e Love, Alice Wilson VML: Linda Bumgarner, Tony Snethen, Nick Allegri CamelotCommunications: Brian Gardenhire, Pat Kalahar Yahoo!: Max Steelman, Renee Rabicoff, Kristin Celano; Best Western/Disney’s JONAS Summer 2009 Promotion by Initiative for Best Western
Initiative
Best Western, "Best Western/Disney's JONAS Summer 2009 Promotion"
TRAVEL & TOURISM
Targeting Gen X and Y travelers - or at least their tween kids - with a Jonas Brothers promotion last summer reaped big rewards for Best Western. The hotel chain worked with Disney to become the presenting sponsor of Disney Channel's original series "JONAS." A two-night stay anytime during the summer would net an additional night free as well as a Jonas pack and the chance to visit with the band on set. The online and mobile effort captured 707,000 sweepstakes entries (322,000 of which were mobile) and 763,000 site visits - not to mention innumerable swooning girls.
Credits: Initiative • Elvin Kawasaki – Account Director • Louise Nelson-Laurin – Media Supervisor • Shana Waye – Media Planner • Elliot Edgemon – Assistant Media Planner

Online Advertising Creativity

Advertising/Promotion Web site or Microsite: U by Kotex® by Organic, Inc. for Kimberly-Clark Corp.
Organic, Inc.
Kimberly-Clark Corp., "U by Kotex"
ADVERTISING/PROMOTION WEB SITE OR MICROSITE
The U by Kotex web site is such a colorful, engaging, interactive site, it's hard to believe it is about such a taboo topic as menstruation. In keeping with the product's new look (bright colors, more discreet packaging) the site is clearly aimed at the younger consumer and features videos, including instructions for using the product, but also funny on-the-street interviews about, ahem tampons; user-submitted Q&As (answers come from a mom, a peer and a doctor) about everything from plastic surgery to vaginal care and plenty of opportunities for users to submit funny or empowering stories and photos and share content with their friends.
Affiliated Agency: JWT
Credits: Organic, Inc. • Chief Creative Officer: Conor Brady, Organic • Executive Creative Director: Sam Cannon, Organic • Group Creative Director: Amy Hodgins Carvajal, Organic • Creative Director: Cinnamon Pritchard, Organic; TheOriginalSneaker.com by Night Agency for Keds
The Night Agency
Keds, "The Original Sneaker"
ADVERTISING/PROMOTION WEB SITE OR MICROSITE
Theoriginalsneaker.com commemorates 100 years of Keds' sneaker-making by taking a look at the past 10 decades in a simple, appealing format that presents the shoe of each era (limited edition recreations are for sale) front and center while also providing historical bits and photos about each year of that particular decade - from Hollywood gossip to space exploration to notorious volcanic eruptions. Each decade runs along the bottom of the page, so you never have to scroll, and while 100 years is a little overwhelming, the site is not. Even the music is pleasant.

Credits: Darren Paul, Managing Partner, Night Agency Evan Vogel, Managing Partner, Night Agency Rachel Lepelstat, Group Account Director, Night Agency Emily Verkruyse, Account Executive, Night Agency Emily Lirag, Account Executive, Night Agency Yoann Chalet, Flash Development, Night Agency Darius Daftary, Lead Developer, Night Agency Katie O’Leary, Project Management, Night Agency Melissa McCarthy, Copy Editor, Night Agency; Enthusiast by Digitas for American Express
Digitas
American Express, "Enthusiast"
ADVERTISING/PROMOTION WEB SITE OR MICROSITE
Because no two AmEx card carriers are the same (actually, maybe they are, but whatever), the Enthusiast Web site is customized for each user based on his or her purchases. Buy a ticket to the U.S. Open, for example, and a Web site featuring interviews of players, news, updates and post-event reporting - all things someone going to an event would be interested in is - yours to explore. The site, in short, adds value to the lives of AmEx users while maintaining that "exclusive" feel of the brand.
Affiliated Agency: IBM
Creative Agency: USTA
Credits: Marc Appel VP, Marketing Director Jessica Redner Sr. Associate, Markeitng Paul Arnhold Sr. Associate, Delivery Management Nick Barrios VP, Creative Director Atit Shah VP, Group Creative Director Marcus White Art Director Matt McKenna Copywriter Hugh Lang Principal Software Engineer Vani Koratekere Senior Software Engineer Itai Asseo Lead Flash Designer Stu Buchbinder Principal Software Engineer, Flash Miguel Cordones Senior Software Engineer, Flash Andrew Steiger VP Director, Technology

Banner: Standard/Flash/Rich Media: The Walk by Spark Communications/Razorfish for Purina/ALPO
Spark Communications/Razorfish
Purina/ ALPO, "The Walk"
BANNER: STANDARD, FLASH OR RICH MEDIA
Who doesn't want an adorable little dog frolicking across their computer screen? Especially if you happen to own a dog and are searching on Yahoo for dog-related content. The ALPO banner was able to target potential consumers of its wet dog food by linking Al, a playful pup, to unique editorial content produced by Yahoo for ALPO. Al invited viewers to take him for a walk that would eventually lead to coupons and information about the food. Viewers, perhaps wishing they were out with their real dog, spent an amazing two minutes on average with Al and sales boomed 24 percent.
Affiliated Agency: Razorfish -- Creative
Credits: Amy Muething - Associate Media Director, Spark Communications Tracey Paull - Media Director, Spark Communications; Avatar DVD Release by Moxie Interactive for 20th Century Fox
Moxie Interactive
20th Century Fox, "Avatar DVD Release"
BANNER: STANDARD, FLASH OR RICH MEDIA
The banner ad promoting the DVD release of Avatar looks less like an ad and more like something a visitor to ESPN, FoxSports or the movie site UGO would actually want to look at. Six different trailers and scenes from the film stream in the banner and an interactive video feature adds value for fans and those who didn't splurge on a $20 IMax ticket but might still consider the DVD. While most of the content is viewable directly in the banner ad, a link to avatarmovie.com provides a more immersive and shopping-oriented experience.
Credits: Lisa Moriwaki, Associated Media Director Monica Leung, Media Supervisor Jeremy Katz, Digital Creative Producer; Movie Awards by Maude for MTV
Maude
MTV, "MTV Movie Awards"
BANNER: STANDARD, FLASH OR RICH MEDIA
To build excitement for its annual Movie Awards, MTV wanted to engage with potential viewers away from the boob tube. The banner ad created by Maude was highly interactive, packed with content that movie fans and MTV viewers care about, but it was not intrusive or disruptive. Different tabs within the banner allowed visitors to watch video clips, vote for their favorite stars, read Twitter and RSS feeds and share the banner as an embedded widget on Facebook. And because the content was constantly updating, it wasn't something you look at once and then wish it went away.
Affiliated Agency: none
Credits: MTV Damon Burrell, VP of Marketing Amie Esler, Director of Consumer Marketing Jolina Hoang, Consumer Marketing Manager Jim deBarros: VP Off Air Creative Rich Browd: Art Direction & Design MAUDE Craig Woerz, Managing Partner Marc Klatzko, Managing Director, Creative Brett Spiegel, Marketing Manager Margaret Barreto, Associate Media Director Lauren Penalba, Supervisor, Strategic Planning Jennifer Jankowski, Senior Planner

Content Marketing: Single Execution: Protect Ur Rep by McKinney for Qwest Communications
McKinney
Qwest Communications, "Protect Ur Rep"
CONTENT INTEGRATION
Qwest Communications wanted to increase consideration for their services among videogame enthusiasts - a demographic that is cynical about advertising, tends to view brand presence as an intrusion and therefore, demands ingenuity. Qwest got the target audience to seek out ads by turning the groups' game-playing ability into bragging rights. Protect Ur Rep, a six-week integrated online/in-game campaign targeting Xbox LIVE gamers, offered players the chance to plaster their Xbox LIVE avatars over Qwest's in-game ads in the game of their choice. Gamers created a custom poster, which - through a new process invented with this campaign as the impetus - Qwest was able to push into Xbox LIVE. Every two weeks, new winners' avatars were plastered over Qwest's in-game ads, resulting in 400,000 nationalized unique visits to the microsite and 71 percent of microsite traffic coming from direct visits. The competition also created 20,000 nationalized registrants.
Credits: McKinney: Jonathan Cude, Chief Creative Officer; Glen Fellman, Group Creative Director; Reid Hultman, Copywriter; JD Humphreys, Art Director; Nicole Kuhnlein, Lead Producer; Rafe Kemmis, Programmer; Beth McKnight, Programmer; Forrest Maready, Animation; Kristin Siha, Production Artist; David Yuan, Production Artist; Andy Ives, Production Coordinator; Denis Budniewski, Group Account Director; Ryan Oleson, Account Director; Bob Cordell, Account Supervisor; Felisha Midgett, Project Leader; Lindsay Parina, Project Leader; Christin Prince, Interactive Strategist; Sean Jecko, Senior Account Planner; Whitney Otto, Media Supervisor; Randi Smith, Media Planner; Ben Blackmer, Media Supervisor; Wade Lewis, Studio Arts Manager; John Silverman, Studio Resources Manager; Lizzie Ruiz, Project Coordinator; Able Parris, Studio Artist; Karla Mickens, Studio Artist; Kevin Grealey, Proofreader; Joseph Levinski, QA Specialist; Qwest Communications: Keith Nyhouse, Director, eMarketing; GMR Marketing; Massive Ad Network; Microsoft Xbox LIVE.; Nicktropolis Goldfish Zone by MEC for Pepperidge Farm
MEC
Pepperidge Farm, "Nicktropolis Goldfish Zone"
CONTENT INTEGRATION
To revitalize the Goldfish brand and deepen its connection with kids, Pepperidge Farm teamed up with Nickelodeon to create The Goldfish Zone - a virtual world on Nick.com where kids could play with Finn and Friends - characters developed in a 2004 TV and Comics campaign. The Goldfish Zone is a fully-branded, interactive virtual world on Nicktropolis, where kids (via avatars) can play with Finn, Gilbert, Brook, and Xtreme in five virtual worlds and could talk to one another through a pre-approved social network dialogue. The Goldfish Zone received 610 million unique visitors, and proved a fun and interactive way to introduce Goldfish to a target audience looking to play.
Affiliated Agency: Y&R, Creative Agency
Creative Agency: G2 Interactive
Credits: Sue Kaufman, Managing Director, MEC Liz Phililps, Senior Partner, Group Director, MEC Melissa Shimizu, Senior Partner, Media Director, MEC Steve White, Business Director, Youth Snacks, Pepperidge Farm Jennifer Harbour, Account Director, Y&R Kelly Considine, Account Director, G2 Interactive; Coffee Authority by PHD/BBDO for Starbucks
PHD/BBDO/BlastRadius
Starbucks, "Coffee Authority"
CONTENT INTEGRATION
In a massive campaign spanning multiple online "pillars of passion," the Coffee Authority campaign reaffirmed Starbuck's top spot amongst the coffee elite by zeroing in on media channels and partners that would communicate Starbucks' message while showcasing the appreciation of the target. Starbucks constructed a robust program as the launch sponsor for A.V. Undercover, a Web series through The Onion's A.V. Club. Starbucks delivered eight cover performances by acclaimed Indie bands and highlighted a bold new brew along with each performance. Co-branded online and print units (with Facebook, NBC.com, hulu.com, Wired, and through mobile platforms - to name a few) accompanied the launch. Over 13MM added value social impressions were contributed as a result of the buzz on Twitter and Facebook alone.
Affiliated Agency: BlastRadius & BBDO
Credits: Name: Kate Jalkut Title: Digital Supervisor Company: PHD Name: Michelle Law Title: Senior Digital Strategist Company: PHD Name: Jessica Drapiza Title: Digital Group Director Company: PHD Name: Peter Sommers Title: Account Director Company: PHD Name: Neil Capobianco Title: Group Account Director Company: PHD Name: Christine Turner Title: Producer Agency: Blast Radius Name: Erin Cooper Title: Account Executive Agency: Blast Radius

Contest/Promotion/Sweepstakes: Dude, Where’s My Bar? by Threshold Interactive for Nestle
Threshold Interactive
Nestle, "Dude, Where's My Bar?"
CONTEST, PROMOTIONS, SWEEPSTAKES
Seth Green's snarky humor - and the media's endless gullibility - is perfectly matched in Threshold's work for Butterfingers. The agency created a cross-platform cpg alternative reality game to pitch the candy and a suitably wacky award: a solid gold Butterfinger bar worth 10k. Aside from the cash-for-gold bonanza, the game, which began with Green's publicized "mugging" - costing him a century-old Butterfinger bar - hooked contestants. The ongoing narrative included 14 original videos, two microsites, social media and rich media rolled out over three weeks.
Credits: John Montgomery, Executive Creative Director Cheristy Bunyan, VP of Client Services Michael Grgas, Art Director Kim Nowak, Director of Production Jesse Trott, Producer Matt Manson, Writer; Five Star Music Insider by RYAN Partnership for Five Star®
RYAN Partnership
Five Star, "Five Star Music Insider"
CONTEST, PROMOTIONS, SWEEPSTAKES
Five Star Music partnered with Verve Life to let teens pick 10 bands on the brink of stardom - then give one the big push by voting early and often. The band with the most votes wins $25,000, and one lucky student does, too. Let's hope they don't spend their winnings at iTunes. The work - spread via online, TV, mobile, social, in-store - is engaging, boasting a fresh, 1960s graphics look and empowering feel. "Cool rewards" are pitched along with participation.
Affiliated Agency: VerveLife
Credits: Jennifer Miller SVP, Creative Director Brady Coffey Associate Creative Director Jessica Wojcik Art Director Dana Owen Copywriter Keith Varni Art Director Elise Wilfinger EVP, General Manager Michael Schneidman Group Account Director Krista Pietrafeso Management Supervisor Erin Carter Account Supervisor Meakara Bou Asst. Account Executive David Cavallaro Sr. Producer Rob Gainer Director of Front-End Technology Michael Paige Director of Back-End Technology John Gibbs Web Developer Jeff DePascale Sr. Flash Developer Brian Sutliffe Flash Developer; EPSON Coolville ‘Deal-a-Day’ Holiday Promotion by iCrossing for Epson
iCrossing
Epson, "Coolville 'Deal-a-Day' Holiday Promotion"
CONTEST, PROMOTIONS, SWEEPSTAKES
Here's where cute meets clever. For December, users got a daily Epson offer - free delivery, discounts on ink - by clicking a date on a calendar. The offers were preceded by a brief, zippy animated vignette, which featured the quirky animal residents of Coolville. Spot-on puns, physical humor and effective illustrations translated into record sales growth. The campaign hit its revenue target within the first nine days and return on ad spend surpassed the 9:1 mark.
Credits: Troy Scarlott, Group Creative Director, iCrossing Chadwick Horne, Sr. Director, Delivery Management, iCrossing

Email: Campaign: FedEx CSI Lifecycle Email Program by Acxiom Corporation for FedEx
Acxiom Corp.
FedEx, "CSI Lifecycle Email Program"
EMAIL
It doesn't take C.S.I. investigators to determine why the "CSI Lifecycle Email Program" is a hit. Empowering reps to send the most relevant follow-up email after speaking with a customer is smart. True one-on-one conversation offers a sense of a customer's business needs and personal preferences, which helps decide which of eight emails - all with special offers - to send. Offers of Amazon gift cards are surely a loyalty builder, as are those with significant discounts appealing to small-business owners. And FedEx tracks how recipients react to the promotions.
Affiliated Agency: Tank - FedEx Creative Agency
Credits: Andrew "Drew" Bailey, Interactive Marketing Advisor, FedEx Trey Peden – Account Director, Acxiom Treye Johnson – Senior Account Manager, Acxiom Lindsay Famula – Account Manager, Acxiom Chris Thompson – Account Manager, Acxiom Craig Robinson – Associate Account Manager, Acxiom Jenny Gingles – Associate Account Manager, Acxiom Michael Johnson – Content Specialist, Acxiom Jennifer Noland – Content Specialist, Acxiom Eugene Simonds – Content Specialist, Acxiom Justin Elrod – Content Specialist, Acxiom; HP 12 Days of Gifts Email Campaign by HP for HP Home & Home Office Store
Yesmail
HP, "12 Days of Gifts"
EMAIL
A new email 12 days in a row? The "12 Days Of Gifts" campaign carried the risk of turning customers off by sending too much, too often. But impressive creative - clean and quick-to-read - alleviated the hurdle. Males, in particular, struggle with holiday-gift choices and no doubt welcomed an idea and special offer a day. But the initiative's greatest strength is its transparency. On the bottom of each email are images of unopened gifts, allowing a customer to get comfortable with how many messages are still to come.
Affiliated Agency: Yesmail (Email Service Provider)
Credits: Alida Bangs HP Direct Marketing Manager Anita John HP Manager, Retention Marketing Brandy Zapfe Yesmail Senior Account Director David Graham Yesmail Senior Solutions Manager Matt Caldwell Yesmail Creative Director Travis Rice Yesmail Senior Designer; Mercedes-AMG – Private Lounge eCRM Emails by blacQube for Mercedes-AMG
blacQube
Mercedes-AMG, "Private Lounge"
EMAIL
Email newsletters can be A tired tactic, but Mercedes-AMG has found a way to drive excitement for owners of high-end models. The "Private Lounge" emails create an aura of exclusivity. There's a dual message: "we haven't forgotten you after the showroom - and innovation continues, so we've got a better road rocket for you when you're ready." The linear design of the newsletter is easy-to-follow. More important, the photography jumps off the screen à la a sleek magazine. Links to exclusive video are a winner. So are dream opportunities, such as a chance to attend a private driving academy on a speed track.
Credits: Scott Preacher - Chief Strategy Officer Michael Dural - Chief Delivery Officer Michael Spokes - Project Manager Wade Forst - Creative Director Matt Cooley - Senior Designer

Home Page Takeover: Fugitive Chronicles by The Visionaire Group for A&E
The Visionaire Group
A&E, "Fugitive Chronicles"
HOMEPAGE TAKEOVER
The chase is on in the Visionaire Group's takeover campaign for Fugitive Chronicles, a new "real life series" on A&E. Still in his prison-issue orange jumpsuit, a fugitive runs for his life as cops and helicopters pursue him from ad unit to ad unit on the front page of The New York Times. Lucky for the fugitive, one unit features a speedy hatchback, which he hijacks as his getaway vehicle. Exciting stuff for a rich media ad, and, frankly, we've never seen every unit on a page utilized in such a unified manner. To do it, TVG designed this campaign from scratch with the exact dimensions of The Times' homepage in mind.
Affiliated Agency: Filter Advertising, Creative Agency, Original Concept
Credits: A&E/SVP Marketing: Guy Slattery A&E/VP Advertising and Consumer Marketing: Lori Peterzell A&E/Director, Brand Creative Marketing: Meghan Kirsch A&E/Manager, Brand Creative Marketing: Marissa Grasso The Visionaire Group/Senior Account Director: Melissa Hudson The Visionaire Group/Creative Director: Julie Gargan The Visionaire Group/Flash Development: Chris Brooks The Visionaire Group/3D/Motion: Ben Miners and Michael Beynart The Visionaire Group/Project Manager: Maria Chung Filter Advertising/Executive Creative Director: Chris Brignola Filter Advertising/Executive Creative Director: Jay Sharfstein Filter Advertising/President: J.C. Addison; "Pool" - TVGuide.com Takeover by A&E Television Networks for The Glades
A&E Television Networks
The Glades, "The Pool, a TVGuide.com Takeover"
HOMEPAGE TAKEOVER
One moment you're reading TVGuide.com; the next the entire site is submerged in water, and you're looking over a murder scene, wondering how the brunette in the orange dress wound up floating face-up in the pool. Thus, the stage is set - perhaps as best as a takeover campaign can - for A&E's new drama, The Glades. The ad's accompanying copy, "Sunny - With a chance of homicide," serves to convey the darkly comedic tone of the series. With the campaign, the network was going for something "aggressive" and "saturating." Mission accomplished.
Affiliated Agency: The Visionaire Group
Credits: - Guy Slattery, SVP Consumer Marketing, A&E Television Networks - Lori Peterzell, VP Consumer Marketing, A&E Television Networks - Meghan Kirsch, Director, Consumer Marketing, A&E Television Networks - Marissa Grasso, Manager, Consumer Marketing, A&E Television Networks - Dimitri Ioffe, CEO, The Visionaire Group - Melissa Hudson, Senior Account Director, The Visionaire Group - Carlyle Rafanan, Creative Director, The Visionaire Group; Hung Season 2 - Takeover by HBO for Hung
HBO
Hung, "Season 2 Takeover"
HOMEPAGE TAKEOVER
Perfectly capturing the bluntness of the HBO series Hung, this takeover ad falls on users' screens like a tree hitting the forest floor. What it lacks in moving parts, it more than makes up for in direct impact. Unsuspecting views come face-to-face with a large, high-resolution image of a horizontal and shirtless Ray Drecker - the show's infamously endowed protagonist - being straddled by a faceless gal pal. "Provocative and unexpected," is how affiliated agency Trailer Park describes the campaign. To that we'd add memorable and - particularly for the ad's male-skewed target audience - highly enviable.
Affiliated Agency: Trailer Park Interactive
Credits: - Courteney Monroe, EVP, Consumer Marketing, HBO - Chris Spadaccini, VP, Advertising, HBO - Brooke Stone, Coordinator, Advertising & Promotions, HBO

Mobile: Campaign: Bing iPhone App by Point Reach for MIcrosoft Bing
Point Reach
Microsoft Bing, "Bing iPhone App"
MOBILE MARKETING: CAMPAIGN
To support the launch of the Bing iPhone app, Point Reach pulled out all the stops in a $15 million mobile-only campaign that ultimately drove more than 4 million downloads. The six-month effort spanned ad network takeovers, third-party app sponsorships, text links and eye-catching rich media and video ads. Besides boosting downloads, the campaign generated a lift in unaided brand awareness of more than 2.5 times the stated goal for mobile users.
Credits: Wibe Wagenmans, Marketing Director, Microsoft Bing™; David Alkire, Creative Director, Point Reach; Luke Veach, Lead Developer, Point Reach; Perry Pak, Media Director, Point Reach; Kevin Woo, Analytics Director, Point Reach; Andrew Nevils, Account Director, Point Reach; The Karate Kid by UM for Sony Pictures Entertainment
UM
Sony Pictures Entertainment, "The Karate Kid"
MOBILE MARKETING: CAMPAIGN
In Hollywood these days, it's not just the movie that needs promotion, but the iPhone app for the movie as well. In that vein, UM was charged by Sony with driving 100,000 downloads of The Karate Kid iPhone app. A particular challenge was the 50MB size of the game. UM targeted ads at WiFi-connected iPhone and iPod users actively searching for app information as well as entertainment fans, parents and kids. The result: nearly 700,000 downloads.
Credits: Deborah Lammon VP, Group Media Director UM Tracy Gebhard Digital Media Supervisor UM; Core Family by Intel Corporation & Covario for Intel Corporation
Covario
Intel,"Core Family"
MOBILE MARKETING: CAMPAIGN
In March, Intel and search marketer Covario initiated a nine-week campaign for its Core chips in the U.S. and Indonesia to better understand how consumers respond to different types of mobile advertising. The effort focused on high-end devices and tested standard and expandable units, behavioral targeting and compared browser-based versus in-app ads. The results showed, among other things, mobile click-through rates are similar to online search and mobile advertising is four times cheaper in Indonesia than the U.S.
Affiliated Agency: Covario Inc., Global Search Marketing Agency
Creative Agency: Hyperfactory, mobile execution
Credits: Corey Carrillo, Global Search Manager, Intel Corporation Stephanie McClintock, Account Director, Covario Irvin Carlin, Account Manager, Media Operations, Covario

Mobile: App: Bing iPhone App by Point Reach for Microsoft Bing
Point Reach
Microsoft, "Bing iPhone App"
MOBILE MARKETING: APP AS ADVERTISING
Bing sponsored free downloads of the $1.99 app "Top 100's By Year" to entice users to download Bing's primary search app. This fun music app allows users to listen to the top 100 hits from 1946 to 2010 in random order. It also continues to promote the use of Bing throughout, by enabling users to search for lyrics and artist information without interrupting their listening experiences. The app achieved over two million downloads in its first month and propelled the primary Bing app to the top spot at a per-download cost.
Affiliated Agency: Melodeo, Inc
Creative Agency: Theo Ianuly, Inc
Credits: Wibe Wagenmans, Marketing Director, Microsoft Bing™; Theo Ianuly, Theo Ianuly Inc; Dave Dederer, Melodeo, Inc; David Billmaier, Melodeo, Inc; David Alkire, Creative Director, Point Reach; Perry Pak, Media Director, Point Reach; Kevin Woo, Analytics Director, Point Reach; Andrew Nevils, Account Director, Point Reach; Ski Challenge – PROVE IT by Phonevalley for NISSAN EUROPE
Phonevalley
Nissan Europe, "Ski Challenge: Prove It"
MOBILE MARKETING: APP AS ADVERTISING
As part of Nissan's campaign for Qashqai models, the Ski Challenge: Prove It app not only raised awareness of the brand and the features of the model via an interactive 3-D gallery of the car, but also enabled the audiences to create and interact within the skiing and snowboarding community. The app drew on in-market car buyers via social media and geo features such as recording run routes and performances, offering 3-D maps and information of major ski resorts, messaging, sharing photos and videos.
Affiliated Agency: DNA
Credits: PHONEVALLEY Guillaume Bordes – Project Director Fréderic Nardon – Project Manager Kevin Ulve – Artistic Director DNA Olivier Delas – Chief Creative Officer Vincent Druguet - Deputy Client Service Director Serge Biscard – Senior Manager NISSAN EUROPE Jean-Pierre Diernaz - Marketing Communication General Manager Gareth Dunsmore - Interactive European Project Manager Cédric Ratinaud - Digital Specialist, Marketing Communications, Interactive Marketing; AutoTrader iPhone Application by SapientNitro for Trader Media Group
SapientNitro
Autotrader, "Autotrader iPhone App"
MOBILE MARKETING: APP AS ADVERTISING

Built to promote the UK used car trading publisher AutoTrader as an industry leader and innovator, the AutoTrader app allows users to learn about and shop for cars by taking one or more pictures of any car they see. The app returns instant information about the make and model based on the pictures, lets the user read reviews, see ads, compare prices, locations, directions of local cars for sale, and even call up to arrange a test drive. This app made it to the top of the UK free app list three days after launching.
Credits: Agency Account Director - Julian Skelly Executive Creative Director - David Hewitt Associate Creative Director - Jeff Blais Associate Creative Director - Nick Gawith User Experience Lead – Chad Cribbins User Experience Lead - Christina White Art Director - Sonja Kramer Fred Stroud – Lead Developer Developer - Brad Dillon Project Manager - Andy Halliwell Project Manager - Ash Lad Producer - Priyanka Karan Project Manager - Casey Russell

Mobile Marketing: in-App Advertising: Bing iPhone App by Point Reach for Microsoft Bing
Point Reach
Microsoft, "Bing iPhone App"
MOBILE: IN-APP ADVERTISING
Point Reach's media team negotiated custom in-app integration via hard-coding Bing into top third-party media and entertainment apps, as a value add, using the same budget committed to Bing's regular mobile ad placements. This campaign created and promoted various search scenarios within apps that reach Bing's target verticals. Bing's brand exposure and use within these partner apps is likely to go on long after the original in-app media buy since it would be unlikely the partners would reprogram and resubmit their apps just to remove the integration.
Credits: Perry Pak, Media Director, Point Reach; Kevin Woo, Analytics Director, Point Reach; David Alkire, Creative Director, Point Reach; Luke Veach, Lead Developer, Point Reach; Andrew Nevils, Account Director, Point Reach; History/Foursquare Collaboration by HISTORY for America The Story of Us
History/ Electric Artists
"America The Story of U.S. Foursquare Promotion"
MOBILE: IN-APP ADVERTISING
To support the premiere of its TV series America: The Story of U.S. and to promote the channel's brand, History partnered with Foursquare to unlock America's history for the tech savvy, younger demographics. Foursquare users could "check in" at selected historical locations and receive pop-ups of historical facts and related information about that location from History. Players' involvements were rewarded with branded sweepstakes and the History Badge. The partnership gave History the third largest Foursquare profile and drove record-breaking ratings for the America: The Story of U.S. premiere.
Affiliated Agency: Electric Artists, Inc. - Digital Agency - App Development and Online Marketing Strategy
Credits: - Chris Moseley, SVP Consumer Marketing, HISTORY - Ann Marie Granite, Sr. Director Consumer Media, HISTORY - Terry Goldman, Account Strategist, Electric Artists, Inc. - Howie Kleinberg, SVP, Electric Artists, Inc.; Motor Trend Application by Mercedez Benz USA for Razorfish
Razorfish
Mercedes Benz, "Motor Trend App"
MOBILE: IN-APP ADVERTISING
As the exclusive sponsor of Motor Trend's iPhone app during the key campaign launches, Mercedes-Benz promotes its 2010 E-Class as a car of innovation, luxury and safety. It engages viewers throughout the app via app loading takeover, home screen placement, interstitial expandable banner, brandblast, all done in a non-interruptive manner. The landing page structure was developed prior to iAd platform's adoption of the same functionality. Motor Trend became the #1 free app in the news category in the third week of its launch and the Mercedes-Benz ads received notably high CTR, views and average view time.
Credits: Troy Miles- Senior Media Planner, Razorfish Paula Connard- Group Media Director, Razorfish Kimberly McGuire- Account Director, Razorfish Mary Butler- Content Strategist, Razorfish Chris Toliver- Producer, Razorfish Tim McCormack- Copy Writer, Razorfish Justin Bilicki- Sr. Art Director, Razorfish Frederic Bonn- Executive Creative Director, Razorfish

Mobile: Integration Cross Platform: I Am Here by T3 for Mobile Loaves and Fishes
T3
Mobile Loaves and Fishes, "I Am Here"
MOBILE: BEST INTEGRATION CROSS PLATFORM
T3 took it to the streets, the web and mobile phones to aid the efforts of Mobile Loaves and Fishes, an Austin-based nonprofit providing assistance to the homeless. The agency's "I Am Here" campaign aimed to raise awareness of the nonprofit's mission by focusing on a single homeless couple. To that end, T3 effectively combined outdoor and print advertising with social media marketing via Facebook, a mobile donation campaign and online video to raise thousands of dollars for MLF.
Affiliated Agency: Reagan National Advertising
Credits: Ben Gaddis, Director of Mobile, T3 Kate Donaho, Group Creative Director, T3 Molly Wilson, Public Relations Coordinator, T3 Lauren Picarello, pro-bono event public relations Taylor Hight, Account Supervisor, T3 Jennifer Faber, Associate Creative Director, T3 Brian Williams, Senior Interactive Designer, T3 Frank Duran, Senior Creative Developer, T3 Colin Decker, Art Director, T3 Tara Connolly, Senior Production Artist, T3 Alan Graham, President, Mobile Loaves & Fishes Anna-Marie Phelps, Chief Marketing Officer ,Mobile Loaves & Fishes Bill Reagan, CEO, Reagan National Advertising Coy West, Sales Manager, Reagan National Advertising; Windows Phone 6.5 Launch by UM for Microsoft
UM
Microsoft, "Windows Phone 6.5 Launch"
MOBILE: BEST INTEGRATION CROSS PLATFORM
UM was given the tough task of helping to rebuilding Microsoft's credibility in the mobile industry. UM's answer was to team up with ESPN to launch a Twitter-inspired campaign inviting fans to post comments around live games inside an area of the sport's network's mobile site. ESPN also promoted "Section 140 powered by Windows phone" via TV programming. The effort generated 1.5 million comments over three months and 60 percent of visitors left with an awareness of the Windows phone brand.
Affiliated Agency: Ansible
Creative Agency: Crispin Porter & Bogusky
Credits: ESPN Brian Monahan -SVP, Group Communications Director -UM Ashley Cole -VP, Group Communications Director - UM Matt Nessier -Group Communications Director - UM Jenny Bane -Associate Communications Director - UM Sara Gotfredson -Senior Director, Multimedia Sales - ESPN Adam Quinn -Account Executive, TV & Digital Sales - ESPN Joseph Salvati -Account Director - Crispin Porter + Bogusky Anthony Laurenzo -VP Supervisor, National Broadcast -UMNY Karen Cartales -Global Brand and Integrated Marketing Director, Windows Phone -Microsoft Meredith Brace -Global Media Director - Microsoft; Dove Men + Care — iAd — "Journey to Comfort" by RYAN Partnership for Dove Men + Care
RYAN Partnership
Dove Men + Care, "Journey to Comfort"
MOBILE: BEST INTEGRATION CROSS PLATFORM
How do you sell men on a woman's personal care brand? Enlist the Cardinals' Albert Pujols and the Yankees' Andy Pettitte as pitchmen. The baseball stars were featured in RYAN's "Journey to Comfort" campaign - one of the first to use Apple's iAd unit. Besides video spots, the ads let people send personalized voicemails to a friend from Pettitte and use a branded tool to scrub foam from a virtual infield to win a signed baseball from Pujols or Pettitte.
Credits: EVP, General Manager – Josh Sacks VP, Group Director – Chris Harris SVP, Creative Director – Jennifer Miller Managing Supervisor – Beth Olsen Program Manager – Efrim Dragovic Assoc. Creative Director – Brady Coffey Art Director – Jessica Wojcik Art Director - Heather Ferreira Motion Graphics Designer - Keith Varni Motion Graphics Designer – Dean Yeager Director of Technology - Rob Gainer Director of Application Development - Michael Paige Database Developer - Larry Alderman Executive Web Producer – Jeff Kroll Legal Counsel - Samantha Sigel Managing Director - Darryl Daoust

Rich Display Media: Single Execution or Campaign: San Diego CVB StorePoint Expandables Rich Media Campaign by Expedia Media for The San Diego Convention and Visitors Bureau
Expedia Media
The San Diego Convention and Visitors Bureau, "StorePoint Expandables Rich Media Campaign"
RICH MEDIA: SINGLE EXECUTION
Last summer, the San Diego Convention and Visitors Bureau solicited the services of traveler-oriented Expedia Media - the ad arm of Expedia. Expedia Media worked closely with the Expedia Partner Services Group to secure discounted rates from hotel partners in San Diego. Then, in a single expandable unit, SDCVB offered consumers travel deals, coupons, a newsletter opt-in, activity information and related editorial content. As a result, on the days the campaign ran on Expedia.com, San Diego saw increases of 100 percent to 159 percent in the number of room nights booked. During the days of the campaign, San Diego's room night share increased 35 percent among its total competitive set.
Credits: Jenna Mason, Sales, Expedia Media Dana Langford, Sales, Expedia Media Alissa Carlin, Analytics, Expedia Media Kate Bare, Products, Expedia Media Kjersti Williams, Market Manager, Expedia Partner Services Group; LEGO DUPLO Homepage by LiquidThread for LEGO DUPLO
LiquidThread
LEGO DUPLO, "DUPLO Homepage"
RICH MEDIA: SINGLE EXECUTION

LEGO wanted to introduce parents to LEGO DUPLO - a line that helps 18-month- to 5-year-olds with cognitive development and creativity. It knew it had to convince parents and grandparents of two things: that the line would spark pure joy in their child's eyes, and that it would help educate and develop problem-solving skills. The company therefore relied on Liquid-Thread to create an experience that highlighted the creativity and intellectual development that DUPLO could build. As a result, LEGO had double-digit significant increases against key objectives, including: "Helps develop my child's creativity skills;" "Offers endless opportunities for my child's imagination;" and "Is a toy my child will not quickly outgrow." LEGO also saw increases in brand purchase intent, awareness and favorability.
Affiliated Agency: http://liquidthread.me/DUPLOAdOMMA
Credits: Team: Erin Vogel, VP Director Sarah Campbell, Digital Strategy Manager Ryan Perkins, Flash Developer Seth Griffin, Art Director John Cockrell, Sr. Copy Writer Elena Robinson, VP Director of Production Lead Agency: LiquidThread Supporting Agency: Starcom Digital Arbor; Daily/Intuit TurboTax TurboTron 2010 by Daily/Intuit for Intuit
Dailey/Intuit
Intuit, "The TurboTron"
RICH MEDIA: SINGLE EXECUTION
How can a tax brand secure Super-Bowl-sized buzz without a multi-million-dollar TV ad buy? Get renowned ESPN sportscaster Chris Berman to blitz computer screens in a Transformer-like contraption called the TurboTron. Just six weeks before the big game, Intuit tapped endorsement marketing firm Brand Affinity Technologies to get Berman, and Dailey and Initiative Media to develop a digital campaign to closely align the Super Bowl and tax time. The campaign launched during Pro Bowl weekend on MSN, AOL, MySpace, and Yahoo, included homepage takeovers Super Bowl weekend, and delivered record-breaking consumer engagement amidst one of the most competitive ad seasons of the year.
Affiliated Agency: Initiative Media
Creative Agency: Dailey
Credits: Kelly Nolan, Production Director (Brand Affinity Technologies) Brett Hall, Talent Account Manager (Brand Affinity Technologies) Seth Greenberg Director, National Media & Digital Marketing (Intuit) Brian Hovis, Online Advertising Manager (Intuit) Daniel Ho, Account Director, Digital (Initiative) Charisse Oraa, Account Planner, Digital (Initiative) Arthur Yen Coordinator, Digital (Initiative) Rohit Bal, Assistant Planner, Digital (Initiative) Eric White Associate Creative Director (Dailey) Joe Lazaro, Designer (Dailey) Nick Collier Creative Director (Dailey) Rebecca Arnal VP, Mgmt Supervisor (Dailey) Jason Simon, VP, Director of Interactive Services (Dailey) Matt Rasmussen Programmer (Dailey) Alice Choi Program Manager (Dailey) Roman Fraden Flash Designer (Dailey) Yee-Shing Yang Project Manager(Dailey)

Rich Media: Campaign: Alice In Wonderland Theatrical Ads by AvatarLabs for Walt Disney Pictures
AvatarLabs
Walt Disney Pictures, "Alice In Wonderland"
RICH MEDIA: CAMPAIGN
In order to entice broad audiences to revisit Alice and the world of Wonderland on opening weekend, Disney and agency partner AvatarLabs treated the film's opening as an event to end all events with the copy, "On March 5th, you've got a very important date." Widgets, meanwhile, let users look up show times and purchase tickets directly from the ads. Instead of adjusting creative to fit different layouts, AvatarLabs customized creative to fit with various sites. Seamless borders from page-skins to ad units help to make viewers feel like Wonderland was taking over the Web. The result? The film won its opening weekend bringing in $41 million on opening night.
Credits: The AvatarLabs Team; Kirstie Alley's Bumping Units by A&E Television Networks for Kirstie Alley's Big Life
A&E Television Networks
Kirstie Alley's Big Life, "Size Matters"
RICH MEDIA: CAMPAIGN
Actress Kirstie Alley is a natural at throwing her weight around - a fact this campaign uses to full effect for her new A&E show, Kirstie Alley's Big Life. The campaign leveraged "lighter" themes across several forms of online media to generate awareness for the series. The primary objective was to generate awareness and drive tune-in to the premiere. Accompanied by page-skins, high-impact "bumping units" - which featured Alley literally bumping site features off the page - appeared across TVGuide.com, Oprah.com, and UsWeekly.com, while roadblocks dominated EW.com and YouTube in the days leading up to premiere. A Facebook app, meanwhile, generated over a 1,000,000 impressions a day.
Affiliated Agency: BLT & Associates
Credits: - Guy Slattery, SVP Consumer Marketing, A&E Television Networks - Lori Peterzell, VP Consumer Marketing, A&E Television Networks - Meghan Kirsch, Director Consumer Marketing, A&E Television Networks - Marissa Grasso, Manager Consumer Marketing, A&E Television Networks - Scott Zimbler, Head of Interactive, BLT & Associates - Mark Jackson, Creative Director, BLT & Associates - Kristie Cunningham, Account Executive, BLT & Associates; Nokia: Where are you right now? by Wunderman NY for Nokia
Wunderman NY
Nokia, "Where Are You Right Now?"
RICH MEDIA: CAMPAIGN
What happens when you combine rich media with location-based social applications from Facebook to Twitter? As Nokia and partner agency Wunderman NY found out, more than 214 million impressions, and over 1 million clicks, downloads and posts. Making the campaign results all the more impressive, Nokia's U.S. presence had dwindled to 3 percent of the North American mobile device market when the campaign debuted this year. Luckily, Nokia's Nuron was a low-priced, touch-screen, smartphone equipped with a location-based social app called Ovi maps, i.e., the perfect product to take advantage of the current social media craze. The campaign also led to a 6% increase in awareness of the Nokia brand.
Credits: Nick Moore – Chief Creative Officer Joanna Peña-Bickley - SVP Group Creative Director Jennifer Leuzzi - Associate Creative Director Chris Loccisano - Senior Art Director Efrem Oshinsky - Writer Mitch Paone – Senior Art Director Alex Eisenberg - VP Account Director Jared Berger - Interactive Manager Luis Hernandez – SVP Director of Interactive Development Venu Moola - Executive Producer Julio Vargas - Flash Team Lead Bentsi Beberashvili - Flash Animator Adriaan Scholvinck - Senior Flash Developer Brandon Jones - Quality Assurance

Search Marketing: SEM Campaign: Google Site Links & SEO Success for GAP, Inc. by Range Online Media for GAP, Inc.
Range Online Media
Gap, "Google Site Links"
SEARCH MARKETING: SEM
Moving and tracking consumer traffic between marketing channels has become critical for companies integrating a variety of media in search engine marketing campaigns. The Gap turned Google's latest concept, Site Links, into 24% more clicks to sites and 16% increase in conversion rates. Demand for Gap's products rose 54%, allowing the return on ad spend to increase by 23%, compared with the prior campaign. Tracking traffic movement from one SEM campaign to another on the backend confirmed Google Site Links pushed demand to a variety of online search marketing channels.
Credits: Kevin Reyes, GID Mark Fiske, GID Jenny Choi, GID Kerri Smith, Range Online Media Stacy Hartley, Range Online Media Amanda Dubois, Range Online Media Shannon Shepler, Range Online Media; May The Best Car Win by SMG Search for General Motors
SMG Search
General Motors, "May the Best Car Win"
SEARCH MARKETING: SEM
Changing customer perception through the "May The Best Car Win" campaign meant creating and sustaining buzz to deliver one billion impressions across paid search, video search, and content network channels, driving one million consumers to GM sites across the U.S. and Canada. The three-phase campaign drove 22,000 paid search clicks in four days, 12,000 content network clicks, and 29 million impressions. Targeting paid search ads to consumers reading articles about competitors worked to drive more than 168,000 visitors to GM sites through more than 900 million impressions across consumer news and automotive sites became a crucial strategy.
Credits: Daryl Blanco - Associate Director, SMG Search Joe Mazeika - Associate Director, SMG Search Mike Lang - Global Strategy Manager, SMG Search Ross Boveri - Performance Manager, SMG Search Bradley Howard - Senior Search Analyst, SMG Search; Adobe Creative Suite 5 Global Product Launch by Adobe Systems Incorporated & Covario for Adobe Systems Incorporated
Adobe Systems and Covario
Adobe Systems Incorporated, "Suite 5 Global Product Launch"
SEARCH MARKETING: SEM
The Creative Suite 5 (CS5) SEM campaign promoted 15 products in 30 countries supporting 19 languages across five search engines with a budget approximately 40 percent less than the product launch for the previous version. Identifying search intent allowed Adobe to recognize the purchase cycle through text ads, landing pages, calls-to-action and more. Campaigns driving interest tied to those focusing on direct response. Compared with the prior suite, Adobe's revenue from sales jumped 67 percent; return on investment rose 298 percent; conversion rates, 44 percent; click-through rates, 65 percent; trial downloads, 62 percent; and cost of acquisition decreased 62 percent.
Affiliated Agency: Covario Inc., Global Search Marketing Agency of Record
Credits: Jay Middleton, Sr. Manager, WW Search Marketing, Adobe Systems Incorporated Inna Meklin, Search Marketing Planner, Adobe Systems Incorporated Lionel Largaespada, Sr. Director, Client Service, Covario Inc. Matt Kim, Account Director, Covario Inc. Alex Funk, Sr. Digital Strategist, Covario Inc. Brian Driscoll, Search Marketing Manager, Covario Inc.

Search Marketing: SEO Campaign: Performics SEO Strategies Drive Traffic, Sales from Non-Brand Keywords for MichaelStars.com by Performics for Michael Stars
Perfomics
Michael Stars, "Driving Traffic From Non-Brand Keywords"
SEARCH MARKETING: SEO
The ability to optimize generic keywords, improve link structure and craft title tags and meta-descriptions that raised Michael Stars' non-brand organic search traffic 179 percent and non-brand natural search revenue 67 percent deserves more than a pat on the back, especially during a time when many companies attempt to dominate these terms. "Women's t-shirts" ranked No. 9 in June 2010 on Google, up 48 in July 2009; "V-neck t shirts" rose to 8 from 100; "Women's short sleeve tee shirts" rose to 2 from 100; and Women's three-quarter sleeve tee shirts" rose to 1 from 100, respectively.
Credits: Brad Beiter, Performics (Account Director, SEO), Bill Fergus, Performics (Senior Account Manager), Matt Holly, Performics (Natural Search Optimization Specialist); Recession Proof Marketing for Fairmont by iCrossing for Fairmont Hotels and Resorts
iCrossing
Fairmont Hotels and Resorts, "Page One or Bust"
SEARCH MARKETING: SEO
When the faltering economy made luxury a hard sell, focusing campaign efforts on page optimization and off-page link building helped create awareness and drive consumers to Fairmont's Web site. The luxury hotel managed to move up in query rankings and gained a space above the fold based on common travel terms such as hotel and resort. Targeted keywords tied to a 75 percent jump in revenue, 67 percent increase in Web traffic, and 34 percent boost in first page rank. By the end of June 2010, 76 percent of core generic keywords ranked on page one across all major search engines.
Credits: Collin Cornwell, SVP, Search Engine Optimization, iCrossing Dan Hoy, Account Director, iCrossing

Social: App as Advertising: Paranormal Experience/Facebook App by A&E Television Networks for Paranormal State
A&E Television Network
Paranormal State, "Paranormal Experience"
SOCIAL APP AS ADVERTISING
As part of a broader campaign to reenergize the existing fan base and entice new viewers to the TV show Paranormal State, A&E Television Networks partnered with Avatar Labs to construct a social app that ran on the series home page. Called "Paranormal Experience," the app invited users to join the Paranormal Research Society in investigating a client's home. The app connected to Facebook to pull in personal images, names and locations from the user's own past, creating a customized virtual investigation with Society founder Ryan Buell.
Affiliated Agency: Avatar Labs
Credits: - Guy Slattery, SVP Consumer Marketing, A&E Television Networks - Lori Peterzell, VP Consumer Marketing, A&E Television Networks - Melissa Hudson, Director, Digital Media Marketing, A&E Television Networks - Agency: Avatar Labs - Brick Rucker, Associate Creative Director, Avatar Labs - Laura Primack, Creative Director, Avatar Labs - Bryan Carlin, Producer, Avatar Labs - Michelle Naden, Producer, Avatar Labs - Christian Widodo, Developer, Avatar Labs - Henrik Markarian, Director of Technology, Avatar Labs - Film Production: Avatar Labs; Coca Cola Secret Formula by MediaVest for Coca Cola North America / Coke
MediaVest
Coca-Cola, "Secret Formula"
SOCIAL APP AS ADVERTISING
Coca-Cola wanted to get back in touch with teens by giving them a new platform for self-expression. To achieve this, the brand re-invented Living Social's "Pick Your 5," the most popular app on Facebook, allowing users to pick "Five Things That Make You Happy." This added functionality let users pick from any category across the application's database. The five ingredients of happiness were then paired with Coke's Secret Formula ingredients to weave more Coke messaging into the experience.
Affiliated Agency: Weiden & Kennedy - Creative
Credits: Linda Shapiro, VP, Connections Associate Director, MediaVest Juan Colon, Connections Manager, MediaVest Katy Carlin, Digital Associate Director, MediaVest John Ohara, Digital Manager, MediaVest Hanna Nesper-Newell, Account Executive, W&K Roberto Mastrocola, Media and Interactive Manager, Coca Cola NA; Hanes Sock Drive by Night Agency for Hanes
Night Agency
Hanes, "The Hanes' Socks Drive"
SOCIAL APP AS ADVERTISING
This past holiday season, Hanes tapped Night Agency to construct a marketing campaign that would both drive awareness and help a worthy cause. Since the most sought after item in homeless shelters across America is clean, dry socks, the team created the Hanes' Sock Drive, with the goal of delivering 100,000 pairs of socks to the United Way. To achieve that goal, the team created a Facebook application that allowed consumers to send virtual socks to up to three Facebook friends. For every pair of virtual socks sent, Hanes would donate one pair of real socks to the United Way.
Affiliated Agency: Weber Shandwick
Creative Agency: Starcom
Credits: Hilton Graham, Hanes Daren Paul, Night Agency

Social Campaign Across Platforms: Non-Paid: Public Enemies on Mafia Wars by appssavvy/Ignited for Universal Studios Home Entertainment
Appssavvy/Ignited
Universal Studios Home Entertainment, "Public Enemies In Mafia Wars"
SOCIAL: CAMPAIGN
In this spot-on contextual placement, Appsavvy and Ignited partnered to create a social media campaign using Zynga's Mafia Wars to promote the high-profile Blu-ray and DVD release of Public Enemies, starring Johnny Depp as John Dillinger. During "Public Enemies Week" on Mafia Wars, players completed various "jobs" in order to unlock Public Enemies "loot" (branded virtual goods) - items such as John Dillinger's wooden gun, prison stripes, and Public Enemy #1 Newspaper. After completing jobs, players were able to view clips from the movie. Public Enemies loot garnered nearly 55 million interactions during the week-long campaign, and nearly 19 million unique game players completed more than 44.5 million Public Enemies jobs and watched more than 1.5 million Public Enemies movie trailers to completion.
Affiliated Agency: Ignited
Credits: Chris Cunningham, co-founder and CEO of appssavvy Joe Eibert, director, digital marketing of Universal Studios Home Entertainment Dave Martin, senior vice president, media of Ignited; Coke Live Positively by MediaVest for Coca Cola North America / Coke
MediaVest
Coca-Cola North America, "Live Positively"
SOCIAL: CAMPAIGN
MediaVest was tasked with highlighting Coke's involvement in charitable causes such as The Boys and Girls Club of America, youth sports, wildlife conservation, and AIDS in Africa without it feeling forced or self-congratulatory. They used peer-to-peer advocacy on Facebook with a virtual "gifting" game, in which participants could send friends a virtual bottle of Coke to post publicly on their profiles, and Coca-Cola would donate $1 to the Boys and Girls Club. The program achieved an 11% point increase in positive sentiment.
Credits: MediaVest Erica Rosengart, Gr Client Dir, SVP, Erin Harvey, Connections Director, VP Lauren Bass, Connections Mgr Billie Zito, Digital Activation Mgr Stacy Kim, Connections Associate Samantha Miller, Digital Associate Coke Linda Cronin, Director of Media & Interactive Pete Callaro, Creative Excellence Anne Weaver, Creative Excellence Celeste Botoroff, Vice President, Living Well Moxie Kaley Arthur, Senior Account Executive Leo Burnett Emily Davison, Account Director; Bing FarmVille Engagement by Deep Focus for Microsoft: Bing
Deep Focus
Microsoft, "Bing FarmVille Engagement"
SOCIAL: CAMPAIGN
Bing, the "decision engine" from Microsoft, had the challenge of capturing users in a dominated market. Studies indicated trial intent occurred when users were made aware of the product while continued use was dependent upon individuals. Deep Focus partnered with Zynga and SVnetwork to develop an innovative, custom game integration, incentivizing FarmVille players to receive FarmVille currency, in exchange for 'Fanning' Bing on Facebook. The brand understood the target audience, game play and emerging cultural trends. Using the farm as a canvas, the whimsical engagement creative was designed to mimic Farm Art, a trend where players use crops and bushels of hay to create works of art. Users initiating through the FarmVille initiative were twice as likely to search with Bing than users who discovered Bing through other channels.
Credits: Vanessa Montes - Sr. Strategic Director, Deep Focus Ian Schafer - CEO, Deep Focus Cristina Frank - Sr. Account Strategist, Deep Focus Ken Kobel - Producer, Deep Focus Chet Lombardo - Designer, Deep Focus Ken Kraemer - Group Creative Director, Deep Focus Melissa Karten - Executive Producer, Deep Focus Jason Sawtelle - Art Director, Deep Focus

Social: Use of Single Platform: Facebook KY Couples by UM for Johnson & Johnson/K-Y® Brand
UM
Johnson & Johnson/K-Y, "Facebook K-Y Couples"
SOCIAL: USE OF A FAN PAGE
K-Y wanted to position the brand as the "Healthy Intimacy Expert," equipping couples with tips and tools to strengthen their sex lives while overcoming the awkwardness of discussing intimacy. First, they launched the campaign with a 24-hour Facebook homepage roadblock on Feb. 5. Then they created a hub called "Couples Place" on Facebook for Valentine's Day, promoted through a partnership with Time Inc., providing mass reach and awareness of the new hub. After the initial launch, K-Y continued to foster ongoing dialogue among the community on the Facebook fan page.
Credits: Erin Iversen – Group Digital Director Rob D’Alto – Associate Digital Director Peggy McCann – Franchise Partner Caroline Crowell- Supervisor Jill Gorecki – Activation Tara Poto - Activation; Gillette Fusion ProGlide by MediaVest for P&G / Gillette / Fusion ProGlide
MediaVest
P&G, "Gillette Fusion ProGlide"
SOCIAL: USE OF A FAN PAGE
Gillette was launching a new product, the ProGlide, in a market saturated by multi-blade razors that supposedly gave better shaves, so it needed to introduce consumers to ProGlide and prove to them that the efficacy and improvement of the product was real. They created a fan page on YouTube and invited men to try the ProGlide for free and submit their video testimonials. The campaign began with rich media on YouTube, ESPN, Men's Health, and e-commerce channels that pushed men to the branded fan page where they could request a trial ProGlide. Over 325 consumer video testimonials were uploaded to YouTube, and over 164,917 samples were distributed via the fan page.
Credits: Doug Brodman, Digital Associate Director, MediaVest Allison Newman, Digital Manager, MediaVest Chris Stockel, Digital Associate, MediaVest Matt Smith, Assistant Brand Manager, P&G Adrian Heney, group communications planning director, Carat Gina Smilyansky, digital strategy supervisor, Carat Mark Pileggi, VP Acct. Director, Proximity Meghan Sherwin, Acct. Director, Proximity; The Pacific Fan Page by HBO for The Pacific
HBO
The Pacific, "The Pacific Fan Page"
SOCIAL: USE OF A FAN PAGE
In advance of the premiere, The Pacific Facebook page was used to provide followers with official news and updates, and foster a forum for discussion. Fans were able to share their stories, link to relevant images and videos, and pay tribute to veterans and those who serve. The Facebook fan page connected to over 271,000 people and generated nearly 900,000 page views. 1,000 fan photos were uploaded, including many personal tributes to friends and relatives. It also generated nearly 100,000 video plays and over 68,000 photo views. The page is still incredibly popular, with many members of the military posting.
Credits: - Sabrina Caluori, Director of Social Media & Marketing, HBO - Jim Marsh, Marketing Manager, HBO

Social: Twitter Campaign: @VEGAS TWEEPSTAKES by R&R Partners for LVCVA/LVCVA/New Years
R&R Partners
LVCVA, "@vegas Tweepstakes"
SOCIAL: USE OF TWITTER
R&R Partners wanted to gain followers for and bolster awareness of the @vegas Twitter feed, representing Las Vegas Convention and Visitors Authority. A sweepstakes for a New Years Eve in Vegas vacation was spread through through the microblogging service as a requirement of entry. Would-be revelers needed to first follow @vegas and then tweet their reason for wanting to spend New Years Eve @vegas to enter the sweepstakes.
Credits: Fletcher Whitwell, Vice President - Media & Interactive Sean Corbett, Corporate Director of Interactive Strategy & Planning Rob Santwer, Interactive Strategist Sal DeFilippo, Interactive Content Developer Rachelle Houle-Maisner, Interactive Producer Kim Downing, Group Account Director Arnie DiGeorge, Executive Creative Director; Taco Bell Truck by Denuo for Taco Bell
Denuo
Taco Bell, "@TacoBellTruck"
SOCIAL: USE OF TWITTER
Plenty of restaurants have food trucks these days, and some even use Twitter to let fans know where they are. Taco Bell reversed the relationship: after first using its feed to let people know that it would be giving out free tacos at high-profile event such as the MLB All Star Game and MTV VMAs, it asked its followers where the truck should stop next. Fan-influenced stops included a Las Vegas wedding chapel, and a fundraiser for Livestrong.
Credits: Will Bortz,Taco Bell, Sr. Manager, PR & Sponsorships Deb Bell, Taco Bell, PR and Sponsorships Coordinator Dan Buczaczer, Denuo, SVP Matt Gibbs, Denuo, Manager Caroline Chen, Denuo, Writer/Designer Eric Bee, Denuo, Catalyst Anisha Ahluwalia, Denuo, Director; True Blood Season 3 (Twitter) by HBO for True Blood
HBO
HBO/True Blood, "True Blood, Season 3"
SOCIAL: USE OF TWITTER
Realizing the ways in which viewers were using Twitter to talk about episodes of True Blood, HBO developed an elaborate presence for the show on the microblogging service, centering on @TrueBloodHBO and extending to feed for individual characters. Bloodcopy.com, which had formerly been used as a blog about the world of the show, became a Twitter dashboard, where fans could follow real-time discussions of the show taking place on Twitter using a variety of filters.
Credits: - Sabrina Caluori, Director of Social Media & Marketing, HBO - Lindsey Pearl, Social Marketing Manager, HBO

Social: Use of Widgets: Coca-Cola The Longest Celebration by SapientNitro for The Coca-Cola Company
Sapientnitro
The Coca-Cola Company, "The Longest Celebration"
SOCIAL: USE OF WIDGETS
Coca-Cola's longest celebration widget created by SapientNitro extended the sharing capabilities of a contest and campaign by the beveragemaker. Global ads featured the celebration dance of Roger Milla, a African footballer whose exuberant moves launched a wave of post-goal jubilation. People entered their own celebration dances on Coke's YouTube page, and could post the widget showing the latest uploaded dances to their social network or blog pages.
Credits: Damion Parsons – Senior Art Director Opher Yunger – Art Director Alex Ohannessian – Designer Ben Levy – Copywriter Ronn Pearson – Associate Creative Director Juan Morales – Creative Director Alejandro Villanueva – Senior Flash Developer Steve Cucinotta – Senior Flash Developer Alex Toledo – Senior Flash Developer; Snickers: Bar Hunger by MediaVest for Mars/Snickers
MediaVest
Mars/Snickers, "Bar Hunger"
SOCIAL: USE OF WIDGETS
For a brand whose image has long been about how it satisfies hunger, dedicating itself to the cause donating 3 million meals to Feeding America seems a natural (if cheeky) fit. Snickers promised a portion of its sales, and encouraged others to donate. Facebook users who donated to the program would then be allowed to post the Bar Hunger meter to their own profiles to encourage friends to also donate. Snickers ended up donating 3.5 million meals with the help of the 96,303 consumers who joined the cause.
Credits: Scott Schwartz, MediaVest Dan Finkelstein, MediaVest Jillian Weitzman, MediaVest Matt Scarpa, MediaVest Dorothy Ho, MediaVest June Leach, MediaVest Kristin Marquart, MediaVest John Coppola, MediaVest; Nokia: Share the Love by Wunderman NY for Nokia
Wunderman NY
Nokia, "Share the "
SOCIAL: USE OF WIDGETS
To publicize the launch of Nokia's Ovi App Store Wunderman created widgets which showcased apps and the app store interface, without requiring the viewer to leave or visit the store. One widget allowed the viewer to personalize the widget with his or her own Photobucket and then share the results in a widget on various social media platforms, encouraging others to do the same.
Credits: Nick Moore – Chief Creative Officer Joanna Peña-Bickley - SVP Group Creative Director Jennifer Leuzzi - Associate Creative Director Chris Loccisano - Senior Art Director Jason Cohen - Senior Art Director Efrem Oshinsky – Writer Pia Teismann – Senior Manager Strategy Luis Hernandez - SVP Director of Interactive Development Venu Moola - Technical Lead Julio Vargas - Senior Flash Developer Bentsi Beberashvili - Flash Animator Thomas Bryan - Flash Animator Adriaan Scholvinck - Flash Developer Tristan Smith - Flash Developer Brandon Jones - Quality Assurance

Sponsorship: Family Bites, sponsored by Newman's Own by Foodbuzz for Newman's Own
Foodbuzz
Newman's Own, "Family Bites"
SPONSORSHIPS
Foodbuzz, a site with a bazillion foodies, made Newman's Own part of the buzz by asking a targeted set of 100 bloggers to use Newman's products. Newman's Own, in turn, sponsored the site's "Family Bites" section, where Foodbuzz spotlighted one blogger a week and featured the recipes they concocted from the company's line. The marketing was colorful, user-friendly and productive: Selected bloggers ladled 468 recipes that generated 3,000 comments and 6x ROI for Newman's Own.
Credits: Ben Dehan, Foodbuzz CEO; NASCAR.COM – Nationwide Microsite by Turner Sports for Nationwide Insurance
Turner Sports
Nationwide Insurance, "NASCAR Nationwide"
SPONSORSHIPS
Nationwide Insurance became the title sponsor of the 2nd tier NASCAR racing series. Where better to plug the idea of auto coverage? There is ample NASCAR info; it may not be baseball, but the competitions are loaded with stats and stars. To highlight its insurance services, Nationwide sponsors auto-info links alongside racing links. The blend makes the marketing push more subtle and the insurance giant more likeable, assuming such a thing is possible. The campaign drove to a successful conclusion: The goal was 1.2 million unique visitors to the Nationwide Series site; it averaged 1.4 million per month.
Credits: Lenny Daniels, EVP/COO Matthew Hong, SVP/GM Craig Barry, SVP, Creative & Content Christina Miller, SVP Marketing & Programming Walker Jacobs, SVP Advertising Sales Michael Potts, VP Design Jeff Mirman, VP Marketing Randy Dickerson, Sr. Design Director Scott Doyne, Sr. Director Operations; Breaking Bad S3 Vice / VBS.tv Screening Room by Deep Focus for AMC
Deep Focus
AMC, "Breaking Bad"
SPONSORSHIPS
To increase viewership of AMC's "Breaking Bad" and attract an alternative culture audience, the agency partnered with Vice and VBS.tv. The cross-platform effort produced a custom screening room, in the guise of a meth lab, which aggregated VBS.tv's intense drug-related content into a branded "Breaking Bad" hub, neatly linking the two entities. The dark, dangerous-looking site scored more than 200K total page views and the show's season 3 premiere was the highest-rated episode for the series.
Credits: Steve Isaacs - Creative Director, Deep Focus Michael Miraflor - Associate Media Director, Deep Focus Hillary Wirth - Senior Media Planner, Deep Focus Linda Schupack - SVP, Marketing, AMC Gina Hughes - VP, Marketing, AMC Alison Hoffman - Director of Advertising, AMC Jimmy Hilburn - Marketing Manager, AMC

Video: Video Appearing in a Banner, Expandable Banner or Interstitial: EyeWonder’s 2010 Client Testimonials Campaign by EyeWonder for EyeWonder
EyeWonder
EyeWonder, "EyeWonder's 2010 Client Testimonials Campaign"
VIDEO APPEARING IN A BANNER, EXPANDABLE BANNER OR INTERSTITIAL
Eyewonder faced the challenge of creating a campaign for their most important client - themselves. The second challenge? Getting their customers and clients to focus on a difficult subject - not themselves. The result? Clients nationwide, filmed and produced in house, singing the praises of EyeWonder (including one well-recorded interstitial shoutout from Moxie Interactive), via easy navigation through a smooth rollover unit. The jury is still out on whether or not they'll submit a "what our customer's don't like about us" campaign next year.
Credits: Amanda Schroeder – Director of Marketing, EyeWonder Daniel Woodard – Manager of Marketing Creative Services, EyeWonder Leah Gladu – Marketing Communications Manager, EyeWonder Elizabeth Wells – Campaign Team Lead, EyeWonder Michael Heinisch – Campaign Manager/Production Specialist, EyeWonder Marcus Reese – Campaign Manager/Production Specialist, EyeWonder Michael Canzoniero, Owner, Slowpoke Films / MCM Productions; McDonald’s Morning Fix by MTV Networks Digital for McDonald’s
MTV Networks
Digital McDonald's, "McDonald's Morning Fix"
VIDEO APPEARING IN A BANNER, EXPANDABLE BANNER OR INTERSTITIAL
MTV Digital Networks took Good Day LA, added a dash of E!, and churned in a healthy dose of early morning sun to give visitors doses of pop culture, Hollywood heat, The Fab Life, and Video bites, in digestible, McDonald's branded morning chunks. Sure mom wanted you to eat a healthy breakfast, but sometimes, the brain just wants a side of fries with that. Fans engaged and shared, resulting in a 23 percent lift in intent to eat breakfast at McDonald's.
Affiliated Agency: OMD
Credits: Mark Fortner – Vice President | Executive Creative Director, MTV Networks Digital Fusion Colin McNamara – Creative Director, MTV Networks Digital Fusion Jaime Hintz – Sr. Marketing Director, MTV Networks Digital Fusion; Alvin and the Chipmunks: The Squeakquel by Tremor Media for Fox Home Entertainment
Tremor Media
Fox Home Entertainment, "Alvin and the Chipmunks: The Squeakquel"
VIDEO APPEARING IN A BANNER, EXPANDABLE BANNER OR INTERSTITIAL
Tremor Media created a transparent video interstitial of dancing chipmunks to prep the visitor for the woodland creature squeakfest they were about to experience with their campaign for Alvin and the Chipmunks: The Squeakquel. Peppered with punk, eye spinning action sequences, and pushing the "squeakalong" featuring "All The Single Ladies," Tremor captured the essence of the movie, stayed true to the chipmunks' brand, grabbed the eyeballs of pull-ups wearers, and the wallets of moms.
Affiliated Agency: Moxie Interactive
Credits: David Sanderson, Director, Creative Services, Tremor Media Larry Salamone, Creative Director, Tremor Media Andrew Smith, Flash Developer, Tremor Media Collin Holmes, Designer, Tremor Media Abbey Ramsey, Director, Entertainment, Tremor Media Mark Levien, Executive Director Digital Marketing, Domestic, Fox Home Entertainment Sal Apodaca, Executive Director, Media, Fox Home Entertainment Jeremy Katz, Digital Creative Producer, Moxie Interactive LA Lisa Moriwaki, Associate Media Director, Moxie Interactive LA Andrea Wong, Media Planner, Moxie Interactive LA

Video: Single Execution: Appetite for Adventure by Initiative for Hyundai
Initiative
Hyundai, "Appetite for Adventure"
STANDALONE VIDEO
Initiative discovered that their "The Modern Expressive" target experienced high interest in the culinary arts. So when Hyundai wanted to inspire "The Modern Expressive" to try something new (their vehicles) they employed Chef David Lawrence, who traveled around in his Hyundai picking up ingredients outside of palate comfort zones and challenging food bloggers from goodbite.com to create recipes with these ingredients, all the while highlighting key functions of the car. Chef Mark then recreated the recipes through sharable video, banking on traffic and influence from notable culinary bloggers.
Affiliated Agency: Initiative (Lead Agency)
Creative Agency: innocean Worlwide
Credits: DECA Initiative • Jason Deal - SVP, Digital Group Account Director • Arthur Yu - Supervisor, Digital • Sejal Patel - Senior Digital Planner • Shane Rodack - Manager, Innovations • Matthew Benson – Project Manager, Digital Innocean Worldwide • Andrew Reizuch - Art Director • Mike Davis – Copywriter • Bhavini Patel - Project Manager • Jessica Racioppo Freeman - Account Supervisor DECA • Kyle LaBrache - Executive Producer • Eileen Levinson – Art Director • Ishe Gathers – Editor • Beth Le Manach – Executive Producer • Sean Ryan – Account Executive • Johnnie Novello – Account Manager • Jennifer McDonnell – Director, Client Services • Chris Kimbell – VP, Programming; NASCAR on TNT by Turner Sports for TNT
Turner Sports
TNT, "NASCAR on TNT"
STANDALONE VIDEO
Moving from home-to-home is difficult, what with all those change of address forms and such. Moving Nascar from Fox to TNT proved to be an even more difficult task - where to forward the mail that is viewers? Turner Sports partnered up with rockers ACDC to deliver a memorable, chantable, inner-monologue-takeover-able theme song of "T.N.T" to promote the move, giving flaming electric energy to a sport that simply has spectators viewing cars driving in circles for hours.
Credits: Lenny Daniels, EVP/COO Bryan Perez, SVP/GM Craig Barry, SVP, Creative & Content Christina Miller, SVP Marketing & Programming Michael Potts, VP Design Drew Watkins, Creative Director; Clothing Drive by DDB Chicago for AB-InBev/DDB Chicago/Bud Light
DDB Chicago
AB-InBev/Bud Light, "Clothing Drive"
STANDALONE VIDEO
Never underestimate the power of out-of-shape white dudes young and old squelching their cheeks into office chairs, conducting meetings in their button downs and tighty whiteys, and running naked to the already packed elevator. DDB didn't when they delivered their cringeworthy giggle storm of a clothing drive which had forgetful philanthropists donating the clothes off their backs for free Bud Light. Goal of showcasing how the drinkability will inspire the office to sacrifice in the name of do-gooding? Check.
Credits: Mark Gross - Group Creative Director - DDB Chicago Chris Roe - Creative Director - DDB Chicago Chuck Rachford - Creative Director - DDB Chicago Jason Karley - Associate Creative Director/Copywriter - DDB Chicago Galen Graham - Associate Creative Director/Art Director - DDB Chicago Jamie Overkamp - Art Director - DDB Chicago Diane Jackson - Executive Director of Integrated Production - DDB Chicago Will St. Clair - Executive Producer - DDB Chicago Scott Kemper - Senior Producer - DDB Chicago Erich Joiner - Director - Tool Mark Plummer - Director of Photography - Tool Jennifer Siegel - Executive Producer - Tool Brian Latt - Executive Producer - Tool Dustin Callif - Executive Producer of Digital - Tool Amy DeLossa - Head of Production - Tool Matt Wood - Editor - The Whitehouse Kristin Branstetter - Editor - The Whitehouse

Video: Campaign: 1 in 3 Like Me by Mindshare for Kimberly Clark/Poise
Mindshare
Kimberly Clark/Poise, "1 in 3 Like Me"
VIDEO: CAMPAIGN
In 2010, Poise set out to grow its household penetration and bring new users into the category. What category, you ask? Female bladder leakage pads. The challenge, as you might imagine, was the product's natural association with incontinence. In order to appeal to what Poise called "unhappy fem-care users," the brand took to the Web with the empowering slogan "1 in 3 Like Me," and none other than Whoopi Goldberg - for many female consumers, the first name in blunt yet light-hearted pragmatism. The videos reside on a branded hub, where Whoopi provides an introduction to Poise and the problem it addresses. Campaign results included 352.5 million impressions; 62 percent video completion rate within banner; and an average time spend within unit of 13.03 seconds.
Credits: David Lang, Mindshare Entertainment Bohb Blair, Mindshare Joanna Tapio, Mindshare Heather Gheen, Mindshare Lana Shtrahman, Mindshare Benny Alburquerque, Mindshare Lyndsey Fields, Mindshare; Chart Karate by The Concept Farm for Thomson Reuters/Reuters Insider
The Concept Farm
Thomson Reuters/Reuters Insider, "Chart Karate"
VIDEO: CAMPAIGN
Even with financial professionals in mind, marketing a research tool in an engaging and entertaining manner is a challenge. Playing up the competitive nature of such research, The Concept Farm aligned Thomson Reuters and its Reuters Insider product with the highly engaging sport of Karate. A resulting Chart Karate microsite housed three videos, including "Master of the Markets," "Cubicle Ninja," and "Boardroom Ninja." The campaign received over 110,000 video views, while the microsite was viewed over 12,000 times with 12 percent of those coming virally from shared content. What's more, the microsite also had a 36 percent conversion rate for user engagement with a 60% CTR to the Reuters Insider website.
Credits: Rebecca Shapiro, Vice President, Marketing, Thomson Reuters Gregg Wasiak, Executive Creative Director / Partner, Concept Farm Ray Mendez, Executive Creative Director / Partner, Concept Farm Tyronne Schaffer, Associate Creative Director, Concept Farm Brian Thompson, Associate Creative Director, Concept Farm Blake Olson, Partner / President, Concept Farm Mark Weintraub, Director of Account Management, Concept Farm Chris Burgess, Associate Account Executive, Concept Farm Will Morrison, Executive Producer / Partner, Concept Farm Mike Aspite, Producer, Concept Farm Matt Plavoukos, Digital Director, Concept Farm Ben Paddock, Web Developer, Concept Farm Michael Xue, Flash Developer, Concept Farm; In Gayle We Trust by Mindshare for American Family Insurance
Mindshare/NBC Universal Digital Studio
American Family Insurance, "In Gayle We Trust"
VIDEO: CAMPAIGN
In the crowded, low-interest insurance category, Mindshare's challenge was to create a consumer engagement program for American Family Insurance that focused on the agent, and exemplified the "Trusted Adviser" persona. Sparing no expense - at least in online video terms - Mindshare and NBCU developed and launched an original 10-episode digital comedy series, "In Gayle We Trust," about a trusted American Family Insurance agent and her encounters with real people with real problems. Written and directed by Brent Forester of The Office, the mini-series is engagingly offbeat rather than overbearing. The campaign garnered 3.6 million views and exceeded NBC's average completion rate by 38 percent.
Affiliated Agency: NBC Universal Digital Studio
Credits: Dave Rasmussen – Strategic Director, Client Leadership Andy Hayman – Leader/Producer, Invention/Entertainment David Lang – N.A. Director, MS Entertainment Greg Manago – Senior Producer, MS Entertainment Lindsay Gravin – Producer, MS Entertainment Hilary Apple – Manager, Invention Shannon Roth – Director, Client Leadership Jeff Dow – Director, Business Planning

Gaming: Route-Rageous! by Mondo Studios for The Progressive Group of Insurance Companies
Mondo Studios
The Progressive Group of Insurance Companies, "Route-Rageous!"
USE OF GAMING
While its name is semi-idiotic (Route-Rageous!), the game itself - built by Mondo Studios - is a brilliantly engaging driving-themed brainteaser that was popular enough to warrant its own iPhone and Facebook game. The Progressive brand stays smartly on the sidelines, until you bend your fender, and a "Progressive Concierge Claims Service" comes to the rescue. The game, on Yahoo and MSN, attracted over a million players, with typical time per player of six to 10 minutes of brand exposure, and the game's catchy tune whistling in users' heads.
Credits: Mondo Studios Phill Simon: Creative Director Jana Canellos: Executive Producer Valerie Tuffy: Producer Lead Artist: King Chen Technical Director: Eliya Selhub Programmers: GameVision Level Designer: Josh Kusnerz QA: David Wong The Progressive Group of Insurance Companies Chris Scott: Emerging Media Manager; Protect Ur Rep by McKinney for Qwest Communications
McKinney
Qwest Communications, "Protect Ur Rep"
USE OF GAMING
To market to the advertising-cynical video gamer demographic, McKinney decided to make their client's in-game billboards a vandalism target. The six-week long Protect Ur Rep contest offered gamers a chance to plaster self-made posters of their in-game Xbox 360 avatars over Qwest ads for all the joystick jockey world to see. The incentive of bragging rights piqued gamers in droves, with 400,000 nationalized uniques hitting the microsite (after seeing in-game ads), 81% of registrants actively competing and 50 percent of all registrants option to receive Qwest info.
Credits: McKinney: Jonathan Cude, Chief Creative Officer; Glen Fellman, Group Creative Director; Reid Hultman, Copywriter; JD Humphreys, Art Director; Nicole Kuhnlein, Lead Producer; Rafe Kemmis, Programmer; Beth McKnight, Programmer; Forrest Maready, Animation; Kristin Siha, Production Artist; David Yuan, Production Artist; Andy Ives, Production Coordinator; Denis Budniewski, Group Account Director; Ryan Oleson, Account Director; Bob Cordell, Account Supervisor; Felisha Midgett, Project Leader; Lindsay Parina, Project Leader; Christin Prince, Interactive Strategist; Sean Jecko, Senior Account Planner; Whitney Otto, Media Supervisor; Randi Smith, Media Planner; Ben Blackmer, Media Supervisor; Wade Lewis, Studio Arts Manager; John Silverman, Studio Resources Manager; Lizzie Ruiz, Project Coordinator; Able Parris, Studio Artist; Karla Mickens, Studio Artist; Kevin Grealey, Proofreader; Joseph Levinski, QA Specialist; Qwest Communications: Keith Nyhouse, Director, eMarketing; GMR Marketing; Massive Ad Network; Microsoft Xbox LIVE.; Reese's Perfect XBox Live Halloween Event by OMD USA for Reese's
OMD USA
Reese's, "Reese's Perfect XBox Live Halloween Event"
USE OF GAMING
To get gamers to play dress-up, OMD USA launched a Reese's-branded Xbox 360 costume contest that led to 1.1 million costume votes being cast for best in show (typically, Xbox Live campaigns earn 55K votes). But the contest was just a precursor to an online Halloween concert event that had users' dolled-up avatars taking center stage in Guitar Hero 5, for a chance to win a 3D TV. The results were record-breaking, with 1.48 million content downloads, and 90,000 Guitar Hero 5 Halloween Tournament sign-ups - and a 20 percent increase of purchase intent.
Credits: OMD: Ryan Petersen, Dario Raciti, Whitney Arnold, Jennifer Rosing, Jennifer Hart Reese's: Jeff King, Michael DePanfilis, Kimberly Way

Viral Campaign: The HAIR eParty by Situation Interactive for HAIR the American Tribal Love Rock Musical
Situation Interactive
HAIR, "The Hair eParty"
VIRAL CAMPAIGN
HAIR is the only Broadway show to invite audience members on stage at the end for a big dance party. Situation Interactive saw a unique viral marketing opportunity in this. The team installed a camera in the Al Hirschfeld Theatre mezzanine that turns at the end of the show to capture the big dance party. As soon as the video was posted to the Web site, audience members would be sent a post-show email with a link to view the night's "eParty." They could even tag themselves on Facebook, or share their eParty moment via Facebook, Twitter or email.
Credits: Damian Bazadona - President - Situation Interactive John Lanasa - Director of Accounts - Situation Interactive Chris Powers - Creative Director - Situation Interactive Jeremy Kraus - Account Supervisor - Situation Interactive Jessica Dacchille - Account Executive - Situation Interactive Steve Rovery - Senior Designer - Situation Interactive Matt Way - Development Supervisor - Situation Interactive Nicole Lemieux -Copywriter - Situation Interactive Lisa Donnelly - Manager of New Business - Situation Interactive; Snow Day by Rosetta for Rosetta
Rosetta
Rosetta, "Snowday"
VIRAL CAMPAIGN
What started out as a holiday card sent to clients and colleagues turned into a global drive to give kids in New Orleans something they've never had before: a snowday. Using a video camera, facial recognition software and motion tracking algorithms, Rosetta was able to determine when a person's mouth was open and track their tongue as it caught snowflakes flying across their computer screens. At the end of each game, "Snowday" would take your picture and prompt you to share it via Facebook, Twitter or email. Once 1,000,000 snowflakes were caught, New Orleans school kids were rewarded with a real snowday, complete with snow, on February 20th, 2010.
Credits: Gary Scheiner, Chief Creative Officer, Rosetta Toni Hess, Executive Creative Director, Rosetta Chuck Wells, Copywriter, Rosetta Damien Girardi, Art Director/Designer, Rosetta Regan Vanden Boogard, User Experience, Rosetta Shai Reichart, Technical Lead, Rosetta Chad Milburn, Developer, Rosetta Garth Poitras, Developer, Rosetta Derek Mattson, Developer, Rosetta Dan Zachary, Developer, Rosetta Katie Meyler, Project Manager, Rosetta; Hitviews GLEE by Hitviews for FOX Television Network
Hitviews
FOX Television Network, "GLEE, Season 2"
VIRAL CAMPAIGN
To help maintain the buzz after a successful first season of "Glee", Fox Television Network asked Hitviews to reach out to influential online celebrities to create original content about the show, giving "Glee" greater awareness and credibility with younger viewers. Each of the online celebrities has a devoted audience, which are well defined by age, geography and interests. The online stars were given free reign to initiate whatever creative and distribution they thought would play best with their audiences, using the given copy points and clips of "Glee." The result is a wide variety of original content.
Credits: Walter Sabo Chief Executive Officer Hitviews Caitlin Hill Chief Operation Officer Hitviews Jake Fogelnest Vice President Kevin Nalty Talent, Performer, Creator Video Joe Nalty Talent, Performer, Creator Video Michael Buckley Talent Performer Creator Video Greg Benson Talent Performer Creator Video William Bradford FOX Senior VP Hardie Taredsky FOX

Web Site Excellence

Automotive: Volvocars.com Redesign by EuroRSCG 4D New York for Volvo Car Corporation
Euro RSCG
Volvo, Volvocars.com
Automotive
Euro RSCG set out to create a new global Web site for Volvo that unified the brand online. The old Volvo digital experience was a hodgepodge of microsites for specific brands, microsites with stories about users' experiences with different brands, and microsites with actual car highlights. The new volvocars.com integrates model specifications, sales information and community onto one site. It serves content to individuals based on their location, the models that interest them and their place in the buy cycle. It also unifies the digital marketing experience, giving all marketing efforts a singular home to point to.
Affiliated Agency: LBI - flash production
Creative Agency: Zooma - CGI renderings
Credits: Account Management: Maryann Pulvirenti, Director of Client Services, Digital Amanda Zalka, Assistant Account Executive Creative: John Steward, Creative Director Charles Tibble, Art Director Joy Cheng, Designer Project Management: Catherine DeAngelis, Associate Director of Project Management Information Architecture: Brendan Bolton-Klinger, Senior Information Architect Jason Barbarich, Senior Information Architect; Moment of Truth by Digitas for GM/Buick/2011 Buick Regal
Digitas
Buick Regal, "Moment of Truth"
automotive

Buick, apparently, is no longer "your grandfather's car." In an attempt to prove that point, Buick launched the "Moment of Truth" campaign for the new 2011 Buick Regal, leaning very heavily on social media and a level of transparency that shows people what people are now saying about the brand. At the "Moment of Truth" microsite, consumers can watch YouTube videos, look at photos, read Tweets and Facebook quotes, or even read articles that have been written about the new vehicle. And it's not all good, either. The good stuff tends to be highlighted, but the bad reviews are there, too.

Affiliated Agency: thisMoment (Technology)
Creative Agency: Proto (Flash Production)
Credits: Heath Rudduck, Executive VP Creative Director Doris Chung, VP/Group Creative Director Jim Harrington, Associate Creative Director Joe Palmer, Associate Creative Director Julie Halloran, Senior Art Director James Hough, Copywriter David Scott, Lead Designer Ben Raynes, Agency Producer Brian Smith, Agency Producer Howard Nager, VP/Director Special Teams Michael Histen, Senior Interaction Designer Mary Bester, VP Group Marketing Director Erica Melia, VP Marketing Director Katie McCully, Marketing Associate Pamela Neville, Marketing Manager Steven Meltser, Associate Director, Project Management; Mercedes-AMG – SL 65 AMG Black Series by blacQube for Mercedes-AMG
blacQube
Mercedes, "SL 65 AMG Black Series Microsite"
AUTOMOTIVE
The Mercedes SL 65 AMG Black Series microsite serves up a full-screen 360-degree view of the car, along with tons of extras to excite any sports car enthusiast. The site navigation actually displays as a Periodic Table of the Elements, in this case, the "Elements of Black," including "En" for "Engine," "Tb" for "Turbocharger" and "Tr" for "Transmission." Each of the elements is clickable, leading the user into specific content and galleries through its dimensional Papervision3D technology.

Credits: Scott Preacher - Chief Strategy Officer Michael Dural - Chief Delivery Officer Wade Forst - Creative Director Adam Danforth - Lead Developer

Website: Fashion/Beauty/Cosmetics: www.Keds.com by Night Agency for Keds
Night Agency
Keds, "The Original Sneaker"
Fashion/Beauty/Cosmetics
How do you make a 100-year-old sneaker company cool again? For the Keds Web site, Night Agency did it three ways: The Design Your Own feature starts with a blank canvas, literally, which users can customize in nearly countless ways. Or shop the Keds Collective, created by independent designers from across the country. Short profiles and videos of the designers working and discussing their inspiration add a personal touch. The Style Gallery features photographs of real people wearing their kicks. Browse the photos and buy the shoes right off their feet.

Credits: Darren Paul, Managing Partner, Night Agency Rachel Lepelstat, Group Account Director, Night Agency Darius Daftary, Lead Developer, Night Agency Andy Schaaf, Creative Developer, Night Agency; DailyCandy.com by Magnani Caruso Dutton and DailyCandy, Inc. for DailyCandy, Inc.
Magnani Caruso Dutton
dailycandy.com
Fashion/Beauty/Cosmetics
Dailycandy, a daily editorial email publication for young urban ladies, now has a Web site that is a destination in its own right, with archived content from the last nine years organized in an accessible way, whether you are looking for a good Italian restaurant in the West Village for girls' night out or it's 4:00 on a Friday and you have an hour to kill at the office. The site maintains the simple, pretty style of the brand, while multimedia content, like videos on how to make salmon ceviche or find the right bra size, adds editorial depth.

Affiliated Agency: Magnani Caruso Dutton, Digital Agency
Credits: John Dutton, Design Director Ian Magnani, Account Director Brian Barenio, Art Director Anne West, Copywriter Ada Chan, Producer; Rolex.com by Critical Mass for Rolex
Critical Mass
Rolex, Rolex.com
Fashion/Beauty/Cosmetics
The Rolex web site captures the beauty and sophistication of the Rolex brand with large, sharp images of the watches, detailed information about each product, and simple navigational tools. To help establish the Rolex lifestyle its shoppers aspire to, sections on each line of watches also include stories of the people and places that best capture the spirit of the brand (e.g. The Royal Opera House for the Diamonds collection; alpine trekker Jean Troillet stands atop a mountain peak presumably wearing the Explorer II).

Credits: Critical Mass

Blogs: The Blogs at HowStuffWorks.com by HowStuffWorks.com for HowStuffWorks.com
HowStuffWorks.com
"The Blogs at HowStuffWorks.com"
Blogs
Delving into subjects as diverse as "The Utter Simplicity of the Projectile Weapon" and "Stuff Mom Never Told You about Long-Distance Relationships and Rape Kits," the eleven blogs that comprise the HowStuffWorks site capture the same quirky range of topics that have made their podcasts so popular. Authored by the same folks who produce five of the top 100 most popular podcasts on iTunes - including the second and ninth spots on the list - the site is simple, easy to use, engaging and content rich
Credits: Kathryn Kelly, VP Media and Marketing, Discovery Digital Media Conal Byrne, Editor in Chief, Discovery Digital Media Michael Cascone, COO Discovery Digital Media, General Manager, HowStuffWorks.com; MintLife by Mint.com for Mint.com
Mint.com
MintLife
Blogs
Mint has been the most-buzzed about personal finance service of late and they've coupled their easy-to-use site and service with a well-designed, content-rich blog. One million monthly visitors peruse in-depth financial topics about saving and investing as well as lighter fare like job advice from Mad Men's Don Draper. Content partners include CNNMoney, Forbes, Motley Fool and others, which makes for a diverse range of content that is coupled with good design and infographics. The blog also enjoys a 1.4% conversion rate, which is some very nice brand-extension icing on the cake.
Credits: Lee Sherman, Editor in Chief, MintLife Aleks Gradinarova, Managing Editor, MintLife Stew Langille, Director of Marketing for Intuit’s Personal Finance Group; Momformation by BabyCenter LLC for BabyCenter
BabyCenter
"Momformation"
Blogs
Bringing together a wide range of stories from blogging moms - and a couple of dads - around a range of parenting issues, Momformation combines clean, well-thought-out design with relevant, well-written content. Covering topics that include "Mom Stories," "Celebrities," "Life & Home," and "Products & Prizes," the site has a well-balanced mix from the practical to the amusing and it has developed a strong voice driven by the mom-bloggers behind the site's extensive and broad range of content.
Credits: BabyCenter Staff

Business-to-Business Campaigns: Pictela Website by Blenderbox for Pictela
Blenderbox
Pictela, Pictela.com
Business to Business
B2B sites can often look good. They can also often deliver relevant information quickly, clearly and concisely. Rarely do they do both - though that has been admirably achieved at Pictela.com. Blenderbox has packaged the most important points that Pictela needs to communicate to potential customers and partners and fuses them in a bold, striking manner that erases ambiguity with the clarity of the message. From the landing page to the lower pages, the precision carries through and provides users with an excellent experience.
Credits: Matt Raw, Sr UX Designer, Blenderbox Haena Kang, Art Director, Blenderbox Damon Jablons, Developer, Blenderbox Iain McDonald, Director of Project Management, Blenderbox; Marvell by LEVEL Studios for Marvell
LEVEL Studios
Marvell, Marvell.com
Business to Business
First and foremost, full credit to Marvell for enlisting Stan Lee of Marvel Comics fame to explain the proper pronunciation of Marvell's name - and for placing the video right on the homepage. As the manufactures of the computer hardware that powers the devices so many of us use every day, Marvell has been able to burnish its brand and educate both consumers and customers. Logical design, clear content and the inclusion of appropriate social media and community-driven content make this site both useful and educational.
Credits: Dan Conolly, Account Executive | LEVEL Studios Jason Gurley, Creative Director | LEVEL Studios Hank Wethington, Information Technology Engineer | LEVEL Studios Rob Patti, Technology Manager | LEVEL Studios Jim Klo, Engineering Lead | LEVEL Studios; Moen.com by Critical Mass for Moen
Critical Mass
Moen, Moen.com
Business to Business
Fusing a consumer-facing and trade-facing site into one, easy to navigate package, Moen.com has cleverly addressed the challenge of serving both constituencies. Kitchen and bathroom hardware, more often than not, sparks considerable debate between homeowners and contractors, so by having one site for their products, Moen has been able to ease this discussion and move the process forward. Information about products and innovations are front and center for the consumer, while the section for tradesmen is one click away from the homepage and is comprehensive and utilitarian.

Credits: Critical Mass

Best Relaunch of Causes/Charity/Non-Profit Organization Website: The Rockefeller Foundation Website by Blenderbox for The Rockefeller Foundation
Blenderbox
The Rockefeller Foundation, rockefellerfoundation.org
Charity/Non-Profit Organizations
Blenderbox was tasked with redesigning The Rockefeller Foundation's Web site in order to make the foundation more transparent. The goal was to explain how the foundation works, including how it makes grants, who receives them and what type of work is done by recipients. The site has clear links explaining the dates and amounts of recent grants, the names of grantees and the work that's being funded. A separate section of the site offers links to recent research reports.

Credits: Matt Raw, Sr UX designer, Blenderbox Marc Borkan, UX Consultant Christin Roman, Sr UX designer, Blenderbox Sarah McLoughlin, Creative Director, Blenderbox Tsam Lim, Art Director, Blenderbox Haena Kang, Art Director, Blenderbox Jacqueline Maupai, Visual Designer, Blenderbox Caleb Brown, Tech Lead, Blenderbox Iain McDonald, Director of Project Management Patrick Cooke, Project Manager, Blenderbox Amna Siddiqui, Producer, Blenderbox; 1Love Teaser Site by BLITZ for Marley Ventures
Blitz
Marley Ventures, 1love.org
Charity/Non-Profit Organizations
To commemorate the life of Bob Marley, who would have turned 65 this year, his family launched the 1Love charity. Blitz's site for the initiative includes an explanation of the charity's mission - creating sustainable products - as well as recent news articles, updates about concerts, biographies of Marley family members, and links to Twitter and Facebook pages. One portion of the site has information about particular products, like brands of certified organic coffee, along with links for users to make purchases.

Credits: BLITZ Team Senior Project Manager: Lee Matsunami Senior Art Director: Paul Hikiji Designer: Thanh Gip Account Director: Aaron Wahle Associate Creative Director: Edward Herda Chief Creative Officer: Ken Martin EVP of Client Services: Greg Morrell; AlvinAiley.org by HUGE for Alvin Ailey American Dance Theater
Huge
Alvin Ailey American Dance Theater, AlvinAiley.org
Charity/Non-Profit Organizations
The huge-designed Alvin Ailey site boasts features like full-screen photos of dance classes, links to a calendar of performances and video interviews with the dancers. The site also has performance videos, a news feed, and interactive timelines of the company's history. Additionally, users can share items on a variety of social media platforms including Facebook, Digg and Twitter. Aspiring dancers of all ages can learn about a wide array of programs via the site's "classes" tab.
Credits: Lilie Chang, HUGE, Engagement Director Claudia Chow, HUGE, Associate Creative Director Adrienne Fadjo, HUGE, Project Manager Abigail Hart Gray, HUGE, Experience Lead Anna Agapiou, HUGE, Art Director Josh Seifert, HUGE, Marketing Strategist Jon Polikowski, HUGE, Director of Technology Bobbie Boucher, HUGE, Technology Director Larry Edmondson, HUGE, Technology Director Brandon McCain, HUGE, Visual Designer Jordan Knott, HUGE, Production Designer

Education/Schools/Universities (traditional or on-line): TopTenREVIEWS Web Site by TechMediaNetwork for TopTenREVIEWS
TechMediaNetwork
Top Ten Reviews, toptenreviews.com
Education and Reference
Top Ten Reviews covers just about everything: 450 categories of software and Web services, 10,000 consumer electronics products, nearly 200,000 movies, 500,000 music titles and about 40,000 video game titles. The Web site provides users with a complete review of the products they are searching for, along with side-by-side comparisons of other products in the same category. It then issues a recommendation about which products to buy based on these comparisons.
Credits: TopTenREVIEWS Design Team led by Jared Page, Vice President of Creative; HowStuffWorks.com by HowStuffWorks.com for HowStuffWorks.com
Discovery Digital Media
HowStuffWorks, HowStuffWorks.com
Education and Reference
Howstuffworks.com has been one of the web's premier destinations for credible information for nearly a decade. It's nearly impossible to describe just how much information is on this Web site. There are articles about how car engines, search engines, cell phones, and even stem cell research works - all written by the site's editorial staff of experts on given subjects. The site has also recently added videos and podcasts to walk users through specific topics.
Credits: Kathryn Kelly- VP Media and Marketing, Discovery Digital Media Michael Cascone- COO Discovery Digital Media, General Manager, HowStuffWorks.com Conal Byrne- Editor in Chief, Discovery Digital Media Jason Hoch- VP Product and Development, Discovery Digital Media Matthew Crenshaw- VP Publishing and Operations, Discovery Digital Media; Phoenix.edu by Pereira & O'Dell for University of Phoenix
Pereira & O'Dell
University of Phoenix, Phoenix.edu
Education and Reference
Phoenix.edu is the official web site of the University of Phoenix, but thanks to the university's aggressive online strategy, it has turned into a portal of information for prospective students from all across the country interested in hundreds of subjects. Pereira & O'Dell relaunched the site this summer with improved architecture and new tools, such as the University's "How it Works" videos, which explain, among other things, how enrollment works, online or off-line campus life, faculty expertise, courses, financial planning and the path to graduation.

Credits: Accounts Services: Jefferson Coombs, Astrid Martinez, Joelle Hadaya Information Architecture: Thais Alencar Director, Interactive: Shu Lai Interactive Project Manager: Amy Rodier Motion Design: Brady Baltezore Copywriter: Chris Cannon Production: Sara Krider Art Director: David Kelly

Entertainment: Games/Gaming: Guitar Hero Global Franchise Hub by BLITZ for Activision
Blitz
Activision, "Guitar Hero Global Franchise Hub"
ENTERTAINMENT GAMES/GAMING
Guitar Hero stands as one of the most popular and recognizable video game franchises, but Blitz faced the challenge of remaking Activision's site into a one-stop shop social hub that would greet metalheads in the hunt for Danzig's "Mother," without alienating Taylor Swift fans. There was an immediate 50 percent increase in site registration, a 200 percent increase in site traffic, and a 500 percent increase in video engagement. Plus, over 20 million songs were played and the new two-click purchasing process assisted in a 300 percent rise in retail store sales of Guitar Hero products.
Credits: BLITZ Team Project Manager: Lee Matsunami Creative Director: Ken Martin Senior Art Director: Paul Hikiji Art Director: Matt Murray Designer: Thanh Gip Director of User Experience: Sean Scott Senior Software Developer: Adam Venturella Software Developers: Erick Louie, Phil Tobias Senior Flash Developer: Dino Petrone Flash Developer: Yosef Flomin; 2K Games by ROKKAN for 2K Games
ROKKAN
2K Games
ENTERTAINMENT GAMES/GAMING
Avoiding the gaming cliché of high-volume racket, ROKKAN took a chance with their redo of the 2K Games site by skewing artful. Instead of hitting users over the head with noisy videos, ROKKAN's relaunch relies on eye-popping in-game art assets, and a sleek, welcoming interface that keeps the focus on their big titles. A quick click drops users into game-specific pages where everything from videos, screenshots and ordering info are present, along with the beginning lines of the latest forum posts, perfect for fueling conversation.
Affiliated Agency: 2K Games - Client
Credits: Charles Bae – Creative Director, ROKKAN Faisal Ramadan – Lead Flash Developer, ROKKAN Adil Hashem – Backend/CMS Team, ROKKAN Akeem Philbert – Backend/CMS Team, ROKKAN Megan Ward – Information Architect, ROKKAN Vincent Au – Information Architect, ROKKAN Jessica Altus – Project Manager, ROKKAN; Heads or Tails by Firstborn for Pepsi
Firstborn
Pepsi, "Heads or Tails"
ENTERTAINMENT GAMES/GAMING
Under-the-cap promos are nothing new, but Firstborn went live-action to win attention for SoBe's Heads or Tails campaign. To win a prize - from flip-flops to a new MacBook Pro - users would use an easy interface to remove their virtual SoBe cap, then select from one of the five characters (whose winning percentage floated above) to enthusiastically flip their e-cap for them (tails wins - get it? it's based on the SoBe lizard). The site won over 1.3 million visits, close to 900K unique visitors and users stayed for an average of 4:27 seconds.
Credits: Created by Firstborn and SoBe

Entertainment: Movies: Daybreakers by The Visionaire Group for Lionsgate
The Visionaire Group
Lionsgate, "Daybreakers"
ENTERTAINMENT: Movies
The multi-faceted site for the vampire movie Daybreakers is in keeping with the film's eerie tone. Full screen video provides information on the film, including summaries and cast info, while sections that are mock portals for the fictional company in the movie give backstory - one asks "clients" to open a bloodbank account, including a cheerful commercial; and the other promises to teach "how to capture humans" (i.e. Facebook friends). Both of these sections engage viewers with interactive games linking to Facebook and involving others.
Credits: Lionsgate/Tim Palen Lionsgate/Danielle DePalma Lionsgate/David Hayes Lionsgate/Courtney Harris The Visionaire Group/Creative Director: Mike Orduna The Visionaire Group/Design Support: Klifford Hernandez The Visionaire Group/Flash Development: Tony Possobon The Visionaire Group/FB Connect Backend: Jake Chapa The Visionaire Group/3D creation: Ben Miners The Visionaire Group/Video Editing & After Effects: Chris Wang The Visionaire Group/Project Manager: Maria Chung; AVATAR Pandorama by Oskoui+Oskoui, Inc. for Twentieth Century Fox - Home Entertainment
Oskoui+Oskoui, Inc
Twentieth Century Fox Home Entertainment, "Avatar Pandorama"
ENTERTAINMENT: MOVIES
Aiming to do more than show users trailers, the Avatar Pandorama puts them on the fantastical planet on which the blockbuster is set. Oskoui+Oskoui custom designed gesture interfaces utilizing a computer's webcam that enable users to interact with Pandora's flora and recreate a scene from the movie involving bioluminescent creatures. After inserting themselves in the interactive Pandoran landscape, users can share snapshots via Facebook and Twitter.

Credits: Jonathan Tavss, Producer, Twentieth Century Fox - Home Entertainment Jo Oskoui, Creative Director, Oskoui+Oskoui, Inc.; The Back-Up Plan Immersive Website by Eastwest Marketing Group for CBS Films
Eastwest Marketing Group
CBS Films, "The Back-Up Plan"
ENTERTAINMENT MOVIES
The scrolling interactive environment - with the "roller dog" from the movie as your nav mnemonic no less - has the personality and color of the movie. Users explore the city block where Jennifer Lopez's character lives, and along the way are introduced to various characters and plot points. Notably, in the fertility clinic, users are invited to make their own "Back-Up babies" just like JLo did in the movie, though this version is not quite as messy: it combines features of you and a Facebook friend to simulate what your offspring would look like. Visitors created 15,000 back-up babies in less than two weeks.

Affiliated Agency: YouCast Corporation - Social Media Activation
Credits: SVP, Strategic Planning & Promotions Mimi Slavin, CBS Films Director of Interactive Robert Speiser, CBS Films VP, Client Services Jeanine Ullman, Eastwest Marketing Group SVP, Strategy & Concept Jeffrey Kay, Eastwest Marketing Group Sr. Creative Director Miguel Berrios, Eastwest Marketing Group Web Developer Scott Weiner, Eastwest Marketing Group VP, Promotions Craig Moser, Eastwest Marketing Group CEO, John Eaton, Youcast Corporation

Entertainment: Music: John Mayer Augmented Reality Music Video by BLITZ for John Mayer
Blitz
John Mayer, "John Mayer AR Music Video"
Entertainment: Music
After Mayer's management team contacted Blitz to create an interactive concept to promote the singer's latest disc, the agency teamed with Adobe to produce a augmented reality powered video for the single "Heartbreak Warfare" (complete with broken heart glyph). The 3-D video and computer graphics (of Mayer sulking around a living room with his guitar) are convincingly rendered with a depth of field and reactivity that help the technology add to the experience.

Affiliated Agency: Adobe Systems Inc.
Credits: BLITZ Team Project Manager: Amanda Burgess Creative Directors: Ken Martin, Eric Perez Art Director: Mark Cohn 3D Designer: Mark Cohn Designers: Andru Phoenix, Stacey Atkinson, Thanh Gip Flash Developer: Yosef Flomin Adobe Team Group Manager: Becky Brown Producers: Nicolle Miller, Maris Curran Sr. Video Producer: Dan Cowles Creative Directors: Ken Martin, Eric Perez, AJ Joseph Art Director: David Collier Designer: Nathan Cabrera; Five Star Music Insider by RYAN Partnership for Five Star®
RYAN Partnership
Mead/Five Star, "Five Star Music Insider"
Entertainment: Music
To reach the back-to-school market and stay top-of-mind during the key shopping season, RYAN Partnership and Mead created the Five Star Music Insider hub, introducing new musical acts and igniting a key passion point for students. The site showcases the bands' videos, songs and tour diaries with a simple scrolling wheel interface, giving students a chance to vote for their favorites (with the winning act receiving $25,000). The site also ties into Five Star products, allowing consumers to redeem codes from purchases for bonus material on the site, such as song downloads.
Affiliated Agency: VerveLife
Credits: Jennifer Miller SVP, Creative Director Brady Coffey Associate Creative Director Jessica Wojcik Art Director Dana Owen Copywriter Keith Varni Art Director Elise Wilfinger EVP, General Manager Michael Schneidman Group Account Director Krista Pietrafeso Management Supervisor Erin Carter Account Supervisor Meakara Bou Asst. Account Executive David Cavallaro Sr. Producer Rob Gainer Director of Front-End Technology Michael Paige Director of Back-End Technology John Gibbs Web Developer Jeff DePascale Sr. Flash Developer Brian Sutliffe Flash Developer; Stereogum Relaunch by Buzzmedia for Stereogum
Buzzmedia
Stereogum, stereogum.com
Entertainment: Music
Stereogum, founded in 2001, has gradually evolved from a ragged blog (that even in its earliest incarnation could break new music) to a more polished publishing destination with a recent relaunch. A couple of things have not changed: the free songs from bands the site champions (though the players and interfaces have become smoother) and the true fan's passion it exudes.
Credits: Scott Lapatine, Founder/Editor; Chris George, SVP, Integrated Marketing for BUZZMEDIA

Entertainment: History.com by HUGE for A&E Television Networks
Huge
A&E Television Networks, History.com
Entertainment: TV (non-news)
Refocusing the cable network's web presence from an emphasis on show promotion to a destination for historical information, History.com now leads with two timely features on its homepage: "History Behind the Headlines," providing historical perspective on current news, and "This Day in History." Users can search a vast database for articles, videos and photos on historical topics - all connected via a newly custom-tailored taxonomy. Interactive elements keep users engaged, allowing them to "take the ultimate history quiz" or "explore the cosmos."

Credits: David Skokna, HUGE, Partner, Executive Creator Director Sasha Kirovski, HUGE, Partner, Executive Director, Technology Kate Watts, HUGE, Engagement Director Nancy Baynard, HUGE, Project Manager Joe Stewart, HUGE, Visual Design Lead Michal Pasternak, HUGE, User Experience Lead Philip Cotty, HUGE, Technology Director Loren Davie, HUGE, Director of Technology Mohan Ramaswamy, HUGE, Research & Analytics Lead Chassy Cleland, HUGE, Senior Interaction Designer Carl Collins, HUGE, Interaction Designer Alex Snell, HUGE, Product Strategist Erin Scime, HUGE, Content Strategist Jeff MacIntyre, HUGE, Content Strategist Meredith Bagerski, HUGE, Visual Designer James Teow, HUGE, Visual Designer; The Pacific Website by HBO for The Pacific
HBO
"The Pacific"
Entertainment: TV (non-news)
Designed as a companion guide to the 10-part miniseries, HBO's Web site for The Pacific offers visitors an immersive experience into both the production and its historical milieu. The site received more than 2.6 million visits during the show's run, with nearly 1.7 million video views. In addition to show clips, videos include historical footage featuring voiceovers from WWII vets. Other site highlights are Interactive Battle Maps - with animated graphics, embedded video and narration by executive producer Tom Hanks - which received 140,000 visits; and a user-generated Tributes section offering thousands of WWII stories submitted by viewers.

Credits: - Adam Dubov, Executive Producer/Creative Director, HBO.com - Carla Labianca, Supervising Producer, HBO.com - Kevin Pearce, Senior Editor, HBO.com - Sabrina Caluori, Director of Social Media & Marketing, HBO - Chris Peditto, Producer, HBO.com - Jim Marsh, Marketing Manager, HBO - Steve Marzolf, Editor, HBO.com; TravelChannel.com by TravelChannel.com for Razorfish
Razorfish
TLC, TravelChannel.com
Entertainment: TV (non-news)
Refocusing the cable network's Web presence from an emphasis on basic travel information to a destination tying in with its TV shows, TravelChannel.com now features show content more prominently, linking locales back to the TV content with such features as "Where Our Hosts Have Been Lately." "It is now a destination for entertainment as well as information," according to Razorfish. Pages for specific shows include not only episode but travel guides, plus videos, photos, blogs by show hosts, and interactive features like quizzes.
Credits: Domenic Venuto (SVP M&E), Razorfish Basel Salloum (VP Technology) , Razorfish Michael Scafidi (Tech Director), Razorfish Michael Barnwell (Lead Content Strategist), Razorfish Julie Kim (Project Manager), Razorfish Lian Chiang (Associate Creative Director), Razorfish Jason Freilich (Senior FA), Razorfish Andrea Harrison (VP Strategy), Razorfish Andrew Pimentel (Strategy Director), Razorfish

Family/Parenting/Women's Interests: BabyCenter by BabyCenter LLC for BabyCenter
BabyCenter LLC
BabyCenter.com
Family/Parenting/Women's Interest
Babycenter is a trusted resource for moms - reaching more than 8 million per month in the U.S. alone and close to 19 million monthly in 22 markets across the globe. The site supports parents through stage-based content - from prenatal planning through the child's ninth birthday. Their interactive, personalized site features articles, Q&As, videos, tools, on-line classes, polls, blogs, a vibrant social network, and convenient use through mobile platforms. Parents can find baby names, create registries, view videos about everything from birth to sunscreen application, and find big kid crafts and recipes.

Credits: BabyCenter Staff; REDBOOKMAG.COM by Hearst Digital Media for REDBOOKMAG.COM
Hearst Digital Media
RedBookMag.com
Family/Parenting/Women's Interest
RedBookMag.com knows that a woman's life can be big, busy, joyful and imperfect - so it offers women of all types entertainment, motivation and information in an encouraging and inspiring way, offering sex, health, beauty and fashion tips, with an entire section devoted to money and career issues, and articles for moms with kids of all ages. The site prides itself on facing life's issues with optimism, humor, intelligence and style without backing away from controversy and covers topics with the magazine's original "friend-in-the-know" voice.

Credits: Ashley Parrish, Director of Women & Teen Network, Hearst Digital Media Lili Zarghami, Senior Editor, Hearst Digital Media Briana Mowrey, Associate Editor, Hearst Digital Media Mark Weinberg, VP of Programming and Product Strategy; SheKnows by SheKnows for SheKnows
SheKnows
SheKnows.com
Family/Parenting/Women's Interest
Attracting nearly 45 million unique visitors, SheKnows is a one stop online destination, covering every topic a woman might need. With sections devoted to entertainment news and gossip, reviews, beauty and fashion articles, and love, sex & dating advice for every woman, single, dating, married, or divorced, SheKnows.com provides education, entertainment, and an engaging online community - all within an easy to use and attractive interface. The site includes sections on parenting, pets, home, living, and health, and includes an impressive "How to..." section. SheKnows.com has become one of the fastest-growing destinations on the web, consistently ranking as one of the top five properties for women.
Credits: Kyle Cox, SheKnows, Vice President and General Manager; Alison Bills, SheKnows, Editor in Chief; Tara Schmitt, SheKnows, SVP Sales; Mike Dodge, AtomicOnline, Executive Vice President; Brian Fitzgerald, Evolve Media, President

Financial Services/Banking/Investments: Lending Club's Rebranded Site and User Experience by Lending Club for Lending Club
Lending Club/ Mule Design
Lending Club, Rebranded Site and User Experience
Financial Services/Banking/Investments
Get a loan without a bank involved? Super! The web site explains how the process works in clear, understandable language. It promises a transparent process as well. I liked the section featuring people who got loans with great photos and prose that sounds like they actually might have said the words. The blue and green colors are inviting, the charts are self-explanatory. The site is inviting and less institutional looking than most financial Web sites.
Affiliated Agency: Mule Design
Credits: Mike Monteiro, Mule Design Zak Akin, Lending Club; ResponsibilityProject.com by Hill Holliday for Liberty Mutual
Hill Holliday
Liberty Mutual, ResponsibilityProject.com
Financial Services/Banking/Investments
A good idea made great. Liberty Mutual created this content-rich site following positive response to its TV spots depicting a "pay it forward" theme. Fresh content and an easily navigable presentation make it easy and fun to "explore what it means to do the right thing." Information about products is interwoven with content in a subtle way. The company reports average time on the site is 5 minutes, 15 seconds. Pretty amazing.

Credits: Chief Creative Officer: Kevin Moehlenkamp (Hill Holliday) Chief Media Officer: Baba Shetty (Hill Holliday) GCD: Rob Rich, David Banta (Hill Holliday) CD: Michael Dyer (Hill Holliday) Editor-in-Chief: Nathan Lump (Hill Holliday) Designers: Jude Senese, Carissa Dicenzo (Hill Holliday) UX Lead: Brian Yoder (Hill Holliday) Director of Branded Entertainment: John Dukakis (Hill Holliday) Interactive Producers: Paul Lenzi, Ashley Engel (Hill Holliday) Developers: Fred LeBlanc, Dan Pearce, Greg DeMelo, Kyle Ridolfo, Moya Hynes, Marc Amos, Gordon Schantz (Hill Holliday); VeriFone PAYware Mobile Site by Definition 6 for VeriFone
Definition 6
VeriFone, PAYware Mobile Site
Financial Services/Banking/Investments
Well, dang, what will they think of next? The product is a no-brainer, a device that uses the iPhone to allow credit card transactions wherever the seller is - at a flea market, a festival, a tag sale! The site offers a two-minute video that shows precisely how this works. Other links offer answers to just about any question, a video showing how contractors can use the device at customers' homes, and step-by-step instructions on how to get started.

Affiliated Agency: Frederick Swanston, Media
Credits: Definition 6: Jason Norton, Client Manager Jeremy Bromwell, Account Manager Matt Epstein, Account Coordinator Frederick Swanston -- responsible for the media buys

Food/Beverage: Thinkers and Dewars by RYAN Partnership for Dewars (Bacardi USA)
RYAN Partnership
Dewars.com
Food and Beverages
Bacardi USA's Dewar's 12 has been a third-runner in the premium category. Site mission: Build the brand's CRM database with qualified prospects, drive consideration/purchase and increase loyalty/advocacy. Solution: "Thinkers and Dewar's," an invitation-driven, membership-only area anchored in an online forum for men who value "substance," wit and sharing info like food/SCOTCH pairings and toasts with friends.
Affiliated Agency: Blue Modus
Credits: Fannie Young VP, House of Dewar’s Michael Calabrese Brand Manager, House of Dewar’s Mary Perry President, Ryan Partnership Jorge Llauro VP, Ryan Partnership Michael Schneidman VP, Group Director, Ryan Partnership Chris Morse Account Director, Ryan Partnership Fred Giordano SVP, Creative Director, Ryan Partnership; 5React.com by Firstborn and EVB for Wrigley
Firstborn and EVB
Wrigley's, 5React.com
Food and Beverages
Wrigley's 5react.com takes online technology and offline integration to impressive levels. Users log in through Facebook Connect and go through a door to see if they've been "chosen." They enter an alternate 3-D universe in which they're surrounded by images/messages pulled from their Facebook profiles, populating virtual television screens. When a "chosen" message appears, a man puts something in a black envelope showing the fan's name/address. Once fans click to submit, the brand mails out a black-enveloped package bearing a pack of 5 React gum, 3-D glasses and a code. Returning to the site, they use the code/glasses to experience/interact with a 3-D motion piece customized to the user, and can post the video in an online gallery.

Credits: Created by Firstborn and EVB; DELISH by Hearst Digital Media for DELISH
Hearst Digital Media
Delish.com
Food and Beverages
This Hearst/MSN owned site, which serves as the food/recipe channel for the MSN portal, consistently ranks among the top 10 comScore food sites and boasts the highest average engagement times and repeat visits in this highly competitive category. Functionality and convenience drive both the content features/tools and food/recipe offerings (over 30,000 from leading chefs/Hearst magazine brands, all readily searchable). Features include ample cooking how-to videos/simple tips from top chefs, chef profiles and show tie-ins, blogs, coupons, contests/games; and tools that streamline family meal preparation, like an on-site recipe book for saving/customizing recipes and converting them to printable shopping lists.

Credits: Elizabeth Shephard, Executive Director, Hearst Digital Media Sara Schwartz, Web Editor, Hearst Digital Media Jolene Boucon, Senior Web Editor, Hearst Digital Media Mark Weinberg, VP of Programming and Product Strategy, Hearst Digital Media

Health/Wellness Website: Claritin.com by Euro RSCG Worldwide for Claritin
Euro RSCG Worldwide
Claritin, Claritin.com
Health/Wellness
The Claritin site is a compendium of useful information for the allergy sufferer, from basic Q&As ("Can shorthaired pets cause allergies?") to interactive diagnostic tools such as an "Allergy Profiler" and an "Allergy Forecast" personalized to the user's location. Users can also download coupons from the site. Redesigned last year, the site has generated successful bottom-line results: bounce rates dropped, time on site now approaches four minutes, far above industry standards, and a steady flow of coupon offer redemptions has produced sales for the brand.

Affiliated Agency: Corporate Voice - Production & Deployment
Credits: Executive Creative Director: Rahul Sabnis Associate Creative Director: Ami Plasse Senior Art Director: Ian Byers Copywriters: Katie Anne Naylon/Thomas Richter Designer: Yeonju Shim; Free, web-based Electronic Health Records by Practice Fusion for Practice Fusion
Practice Fusion
PracticeFusion.com
Health/Wellness

Practice Fusion provides doctors with a product that can help save lives and improve the quality of patient care: an Electronic Medical Record system, available online for free. Other EMR systems cost $50,000+ per doctor and require extensive set-up. Easy to navigate, the site does an excellent job of both promoting the product to potential clients (with many user testimonials, both text and video; links to other articles on the product; the "take a tour" feature), and getting users up-to-speed immediately with quick sign-up and live training. There's also relevant discussion of the government issues pertinent to EMRs.
Credits: Kellie Charlton - Director of Marketing - Practice Fusion Brandon Scott - Web Designer & Developer - Practice Fusion Emily Peters - Director of Communications - Practice Fusion Ryan Howard - CEO - Practice Fusion; Botox Severe Sweating by iNDELIBLE Media Corp for Allergan
iNDELIBLE
Allergan, BotoxSevereSweating.com
Health/Wellness
Informative and user-friendly, the Botox Severe Sweating site educates sufferers that excessive underarm sweating is a real medical condition, while providing a simple way to learn more (with a quiz for self-diagnosis) and seek help. Videos of sweater case histories, plus the entertainingly goofy fictional online talk show "Ready, Sweat, Go" (hosted by Vanessa Branch - the Orbit gum girl), help bring the problem down-to-earth and dispel any shame. All site elements work together to ultimately funnel viewers to the "find a dermatologist" tool.

Credits: Dimitri Falk - Creative Director - iNDELIBLE Media Corp Amy Bailey - Executive Producer - iNDELIBLE Media Corp Alyssa Ahn - Art Director - iNDELIBLE Media Corp Eugene Mulligan - Editor - iNDELIBLE Media Corp Pere Duignan - Editor - iNDELIBLE Media Corp

House/Home Campaign: DIYnetwork Online Relaunch by SapientNitro for DIYnetwork
SapientNitro
DIYNetwork.com
House & Home
DIY network's redesign emphasizes "How To" pages, top-level navigation, and a new "Easy Project Finder" widget. The new "How To" section includes time, cost, and difficulty parameters to help users determine if a project is right for them. The enhanced weekend homepage features a choice of home remodel and improvement projects that can be completed in a few hours or several weekends. DIYNetwork.com's enhanced search and "Easy Project Finder" make it simple to refine searches by time needed, topic, activity, or even projects seen on TV.
Credits: DIY Network Team Lynn Teo - Creative Director Elaine Castillo Keller - Sr. Information Architect Cass Crockatt - Content Strategist/ Information Architect Scott Gieske - Associate Creative Director, Visual Design R. Lance Garcia - Associate Creative Director, Visual Design Brian Burton - Project Manager; Hunter Douglas iMagine Design Center "Upload Your Own Photo" by Hunter Douglas for Hunter Douglas
Enlighten
HunterDouglas.com
House & Home
Hunter Douglas' design center helps consumers visualize the brand's entire product line in an interactive online gallery and new "Upload Your Own Photo" customization tool, where users can upload photos and apply images of Hunter Douglas products directly to the windows. The hi-tech tool precisely scales images and even matches true obstructions for an accurate portrayal. All images can be stored for future use in a personalized "My Workbook" section, or emailed, printed, or compared - providing consumers with an ideal online shopping experience. Visitors to the Upload Your Own Photo section are almost twice as likely to use the dealer location tool as those who use the existing room photographs, and are also more likely to return to the site.
Affiliated Agency: Visualize It Ltd.
Credits: Dave Winkel, Principal Software Engineer, Enlighten Norman Dannug, Senior Software Engineer, Enlighten Voratima Orawannukul, Software Engineer, Enlighten Denise Evers, Project Manager, Enlighten Ami Walsh, Associate Creative Director, Enlighten Mike Gatto, Associate Creative Director, Enlighten Frank Buscher, Quality Assurance Manager, Enlighten Chris Grant, Associate Director Data Analytics, Enlighten Laura Detwyler, Account Director, Enlighten; House Beautiful by Hearst Digital Media for House Beautiful
Hearst Digital Media
HouseBeautiful.com
House & Home
HouseBeautiful.com is an ideal site for pros seeking new trends and consumers looking for inspiration. The site offers magazine and original articles, many written by professional designers, and includes a vast selection of photo galleries and videos, a huge how-to selection, and innovative tools. The site emphasizes lifestyle and consumer trends with user-friendly articles and rapidly growing social media and sharing capabilities. In the last six months, the brand's Facebook friends and Twitter followers have doubled and unique visitors are up 40 percent, with a more than 50% increase in pages viewed per unique visitor and a quadrupling of video views.

Credits: James Cury, Web Director, Hearst Digital Media Jen DeRose, Web Editor, Hearst Digital Media Mark Weinberg, VP of Programming and Product Strategy, Hearst Digital Media

News/Politics/Reference/Education Website: Health Care Reform Bill 101 Series by The Christian Science Monitor for The Christian Science Monitor
The Christian Science Monitor
"csmonitor.com's Health Care Reform Bill 101 Series"
News/Politics
In an industry smitten with the flashiest of flash executions, rich media, video, social, and just about any app concept you can name, The Christian Science Monitor proved that less can indeed be a whole lot more when dealing with complex news and political information. The Monitor, the 100-year-old plus newspaper, which went completely digital last year, took the Health Care Reform Bill, and through a series of simple, cross-linking hot buttons, divided it into eight "101" categories that just about anyone could understand, maybe even some members of Congress.

Credits: Marshall Ingwerson, Managing Editor Cheryl Sullivan, National News Editor Mark Sappenfield, Deputy National News Editor Peter Grier,Staff Reporter; Story Page Launch: Reinventing the Multimedia Platform for Delivering News Stories by Msnbc Digital Network for Msnbc Digital Network
MSNBC
MSNBC.com
News/Politics
Like its name implies, MSNBC's Digital Network isn't simply a news Web site, but a multimedia platform leveraging the best of its online (breaking news) and television (video) roots that represents a radical departure from the standard links-and-photos-trapped-in-text approach. The reimagined site enables users to watch, read, comment, navigate, share and interact with news from a single page with a modular interface, emblazoned with buttons to foster distribution via social media. Most innovative of all, is a new custom ad platform ensuring that any combination of 30 different rich media formats are served contextually to the right user at the right time.
Credits: Charlie Tillinghast, President & Publisher, Msnbc Digital Network Ashley Wells, Creative Director, Msnbc Digital Network Jennifer Sizemore, Editor-In-Chief, Msnbc Digital Network Kyoo Kim, VP of Sales, Msnbc Digital Network JoAnne Kennedy, VP of Technology, Msnbc Digital Network Catherine Captain, VP of Marketing, Msnbc Digital Network Dan Mucha, VP of Finance & Corporate Development, Msnbc Digital Network; Reuters.com by HUGE for Thomson Reuters
Huge
Reuters.com
News/Politics
In what is perhaps the most highly customizable news site on the market today, the new Reuters.com preserves the venerable brand's heritage as a no-nonsense, news wire, with rich, contextually relevant content and applications aimed at time-starved business professionals. The user-centric design features a new home page that utilizes dynamic data streams to prioritize most newsy and relevant stories for the business world that day, giving readers everything they need to know at a quick glance. A "Track and Save" bar lets users hold on to the topics most important to them and therefore create a profile that feeds stories with the subjects that concern them most. A personalization algorithm suggest stories of similar interest, and new navigation features make the most popular features more accessible.
Credits: David Skokna, HUGE, Executive Creative Director Joe Stewart, HUGE, Creative Director Jessica L'Esperance, HUGE, Interaction Designer James Teow, HUGE, Interaction Designer Lilie Chang, HUGE, Engagement Director Emily Wengert, HUGE, Experience Lead Amanda Chessa, HUGE, Research Coordinator Yosaif Cohen, HUGE, Research and Analytics Annie Ha, HUGE, Interaction Designer Yan Sze Li, HUGE, Production Designer / Style Guide Martin Olson, HUGE, Developer Jonathan Rahmani, HUGE, Visual Designer Mohan Ramaswamy, HUGE, Product Strategist Ben Walton, HUGE, Visual Designer Phil Gordon, HUGE, Usability Analyst Jeff MacIntyre, HUGE, Content Strategy Adam Noren, HUGE, Project Manager

Retail/E-Commerce: Cardboard World by Doner for The UPS Store
Doner
UPS, "Cardboard World"
Retail
The UPS store offers small business owners more than shipping options with brown cardboard boxes. The brand launched "Cardboard World," a Web site that illustrates the company's multiple offerings with the aid of 3-D, Flash, games and promotions. Visitors can click and interact with virtual ups Stores, each representing a different store function. Users can play "Memory," help Joe Biz balance his to-do list and pack a shipment. The site registered approximately 617,000 page views and 111,000 visits in the first month. Consumers spent more than 5 minutes onsite per visit with 20 percent of visitors returning on a regular basis.

Credits: CEO, Chief Creative Officer: Rob Strasberg, Doner Interactive Executive Creative Director: Justin Smith, Doner Creative Director: Jason Parzuchowski, Doner Art Directors: Dave Wysocki and Cristina D’Aristotile, Doner Copywriter: Lori Bender, Doner Agency Producer: Laura Squillace, Doner Executive Vice President, Brand Leader – Greg Gerfen, Doner Vice President, Brand Leader – Julie MacDonald, Doner Brand Leader – Kari Weaver, Doner Project Managers – Kayln Fries & Stefanie Pattison, Doner; Super Bowl: Crazy Pet Owners by Catapult Action-Biased Marketing for Pedigree
Catapult Action-Biased Marketing
Pedigree, "Crazy Pet Owners"
Retail
TV ads caught viewers' attention: the Web site kept it. The TV spot showed snippets of pet owners interacting with unlikely housemates. The Web site housed full-length videos of boar, ostrich, rhino and bison owners. The solution was simple: rescue a shelter dog for a pet rather than an exotic animal. With each video watched, one meal would be donated to a shelter dog. Roughly 2,243,847 bowls of dog food were delivered to shelter dogs nationwide. One video featured a bison lover wearing a Bisondung.net shirt. Pedigree went an additional step and created a simplistic site for a bison-loving dung-seller.
Affiliated Agency: TBWA Chiat Day
Creative Agency: Mindshare
Credits: Digitas Heather Huffnagle, Management Supervisor Rich Magalik, Creative Director Rob Kurfehs, Senior Art Director Brian Garofalo, Web Designer Neil Needleman, Copywriter Andrew Ganat, Designer Direct/Interactive Services Brandon Fitzpatrick, Interactive Developer Justine Pujo, Senior Producer; A New Carol's Cookie by envisionit media for Carol's Cookies
Envisionit Media
Carol's Cookies, "A New Carol's Cookie"
Retail
Location. location. location. It's important in Real Estate both offline and online. Carol's Cookies is known for its ½ pound cookies sold at Whole Foods and specialty shops nationwide. It should be a no-brainer to successfully sell these cookies online. But it wasn't. Online purchases were low. Research discovered a fatal flaw: the link to purchase cookies was not located on the homepage. The Website was revamped to prominently feature Carol, the woman behind the cookies, along with a purchase cookies link and photos of the ½ pound cookies. A picture is worth a purchase click.
Credits: Meg Fertig, Account Manager Jason Goldberg, Creative Director Chris Taylor, Developer

Social Networking: CafeMom.com, Serving Up Happier Moms by CafeMom for CafeMom
CafeMom
CafeMom.com
Social Networking
CafeMom is the largest community site for moms reaching about seven million unique visitors per month, as part of network reaching about 18 million unique visitors per month. Moms connect on shared interests, passions, challenges, and locations. Moms have created more than 70,000 groups on everything from pregnancy to photography, from coupon cutting to cake baking, and from teenagers to tattoos. Advertisers can target mom segments including moms losing weight, moms of kids in diapers, shopping mavens, or any number of criteria. Moms test products, share feedback, and advocate their favorite brands across the site.

Credits: The CafeMom Team and the Millions of Moms who make CafeMom a vibrant online community and web destination; Setting the stage for Windows Phone 7 by T3 for Microsoft/Windows Phone 7
T3
Microsoft, windowsphone7.com
Social Networking
With months between the announcement and the actual launch of the Windows Phone 7, T3 conceived windowsphone7.com, a WP7 "preview community site" to drive continued buzz and positive sentiment, paving the way for a solid foundation for launch. Exclusive demos and first-to-know reveals gave visitors a first-hand look at wp7. Aggregated discussions from Twitter and Facebook also let visitors have a glimpse into what the larger social ecosystem's current reactions are to WP7, in a fast-paced landscape riddled with competitive moves and counter-moves. Moderated by T3, windowsphone7.com is also host to a Backstage community, connecting members in forums and live chats with the key Microsoft players behind WP7 - the designers, builders and dreamers.
Affiliated Agency: Razorfish for the phone demos
Creative Agency: Crispin Porter + Bogusky for the launch video
Credits: ZAAZ for back-end site instrumentation/tagging; Universal McCann for media support Glen Sheehan, SVP, Executive Creative Director, T3 Jamie Mackie, Creative Director, T3 Ivan Fuentes, Associate Creative Director, T3 Dominic Bellia Erin Young Marshall Wright, Social Media Specialist, T3 Chris Osborn, Copywriter, T3 Jen Hamdun, Senior Project Manager, T3 Geoff Mattie, Director of Digital Production, T3 Anthony Nguyen, Senior Developer, T3 Andrew Grooms Tim Harold, Creative Development Supervisor, T3 Justin Shrier, Creative Development Supervisor, T3 Helmut Granda, Senior Creative Developer, T3 Todd Spencer, Enterprise Architecture Supervisor, T3 Jennie Trower, Associate QA Director, T3 David Dennis, Technical QA Specialist, T3 Sherri Fleming, Web Applications Developer, T3 Russell Harris, VP, Chief Information Officer, T3 Srinidhi Koushik, Senior Developer, T3 Ellie Sanchez Karin Clarke, Account Supervisor, T3 Andrew Hogan, Account Executive, T3 Tom Conner, Account Director, T3 Yumi Prentice, SVP, Managing Director, T3 Lisa Smith, Senior Research Manager, T3 Christopher Macauley, Associate Director of Analytics, T3; LEGO CL!CK by Pereira & O'Dell for LEGO Systems
Pereira & O'Dell
LEGO, "LEGO Click"
CONSUMER PACKAGED GOODS
Sales of LEGOs up 32 percent? Stop the presses! That's an amazing statistic but, given the creativity here, it's not too surprising. Targeting adults, the brand tapped into every grown person's memory of the creativity of youth with a video about an inventor inspired by children's true stories. Who couldn't love this? The concept of the "Click" moment (an audible touch for LEGOs) is intriguing. A community blog where people can share their Click moment stories is truly inspirational.
Affiliated Agency: Website Development: Struck Axiom
Credits: PJ Pereira - Chief Creative Officer Kash Sree - Executive Creative Director Jason Apaliski - ACD/Art Director Jaime Robinson - ACD/Writer Sara Krider - Producer Jeff Ferro - Director of Production Gary Theut - Director of Client Services Ryan Toland - Account Director Skylar Fogel - Account Executive Analisa Payne - Buyer Josh Brandau - Strategy Kelsie Van Deman – Producer

Sports: ESPN.com by ESPN for ESPN
ESPN
ESPN.com
Sports
What more needs to be said about ESPN.com than it simply is caffeine during the workday. Stuck on a project, wondering about a dead-end future? Troubled souls click over to the site perhaps dozens of times, even if they know little has changed since they did so last. Those with more time can drill down ceaselessly through the video vault and content on a favorite sport. Beaten in local markets by not starting regional sports networks, espn is determined not to lose on the Web. So it's started local sites in five markets where the coolest aspect are customized "SportsCenters," with production quality equal to the on-air version.

Credits: John Kosner, SVP & GM, ESPN Digital Media Rob King, VP & Editor-in-Chief, ESPN Digital Media; NBA.com – Sprite Slam Dunk Showdown by Turner Sports for Sprite
Turner Sports
Sprite, "Slam Dunk Showdown"
Sports
What stands out in retrospect is a dominant image of LeBron James in a Cleveland uniform. Some of his jerseys have been torched since he shifted teams. But back then on NBA.com, he looked omnipotent and regal - which only added to the appeal of this All-Star promotion. The "Sprite Slam Dunk Showdown" shined with a terrific concept for grassroots marketing and neat execution on the nba site. Holding local slam-dunk contests for amateurs - who are sure the nba overlooked them - generated local interest. NBA.com extended it nationally, with videos from the tryouts and a chance to vote for the best. And to borrow from a competitor's ads, the creative on nba.com on both a microsite and promotional banners was crisp and clean.
Credits: Lenny Daniels, EVP/COO Bryan Perez, SVP/GM Craig Barry, SVP, Creative & Content Christina Miller, SVP Marketing & Programming Walker Jacobs, SVP Advertising Sales Michael Potts, VP Design Jeff Mirman, VP Marketing Eric Jackson, VP Operations Scott Haney, Associate Creative Director; MLB.com by MLB Advanced Media LP for Major League Baseball
MLB Advanced Media LP
MLB.com
Sports
MLB.com can be deceptive. for example, a prominent banner for an online broadcast of a Yankees-Red Sox game nowhere mentions it costs dough to watch. But on the flip side, so what! Back in the day, a Tigers fan in D.C. would scan the radio dial, maybe waving a coat hanger, hoping the Detroit broadcast would come through. Now, you can easily watch and listen to games from all over. For diehards, the fee is a steal. MLB.com is also rife with content and easy to navigate - with so many new possibilities due to its link with the mlb Network.
Credits: Bob Bowman, President & CEO Noah Garden, EVP, Commerce & Sponsorship Dinn Mann, EVP, Content, Editor-in-Chief

Technology Services Websites: No More Dedicated by FireHost, Inc. for FireHost
FireHost
FireHost, "No More Dedicated"
Technology & Web Services
"No More Dedicated" is a branded Web site and campaign by FireHost, a secure managed hosting company intent on convincing its clients that dedicated hosting is dead. The site prominently features six customer videos about their bad experiences using dedicated hosting services, including many about being hacked. Hacker prevention, of course, is one of FireHost's main services, along with servicing compliance and high traffic needs. The site also features a customer test about dedicated hosting and a chat room for potential customers to talk to FireHost representatives.

Affiliated Agency: TargetScope -- Online marketing, web development
Credits: Casey Barthels, chief brand officer, FireHost Chris Drake, CEO & founder, FireHost Katrena Drake, chief brand officer, FireHost; Intel Core Experience by Intel for Razorfish
Razorfish
Intel, "Core Experience"
Technology & Web Services
Ahead of its launch of a new suite of Core microprocessors, semiconductor giant Intel decided to create a hands-on Web site where consumers could actually learn about microprocessors and the differences between them. The result: Intel's Core Experience site is short on words, but heavy on interactive features and demonstrations. The site also guides users towards determining which processor is right for them based on their computing preferences and needs, and then refers them to retailers for purchase.
Credits: Executive Creative Director: Christopher Follett, Razorfish Creative Director: Gordon McNee, Razorfish Creative Director: Graham Golkin, Razorfish Creative Director: Eric Campdoras, Razorfish Associate Creative Director: Alex Hoye, Razorfish Art Director: Sean KellySr., Razorfish Copywriter: Patricia Witkin, Razorfish Flash Developer: Nathan Burazer, Razorfish Flash Developer: Mark Mun, Razorfish Flash Developer: Thomas Lough, Razorfish Technical Architect: Jim Renz, Razorfish Presentation Layer Architect: Loic Kreitmann, Razorfish Principal Developer: Zoe Ng, Razorfish QA Manager: Melanie Pratt, Razorfish Client Partner: Adam Vernick, Razorfish Client Partner: Malia Supe, Razorfish Project Manager: Jeff Bond, Razorfish; mDialog by mDialog for mDialog
mDialog
mDialog.com
Technology & Web Services
mDialog.com is a promotional Web site for mDialog, a mobile marketing services supplier boasting the first ever advertising platform to market with an html 5 Interactive Video ad interface. The Web site has a simple design that loads with the header, "Instream Ad Insertion. Today." Below these words are a list of key words the company associates with its services, like "v 5," "in-stream," and "overlays." The site features company Twitter feeds, press releases, and related company and developer news. It also has a section devoted to its advertising platform features.

Credits: Greg Philpott, CEO -- mDialog.com Tim Street, VP Online Video -- mDialog.com

Travel/Tourism: San Luis Obispo Vacations by LEVEL Studios for City of San Luis Obispo
Level Studios
City of San Luis Obispo, sanluisobispovacations.com
Travel & Tourism
The things that soft-sell, destination marketing Web sites so often get wrong, Level Studios got right with its site for San Luis Obispo. The site is actually attractive - well-designed with good photography, clear, concise content and explanations of the services and activities offered in California's Central Valley region. Created for 37 area hotels, the site provides just enough information about the region and activities that can be pursued there to provide a potential visitor with a good idea of their options while refraining from bludgeoning site visitors with calls to action and come ons.

Credits: Garrett Colburn, Research Analyst | LEVEL Studios Ryan Allshouse, Account Executive | LEVEL Studios Alexandre Lacerda, Art Director | LEVEL Studios Doug Klein, Senior Director, Marketing Strategy | LEVEL Studios; Virgin America 2.0 by ROKKAN for Virgin America
ROKKAN
Virgin America, "Virgin America 2.0"
Travel & Tourism
One click to find out if your flight is on time. One click to change your reservation. In fact, most of the tasks you would ever want to accomplish on an airline's Web site, Virgin has placed front and center on their homepage and made easy to access and use with one click. With its relatively simple, minimalist design (at least for an airline homepage), the Virgin site reflects the same qualities as its brand - and it's even slick enough that you could imagine Branson using it.
Credits: Chung Ng – UX Director, ROKKAN Annie Wong – UX Lead, ROKKAN Emily Tong – Information Architect, ROKKAN Charles Bae – Creative Director, ROKKAN Dina Lindner – Art Director, ROKKAN Nicole Rannou – Production Director, ROKKAN; Vail.com Home Page by iCrossing for Vail Resorts
iCrossing
Vail Resorts, Vail.com
Travel & Tourism
Making it as easy to find a German restaurant as a last minute lodging deal, Vail.com offers a ton of information in an easily accessible and searchable design. Less a site for breathless descriptions about the beauty of Vail - the only conspicuous self-congratulations proclaims it "Like Nothing On Earth" - the content and design is executed to make it easy to find pertinent information and make reservations. With particular attention paid to families, the site offers packages, but also the ability to create one's own trip - particularly attractive during times when stretching a dollar counts.
Credits: Amy Simpson, VP, Managing Director, Travel and Hospitality, iCrossing

Youth: Disney Digital Books by Disney Publishing Worldwide for Disney Publishing Worldwide
Disney Publishing Worldwide
disneydigitalbooks.go.com
Youth
One of the largest publishers of children's books, Disney has created the first-ever comprehensive library of children's books online with over 600 e-books for children of all ages, with Disney Digital Books. Arranged by reading level and interests, the site is a fully interactive online experience, featuring Look and Listen titles that allow children to hear a story read aloud, a Story-Builder feature so kids can create their own stories, a "My Place" area that children can personalize, age-appropriate dictionaries, and reading certificates and quizzes to help encourage budding readers. This site is fun and interactive, and a perfect way to encourage young readers, who already have an interest in Disney's many characters, to find the joy of reading.

Credits: Disney Publishing Worldwide; U by Kotex® by Organic, Inc. for Kimberly-Clark Corp.
Organic, Inc.
Kimberly-Clark Corp., "U by Kotex"
Youth
U by Kotex leverages digital channels to start genuine conversations and share valuable feminine health information with teen girls and young women - an audience that is often ashamed or scared to discuss these important topics. The site serves as an educational tool and uses the power of social media to engage its audience and shatter taboos. UbyKotex.com sells its product - and a cause - by truly speaking to its target audience in a voice they can relate to, feel comfortable with, and have fun with. It allows young girls to face a confusing thing with humor and ease and stop being "freaky" about periods.
Affiliated Agency: JWT
Credits: • Chief Creative Officer: Conor Brady, Organic • Executive Creative Director: Sam Cannon, Organic • Group Creative Director: Amy Hodgins Carvajal, Organic • Creative Director: Cinnamon Pritchard, Organic; Create Your Own Comic: A Website Fit for a Superhero by 360i and Marvel Entertainment for Marvel Entertainment
NBC Universal, which acquired rights to the Hallmark Channel internationally in 2007, is swapping the famed moniker in the U.K. for one of its well-known brands. The network will be known as Universal Channel starting in October -- part of NBCU's efforts to elevate the Universal brand, around since 1912, across the globe.
Also, as Hallmark Channel in the U.K. offers a slew of popular dramas such as "House" and "Law & Order: SVU," NBCU felt the programming did not necessarily fit with the "family friendly" image cultivated by the network in the U.S.
"We know it will appeal to both our existing fan base and a whole new audience who may not have previously been familiar with the Hallmark Channel brand," said Laurence Dawkin-Jones, an executive with Universal Networks International, the NBCU division that offers Hallmark in 150-plus countries.
NBCU said it is looking for five brands to serve as a platform for its pay-TV channels internationally: Syfy Universal, Studio Universal, Diva Universal, 13th Street Universal and Universal Channel. Hallmark has become Universal Channel in Australia and Africa.
NBCU received rights to Hallmark Channel outside the U.S., where it is owned by Crown Media, through a deal with Sparrowhawk Media. In the U.K., the brand is distributed by providers BSkyB and Virgin Media.
ABC series "Rookie Blue" will be joining Universal Channel in the U.K.
Credits: N/A

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