MediaPost - OMMA Awards

Integrated Online Campaign

Apparel/Fashion: Levi's Curve ID Campaign by Katalyst for Levi's
Levi's Curve id jeans use a revolutionary sizing system to fit a range of underserved curvaceous women. To prove it wasn't just another gimmick, Katalyst used YouTube gurus and video testimonials, Twitter, a Facebook "Fitting Room" and in-store events, showing millions of consumers that Levi's have a fit for every woman.
Credits: Anthony Batt, President, Katalyst Kris Ordaz, Creative Director; Armani Exchange Spring/Summer Collection 2011 by Armani Exchange Spring/Summer Collection 2011: Kirshenbaum Bond Senecal + Partners' The Media Kitchen for Armani Exchange
The AX brand just screams hot young style-conscious men. Yet the store has a solid women's line. To crack the young female fashion biz, kbs+p focused on experiential marketing along AX's brand pillars: music, nightlife and fashion. "Summer Pool Party" was the theme for sites on Pandora that let users make playlists, contests on Lookbook and Polyvore that had thousands of women assembling ax outfits and a video series about up-and-coming (ax-clad) female djs. Thousands of women participated, thousands more commented and AX's Facebook page spiked an additional 36,000 likes.
Affiliated Agency: kbs+p The Media Kitchen: Media buying and planning
Credits: Barry Lowenthal, President, kbs+p The Media Kitchen Darren Herman, Chief Digital Media Officer, kbs+p The Media Kitchen Andre Woolery, Associate Digital Director, kbs+p The Media Kitchen Stephenie Stewart, Senior Digital Strategist, kbs+p The Media Kitchen Allison Walton, Associate Strategist, kbs+p The Media Kitchen Tom Jarrold, Chief Marketing Officer, Armani Exchange Christina Kang, Marketing Manager, Armani Exchange; Timberland Women's Launch by Mullen for The Timberland Company
Timberland faced a daunting challenge in launching its new women's line: harness the strong brand reputation and reach style-conscious women. Their solution? Partner with credible style sites. On Sugar Network, Timberland wove product content into editorial, including "Urban Hike" guides. On LuckyMag, they took over home-page space usually reserved for "Lucky Right Now," beside Lucky's top five featured products. Timberland sponsored InStyle.com's Fall Accessories Report, creating a tab for an "Ultimate Shoe Guide." And the Glam Network's Fashion Expert Program integrated Timberland products into its "Eco-Chic Must-Haves." Tracking suggests a 200-percent boost in brand relevance, and all featured products sold out in days.
Credits: John Moore, Chief Media Officer Erin Bilenchi, VP, Associate Media Director Danielle Shagoury, Associate Digital Media Director Mary Vallely, Digital Media Planner

Automotive: National Collector Car Appreciation Day by Triad Retail Media and Benchmark Agency for eBay Motors
The U.S. Senate declared July 8, 2011 as National Collector Car Appreciation Day and eBay Motors took the celebration a step further by designating July as Collector Car Appreciation Month. Together with their partners, eBay Motors created an online experience that showcased video coverage of the national day, the online auction of a classic GM Futurliner on eBay Motors, sweepstakes where winners received tickets to top automotive events (including a trip to a classic car auction in Las Vegas), and video content including a three-part panel discussion featuring top experts and enthusiasts in the industry, in addition to in-depth video interviews.
Affiliated Agency: Triad Retail Media
Creative Agency: The Benchmark Agency
Credits: Sylvie De Wever, Director of Advertising, eBay Motors Mitch Gross, Director of eBay Motors Display Advertising, eBay Motors Art Michalik, Manager, eBay Motors Alan Taylor, President, The Benchmark Agency Stephanie Carlson, Creative Director, The Benchmark Agency Richard Strickland, Production Manager, The Benchmark Agency David Haase, Executive Vice President, Triad Retail Media Marty Strasen, Senior Director of Development eBay, Triad Retail Media Aaron Arroyo, Art Director, Triad Retail Media; Nissan GT Academy by OMD for Nissan
Nissan's challenge was to connect the average consumer to the unattainable dream of driving a race car, while raising the performance profile of the brand. By creating Nissan GT Academy, a national tournament featuring PlayStation's Gran Turismo 5, the top driving simulation game, Nissan meshed gaming and branded entertainment to entertain, engage and reward across multiple platforms from gaming consoles to social networks and TV. It began with a tournament to find the best virtual Nissan GT5 racers in the U.S. Sixteen contestants were chosen to move to the next phase, real-world racing. After a rigorous one-week selection process, all captured on film (reality series airing this fall), a winner was chosen to join the European winners, making it a global effort. The campaign attracted 53,797 aspiring racers; over 35 percent of these opted in for more information from Nissan, far surpassing average opt-in rates for Nissan campaigns.
Credits: Kristi Lind, Group Account Director, OMD Ed Beadle, Group Director, Strategy, OMD Dario Raciti, Director, Gaming (Ignition Factory), OMD Brad Souva, Associate Director, Digital, OMD Andrew MacLeod, Strategist, OMD Jon Brancheau, VP (Nissan Marketing), Nissan North America Erich Marx, Director (Social Media & Interactive Marketing), Nissan North America Phil O'Connor Sr. Manager (Marketing Communications), Nissan North America Chad Jacoby, Sr. Manager (Media Operations & Direct Marketing), Nissan North America Mike Disser, Sr. Planner (Lifestyle Marketing), Nissan North America; SLS AMG Roadster Launch by blacQube for Mercedes-AMG
When Mercedes-AMG, a subsidiary of Mercedes-Benz specializing in high-performance luxury cars, announced the launch of the 571 HP Drop Top Super Sports Car, they wanted to create awareness and desire online for this special AMG vehicle. AMG hit all of the consumer touch-points, providing everything there is to know about the new roadster through photos, videos, sounds and technical data. The roadster launch was integrated into their Web site, all Facebook tabs, YouTube, Twitter and the iPhone through a virtual racing game - all with slick creative evoking the high-end feel of the brand.
Credits: Scott Preacher, CEO and Chief Strategy Officer Michael Dural, COO and Chief Delivery Officer Wade Forst, CD Moritz Bosselmann, ICD Matt Cooley, AD Robert Pierce, PM Katy Roland, Social Lead Jason Piona, Dev

Beauty/Cosmetics: Campaign: “Perfect 10” by Hearst Digital Media for Clairol
Hearst Digital Media and Harper's Bazaar developed a comprehensive, integrated, year-long program for Clairol Perfect 10 color enhancer. Custom, beauty-centric experiences on harpersbazaar.com and Facebook enabled consumers to virtually "try on" new hair color, inspired by what's on the runway. The program also featured event integration at New York Fashion Week and a makeover application tool and mobile app, embodying every aspect of a true 360 campaign.
Affiliated Agency: SMG
Credits: Kristine Welker (VP, Sales & Marketing - Hearst Magazines Digital Media) Laura Schooling (Director of Marketing Services - Hearst Magazines Digital Media) Geoff Schiller (National Sales Director - Hearst Magazines Digital Media) Nicole O'Donnell (Senior Integrated Marketing Manager – Hearst Magazines Digital Media) Allison Braham (Sales Director, Beauty - Hearst Magazines Digital Media) Francisco Mora (Project Manager - Hearst Magazines Digital Media); I Do My Do by Martha Stewart Living Omnimedia for Pantene
I Do My Do utilized the full suite of MSLO assets to bring Pantene products to life and engage their consumers with a meaningful integration. By incorporating real brides into the campaign, "I Do My Do" personalized the integration while building awareness and purchase intent through supplied media and custom-built media. The campaign engaged consumers by providing healthy hair tips and offering customizable products that had proven success and lasting results.
Credits: Arlene Schusteff Emily Payton Elisha Fahmy Joanne Mule Michelle Snyder Allison Mikkalo Katie Flanagan Darcy Miller Jody Churchfield Elizabeth Graves Lauren Richel Kelly Melissa Colgan; Dove Men+Care NCAA Tournament Campaign by Ryan Partnership for Unilever
This truly integrated campaign combined print, TV, digital, mobile, PR, social and retail to create an ownable presence for Dove Men+Care during the NCAA tournament. All channels had distinct roles in driving awareness, engagement and purchase, but flawlessly worked together to surround the consumer with the message. Especially successful was the use of multiscreen engagement where TV ads drove strong engagement on both the mobile and desktop Web sites. Up to 20 percent of total engagement occurred on the Web site during some key TV air times.
Affiliated Agency: Mindshare (Media) – Joseph Maceda, 212.297.7127, joseph.maceda@mindshareworld.com
Creative Agency: Davie Brown (Video Production) – Tom Meyer, tmeyer@daviebrown.com
Credits: Google DoubleClick (Rich Media Ad Serving) - Nithya Sowrirajan, 212-565-6049, NSowrirajan@google.com Jennifer Miller, VP/Executive Creative Director, Ryan Partnership Brady Coffey, Creative Director, Ryan Partnership Keith Varni, Art Director, Ryan Partnership Dean Yeager, Art Director, Ryan Partnership Rob Gainer, Director of Web Development, Ryan Partnership Chris Harris, VP/Group Account Director, Ryan Partnership Robert Brown, Management Supervisor, Ryan Partnership Noelle Picard, Sr. Program Manager, Ryan Partnership David Cavallaro, Sr. Producer, Ryan Partnership

Beverage (alcoholic): Magners Comedy Festival 2011 by Antler Agency for Magners Irish Cider
Magners Irish Cider, which supports an eponymous comedy festival in Glasgow, decided to stage one in Boston. To promote it - and its brand - the multimedia campaign had the last laugh. Fifty amateur comedians hoping to win a slot pitched themselves on Facebook, generating 75,000 visits - and 10,00 visitors to the festival site. Sixteen of the 20 shows sold out, and 2.1 million impressions were created for Magners. Dying is easy; comedy is hard. Magners just leveled the field.
Credits: Terry Lozoff, CEO - Antler Agency Adam Sadowski, Production Manager - Antler Agency Don Raymond, Art Director - Antler Agency Beth Tucker, Social Media Manager - Antler Agency; The Chesterfield Society by Pavone for D.G. Yuengling & Son
For Yuengling's Lord Chesterfield Ale, everything old is new again. The Pennsylvania brewery took the 182-year-old ale and turned a small following into an online success. The inviting Lord Chesterfield site promoted the beer and its colorful 18th-century namesake via Facebook, Twitter and the Chesterfield Advisor blog, which even dispensed dating advice. Between Yuengling events and beer bloggers, 7.5 million impressions were generated cross-platform. Last summer, sales of Lord Chesterfield Ale were up nearly 22 percent in the Mid-Atlantic over 2009.
Credits: Lou Romano, Marketing Manager, D.G. Yuengling & Son Kim Lehman, Public Relations Director, Pavone; PALM Beer: Regional Brand Amplification through Social Media by Beeby Clark Meyler for PALM Beer
PALM Beer is a premium Belgian brew that wanted to play in the Big Apple. That meant linking with various NYC events, like Restaurant Week, as well as kick-starting a Facebook site to encourage PALM traffic and literally driving the PALM Love Bus throughout the city. Both, alongside the iPhone PALM Beer app, created buzz for a new brand rarely drunk here. A stranger no more, the effort produced a 45 percent increase in PALM beer sales in New York City over 2010.
Credits: • Michael Clark, Beeby Clark Meyler • Stuart Meyler, Beeby Clark Meyler • Gauri Pendse, Beeby Clark Meyler • James Mullany, Beeby Clark Meyler • Ken Schaeffer, Beeby Clark Meyler • Kenly Brice, Beeby Clark Meyler • David Van Wees, Latis Partners • Anthony Giardina, Latis Partners

Beverage (non-alcoholic): Dr Pepper CHEGG by Initiative for Dr Pepper/Snapple Group
Since Coke and Pepsi hold pouring rights on most college campuses, Dr Pepper booked a different entry. It partnered with chegg.com, the online textbook rental service, for an interactive brand campaign. Students designed Chegg boxes with Dr Pepper imagery, then asked friends to vote on Facebook and Twitter. The campaign clicked on 4,000 campuses; the top three designers won a MacPro - and the winning look will be printed on Chegg delivery boxes for the fall semester. The promotion delivered top marks: 19 million impressions.
Credits: Initiative: Neil Hamel – Manager, Innovations Caroline Giegerich – VP, Innovations Dave Rosner – EVP, Innovations Jennifer Nyhan – EVP, Group Account Director, Planning Trisha Atkinson – Director, Planning Bryan Master – Director, Digital Daniel MacDonald – Planner; Pepsi Refresh Project 2.0 by HUGE for Pepsi
In 2010, Pepsi debuted the Pepsi Refresh Project, a community-focused platform where you submit ideas and, if accepted, receive a monthly grant. PRP directed more than $20 million dollars to fund 1,000+ great ideas - and received 87 million votes in the process. In 2011, PRP 2.0 awarded twice as many grants - from arts to health to the environment. The site encourages users to participate in their communities, promoting an optimistic, can-do sensibility that embraces Pepsi's spirit. The work isn't selling a beverage; it's selling a philosophy of service.
Credits: Kate Watts - HUGE, VP, Client Services Torri Eubanks - HUGE, Engagement Director Angeline Vuong - Social Media Strategist / Product Strategist Joe Stewart - HUGE, Creative Director Felipe Memoria - HUGE, Design Director Doug Lemon - HUGE, Art Director Thadeu Morgado - HUGE, Senior Interaction Designer Ross Morrison - HUGE, Associate Creative Director Matt Penfield - HUGE, Technology Producer Rafael Mumme - HUGE, Senior Web Developer Muriel Alvarez - HUGE, Senior Project Manager Kendra Jones - HUGE, Copywriter Stefanie Pitaro - HUGE, Visual Designer Will Gabrenya - HUGE, Senior Developer Nicole Victor – HUGE, Director of Planning Colin Watts – HUGE, Technical Director; G Series Before, During and After by VML for Gatorade
Promoting Gatorade as part of evolving sports nutrition meant upping its digital game to its target teen audience. The multimedia creative pitted vintage athletes against today's stars, like Dwight Howard and Peyton Manning, to showcase Gatorade's importance as a fitness fuel. The "Before, During and After" G Series also keyed up on an iPad game, driving users to gatorade.com, where questions are answered in real time, scoring a hit with its target demo.
Credits: Creative Director: Tony Snethen, VML Associate Creative Director: Nick Allegri, VML Sr. Copywriter: Joel Henning, VML Sr. Art Director: Chad Green, VML Group Creative Director: Linda Bumgarner, VML Executive Creative Director: Debbi Vandeven, VML Producer: Tyler Smith, VML Director: Norry Niven, Stone Core Films Integrated Production: VML Integrated Production Edit House: T2

Business-to-Business Campaigns: Ideas Arena: Global Leaders by The Economist Group (TEG) for Thomson Reuters
The Economist Group created the "Ideas Arena: Global Leaders" campaign around the conversation started at the World Economic Forum's annual gathering in Davos, Switzerland. Its goal was to weave Thomson Reuters into the fabric of intelligent conversation within the audience. The campaign targeted business decision makers and featured an interactive Web site chock full of forums for participation. The Economist's millions of readers, Facebook and Twitter fans were encouraged to follow and participate.
Affiliated Agency: Ogilvy and neo@Oglivy (media agency)
Credits: Bateman, Paul Database Administrator Group IT, The Economist online Baumes, Eric Director, Web Operations Group IT, The Economist online Boone, Moira Online Producer Operations, The Economist online Dave Humber, Digital Content Distribution Manager, The Economist DeNicola, Romina Sr. Manager, Client Solutions, The Economist Diorio, Ron VP, Product & Community Development, The Economist online Fish, Stanton Head of Customer Insights Initiative, The Economist online Hopkins, Suzanne Director Integrated Sales New York, Print Advertising Sales, The Economist Howell, Marguerite Multimedia Producer Economist Editorial, The Economist online Ingeberman, Rhoda Director Analytics and Customer Insight, The Economist online Johnson, Mark Community Editor, The Economist online Setiawan, Danny User Experience Designer, The Economist online Shedd, Chris East Coast Manager, Digital Sales Online Advertising Sales, The Economist online Sonnenfeld, Stephen VP Advertising & Brand Integration, Thomson Reuters; Control Freak by Approva Corporation for Approva Corporation
Approva's new online campaign, I Love Control Freaks, sought to shine a cheeky light on what a Control Freak brings to a corporate environment - that is, a Control Freak is indispensable. The Web site, which is a cornerstone for the campaign, features loads of Control Freak-themed content like the "Official Control Freak eHandbook," "Should've Had a Control Freak" video series, and a Control Freak blog.
Creative Agency: A Brand New Way (digital interactive firm; design of campaign microsite)
Credits: Michael Evans, VP of Marketing at Approva Corporation Katina Fisk, Marketing Manager at Approva Corporation Dan Baum, CEO and Creative Director at DBC PR+New Media Erin Auci, Senior Account Executive at DBC PR+New Media Sarah Nicholson, Copywriter at DBC PR+New Media Patrick Ashamalla, Founder and Principal at A Brand New Way; Watch This Space by Google for Google
Google's "Watch This Space" campaign featured a sleek Web site that was easily navigable and full of rich content. Utilizing six tabs, the Web site hosts information on industry trends, solutions, tools, a creative corner, news and a sandbox. The content in each tab is artfully vibrant and informative, making the campaign's execution both effective and aesthetically pleasing.
Affiliated Agency: Johannes Leonardo
Creative Agency: Click3X
Credits: Fantasy Interactive Google: Marketing Managers: Aman Govil, Deepak Ramanathan Johannes Leonardo: Executive Creative Directors: Jan Jacobs, Leo Premutico Art Director: Emmie Nostitz Copywriter: Julie Matheny Producer: Dena Lenard Designers: Isaac Weeber, Susana Londono Click3X: Producer: Ephraim Kehlmann Developer: Colin Ochel Creative Director: Nick Agderian Art Director/Animator: Claudeland Louis Animator: Nur Khabir Grow Interactive: Creative Director: Drew Ungvarsky Producer: Sonya Parker Fantasy Interactive: Creative Director: Anton Repponen Designer: Brijan Powell Producer: Jeff Yamada Lead UX/IA: Irene Pereyra Joystick Interactive

Consumer Packaged Goods: adidas CLIMACOOL Ride by Isobar for adidas
The campaign exceeded expectations in a number of ways. Over 152 million impressions have been recorded with a 2.24 percent click-through rate and approximately 8-second interaction rate for rich-media banners. Before the campaign had ended, key retailers had already placed their second order. Isobar helped adidas make the CLIMACOOL Ride its most successful launch of the year. What started out as an assignment to produce digital work for the U.S. turned into a full-blown convergent campaign.
Credits: John Reid, Executive Creative Director, Isobar Eugene Buono, Creative Director, Isobar JP Guiseppi, Creative Director, Isobar Dawson Vosburg, Creative Director, Isobar Dan van der Hei, Copywriter, Isobar Joe Gatti, Copywriter, Isobar Gabe Ruane, Art Director, Isobar Lucas Svaren, Art Director, Isobar; Ban the Bland by Organic, Inc. for Kimberly-Clark/ U by Kotex*
Last year, U by Kotex helped break the cycle of period shame by opening an honest conversation about vaginal health. Now, along with introducing the first-ever pads and liners with colorful patterns, they invited girls to redesign the feminine care category with the Ban the Bland Design Challenge. Through social media and online ads, they're reaching out to girls, giving them a megaphone and asking what they think about plain white pads in a world of colorful options.
Credits: • Chief Creative Officer: Conor Brady • Executive Creative Director: Sam Cannon • Group Creative Director: Amy Hodgins Carvajal • Creative Director: Cinnamon Rensberry Pritchard • Art Director: Mike Leslie • Senior Copywriter: Nate Rogers • Experience Architect: Charlie Zicari • Production Director: Tom Hillebrand • Group Account Director: Jim Napolitano • Senior Engagement Management: Emily Pasquier Harrington • Senior Solutions Developer: Jason Randall • Senior Interface Developer: Jeff Simko • Community Manager: Leah Sipher-Mann; Chicken of the Sea -- 2011 Integrated Online Campaign by Campbell Ewald for Chicken of the Sea
Outspent 52 to 1,we embarked on an online strategy for Chicken of the Sea tuna that incorporated compelling and relevant elements targeting moms, including a casual game that became the most played game ever on gsn.com, one of the largest gaming platforms on the Web. We also delivered on a key success metric, increasing "likes" to the Chicken of the Sea's Mermaid Facebook page six-fold within five months.
Credits: Jamie Snider, Interactive Supervisor, Campbell Ewald Paula Pletcher, Management Supervisor, Campbell Ewald Jamie Lewis, Manager Interactive Strategy, Campbell Ewald Iain Lanivich, Group Creative Director, Interactive, Campbell Ewald Matt Zelley, Associate Creative Director, Interactive, Campbell Ewald Erin Mrozek, Consumer Marketing Manager, Chicken of the Sea

Education: ASPCA Awareness through Apps by One to One Connect for The American Society for the Prevention of Cruelty to Animals (ASPCA)
ASPCA's creative approach to develop brand awareness through apps via mobile and desktop channels successfully added thousands of new weekly connections to their constantly evolving network. While working with One to One Connect, ASPCA released a desktop application, allowing people to adopt a virtual pet (Screenmate) to live on their computer desktop. To engage the mobile audience, the app's goal was to provide a useful tool for current pet owners. The app displays a three-day forecast of the local weather, symbolized by a daily picture of a cat or dog either adopted or available for adoption from the ASPCA.
Affiliated Agency: Anything Weather - Provides Weather Information for Mobile Apps
Credits: ASPCA • Ayumi Stubbs – Director • Marlene Bowles – Senior Web Designer One to One Connect • Andy Walden - Account Manager • David Finnerty - Project Manager • Brian Assmus - Creative • Ted Alderson/Amit Vyawahare – Developers Anything Weather • Gregg Potter - President; Math and Money Program by Mint.com for Mint.com
In the context of the financial downturn, mint.com and parent company Intuit took it upon themselves to offer money management and budgeting tips to teachers, parents and students. The goal was to help teach the next generation financial responsibility and related skills and best practices. By teaming up with Scholastic, mint.com was able to leverage Scholastic's expertise to make lessons that meet educational standards, reach into classrooms, and make learning fun for kids. Indeed, in addition to the online and printed materials - including lesson plans for teachers, family activities and worksheets for parents - the two companies launched an online interactive game for students in March 2011 as a fun way for young people to learn about money-management strategies like earning and saving money.
Credits: Aaron Forth, VP and General Manager of the Intuit Personal Finance Group, Intuit; National Geographic’s “The Last Lions” Campaign by Velti for National Geographic
The documentary The Last Lions, aimed at educating people about the Big Cats Initiative to drive awareness of the plummeting population of lions in the wild, is itself activism, and the campaign promoting it extends and develops the message of the film. National Geographic teamed with Velti to execute a broad range of engaging and interactive mobile solutions, and in so doing brought in everything from the Botswana Tourism Board to your local theater into its fold.
Affiliated Agency: N/A
Credits: Nikki Lowry, Director of Film Marketing & Outreach, National Geographic Entertainment Andreas Petropoulos, Senior Project Manager, Velti Jason Han, Advertising Operations Manager, Velti

Entertainment: Movies: Bring The Red Carpet Premiere of Your Highness To Your College! by Eventful, Inc. for Universal Pictures
Where better to hold the red-carpet premiere of Your Highness - a film squarely aimed at irreverent college boys - than on campus? But which campus? Universal turned to Eventful for a unique campaign, which let college students vote on which college would get to host the star-studded premiere. Universal drove fan engagement through a variety of media, including email, banner ads and site takeovers. Students were invited to visit the site, where they could view real-time school rankings, vote and share their vote with friends via one-click postings to Facebook, Twitter and other sites. More than 250,000 students voted, the majority of whom hail from the University of California, Santa Barbara, which won the honor.
Credits: Holly Anderson-VP of Marketing, Eventful; The Long Khan by Deep Focus for EPIX
Is there a more passionate group out there than Trekkies? To promote The Captains, the new documentary in which William Shatner interviews all the actors who have helmed the famous vessels in the Star Trek fleet, Epix knew they had to speak a special version of geek. So to launch the film they created Shatner-Palooza, a three-city tour, along with a viral video contest built around Shatner's iconic yell at the end of 1982's Star Trek II: The Wrath of Khan. The resulting videos can be viewed at thelongkahn.com.
Credits: Andy Hunter, Chief Marketing Officer Patricia Yun, Director of Digital Marketing; Monte Carlo Theatrical Release by Stardoll (Publisher) for Fox/Moxie Interactive
For the release of Fox's Monte Carlo, popular tween girl site stardoll.com served as the sole official online destination. Stardoll users attended online "parties," chatted with avatars of the film's talent via custom "chat bot" technology, collected virtual gifts and accessories and joined the exclusive Monte Carlo Club. At the heart of this campaign was the Monte Carlo Ball, a virtual party peopled with avatars of the girls themselves and the movie's stars; girls were gifted virtual items to wear. Subsequent parties were held in different locations.
Credits: Julie Butler- VP, Client Strategy and Operations (Stardoll) Arvind Jayaram-Director, Digital Production (Stardoll) Brandon Stuart-Marketing Manager (Stardoll) Andrea Bromberg- Ad Operations Supervisor (Stardoll) Chris Yates- VP Sales (Stardoll) Christina Wootton-West Coast Account Executive (Stardoll)

Entertainment: Music: KISS: 22 Cities, 22 Unsigned Bands! by Eventful, Inc. for KISS
Generating an emotional connection with fans, the iconic rock group KISS ran a digital campaign with Eventful to create a user-generated tour across America. It gave more than 425,000 fans the opportunity to give 22 unsigned bands out of the thousands that entered a chance to open for KISS. About 25 percent of fans shared the campaign through social networks, resulting in 105 million social media impressions. Online ad and rich-media impressions reached 24 million, as well as the 4 million emails that were sent, resulting in an additional $200,000 in ticket sales. One band from each of the 22 local markets across the U.S. played at a KISS show.
Credits: Holly Anderson-VP of Marketing, Eventful; Yourpicturewith by FlashFoto Inc. for Los Tigres del Norte
Los Tigres launched a campaign using FlashFoto technology that would enable fans to upload images of themselves into the background of band photos to share with friends, post on the Web or with the free iPhone app. The idea to connect more tightly with music lovers doubled the band's Twitter and Facebook traffic during the past four months, with more than 4,000 fan photos created on the Web site. Fans published their photos via email, Twitter or Facebook and shared them with friends.
Credits: Aaron Markham, CEO FlashFoto Inc.; The FADER FORT by FIAT by The FADER, Inc. for Chrysler / FIAT USA
FIAT targeted a younger crowd to relaunch the North American FIAT 500 model. The campaign, highlighted at a music venue in Austin, Texas, connected with music fans open to finding emerging artists. FIAT tapped local artists to graffiti and paint car parts lining the main entrance. Some were used as musical instruments that guests could play. Partners included New Era, Budweiser, Diageo North America, Zinio and RDIO. The campaign included live interviews airing on Sirius Radio reaching 1.3 million listeners. Media impressions reached more than 324 million across an iPad app, interactive iPhone application, and live performances streamed on MySpace.
Affiliated Agency: FIAT
Creative Agency: Impatto
Credits: Universal McCann Detroit Lacy Maxwell, Maxwell Productions Graham Day, Maxwell Productions Steven Gerstein, Independent Andy Cohn, President and Group Publisher, The FADER, Inc. Kaela LaRosa, Director of Events, The FADER, Inc. Robyn Baskin, Senior Marketing Events Manager, The FADER, Inc. Michael D'Antonio, Founder and CEO, Impatto Beth Carpenter, Impatto Nina Lafata, Universal McCann Detroit

Entertainment: News/Sports/Information: MSN Preference Center Campaign by Acxiom Integrated Agency for Microsoft
In attempts to get subscribers to read newsletters, Microsoft created the "MSN Preference Center Campaign" to help target users' reading preferences. MAN revitalized its user interface to create a simpler, sleeker and more navigable site. Its creative and strategy agency, Acxiom, created a new, engaging and informative flow to help users to manage their newsletters. msn saw high open and click-through rates: a 14.68 percent average open rate, a 19 percent average cto and a .62 percent CTO on promo ad.
Affiliated Agency: Acxiom Integrated Agency provided creative and execution services
Creative Agency: n/a
Credits: n/a Mark Montgomery French, Creative Director, Acxiom Kimberly Brizzolara, Senior Copywriter, Acxiom Andrew Khor, Art Director, Acxiom Kristen Schiebel, Marketing Manager, MSN David Thibodeau, HTML Developer, Acxiom Patrick Kearney, Account Manager, Acxiom; A Simple Switch by Carat USA for Philips/Lighting
"A Simple Switch" was a multi-dimensional campaign using bought media to promote content sharing and position the brand as a leader in the sustainability/green space. Its objectives were straight-forward. They wanted to drive users to the site to register for the energy efficiency challenge. They also wanted to build a community around asx's mission of green awareness. They had less than $100,000 to get users to complete the challenge. Even with a limited budget, the campaign was a huge success, gaining over 125,000 Facebook fans.
Affiliated Agency: Advance Interactive media (web dev)
Credits: Doug Grumet – Group Client Director, Carat Nick Vallante – Associate Media Director, Carat Caroline Schoening – Assistant Media Planner, Carat; MLB Fan Cave by Hill Holliday for Major League Baseball
Hill Holliday created a digital platform that helped mlb engage with fans like never before. The wsj called it "part performance art, part social media stunt, part dude fantasy." The goal was to use digital technology to transform baseball from "America's favorite pastime" into a modern source of entertainment for the next generation to embrace. The results were all positive: those exposed to the campaign were 13% more likely to watch or attend an upcoming game, and there were gains of over 35,000 Facebook followers and 29,000 Twitter followers.
Affiliated Agency: Endemol - Video development & production
Credits: Dave Bolger, SVP Group Media Director – Hill Holliday Jeff Zanella, Associate Media Director – Hill Holliday Jenna Umbriana, Platform Media Manager – Hill Holliday Paul Pereria, VP Analytics – Hill Holliday Dan Goldstein, Analyst – Hill Holliday John Dukakis, SVP Director of Branded Content – Hill Holliday Tyler Hissey, Social Media & Content Manager – Hill Holliday Jen Akins, VP Account Director – Hill Holliday Sarah Waskiewicz, Account Supervisor – Hill Holliday Tim Cawley, SVP Group Creative Director – Hill Holliday Kevin Daley, SVP Group Creative Director – Hill Holliday Lance Jensen, EVP Chief Creative Officer- Hill Holliday

Entertainment: Experience The Killing by TargetCast for AMC
TargetCast used search, display, video, mobile, gaming and social to generate tune-in for AMC's The Killing's series premiere and drive viewers to AMC's Web properties. Consumers were encouraged to share online content - including video trailers, contests and an interactive game. Paid media included Google search (84.8 million impressions), YouTube's flagship "Home Page Masthead" (61 million impressions and 2 million plays within 24 hours), and hyper-targeted Facebook ads (87.9 million impressions). Result: Premiere ratings for the target demo tripled the AMC norm.
Affiliated Agency: Trailer Park - Creative
Creative Agency: Empire Design
Credits: Kara Asuncion - Print Creative (Empire Design) Carrie Rickard - A/V (Empire Design) Ram Calley - Senior Producer (Trailer Park) Lisa Park - Coordinator (Trailer Park); Storm Chasers Season 4 by PHD for Discovery Channel
To promote the fourth season of Storm Chasers, PHD placed potential viewers "In The Storm's Path" via highly engaging mobile, site takeovers and digital out-of-home. Touching a mobile banner caused a furiously vibrating "tornado" to overtake a phone's screen, leading to an on-screen "crack." Another tornado raced across the msn.com screen, destroying everything in its path. Digital storefronts dragged passersby into a lifelike tornado, with 24,000 participants uploading photos to social networks. Result: The series premiere had a 40 percent increase over the previous season's debut.
Affiliated Agency: Outdoor Media Alliance
Creative Agency: Inwindow Outdoor
Credits: Mary Stack, Vice President, Discovery Channel Kristi Balazy, Media Director, Discovery Channel Ashley Johnson, Media Manager, Discovery Channel Amanda Hoppe, Media Manager, Discovery Channel Marina Anglim, SVP of Marketing, Discovery Channel Andrew Heckel , Creative Director, Discovery Channel Michael Hrizuk, Associate Creative Director, Discovery Channel Andrea Montano, Group Strategy Director, PHD Dina Wall, Digital Supervisor, PHD Samantha Beale, Media Supervisor, PHD Matt Grosse, Outdoor Director, Outdoor Media Alliance; Bethenny Ever After by Bravo for Bravo
Building momentum for the second season of the "Bethenny" reality series, Bravo tapped into passionate fans via social media while also engaging new viewers via celebrity/TV/entertainment Web sites. Tactics included takeovers, roadblocks, keyword placements, pre-roll videos, targeted expandables, "like" ads, Bethenny-themed Valentines via Someecards - and a "Bethenny's Best Moments" contest and landing tab on Facebook, allowing fans to vote on favorite moments from the first season, which received 233,814 views, 17,303 votes and 10,418 entries. On premiere night, Bravo engaged mom bloggers to foster conversation around viewing parties, resulting in 254,000 blog and social impressions.
Credits: TBD

Financial Services/Banking/Investments: Regions auto loans by Luckie & Company for Regions Bank
Taking out a car loan is a big financial step, especially online. So instead of ads linking to loan product pages within regions.com, Luckie created lightboxes that contained additional information about each loan product. This served to keep potential customers on the landing page to apply immediately if they had the information they needed. Banners were also used to further promote the loans. The streamlined execution provided a user-friendly pathway to the application process.
Credits: Luckie Digital Team; Globalize Your Thinking by EURO RSCG Worldwide for OppenheimerFunds
To help Oppenheimer promote its global/international funds, Euro RSCG employed a parallel "global" strategy online, with a consistent message and branding that spanned video, display, email and Twitter - all driving to an investment knowledge center. The campaign also utilized animated infographics and quizzes via QR codes to bring financial information to life. The extensive content featured in the campaign helped increase sales of Oppenheimer's global funds 34 percent from a year ago. And the globalizeyourthinking.com microsite has drawn more than 300,000 visits to date.
Affiliated Agency: Media Contacts
Credits: Chris D'Rozario - EURO RSCG New York, Creative Director / Copywriter Alec Vianu - EURO RSCG New York, Creative Director / Art Director Philip Parrotta - Oppenheimer Funds, SVP Integrated Marketing & Brand Development . Kirti Srikant - Oppenheimer Funds , AVP Brand Marketing Tatiana Sochurek , EURO RSCG New York, Account Director; Chase Blueprint by Time Inc. Lifestyle Group / Real Simple for Chase
Real Simple's campaign on behalf of Chase Blueprint artfully knitted together offline and online elements to educate target consumers about the financial giant's spending management tool. A series of interactive in-book units offered Blueprint solutions to Real Simple reader questions and drove to realsimple.com, where consumers entered a sweepstakes, viewed money-saving tips, and watched how-to videos. The tight integration of the magazine's editorial content with Blueprint advertising helped drive 40,000 sweepstakes entries and viewership of advertorial that was 56 percent better than average.
Credits: Nadine Timpa, Senior Acct. Manager, RealSimple.com Sari Kleinman, Health Director, Real Simple Sarah Kate Ellis, VP Marketing, Time Inc. Lifestyle Group

Food/Beverage: Amazing Starts with the Heart by OMD for Quaker Oatmeal
Until recently, Kashi and Cheerios led the market for heart-healthy food. That was until Quaker Oatmeal hired omd to shake up their image. They partnered with everydayhealth.com to integrate their content and show that Quaker Oatmeal was the best option for heart health.
Credits: Shauna Lotz, Associate Director, Digital, OMD Mandy Murawsky, Supervisor, Digital, OMD Karen Bennett, Group Director, Communications Planning, OMD Kristen Colonna, Group Account Director, Communications Planning, OMD; Build The Perfect Sandwich by Ryan Partnership for Unilever, Hellmann's
Hellmann's teamed up with celebrity chef Bobby Flay to promote Hellmann's mayonnaise in their "Build the Perfect Sandwich" campaign. The promotion wanted customers to feel good about what they ate and what they fed their families - that is, the company wasn't looking to tell anyone how to make the perfect sandwich, just how to make their perfect sandwich. Through social media and bloggers, Hellmann's distributed video, editorial content, quizzes and recipes to promote its campaign.
Affiliated Agency: Weber-Shandwick - PR
Creative Agency: MindShare - Media
Credits: Ogilvy & Mather - Advertising SVP, Group Director – Gene Tiernan, Ryan Partnership SVP, Creative Director – Rich Magalik, Ryan Partnership Account Director – Carla Johnson, Ryan Partnership Account Supervisor – Sarah Simmons, Ryan Partnership Account Executive – Sean Dennison, Ryan Partnership Senior Producer – Nina Sherwin, Ryan Partnership Assoc. Creative Director – David Michaels, Ryan Partnership Sr. Copywriter – Mary Ellen Elias, Ryan Partnership Director of Technology - Rob Gainer, Ryan Partnership Director of Application Development - Michael Paige, Ryan Partnership Database Developer - Larry Alderman, Ryan Partnership Brand Building Director – Christiane Paul, Hellmann's Senior Brand Manager – Melissa Weingarten, Hellmann's Associate Brand Manager – Adam Landau, Hellmann's Weber-Shandwick (PR): Joy Farber-Kolo, EVP MindShare (Media): Monika Grabania, Associate Director Ogilvy & Mather (Advertising): Sarah Kostecki, Partner, Marketing Director Brightline (iTV): Joanna Hall, SVP Think Integrated (Shopper): Danielle Johnson, VP MediaWorx (Radio): John Lombard, Managing Director; Pleasure Personified by Ryan Partnership, Mindshare Entertainment for Unilever, Magnum Ice Cream
Style icon Karl Lagerfeld and starlet Rachel Bilson teamed up for Magnum Ice Cream's "Pleasure Personified" campaign, which has led to stores barely being able to keep the product on the shelf. The ad targeted the 28-year-old affluent female demographic, who are motivated by accessibility, exclusivity and sensual experiences. The promotion launched at nyc's Tribeca Film Festival. Within 12 weeks of the launch, Magnum was the no.1 "Super Premium Frozen Novelty Brand."
Affiliated Agency: Golin-Harris - PR
Creative Agency: MindShare - Media
Credits: SVP, Group Director – Gene Tiernan, Ryan Partnership SVP, Creative Director – Suzanne Charbonneau, Ryan Partnership Account Director – Carla Johnson, Ryan Partnership Account Supervisor – Sarah Simmons, Ryan Partnership Senior Project Manager – Laura Stewart, Ryan Partnership Account Executive – Sean Dennison, Ryan Partnership Senior Producer – Nina Sherwin, Ryan Partnership Assoc. Creative Director – Jason Bascom, Ryan Partnership Sr. Copywriter – Alan Herzog, Ryan Partnership Director of Technology - Rob Gainer, Ryan Partnership Director of Application Development - Michael Paige, Ryan Partnership Database Developer - Larry Alderman, Ryan Partnership Senior Brand Manager -- Michael Hurley, Magnum Brand Manager – Sam Spencer, Magnum Cindy Gustafson Mindshare, Managing Director Michael Yablonski Mindshare, Group Planning Director Greg Manago Mindshare Entertainment, Senior Producer Tiffany Winter Mindshare Entertainment, Content Strategist Think Integrated (Shopper): Danielle Johnson, VP

Healthcare & Fitness: How I Fight MS by Greater Than One for EMD Serono
Greater Than One's "How I Fight MS" campaign follows five adults living with MS through blogs and journals, effectively putting a face to the disease. Along with the personal journeys being followed on the site, there is also an informational section featuring quizzes, FAQs and diagnostic information about MS. The site's design is casual and uplifting, conveying an importance and ease for the campaign.
Credits: Pilar Belhumeur, Director User Experience, Company: Greater Than One Geesun Lee, Senior Art Director, Company: Greater Than One Stephan Armstrong, Director Medical Content, Company: Greater Than One Steve Longbons, Director Technology, Company: Greater Than One Scott Mari, Front End Developer, Company: Greater Than One; Wellness Week by SpaFinder for SpaFinder
SpaFinder's Wellness Week campaign generated over 75 million impressions in an eight-week period and gained over 100,000 new consumer sign-ups. SpaFinder's mission is to connect consumers with spas the world over. With an already large consumer base, SpaFinder utilized its Wellness Week campaign to offer consumers $50 or 50 percent off spa services nationwide. The tremendous participation made for a successful campaign and very happy sponsors.
Affiliated Agency: BottleRocket Marketing Group
Credits: SpaFinder: Bradford Jones, VP Product Marketing & Merchandising; Betsy Isroelit, Senior Vice President Marketing and Communications; Sallie Fraenkel, Chief Marketing Officer BottleRocket Marketing Group: Michan Fiore, VP, Alliance Marketing Lindsay Bennett, Account Director; Nature Made 2011 WebMD Digital Partnership by Mindshare Los Angeles for Pharmavite/ Nature Made
Nature Made enlisted Mindshare Los Angeles to spearhead their "Nature Made 2011 WebMD Digital Partnership" campaign. The goal was to establish Nature Made as a trusted vitamins, minerals and supplements maker. Mindshare Los Angeles developed a multipoint campaign to rebrand the company. Nature Made began sponsoring WebMD's Vitamins & Supplements Lifestyle Guide and their Health Assessment Tool, gaining access to all of the site's users. The results were astounding and resulted in a 32 percent brand favorability life.
Credits: Mindshare: Renalee Pflug- Managing Director, Client Leadership Charlotte Cochrane- Director, Invention Annie Semerdjian- Manager, The Exchange - Digital Rachel Lary- Senior Associate, The Exchange - Digital Meredith Snavely- Manager, Client Leadership Ruben Atchison- Director, Search Emily Stevens- Manager, Search Chris Carr- Search Specialist

Medical & Pharmaceutical: I Pick My Nose by Digitas Health for MedImmune/FluMist
Flu shots have been given for 71 years. Now you have a choice: vaccine or spray in the nose. For kids, it's a no-brainer: They pick their nose. Parents needed to be educated in order to request FluMist from doctors. A clever, fun multimedia effort - I Pick My Nose - hit parents' and iVillage sites, while the campaign dominated YouTube for a day. Banners proclaimed: "Flu has cooties." The effort was on the nose, winning 254 million online impressions and 900,000 video views.
Credits: Creative Team Graham Mills – Managing Director/ECD – Digitas Health Jacqueline Nolan – SVP/ECD – Digitas Health Brian Lefkowitz – SVP/CD – Digitas Health Emily Spilko – ACD – Digitas Health Sarah Miller – Lead Creative (Art Director) – Digitas Health Francisco Garcia-Tunon – Lead Creative (Copywriter) – Digitas Health Jonathan Klein – Copywriter – Digitas Health Sarah Cobb – Art Director – Digitas Health Production Maria Amato – Digitas Health Media Chris Andrew – SVP/GD Media – Digitas Health Planning Jeffrey Werbylo – VP/D Account Planning – Digitas Health Marketing Team Eva Heyman – Managing Director/Marketing – Digitas Health Scott Tannenbaum – VP/GD Marketing – Digitas Health Claire Foster - VP/D Marketing – Digitas Health Lizzy Mangold – Manager Marketing – Digitas Health Meghan Rose – Manager Marketing – Digitas Health Tina Mathew – Sr. Associate, Project Management – Digitas Health Tech Team Scott Henry – Associate Director – Digitas Health Anna Armentrout – Principle Software Engineer – Digitas Health Greg Beliczynski – Senior Software Engineer – Digitas Health John Vacca – Senior Software Engineer – Digitas Health; Low T Facts by Heartbeat Ideas for Auxilium Pharmaceuticals, Inc.
Now that ED drugs are advertised on the Super Bowl, men don't have to be shy about sexual issues. And for the 20 million men between 50-64 who may be affected by low testosterone, which impacts their sex drive, there is help. The campaign relied on gentle humor - and a practical, non-threatening approach - to encourage men to seek medical attention. A user-friendly Web site kept the tone light, while encouraging men to visit lowtfacts.com for additional information and a branded treatment solution.
Credits: James Talerico, SVP, Executive Creative Director John Washburn, Creative Director Jess Lee, Copywriter Itiya Wolman, Associate Director, Production Matt Adelhock, Web Developer Sarah Brasell, Senior Media Planner Mohammed Beshir, Senior Flash Designer; North Shore-LIJ Omnibus Campaign by Conversation, LLC for North Shore-LIJ
Hospitals, like soft drinks, sell their brands to specific demographics. Both depend on repeat business. NorthShore-Long Island Jewish, an established hospital with 10,000+ doctors, is no different. It aimed to expand on TV spots using CPC online ads to highlight cancer care, women's health, and pediatrics, among its many services. The tone is upbeat, the information straightforward. It's friendly, no-frills approach delivered 178 million impressions and a 28 percent lift in brand favorability. The tagline: "Hope lives here." Let's hope people do, too.
Credits: Myles Kellam, Managing Director, Conversation Kristen Link, Account Supervisor, Conversation David Orellana, Lead Designer, Conversation

Restaurants/Fast Food: Hardee’s 50th Anniversary by CKE Restaurants for Hardee’s
Hardee's went all out to celebrate its 50th anniversary. It targeted some of its key customers both new (young dudes in their 20s who live on fast food) and old (the Boomers and seniors who grew up eating it). There's one place where these groups meet (besides Hardees, of course): Facebook, where fans were encouraged to share pictures, videos and memories. To celebrate its birthday, the chain also offered a $50,000 giveaway on Facebook and $50 gift cards on Twitter.
Affiliated Agency: Weber Shandwick (PR): Media/Blogger Outreach; Creative Support
Creative Agency: 72andSunny (Digital): Facebook app, Creative Support, Videos
Credits: Zeist – 50th Logo Design Jenna Petroff, Public Relations and Social Media Manager, Hardee's Food Systems, Inc. – Overall campaign concept and administration; Video message procurement from advocates, sports figures, politicians, franchisees, fans, etc; YouTube video concept, direction, final editing sign-off; Flickr site design and administration; Twitter contest design, research, administration and fulfillment; Facebook contest/content concept and direction; Winner(s) liaison for media opportunities and prize fulfillment; Press Release draft and distribution (BusinessWire and Pitchengine);Media/Blogger relations; Public relations agency management. Brad Rosenberg, Digital Marketing Manager, CKE Restaurants – Facebook contest/50th content administration; Winner(s) liaison for media opportunities and prize fulfillment; Digital agency team management. Jennifer Hires, Brand Director, 72andSunny - Digital team management (Facebook community management, Facebook application technical team management, YouTube video production/editing team management). Beth Hoops, Senior Account Executive, Weber Shandwick – Media/Blogger relations team lead Jeanne Beach, Account Supervisor, Weber Shandwick – Twibbon creative team lead; Mini Blizzard Treatment by space150 for Dairy Queen
To drive awareness of Dairy Queen's new Mini Blizzard Treat, space150 sent a street team doing "Mini Treats" (or good deeds) across the country in (what else?) a Mini Cooper. The journey of the team lived across social media, and just as the real people the team came across got "Mini-Treatments," so too did the online audience have their chance to get treated. An online contest asked fans to submit videos of their own Mini Treats for a chance to win a Mini Cooper Countryman, just like the street team drove.
Credits: Director of Media: Nicole Newville Creative Director: Jason Strong Senior Designer: Ollie Bauer Associate Designer: Andrew Ridgeway Project Manager: Alli Burgess Producer: Genna Freeberg Editor: Amber Navarrete Copywriter: Jon Resheske Copywriter: Jon Reine Senior Account Executive: Rusty Elm Creative Tech: Stacey Barnes Tech: Corey Tenold Media Planner: Kristin Olson Senior Media Planner: Matt O'Laughlin Senior Social Media Planner: Craig Key; McDonald's Farmville Farm by Tribal DDB for McDonald's/Monopoly
When Farmville wasn't busy playing host to Lady Gaga, it welcomed some less glittery (though no less iconic) company. Old McDonald's had a (virtual) farm on the Zynga game, with the Golden Arches in field form and attractions such as Real Fruit Smoothie fruit markets, Real Fresh Dairy barns, Warm Bun bakeries and McCaf'e caf'es. Players also used McDonald's items (like McCaf'e coffee) as power-ups in the game (just like in real life). Some items, such as the McDonald's hot air balloons are still floating around out there - er, in there.
Credits: Developer: Appsavvy Group Creative Director: Jim Marcus Associate Creative Director: Brian Trecka Art Director: Josh McGuire Copywriter: Deb Pahl Social Media Strategist: Tony Wood Account Supervisor: Julie Griffi Business Director: Jaime Guerrero Media: OMD Anja Carroll - Sr. Director of Media and Digital - McDonald's

Retail/E-Commerce: Target for iPad by Ubermind for Target
As consumers today are too busy to stroll through every aisle of a store, Target created an application in which they can find what they need with a mobile device. Browsing the Weekly Ad, creating a shopping list, making a search at target.com, or locating the nearest Target store are things that Target offers with its app. From directly purchasing via your device, to scanning coupon barcodes off your phone, Target has set the standard for all retail applications.
Credits: Brian Teutsch - Sr. Project Manager, Übermind Jon Chambers - Creative Director, Übermind Joe Shoop - Designer, Übermind Matt Freedman - Sr. Software Engineer, Übermind Vasily Lewis - Software Architect, Übermind Shannon Young - Software Engineer, Übermind James Rodden - Software Engineer, Übermind Justin Sphar-Summers - Software Engineer, Übermind Bryan Hansen - User Experience Architect, Übermind Nathan Maehren - Manager, Mobile Business Programs, Target Andrew Weisbecker - Sr. Mobile Planner, Target Neil Fasen - Business Project Manager, Target Ben DuPont - User Experience Architect; Lawn & Garden Outlook by The Richards Group for The Home Depot
Home Depot has partnered with The Weather Channel to create Lawn & Garden Outlook, a campaign that provides customized information for users using dynamic banners, mobile apps, and sponsored weather updates. The mobile device provides home-improvement tips based on their location and offers a product that is in that user's market. They also have a Lawn & Garden Outlook television weather segment that features project tips, which correspond to the online banners that contain new tips every week.
Credits: 1. Kim Greenia – Director of Broadcast Advertising – The Home Depot 2. Russ Mischner – Broadcast Manager – The Home Depot 3. Kyle Sawai – Principal – Click Here 4. Gary Gibson Creative Group Head 5. Elizabeth Wilcox – Brand Management – The Richards Group 6. Lindsay Molsen – Project Manager – Click Here 7. Kristen Scialo – Digital Brand Creative – Click Here 8. Gary Anderson – Digital Brand Creative – Click Here 9. Robyn Simburger, Media Director, The Home Depot 10. Mark Dorrill, Sr. Manager, Media, The Home Depot; ONE BRAND ANTHEM by Carat USA for adidas
adidas noticed that the brand was not effectively reaching the high school audience. With this, Carat USA created the One Brand Anthem Campaign, which spanned a four-phase strategy involving two key social media hubs. The campaign included activation of 10-second tease pre-roll and 60-second in-banner and rich media videos that drove the spot into the "trending now" section on YouTube. Rich media executions drove traffic to a Facebook application where high school kids could enter images of their "Game Face" for the opportunity to be featured in a TV spot at the MTV Movie Awards.
Affiliated Agency: Sid Lee (TVC, Global creative assets)
Creative Agency: Isobar (US creative assets, digital assets, Game Face TV spot)
Credits: iProspect (Brand Search) Carat LA - Fidel Parente (VP Group Director) Charles Pokress (Media Director) Marco Inga (Account Director) Paul Salumbides (Media Supervisor) Bunrort Em (Senior Digital Planner) Curtis Cohun (Assistant Media Planner) Sid Lee – May Aboubakr (Account Supervisor) Isobar – Danielle Staymates (Account Supervisor) iProspect – Russ Mensik (Senior Account Manager)

Technology Services Websites: Make Home Projects Great by Martha Stewart Living Omnimedia for Microsoft Office 2010
The Microsoft Office 2010 and Martha Stewart Living Omnimedia (MSLO) partnership demonstrated that an audience will respond when custom content and branded entertainment remain on-brand. The "Make Home Projects Great" campaign was executed on multiple platforms, each utilizing custom MSLO templates designed by Martha Stewart editors, all of which utilized new features of Office 2010 combined with Martha Stewart flair. The cross-channel campaign utilized co-branded banner ads with a home page takeover, email promotions, advertorials, free trial downloads of Office 2010, a UGC contest, and was integrated into two broadcast episodes of The Martha Stewart Show.
Credits: Nicole McCormack, Marii Sebahar, Emily Payton, Eon Kim, Cassidy Iwersen, Katie Flanagan, Allison Mikkalo, Lori MacDonald, Mike Ciccarelli, and Todd Schwartzman; Symantec Cloud Campaign by TubeMogul for Symantec
The Symantec Cloud Campaign leveraged YouTube, Facebook, Twitter and Google SEM to generate leads among an audience responsible for building and securing cloud computing environments. Through a 1-2 punch, Symantec delivered informative online video commercials (via the platforms mentioned above) to drive prospects to download a critical white paper, which then created a series of activities/offers to determine lead qualification. The campaign resulted in over 100,000 views and thousands of qualified leads.
Affiliated Agency: Symantec Digital Marketing/Autofuss - Creative
Creative Agency: iCrossing - SEM, video promotion on YouTube
Credits: Symantec - Social Michael Parker - VP Digital Marketing, Symantec Randy Stowell - Director, Autofuss Jeff Linnell - Autofuss Mark Rotblat - VP Sales, TubeMogul; “All Together Now” by Mindshare for Sprint Nextel
For Sprint's "All Together Now" campaign Mindshare developed activation programs on multiple platforms and channels, moving people to create change in the world through their mobile devices. These programs centered on real-time human stories and were produced through online votes and interactions with the All Together Now message, such as the perfect wedding engagement for a hopeless romantic and giving a band its big break at SXSW. The programs were executed with publishers such as mlb.com, Screenvision, Hearst, Time Inc and Rolling Stone, incentivizing users to influence a change to receive discounted and free tickets.
Credits: Mindshare Planning Team: • Denise Ocasio – National Broadcast, Managing Director • Ralph Pardo – Invention, Director • Rekha Yadav – Invention, Associate Media Director • Derek Topel – Invention, Associate Media Director • Meredith Deluca – Print, Associate Media Director • Charles Bergmann – Broadcast, Associate Media Director • Kate Woodruff – Invention, Manager • James Reynolds – Digital, Manager • Kimberly Thomas – Print, Manager • Jarett Fienman – Digital, Senior Associate

Travel/Tourism: How to Vegas by R&R Partners for Las Vegas Convention & Visitors Authority / LVCVA / How to Vegas
To promote tourism, Las Vegas let users' fingers do the talking. The campaign's strategy was to have "Core" guests, who love visiting Sin City, sell its wonders to the "Persuade" group, potential guests who don't know the score. "Core" people were potent ambassadors in America's town hall: Facebook. In LVCVA's first Facebook push, it increased followers by 800 percent, adding 3,000 a day. The inside baseball spin made Las Vegas the No. 1 destination for Facebook fans - and at just $1 per follower. That's called a sure thing.
Affiliated Agency: Facebook tab agency - Buddy Media
Credits: Fletcher Whitwell / Vice President, Media & Digital Activation / R&R Partners Jeremy Thompson / Corporate Director, Media & Digital Activation / R&R Partners Brad Chamberlin / Senior Digital Media Planner-Buyer / R&R Partners Lindsey Patterson / Senior Media Planner-Buyer / R&R Partners Brandi Skrtich / Senior Media Planner-Buyer / R&R Partners Kim Downing / Group Account Director / R&R Partners; Stay Hilton. Go Everywhere. by Organic, Inc. for Hilton Hotels & Resorts
Like Paris, Hilton Hotels get around. To underscore its global presence in 76 countries, the hotelier launched a home-page takeover and sponsorships at The Wall Street Journal, USA Today and Concierge sites, among others, touting its virtues in seven languages. Stylish photos of sought-after destinations are tied to Hilton's ubiquity, establishing an emotional connection with customers. To discover Hilton's many offerings, device-neutral apps revealed the chain's virtues for both business and personal travel. By reestablishing brand awareness and sales, more HHonors members checked in.
Affiliated Agency: Y&R
Creative Agency: PointRoll
Credits: OMD - Conor Brady, CCO - Adam Wilson; Executive Creative Director - Dustin Davis; Creative Director - James McIntosh; Associate Director - Tiro Swaby; Integrated Media Designer - Nicole Druschke-Hill: Senior Associate, Delivery Management - Lisa VanHouten; Manager, Delivery Management - Steve Conroy; Senior Interactive Developer; Disney Destinations Brand Awareness Campaign by True North Inc. and Expedia Media Solutions for Disney Destinations
Disney is a household name - so to keep its Expedia bookings fun - it produced a series of interactive, expandable ads pitching Disneyland, Disney World Resort and the Disney Cruise Line Disney Destinations. Users could scroll over ads and watch a promo video on a particular Disney location - without leaving Expedia. By keeping the microsite within the Expedia site fresh and uncluttered, booking vacations was a breeze. Click on Goofy and turn the Magic Kingdom into real-world travel.
Credits: Expedia Media Solutions Team: Jessica Haupert – Sr. Business Development Manager Wendy Ryan – Sr. Client Service Manager Disney Destinations Team: David Zschernig, Travel Industry Account Manager, Internet Sales Carol Helbling, Senior Account Manager Jennifer Tirona, Marketing Account Manager Francisco Restrepo, Travel Industry Sales Director True North Inc Team: Dan Brown, Creative Director Seth Klassen, Art Director Sherman Huang, Production Artist Victoria Wetterer, Associate Creative Director Caroline Blanzaco, Junior Copywriter John Como, Director of Client Services Megan Bentley, Senior Account Executive

Online Advertising Creativity

Advertising/Promotion Website or Microsite - Content: SHOOTTER by Hakuhodo for KOSE Corporation
The more Twitter followers you possess, the stronger you'll be able to kick a soccer ball in a virtual soccer showdown with any Twitter user worldwide, including celebs like Lady Gaga and Christiano Ronaldo. SHOOTTER for Adidas places gamers inside a virtual stadium, where their objective is to score a goal against another Twitter user who's playing the role of goalie. Holding down the space bar for speed, along with the number of followers a person has will determine success or failure.
Credits: Executive Creative Director : Katsuhiko Suzuki / HAKUHODO Creative Director : Kentaro Masamura / HAKUHODO Copywriter : Kentaro Masamura / HAKUHODO Art Director : Jeong-ho Im / mount Art Director : Kazumasa Teshigawara / qubibi Agency Producer : Kentaro Masamura / HAKUHODO Director : Kazumasa Teshigawara / qubibi Account Director : Kentaro Hayashi / HAKUHODO Head of Technology : Hidekazu Hayashi / mount Planner : Kentaro Masamura / HAKUHODO Planner : Jeong-ho Im / mount Planner : Kazumasa Teshigawara / qubibi Planner : Takeshiro Umetsu / mount Senior Developer : Seigo Akamatsu / iret Producer : Akira Shimada / ARMZ Inc. Sound Design : Zin Yoshida / Salon Music Illustrator : Koya Okada / freelance Production Manager : Jamie Nishizaki / ARMZ Inc.; Ban the Bland by Organic, Inc. for Kimberly-Clark/ U by Kotex*
Feminine products are not something most teenage girls care to discuss, let alone redesign. Not anymore. U by Kotex launched the Ban the Bland Design challenge and Web site where girls could create original product designs using the online tools provided. Say goodbye to white, and hello to color and patterns. The brand's goal was to receive 2,000 designs: More than 12,800 creations were submitted. The top three winners will collaborate with Patricia Field on future U by Kotex products.
Affiliated Agency: Marina Maher Communications
Credits: • Chief Creative Officer: Conor Brady • Executive Creative Director: Sam Cannon • Group Creative Director: Amy Hodgins Carvajal • Creative Director: Cinnamon Rensberry Pritchard • Art Director: Mike Leslie • Senior Copywriter: Nate Rogers • Experience Architect: Charlie Zicari • Production Director: Tom Hillebrand • Group Account Director: Jim Napolitano • Senior Engagement Management: Emily Pasquier Harrington • Senior Solutions Developer: Jason Randall • Senior Interface Developer: Jeff Simko • Community Manager: Leah Sipher-Mann; Sprint HTC EVO 3D – Be a 3D Star by Euro RSCG Chicago for Sprint Digital
Finally, a way to create, watch and share 3-D content, without the need for 3-D glasses. Euro RSCG Chicago created a 3-D movie trailer to promote the launch of the HTC EVO 3-D. "Present Tense" not only allowed users to navigate and explore the trailer, it was customizable, so users could upload a picture and become a part of the trailer about a alleged diamond thief on the lam. More than 93,000 people created their own 3-D movie trailer.
Affiliated Agency: Production Company: The Famous Group
Credits: Credits Agency: Euro RSCG Chicago Jason Peterson - Chief Creative Officer Bill Mericle - Executive Creative Director Michael Shirley - Group Creative Director Bernie Gomez - Group Creative Director Rina Mallick - Creative Director Darrin Sullivan - Associate Creative Director Bobbi Bowers - Senior Copywriter Kelly Schummer - Senior Art Director Elena Robinson - Director of Integrated Production Patricia Jones - Director of Project Management Julie Kramer - Digital Producer Catherine Hudon – Broadcast Producer Bonnie Hamilton - Business Manager Brooke Atterberry - Account Director Libby O'Dell - Account Supervisor Jeff Peebler - Senior Account Executive Samantha Dietz - Information Architect Eric Rasinski - Director of Interactive Technology Brian Schwartz - Tech Lead Quentin Poynter – Senior Developer

Banner: Standard/Flash/Rich Media: Real Business by Y&R/VML for Xerox
How do you let potential customers know that your company, which they may only know as a copy machine, can help them as a full-on consultancy and take care of all the boring back-office stuff they don't want to do? And make it sexy? With a Ducati motorcycle, of course. The pushdown unit depicting a scene of a Ducati being tested in a wind tunnel with a hapless fellow getting his stack of, um, Xeroxes blown all over the place does the trick quickly, simply and strikingly.
Affiliated Agency: Y&R - Creative agency
Creative Agency: VML - Digital agency
Credits: Jim Radosevic, GCD Mike Wente, Managing Director, Group Creative Director Corey Rakowsky, ACD Kleber Menezes, ACD Adam Gloo, ACD Brian Musich, ACD Chris Marotta, Ass. Art Director Chris Shanley Flash Developer Harold Scissors, Flash Developer Jian Xu, Flash Developer Dan Stiglmayer, Motion Graphics Designer Scott Stone, Sr. Motion Graphics Designer Steve Stone, Motion Graphics Designer; Watch This Space by Google for Google
Is this meta enough for you? OMMA would like to take a moment to recognize the fine online display advertising work promoting Google's online display advertising business. The online ad about online ads outdid most online ads by showing all that an online could be. The rich-media unit alternately morphs into a Twitter widget, a video player, a news and weather forecast, a Googleized game of the arcade classic "Breakout," and an interface for a Google Books library (where many of the volumes are about advertising, by the way).
Affiliated Agency: Grow Interactive
Credits: Google: Marketing Managers: Aman Govil, Deepak Ramanathan Grow Interactive: Creative Director: Drew Ungvarsky Producer: Sonya Parker; IT Nanosite by Starcom Worldwide for Oracle
Instead of trying to get the IT professionals to come to their microsite or download an app, Starcom and Oracle went to the IT professionals with a quality and engaging "nanosite." Research indicated that IT professionals are unlikely to ever return to an external "sponsored" Web site or microsite even if they did click through, so the strategy became packing all the information into a neat little experience that appeared across IDG sites frequented by the IT pros. The unit resulted in more than 9,000 senior IT professional registrants.
Credits: Robert Snarskis, Noel Moossa, David Blake, Gumala Steele

Content Marketing: Single Execution: M&M's Pretzel: Behind the Shell by Digitas/BBDO/Starcom for Mars, Inc. / M&M's
In 2010, Mars launched Pretzel m&m's and enlisted bbdo to spearhead content integration. The goal was to create more connections among consumers to Pretzel m&m's when they thought about their "usual" salty snacks - pretzels, chips and nuts. The target: 25- to 49-year-olds who are looking for a good time and who tend to use snacks and drinks to facilitate relationships. There were custom videos on the site, among other features. The campaign created an astounding 48-percent rise in unaided awareness.
Affiliated Agency: Digitas: Lead Media Agency
Creative Agency: BBDO: Lead Creative Agency
Credits: Starcom: Media Agency Ryan Griffin, VP/Group Director, Digitas Brian Chap, Media Supervisor, Digitas Kathryn Brown, SVP/Director, BBDO Justin Zerrenner, Account Director, BBDO Lindsay Conklin, Account Manager. BBDO Jaclyn Marino, VP/Group Director, Starcom Juliana Wurzburger, Associate Director, Starcom Margee Hocking, Director, Starcom/Liquid Thread Marisa Marolf, Account Executive, MSN Josh Smith, Account Executive, MSN; Editorial Programming Module by Hearst Digital Media for Macy'’s Fall Men’s INC Collection
Macy's enlisted Hearst Digital Media to help increase awareness of the fall men's INC Collection. They created a highly visual ad campaign that lived within editorial on sites. The campaign was integrated with Esquire Magazine's digital properties and even included sponsored Facebook posts by Esquire editors. The ctr was 6,000 times more than the industry average, and it was shared to Facebook 200 times.
Affiliated Agency: MEC Global - AOR
Credits: Kristine Welker (Chief Revenue Officer - Hearst Digital Media) Laura Schooling (Director of Marketing Services - Hearst Digital Media) Geoff Schiller (National Sales Director - Hearst Digital Media) Allison Braham (Sales Director, Beauty - Hearst Digital Media) Andrea Glazer (Marketing Manager - Hearst Digital Media) Erin Sauchelli (Project Manager – Hearst Digital Media); Re:Discover by Starcom USA for Buick
Starcom USA aimed to help reshape Buick's image into one a modern consumer could identify with. While Buick had created many award-winning car models in the past years, they had failed to resonate with today's consumer. To fix that, Starcom USA created the re:discover campaign. Content designed around an individual city was supplemented by Bing Maps and driven by MSN through various placements.
Affiliated Agency: MSN
Creative Agency: Leo Burnett
Credits: Digitas Molly Marchese, Starcom USA

Contest/Promotion/Sweepstakes: Mini Blizzard Treatment by space150 for Dairy Queen
For Dairy Queen, space150 created a successful social media and marketing campaign for its launch of the Mini Blizzard. The campaign, aptly named "Mini Blizzard Treatment," sought to increase traffic to Dairy Queens. Through YouTube, Facebook and dq.com, Dairy Queen captured the campaign and posted it for the world to see. They also surprised an unsuspecting customer with a brand new Mini Cooper. Then, they posted that video online to encourage fans to submit videos of their own Mini Blizzard Treatments for a chance to win one of six additional Mini Coopers.
Credits: Director of Media: Nicole Newville Creative Director: Jason Strong Senior Designer: Ollie Bauer Associate Designer: Andrew Ridgeway Project Manager: Alli Burgess Producer: Genna Freeberg Editor: Amber Navarrete Copywriter: Jon Resheske Copywriter: Jon Reine Senior Account Executive: Rusty Elm Creative Tech: Stacey Barnes* Tech: Corey Tenold Media Planner: Kristin Olson Senior Media Planner: Matt O'Laughlin Senior Social Media Planner: Craig Key; Unfreeze It by Studiocom for Dunkin' Donuts
For client Dunkin' Donuts, Studiocom created a truly unique promotion. To publicize the Unfreeze It: Mountain Dew Coolatta, they created a 30-day promotional window with no paid media support to drive awareness. There was also a Facebook application game that was so successful people had to sign up days in advance for a chance to play. The results speak for themselves: The program garnered over 130,000 entries in the game and over 44 million Facebook impressions.
Credits: Agency: Studiocom Client: Dunkin' Donuts Chief Creative Officer: Juan Fernando Santos Group Creative Director: John Gonnella ACD: Jane Goldman Art Director: Raquel Jacome, David Riley, John Gonnella Copywriter: Jane Goldman Designers: Juan Carlos Sanchez, Mauricio Ruiz Editors: Luis A. Lopez Flash Developers: Camilo Gomez Developers Software Engineers: Henri Bui, Francey Pinzon, Dean Shaddock, Rafael Vega, Zachary McClellan, Virgil Olteanu, Ben Mercer Account Director: Elaine Smith, Greg Meyer Project Manager: Molly Sherman, Julie Casso Analytics: Clinton Wong Run Date: 05/02/11; Sprint HTC EVO 3D – Be a 3D Star by Euro RSCG Chicago for Sprint Digital
For Sprint Digital's launch of the HTC EVO 3D, Euro RSCG Chicago created an amazing promotional campaign. The Be a 3d Star Instant Win Game went live June 13 through July 22 and let users enter daily for a chance to win one of 32 devices. It outperformed all previous Sprint loyalty programs - the Instant Win Game posted a 446 percent higher average daily entry rate. Euro RSCG also created a customizable experience that let users upload photos and become part of a movie trailer created specifically for that campaign.
Affiliated Agency: Production Company: The Famous Group
Credits: Bill Mericle - Executive Creative Director Michael Shirley - Group Creative Director Bernie Gomez - Group Creative Director Rina Mallick - Creative Director Darrin Sullivan - Associate Creative Director Bobbi Bowers - Senior Copywriter Kelly Schummer - Senior Art Director Elena Robinson - Director of Integrated Production Patricia Jones - Director of Project Management Julie Kramer - Digital Producer Catherine Hudon – Broadcast Producer Bonnie Hamilton - Business Manager Brooke Atterberry - Account Director Libby O'Dell - Account Supervisor Jeff Peebler - Senior Account Executive Samantha Dietz - Information Architect Eric Rasinski - Director of Interactive Technology Brian Schwartz - Tech Lead Quentin Poynter – Senior Developer

Email: CRM: Best Western Rewards Loyalty Program by Cendyn for Best Western
With over 11 million members, Best Western Rewards is already one of the hotel industry's most successful loyalty programs. Teaming up with Cendyn allowed BWR to cultivate a loyalty-based growth cycle with targeted communication strategies and tactics to acquire, engage and retain the right customers. To date, Best Western has the most success using Internet and email channels to market its loyalty program. Broken down by affinity group, targeted newsletters have seen a 70 percent increase year-over-year. Along with being highly cost effective, the ability of Web-based marketing to "drill down" and "gain feedback" from customers has been a boon to Best Western.
Credits: Charles Deyo President Cendyn; HP Customer Revival Campaign by Infogroup for HP Home and Home Office Store
With a targeted, three-part message series, HP and Infogroup were able to solve one of the biggest challenges for email marketers: how to engage inactive subscribers - those who hadn't purchased a product or opened an email in the last six months. First, the team targeted previous purchasers and inactive subscribers, offering ever more valuable discounts throughout the series, and then delivering a clean, simple design with a clear call-to-action. The messages conveyed a sense of exclusivity that stood out from the crowd, broke through the inbox marketing noise, and engaged this once disengaged segment. As as result, the campaign generated about five times greater revenue than standard weekly messaging campaigns.
Affiliated Agency: n/a
Creative Agency: n/a
Credits: n/a Alida Bangs HP Direct Marketing Manager Victor Chemtob HP Senior Retention Marketing Manager Brandy Zapfe Infogroup Senior Account Director David Graham Infogroup Senior Marketing Strategist Matt Caldwell Infogroup Creative Director Travis Rice Infogroup Senior Designer; Globalize Your Thinking by EURO RSCG Worldwide for OppenheimerFunds
The financial advisor, Euro RSCG Worldwide knew, is always on-the-go, and needs bite-sized information to help influence clients' investment decisions. For the campaign, therefore, the emails broke down hard concepts into easily translatable story lines. Meanwhile, a multimedia campaign introduced the rallying cry, "Globalize Your Thinking," while targeted banner ads asked provocative questions. QR codes led to mobile quizzes, and animated infographics brought key facts to life. As a result, 55 percent of advisors who saw the campaign said they were more likely to recommend Oppenheimer Funds global and international funds, while sales of those Oppenheimer funds are up 34 percent year-over-year.
Affiliated Agency: Media Contacts
Credits: Chris D'Rozario - EURO RSCG New York, Creative Director / Copywriter Alec Vianu - EURO RSCG New York, Creative Director / Art Director Philip Parrotta - Oppenheimer Funds, SVP Integrated Marketing & Brand Development . Kirti Srikant - Oppenheimer Funds , AVP Brand Marketing Tatiana Sochurek , EURO RSCG New York, Account Director

Email: Marketing Campaign: Travelocity Win-Back Campaign by StrongMail for Travelocity
Maintaining engagement with travel consumers in order to remain top-of-mind is essential due to the amount of competition for their attention within the travel sector. StrongMail's win-back campaign focused on reengaging email subscribers who booked with Travelocity in 2009 but not in 2010. The campaign utilized timely beach-themed creative for a January launch date and messaging that spoke to being part of an exclusive club, in addition to a 15 percent discount that was above and beyond any other current offers. The campaign performed two to three times greater than existing campaigns and helped boost Travelocity's bottom line by 12.3 percent.
Credits: - Laura Crawford, Senior Strategist, StrongMail - Tonya Gordon, Account Manager, StrongMail - Doug Steinberg, Creative Director, StrongMail - Aaron Wilson, Design Director, StrongMail - Doug Purcell, Director of Retention, Travelocity; REI Gearmail® Newsletter Redesign: 2011 by Responsys for REI
Responsys worked with REI, an outdoor gear and apparel retailer, to redesign their monthly newsletter with the goal of creating a flexible template to elevate REI's brand content and inspire subscribers to get outdoors. The animated "hero" space created an engaging experience with rotating travel imagery, supported by tips, expert advice articles, local activity information, and user ratings and reviews. The newsletter also supports other marketing channels with elements like a personalized link to the subscriber's preferred store and Facebook sharing functionality. Since rolling out the new layout, REI has reported an increase in subscriber interaction and sales.
Credits: Jim Spence, Art Director, Responsys Matt Dawsey, Designer, Responsys Paul Fiorito, HTML developer, Responsys Darrah McLean, Copywriter; Plan a Night Out by Acxiom Integrated Agency for Bing
Bing's "Plan a Night Out" member email campaign merged creative and strategy to increase the use of Bing's search by exposing users to new platform features leading up to Valentine's Day. The emails utilized eye-catching subject lines like "Bing: Plan your night (that lasts till morning)" and featured dramatic "hero" images designed to appeal to different audience segments, complete with unique Bing search bars and hot-spot area links. The campaign received nearly a 20 percent increase in open rate compared to average and a 160 percent increase in search queries driven by the newsletter.
Affiliated Agency: Acxiom Integrated Agency provided creative and execution services
Creative Agency: n/a
Credits: n/a Kristin Brennan, Copywriter, Acxiom Piyush Panchal, Art Director, Acxiom Rich Patterson, Associate Creative Director, Acxiom Kimberly Brizzolara, Creative Director, Acxiom Patrick Kearney, Senior Account Manager, Acxiom EurJean Chung, Account Manager, Acxiom Briana Wardstrom, Bing Email Marketing Manager, Microsoft Kerry Godes, Bing Email Marketing Manager, Microsoft

Gaming: Advergaming: California - The Game by SapientNitro for California Travel & Tourism Commission
Providing a colorful tour of iconic sites in California, SapientNitro designed an online board game for the California Travel & Tourism Commission to educate tourists about the Golden State. The goal was to get travelers to watch their television commercial and create a co-promotion with Southwest Airlines that allowed players to win vacations to California. Players would answer questions about destinations and submit their score for a chance to win a trip. The effort combined online advertising, social media, viral components, events, publicity, and in-plane advertising to get out the message. Viewers also could send a postcard to their friends through Facebook Connect.
Credits: VP/Creative – Anthony Yell Associate Creative Directors - Andrew Van Hook, Jon Jackson Copywriters - Todd Murphy, Dave Cohen Designers - Giselle Hernandez, Rebecca Reuben Illustrator – Rob Magiera Account Executive - Marisa Engel Project Manager - Laina Schwartz Information Architect - Gilles Berube Flash Developer - Casey Klebba; Load 'N’ Go: The Game by Meebo Inc. for OMD/ Nissan/ Nissan Quest
Getting parents to take time from their busy day to interact with ads isn't easy. Meebo created the "Load N' Go" game for Nissan and got parents to spend on average 55 seconds engaging with the ad, compared with an average rate of 17.5 seconds for auto-industry ads. The average engagement rate across was 1.14 percent, a 1.06 percent increase above the industry average of .08 percent for online ads in the sector. The average completion rate for the video was 59 percent, while the number of games completed averaged 49 percent. Interaction increased brand awareness.
Affiliated Agency: TBWA
Creative Agency: Chiat
Credits: Day Meebo: Jane Lin, Account Executive; Serena Shnayer, Campaign Manager; Marty Strohm, Advertising Marketing Manager; Aaron Drath, Visual Designer/Developer; Christian Bohland, Creative Director Affiliated Agencies: OMD: Abigail Lee, Media Planner; TBWA\Chiat\Day: Adrienne Feldman, Beth DeMarco, Brian Jarmon; BUICK SLINGSHOT GREYSTRIPE MOBILE AD GAME by Digitas for BUICK
Mobile seemed like the perfect medium to promote the 2011 Buick Regal. The Slingshot Greystripe mobile ad game aimed to change the perception that Buick is your grandfather's car. The campaign tapped emerging media to reach a new audience and demonstrate how Buick Regal can handle any obstacle. The 4.2 percent ad interaction rate with the Regal "Slingshot" game produced four times the average 1 percent click-through rate for static ads on the Greystripe Ad Network. Those who engaged with the game spent an average of one minute and 27 seconds.
Credits: Rob Rizzo, Executive Creative Director, Digitas Doris Chung, Group Creative Director, Digitas Jim Harrington, Associate Creative Director, Digitas Joe Palmer, Associate Creative Director, Digitas Nicole Martinez, Art Director, Digitas Shoshanna Kelley, Copywriter, Digitas Katie McCully, Marketing, Digitas Pam Neville, Marketing, Digitas Erica Melia, Marketing, Digitas

Gaming: In-Game Advertising: Verizon Wireless' Sponsorship of Alan Wake by Moxie for Verizon Wireless
Combining the real with the virtual world, Moxie designed a campaign to build Verizon into the Alan Wake story line by making the carrier part of the narrative in the game. An in-game Microsoft Tags captured with a physical Verizon mobile device gave thousands of gamers exclusive content, expanding on the story line as it played out on the screen. MTags led gamers to clues, bringing the game through the screen into real life. One tag leading players to Alan Wake's voicemail gave clues about the relationship with his kidnapped wife, Alice, making it an excellent example of blurring the lines.
Credits: Chris Gomersall, SVP, Creative; MyFuture by Mullen for Department of Defense
Government agencies have been slow to adopt social networks and digital advertising to create awareness, but it appears Mullen changed Department of Defense naysayers into believers through the myfuture.com campaign. Launched by the five military branches to help young adults chart a career path, the campaign brought together information about salaries, colleges and military service opportunities. The videos generated more than 1.7 million views on WebStars' fan pages; more than 19,000 Facebook "likes"; and more than 5,800 commented. Xbox Live Hitviews video downloads generated 72,527 in less than two months, and gave the Web site experience four out of five stars in Xbox Marketplace.
Credits: John Moore, Chief Media Officer Katie Thompson, VP, Associate Director Digital Media Danielle Shagoury, Associate Director Digital Media Mary Vallely, Digital Media Planner Nicole Berard, Associate Creative Director Danielle Marino, Art Director Claudio Araujo, Senior Digital Producer Robert Toth, Interactive Producer; Chicken of the Sea -- 2011 Casual Online Gaming by Campbell Ewald for Chicken of the Sea
Campbell Ewald partnered with gsn.com to develop the Chicken of the Sea Undersea Treasure Match game to reach moms. It features the iconic Mermaid, Chicken of the Sea products, and undersea elements such as clamshells and lobsters. The game was skinned with Chicken of the Sea banners with links to recipes. Site visitors played the game 10.4 million times since the March 6, 2011 launch, with 2 minutes and 27 seconds as the average time spent on the game, adding up to 252,148 hours of brand exposure. The game moves to Facebook increased "likes" from 15,071 to 91,057. Each post now reaches more than one million.
Credits: Jamie Snider, Interactive Supervisor, Campbell Ewald Paula Pletcher, Management Supervisor, Campbell Ewald Jamie Lewis, Manager Interactive Strategy, Campbell Ewald Iain Lanivich, Group Creative Director, Interactive, Campbell Ewald Matt Zelley, Associate Creative Director, Interactive, Campbell Ewald Erin Mrozek, Consumer Marketing Manager, Chicken of the Sea

Home Page Takeover: Predators - Home Entertainment Release by Think Jam for 20th Century Fox - Home Entertainment
There's nothing subtle about Think Jam's takeover promoting the DVD and Blu-ray release of Predators - it's kill or be killed. That's because the ad turns into a shooter game in which a user gets to choose from a selection of high-powered weapons to take down an alien marauding across the home page. It's not every day you get to see green blood splattered on the screen. The creative "gameification" employed is well-suited to the subject and its young-skewing audience.
Affiliated Agency: MediaMind
Credits: Daniel Noy - Think Jam - Vice President of Operations Daniel Robey - Think Jam - Managing Director Paul Mcgregor - Think Jam - Creative Director Brendan Mckitrick- Think Jam - Technical Director Jonathan Tavss – Twentieth Century Fox - Producer; TurboTax by Dailey, Initiative for Intuit/TurboTax
Making tax filing an inviting topic is never easy. But Dailey and Initiative, working with Intuit, managed to pull it off in a campaign for TurboTax that ran over Super Bowl weekend on the home pages of AOL, Yahoo and MSN. The ads featured a "TurboTaxi" driving down a folded-down home page onto a GPS map where different routes highlighted key steps of the tax-filing process complete with videos, interactive tools and social tie-ins. Taxes made fun, if that's possible.
Affiliated Agency: Dailey: Creative agency
Creative Agency: Initiative: Media Agency
Credits: Advertiser/Brand Intuit – TurboTax: Seth Greenberg – VP, Global Media & Digital Marketing Brian Hovis – Senior Manager, Digital Marketing Digital Agency Initiative: Jennifer Tang – VP, Group Account Director, Digital Daniel Ho – Account Director, Digital Jessica Jacobs – Senior Planner, Digital Arthur Yen – Planner, Digital Carissa Estreller – Assistant Planner, Digital Creative Agency Dailey: Gabrielle Weinman – EVP, Creative Integration Director Lori Hobson – SVP, Management Supervisor Rebecca Arnal – VP, Management Supervisor Tiffany Pan – Account Supervisor Carissa Zaino – Copywriter Jose Eslinger – Art Director Marc Greenfield – Senior Developer Matt Rasmussen – Creative Developer Miguel de Lopez – Flash Production Artist Paul Ghezzo – 3D Animator Eric Bitton - QA Engineer; 'Sons of Anarchy' Page Burn Takeover by MAUDE for FX
For a takeover ad aimed at driving tune-in for the third season premiere of FX's hit show, Sons of Anarchy, you might expect a motorcycle gang to come crashing through the page, engines roaring. Instead, Maude relied on strong, simple imagery designed to connect with the series' core male audience. When the ad activates, A "Sons" branded Zippo lighter flicks open and realistic-looking flames consume the page, revealing a photo of the show's characters hitting the open road. 'Nuff said.
Credits: Programmer - Damion Waters, MAUDE Production Manager - Brett Spiegel, MAUDE Art Director - Puneet Sabharwal, MAUDE Creative Director - Chris Knight, MAUDE Chief Creative Officer - Marc Klatzko, MAUDE

Mobile: App: Someday by Justin Bieber by Someday by Justin Bieber: Kirshenbaum Bond Senecal + Partners' The Media Kitchen and Spies & Assassins for Give Back Brands Inc.
Knowing what's in today's teens' hands and minds, Someday Fragrance chose the power duo of a mobile platform plus megastar Bieber to lead into the much-hyped launch of this new teen fragrance brand. The Someday by Justin Bieber app charms teens with exclusive Justin photos and wallpapers, custom charm bracelets which they can trade with friends and share with their star, and of course, a countdown to the fragrance launch date to raise the expectation and finally, the ability to purchase right from the app.
Affiliated Agency: kbs+p The Media Kitchen: Media Buying and Planning Agency; kbs+p Spies & Assassins: Creative and Digital Production
Creative Agency: kbs+p The Media Kitchen
Credits: kbs+p Spies & Assassins Ed Brojerdi, Co-Chief Creative Officer, kbs+p Izzy DeBellis, Co-Chief Creative Officer, kbs+p Barry Lowenthal, President, kbs+p The Media Kitchen Darren Herman, Chief Digital Media Officer, kbs+p The Media Kitchen Matt Powell, Partner, kbs+p and Spies & Assassins Andre Woolery, Associate Digital Director, kbs+p The Media Kitchen Leo Pagan, Senior Technology Producer, kbs+p Dave Kerr, Associate Creative Director, kbs+p Andreas Baumert, Art Director, kbs+p Spies + Assassins Ash Tavassoli, Copywriter, kbs+p Rana Dutt, Director, Web Technology, kbs+p Christian Gentry, Mobile Developer, kbs+p Spies & Assassins Doug Strittmatter, Mobile Developer, kbs+p Spies & Assassins Justin Berg, Interaction Designer, kbs+p Mustafa Bagdatli, Interaction Designer, kbs+p Carolyn O'Leary, Associate Media Director, kbs+p The Media Kitchen Vikram Tank, Senior Digital Strategist, kbs+p Ritu Sharma, Group Account Director, kbs+p Brooke Reno, Senior Strategist, kbs+p The Media Kitchen Lindsey Langwell, Senior Strategist, kbs+p The Media Kitchen Andrea Manalese, Strategist, kbs+p The Media Kitchen; Sweet Talk 2.0 by Evolution Bureau for Juicy Fruit
It all starts with a simple and sweet idea: Pick from a library of talking lips, voices and messages, hold the phone over your mouth and share the sweet message with your friends and the world. This low-production mobile app leverages mobile, social media and user-generated video to rejuvenate a brand that's old enough to witness the world's first movie studio. The app went viral through its teen audience, reaching tens of millions of people with this incredibly fun and upbeat experience.
Affiliated Agency: PARTIZAN, PRODUCTION COMPANY
Creative Agency: SPYPOST, COLOR
Credits: STEPHEN GOLDBLATT EVOLUTION BUREAU EXECUTIVE CREATIVE DIRECTOR MARK VOEHRINGER EVOLUTION BUREAU ART DIRECTOR JOSH LOWMAN EVOLUTION BUREAU COPYWRITER CHRIS KURSEL EVOLUTION BUREAU COPYWRITER DEVIN CRODA EVOLUTION BUREAU DESIGNER CHRIS BRANT EVOLUTION BUREAU DIRECTOR OF TECHNOLOGY RAY DOLBER EVOLUTION BUREAU DEVELOPER CRAIG BATZOFIN EVOLUTION BUREAU EXECUTIVE PRODUCER REBECCA ORLOV EVOLUTION BUREAU BROADCAST PRODUCER CHRIS KURSEL EVOLUTION BUREAU EDITOR SHEILA STEPANEK PARTIZAN EXECUTIVE PRODUCER STEPHEN GOLDBLATT EVOLUTION BUREAU DIRECTOR ROSS RIEGE PARTIZAN DIRECTOR OF PHOTOGRAPHY ROSS GIRARD PARTIZAN LINE PRODUCER; The Civil War Today App by HISTORY for HISTORY
You don't have to be a vampire to experience the Civil War; Time travel has been made possible by HISTORY's Civil War Today iPad app. To commemorate the 150th anniversary of the Civil War, HISTORY launched this four-year initiative that walks users through the events of the war in real time as they developed 150 years ago. This iPad app unfolds details of each day with photos, letters, quotes, videos and games that are of great educational and entertainment value. It fits perfectly with the brand's identity and received rave reviews from the users.
Credits: Dan Suratt, EVP Digital Media A+E Networks  Evan Silverman, SVP Digital A+E Networks  John Cool, VP Interactive Technology A+E Networks  Tina Prause, Senior Manager Mobile, HISTORY Bottle Rocket

Mobile: Single Execution, App: “What’s Your Starbucks Signature?” by PHD | Publisher: MTV Networks for Starbucks
Whether thirsting for fame, or simply wanting to express your appreciation for a cup of coffee, Starbucks provides a canvas for creativity on your choice of drink. Targeting their gadget-savvy and creative audience, Starbucks guided users through this step-by-step touchscreen-enabled, full-screen expandable ad on MTV and VH1's iPad sites, where users could create their custom signature or art inside the ad and share it with fellow consumers. The simple and fun interaction generated high consumer engagement, among which half completed the entire experience.
Affiliated Agency: PHD, Starbucks AOR handling all media planning/strategy and buying.
Credits: Agency: Kate Jalkut, AMD PHD Starbucks Nate Poekert, Digital Media Producer PHD Starbucks MTV Networks: Mark Messina, Manager, Technical Production, MTVN Digital Fusion Adam Solomon, VP, Ad Products and Technology, MTVN Digital Fusion Mark Theophilis, Director of Product Management, MTVN Digital Fusion Michelle Hsieh, Product Manager, MTVN Digital Fusion Sari Baumann, Account Executive, MTVN Digital Music Group Kevin Travers, Sales Service Executive, MTVN Digital Music Group Meggie Matteson, Client Service Representative, MTVN Digital Music Group Celtra: Mihael Mikek, CEO, Co-Founder Matevz Klanjsek, Creative Director, Co-Founder; Storm Chasers Season 4 by PHD for Discovery Channel
PHD partnered with Medialets to create this unique experience for users who are hit by Discovery Channel's Storm Chasers Season 4 mobile ad. The "tornado" runs across various apps on users' phones, taking over the screen, sucking up and crashing everything in its path, including text and UI elements in the app, with harrowing noise and intense physical shaking and shattering of the screen. The breathtaking effects brought the users right into the scene for a brief moment, and significantly increased the show's premiere rating, audience interest and favorability.
Affiliated Agency: Medialets
Credits: Mary Stack, Vice President, Discovery Channel Kristi Balazy, Media Director, Discovery Channel Ashley Johnson, Media Manager, Discovery Channel Amanda Hoppe, Media Manager, Discovery Channel Marina Anglim, SVP of Marketing Andrew Heckel, Creative Director, Discovery Channel Michael Hrizuk, Associate Creative Director, Discovery Channel Andrea Montano, Group Strategy Director, PHD Dina Wall, Digital Supervisor, PHD Regina Sommese, Strategist, PHD; G Series: Sports Illustrated iPad App by VML for Gatorade
The G Series Sports Illustrated iPad App targets Gatorade's top influencers by bringing familiar tabletop games to the iPad. Users can play some of Americans' favorite games, football and basketball, through finger taps and flicks. The brand naturally gains its way to the users' hearts by associating with their passion for those games, as well as carrying the brand's message of energy and better athletic performance throughout the interaction.
Credits: Creative Director: Tony Snethen, VML Associate Creative Director: Aaron Weidner, VML Sr. Art Director: Chad Green, VML Sr. Copywriter: Joel Henning, VML Developer: Joe Longstreet, VML Group Creative Director: Linda Bumgarner, VML Executive Creative Director: Debbi Vandeven, VML

Mobile Marketing: in-App Advertising: Stella Artois Holiday iAd by Imano for AB InBev - Stella Artois
In this deeply engaging iAd, Imano first played the brand's tongue-in-cheek Ice Lounge TV commercial, then took characters from the commercial and placed them in unique parallax scenes where viewers could uncover hidden video, music and other goodies, including a contest based on the ad. Not only was the content rich, the navigation featured a clever 3-D menu spinning around a Stella Artois beer bottle. Successfully promoting this holiday brand during the holidays, the ad also drove downloads to two stand-alone branded beer apps.
Affiliated Agency: Apple: iAd development
Creative Agency: Mother: provided TV ad
Credits: Adversion: post-production Chris Knight, Creative Lead, Imano Paul Goodwin, Creative, Imano Megan Cook, Creative, Imano Jane Linton, Account Director, Imano Heena Shah, Project Manager, Imano Mark Lister, Technical Director, Imano Chetan Damani, Supporting Director, Imano; TANGLED : iAd by AvatarLabs for Walt Disney Studios
Mixing well crafted video and character content from Disney's Tangled, with Apple's new iAd interactive format, AvatarLabs crafted an app-like experience into this ad for the movie. The transitions and navigation were creative and led to fun sections, allowing viewers to get to know the characters, listen to and purchase the full movie soundtrack in iTunes, play games, see additional video, and even take advantage of the iPhone's Google maps to pinpoint theaters in which the movie was playing.
Credits: Credits Agency: AvatarLabs Studio/Network: Walt Disney Studios; Cosmopolitan Boulevard by Deep Focus for Cosmopolitan
Taking a unique approach for a fashion/lifestyle publisher, Cosmopolitan worked with Deep Focus to create an in-app placement for seven brands - Baby Phat, Est'ee Lauder, Lanc^ome, mark., Nivea, Revlon, and Yves Saint Laurent - to showcase their products in a whimsical virtual boulevard of window fronts. This creative and charming way to present advertisers' products has a distinct Cosmo feel, allowing for rich interaction within the app, such as contests, videos, brand engagement, and even shopping as users "take a stroll along the boulevard."
Credits: Team List (all from Deep Focus): Ken Kraemer, Executive Creative Director Paul Clark, Senior Motion Designer Jason Garrett, Senior Developer David Irons, Senior Interaction Designer Mari Suh, Designer David Kroner, Associate Art Director Ariel Broggi, Copywriter Melissa Karten, Executive Producer Jamie Julian, Senior Producer Vivian Sarratt, Producer Sean McGaughan, Associate Producer

Mobile Marketing: SMS Campaign: Criss Angel Mindfreak: An Interactive Mind Experiment by Vibes Media for AETN
By actually making the SMS engagement part of his on-air act, magician Criss Angel was able to directly include the audience in his "mind-reading" experiments. That was the first of a three-part SMS campaign by A&E which successfully increased ratings by 20 percent week-over-week, as well as boosted social media participation. The second part allowed viewers to vote via text message on their favorite levitation trick, with the possibility of their messages appearing on the final episode. And, the final portion was a text-to-win campaign for a magic kit.
Credits: AETN: Tina Prause, Senior Manager, Mobile; redbox = relationships + rentals by Signal for Redbox
They seem to go together - old-school physical media rentals and the almost old-school SMS marketing. It turns out, though, both still thrive as Redbox proved in this successful "10 Days of Deals" campaign. Mirroring their highly available and simple rental kiosks, Redbox offered an extremely simple and highly available SMS promotion to receive discounts by texting DEALS to 727272. By rewarding their loyal "Text Club" and reaching new customers, Redbox generated over 1.5 million texts from 400,000 unique people including more than 200,000 brand new subscribers.
Affiliated Agency: Signal
Credits: Gary Cohen, SVP of Marketing and Customer Experience, redbox Amy Gibby, VP of Marketing, redbox Jake Fenske, Director of New Media, redbox Jeff Judge, CEO, Signal Tim Grace, Director, Product Development, Signal Julie Lee, Director, Client Solutions, Signal Jaime Endick, Customer Advocate, Signal; Kargo / Bonnaroo SMS Campaign by Kargo for Rolling Stone / Garnier Fructis
Aside from yelling into friends' ears, texting was probably the most common communication technique for festival-goers at the Bonnaroo music festival. Kargo helped Rolling Stone and Garnier take advantage of this fact to create an SMS poll for the crowd to vote for their favorite band during the artists' live performances - with the winning band to be featured on the cover of Rolling Stone magazine. This extra level of natural engagement during the concert gave sponsor Garnier Fructis an excellent opportunity to personally touch every participant in post-vote messages.
Credits: Harry Kargman, Founder & CEO Scott Evans, COO Vince Ponzo, EVP Partnerships

Rich Media: Campaign: Toy Story 3 Banner Campaign by mOcean for Walt Disney Studios Home Entertainment
To promote the release of the Toy Story 3 Blu-ray Combo Pack, mOcean targeted the broad audience for Disney's highest-grossing animated film series by creating over 40 advertisements for three different age groups, with varying banner types from simple Flash to more complex interactive quizzes. For example, the adult and general audience versions featured the series' most popular character, Buzz Lightyear, invading the user's screen to deliver news about the Combo Pack. An interactive trivia quiz provided a teaser of the trivia section on the Blu-ray.
Credits: Studio: Walt Disney Studios Home Entertainment Mia Fletcher Agency: mOcean Art Director - Eugene Kim Flash Programmer - Erik Howard; Magic Johnson Journey to Comfort Rich Media by Ryan Partnership for Unilever
Ryan Partnership aimed to establish credibility with Dove Men+Care's target, men ages 25-45, by placing interactive rich-media units themed around the NCAA tournament on top sports sites. In videos, Earvin "Magic" Johnson, Bobby Hurley and John Thompson talked about family relationships and memorable NCAA moments - all ways each became "comfortable in my own skin." Users could also take an NCAA trivia quiz and enter a contest for a chance to meet Johnson. Result: high interaction rates on sites where users are typically difficult to engage.
Affiliated Agency: Mindshare (Media) – Joseph Maceda, 212.297.7127, joseph.maceda@mindshareworld.com
Creative Agency: Davie Brown (Video Production) – Tom Meyer, tmeyer@daviebrown.com
Credits: Google DoubleClick (Rich Media Ad Serving) - Nithya Sowrirajan, 212-565-6049, NSowrirajan@google.com Jennifer Miller, VP/Executive Creative Director, Ryan Partnership Brady Coffey, Creative Director, Ryan Partnership Keith Varni, Art Director, Ryan Partnership Dean Yeager, Art Director, Ryan Partnership Rob Gainer, Director of Web Development, Ryan Partnership Chris Harris, VP/Group Account Director, Ryan Partnership Robert Brown, Management Supervisor, Ryan Partnership Noelle Picard, Sr. Program Manager, Ryan Partnership David Cavallaro, Sr. Producer, Ryan Partnership; PIRATES OF THE CARIBBEAN: ON STRANGER TIDES : Online Banner Campaign by AvatarLabs for Walt Disney Studios
Avatar Labs used rich media effectively both to tease new viewers and provide an experience beyond the trailer for presold fans of the fourth Pirates of the Caribbean. On the Yahoo home page, the tease began with the Yahoo logo changed to "Yo ho" and a skull moving across the page. For the Yahoo movies page, fittingly, the takeover was more detailed, with 3-D-like scenes playing. Fans could click on clips ranging from Jack Sparrow's pirate recruitment video to footage of Walt Disney introducing the original "Pirates" ride, the movie's precursor.
Credits: Credits Agency: AvatarLabs Studio/Network: Walt Disney Studios Clients: Jonathan Viola (Producer)

Rich Display Media: Single Execution or Campaign: White Collar HTML 5 Ad by Glow Interactive for USA Network
iPad users who visited the New York Times HTML5 Web site January 18 unexpectedly became detectives when a rich-media ad for the season premiere of USA's White Collar turned actual content into clues to unlock series' videos. The ad ran for one day and featured a virtual scanner in-ad that could be moved throughout the home page to find clues. Scanning copy or images would then reveal a QR code that indicated a video was found and ready for viewing.
Credits: Glow Interactive Account Director: Mike Molnar Design Technologist: Neil Voss Account Executive: Helen Dodderidge Rich Media Agency: Eyewonder; True Blood Season 4 by PHD | Affiliated Agency: Avatar Labs for HBO
To promote the Season 4 premiere of HBO's True Blood, PHD created a rich-media campaign where multiple videos could be watched without disrupting the viewer's overall site experience. Read: The video stayed put and remained the same size. Changing from clip to clip was seamless: Each clip was assigned a true color to match specific series' characters and viewer favorites. When a specific color was selected, the entire site changed to the same color. Viewers for the season premiere grew 6 percent, up from last year's 3 percent growth.
Affiliated Agency: Avatar Labs
Credits: Andrea Cardamone (SVP, Group Account Director), PHD Sarah Giannantonio (Associate Media Director), PHD Nobles Crawford (Digital Supervisor), PHD Nate Brendal (Digital Planner), PHD Anne Lutin (Digital Asst. Planner), PHD Warren Carino (Campaign Supervisor), PHD Djamel Beldjilali (Campaign Manager), PHD Zach Enterlin (SVP, Consumer Advertising), HBO Taryn Winkelman (Marketing Director), HBO Greg Scott (Marketing Manager), HBO Josh Golsen (Senior Producer), Avatar Labs; Kung Fu Panda 2 YouTube Brand Channel by The Visionaire Group for DreamWorks Animation
A branded YouTube channel turned into an interactive experience to promote the theatrical release of Dreamworks Animation's Kung Fu Panda 2. Side videos featuring Jack Black came to life as Black asked viewers to drag videos and other page elements inside the main video where Black's adorable animated character, Po, skadooshed (think karate chopped) each item. In addition, more than 30 Easter eggs are hidden inside the branded channel, featuring behind-the-scenes clips of Black. Hint: Look for fortune cookies.
Affiliated Agency: The Visionaire Group (Digital creative agency)
Credits: DreamWorks Animation Executive Producer: Jason Alex The Visionaire Group Executive Creative Director: Dimitry Ioffe Senior Producer: Alexandra Austin Creative Director: Carlyle Rafanan Motion Director / Editor: Michael Beynart Flash Development: Andrew Lin, Jean Helfenstein

Search Marketing: SEM Campaign: Piperlime Product Feed Campaign by iProspect - SEM Agency for Gap, Inc.
Gap can tie a 136 percent jump in revenue to automating search engine marketing campaigns, integrating processes with its management system to get the most from bids, and building a system that will enable the company to instantly scale up campaigns as needed. With help from iProspect and Marin Software's tools, automation created 74 percent more product level ad groups, compared with the same period during the previous year, driving up return on ad spend (ROAS) by an estimated 83 percent. The strategy improved speed to market for new products, increased reach for product-related search terms, and delivered on the promise of more relevant results for consumers in search queries.
Affiliated Agency: iProspect - SEM Agency
Creative Agency: Marin - SEM Platform Management
Credits: Mark Fiske, Director of Business Development Kevin Reyes, Business Development Raymund Villanueva, Business Development Jenny Choi, Business Development; For Those Who Do by Covario for Lenovo
Branding Lenovo to reflect its acquisition of IBM personal computers wasn't easy for Covario, but the search agency used paid search on Google, Bing, Yahoo and other engines, as well as advertisements on Google TV Ads to target 18- to 34-year-olds in the U.S., UK and Germany. The results drove up share of impressions by 500 percent, and share of clicks by 55 percent. Visitors to Lenovo Web sites rose 79 percent, with nearly 95 percent of them landing on the page for the first time. Nearly 75 percent came to the Web site through paid search ads. The U.S. program maintained 56 percent SOV; the UK, 51 percent; and Germany captured 63 percent.
Credits: Gary Milner, Director, Global Digital Marketing, Lenovo Megan Bradley, Account Director, Covario Andrew Mera, Manager, Covario Summer Sinclair, Director, Paid Media Services, Covario Ting Ting Jager, Manager, Covario; Super Bowl Search Campaign by MediaCom for Volkswagen
It takes time before some new products catch the attention of consumers. For Volkswagen's launch of the 2012 Passat and Beetle models around the Super Bowl, it took multiple listings in paid search and Facebook campaigns to drive traffic, as well as targeting long-tail competitive brand terms; expansion of distribution of TV spots; football-related site placements like espn.com; and retargeting YouTube VW viewers across the Google Display Network. Web search result impressions for VW during and after the Super Bowl rose by more than 1, 232 percent, compared with the prior year. It also drove up more than 2,212 percent clicks to vw.com on game day, and 180 percent higher click-through rates. VW's February 2011 retail sales rose 32 percent, and record monthly sales were recorded in April.
Credits: Mike Kujanek (Group Search Director, MediaCom) Ryan Mocan (Search Director, MediaCom) Mike Solomonov (Search Director, MediaCom) Natasha Ludwig (Search Manager, MediaCom) Brett Geeser (Search Manager, MediaCom) Whitney Moore (Search Specialist, MediaCom) Lydia Lewis (Search Specialist, MediaCom) LuRae Lumpkin (Head of Search, MediaCom) Sara Devine (Manager, Digital Media Integration, Volkswagen of America)

Search Marketing: SEO Campaign: Cakes.com Redesign by space150 for DecoPac
Sometimes having a generic Web site name isn't enough to increase search engine referral traffic through non-branded keywords, especially when the entire site is built in Flash. The site provides a list of local bakeries by occasion, characters and themes. So, DecoPac redesigned an optimized site using related keywords to connect with cake lovers. It increased overall SEO search engine traffic by 109 percent. The site experienced a 143.7 percent uptick in overall traffic from Google, 144.7 percent in non-brand related search engine traffic, and a 645.3 percent increase in total number of keywords sending traffic to cakes.com from search engines.
Credits: Associate Media Director: Colin Murphy Director of Media: Nicole Newville Social Media Planner: Craig key Designer: Ned Wright Designer: Greg Hubacek Designer: Adam Puncochar Designer: David Maloney Designer: Dan Roberts Brand Planning: Bethany Iverson Tech: Corey Tenold Tech: Matt James User Experience Design: Jessica Albro Account Supervisor: Drew Shaman Project Manager: Alli Burgess Creative Tech: Lance Becker Creative Tech: Jason Piemeisl Creative Tech: Andrew Christensen Creative Tech: Phil Gran; St. Petersburg Times/Tampabay.com SEO Campaign by Optify for St. Petersburg Times
Facing challenges to maintain traffic growth for its online editorial news sites, Optify helped tampabay.com increase organic search rankings by 22 percent, reaching more than 4 million monthly visitors. In some key areas of the site, digital revenue rose as much as 35 percent, compared with the previous year. Keyword tools in Optify's suite enabled the St. Petersburg Times to create specific terms and map them to keywords and Web site pages sharing similar topics such as health, sports or local events. The news site identified well- and poor-performing markets, allowing marketers to prioritize SEO improvements and maintain an online destination for local news and events.
Credits: John Schlander, senior editor of online operations, St. Petersburg Times/Tampabay.com (online edition of St. Petersburg Times) Anthony Joseph, vice president of marketing and customer experience, Optify Erez Barak, co-founder and vice president of products, Optify Elisabeth Szumowski, Digital Solutions Manager, Optify; Nikon Digital Cameras by Covario for Nikon
Nikon realized significant benefits using SEO at a rate more effective than buying expensive ads on Google and Bing where CPCs in this market segment can run as high as $2.40 per keyword. The campaign integrated keyword research, content optimization, restructuring the Web site using best practices focusing on valuable keywords, and improving navigation to other relevant content on the Nikon USA site. It succeeded in capturing top Google organic rankings at a rate 26 times higher than Nikon's primary competitor. Nikon displaced their primary competitor on Google for 36 percent of high-traffic keywords, and 37 percent of all keywords tracked for Nikon now rank on the first page of Google.
Credits: Cynthia Jeffus – Internet Operations Manager, Nikon David Dentry - General Manager, Customer Relations, Nikon John Thielmann – Account Director, Covario David Cato – SEO Strategist, Covario Jeff MacGurn - Director, SEO Services, COvario

Social: App as Advertising: Dolby Update Theater by Isobar for Dolby Laboratories
In an interesting use of social media to display Dolby's strengths, this campaign demonstrates, rather than tells consumers about the power of sound. Adam West of Batman fame signed on to host a one-hour live event, the "Dolby Update Theater," to demonstrate how Dolby makes any media experience - including Facebook - more intensely entertaining. Every member of Dolby's Facebook community had their Facebook status update submitted for consideration. The best were read in a live event on the Dolby Update Theater Facebook tab. Banner ads promoting the event ran across blog networks three weeks prior. Dolby's fan community rose 500 percent to 17,477. Wall activity on the Dolby Facebook page has increased 50 percent since the live event.
Credits: Katie Acosta, Client Partner, Isobar John Reid, Executive Creative Director, Isobar Dan van der Hei, Associate Creative Director, Writer, Isobar Gabe Ruane, Associate Creative Director, AD, Isobar Joelle Louie. Account Supervisor, Isobar Ciaran Rogers, Project Manager, Isobar Orme Dominique, Motion Design Director, Isobar Gooby Herms, Motion Graphics Designer , Isobar Jason Jobe, Motion Graphics Designer, Isobar Mook Choi, Motion Graphics Designer, Isobar Jared Stanley, Director of Technology, Isobar Tyler Madison, Developer, Isobar Kevin Olson, Facebook Developer, Isobar Raphael Lopez, Analytics, Isobar Emily Snowden, Strategy , Isobar; Yahoo! Sport Grudge Judge by Isobar for Yahoo! Sports
Isobar and Yahoo! Sports elevated the idea of conversations in social media by creating a forum on Facebook where sports fans could settle arguments about a variety of topics. Yahoo! Sports wanted to boost its fan base on Facebook. Banner ads promoting the app ran through select communities and blog networks supporting the campaign. Fans turned their arguments into cases - more than 1,000. People promoted their point of view on Facebook, as votes got tallied from 16,000 monthly active users in 20 countries. Grudge Judge has become the second most visited Yahoo! Sports Facebook property, delivering 300,000 new fans even before the site launched.
Credits: John Reid, Executive Creative Director, Isobar Eugene Buono, Creative Director, Isobar JP Guiseppi, Creative Director, Isobar Dawson Vosburg, Executive Producer, Isobar Almitra Inocencio, Producer, Isobar Alex Harvey, Copywriter, Isobar Joe Gatti, Copywriter, Isobar James Lin, Art Director, Isobar Lucas Svaren, Art Director, Isobar; Subway – Build My Sub Facebook App by MMB (McCarthy, Mambro & Bertino) for Subway
McCarthy, Mambro & Bertino created a Facebook application that allowed people to view eight Every Day Value subs and create their own using Subway's breads, vegetables and sauces after the brand realized it was missing an opportunity to connect with young adults. Fans named the subs and posted them to Facebook where visitors could view and vote on their favorite. Top subs were posted to the Subway FreshBuzz Web site. In six months, users created and shared 7,891 subs, which generated 3,433 votes. The application generated 89,000 page views and 21,000 visits. People spent more than 4 minutes on the site, twice as long as a typical Subway Web site visit. Facebook "likes" increased from about 500,000 to 8 million in a little over a year.
Credits: Ted Wirth – VP Creative Services – Subway Joost Zimmerman – Account Director - Subway Mike Dwyer – Account Director - Subway Claudia Calabro - Account Manager - Subway Fred Bertino – Partner, Creative Director - MMB Jamie Mambro – Partner, Creative Director - MMB Jerry Cronin – Partner, Creative Director - MMB Chad Caufield – Managing Partner - MMB Kevin Redmond – Director of Digital – MMB Sarah LeBlanc – Account Manager - MMB Stephen Potter – Digital Creative Director – MMB Sarah Fuller – Art Director – MMB Brendan Ryan – Copywriter – MMB Ed Flynn – Director of Creative technology – MMB Pat Zlydak – Sr. Developer – MMB Paul Boucher – Developer - MMB

Social Campaign Across Platforms: Non-Paid: Hewlett-Packard Case Study by Hewlett-Packard for Hewlett-Packard
Hewlett-Packard demonstrated consumer recommendations can generate new followers on social media and more traffic to the Web site after launching a concept to source, display and communicate HP product on a company LinkedIn page. HP wanted to connect with professionals on LinkedIn to encourage other recommends of products and services. Although so simple, it worked. Within two weeks, HP earned 2,000 recommendations from professionals on the site. In turn, those recommendations generated more than 500,000 viral updates about HP products and services. By the end of December, HP had 2,900 recommendations and 20,000 new followers on the company page.
Affiliated Agency: OmniCom Media Group
Credits: Larry Nelson, Director, Digital Strategy, HP Kari Homan, Worldwide Digital Strategy, Social Media Manager, HP; Hot Wheels Thrilling Experiences by MediaVest for Mattel/Hot Wheels
Hot Wheels changed the perception of the brand, becoming a brand for boys, rather than a toy brand. The campaign began with teasers on Facebook, Twitter, Foursquare and a series of YouTube videos to promote a "distance jump in a four-wheeled vehicle" at the Centennial Indy 500 in 2011. The driver's identity remained a secret until after the stunt to capitalize on buzz. Hot Wheels broke the world record, and the TV special directed fans to the Facebook Tab to reveal the driver. Fans had to "like" the page to discover the driver. The campaign generated 12,000 new Facebook fans within 5 minutes, totalling 71,000 active users on that day. The jump video also went viral quickly. On May 31, it was the No. 1 most viewed video worldwide on YouTube, and has garnered more than 5.7 million views.
Affiliated Agency: 360i, The Visionaire Group
Credits: MediaVest: Suhaila Suhimi, Senior Vice President, Group Digital Director Suhaila.Suhimi@mediavestww.com Phone: 323-658-4142 Stacey Wisnom, Vice President, Digital Media Director Stacey.Wisnom@mediavestww.com Phone: 323-658-4174 Elisa Dao, Associate Director, Digital Elisa.Dao@mediavestww.com Phone: 323-658-4126 Roxanna Ziatabari, Digital Media Planner Roxanna.Ziatabari@mediavestww.com Phone: 323-658-4538 Aaron Smith, Digital Associate Aaron.Smith@mediavestww.com Phone: 323-658-4575 Mattel: Betsy Burkett, Director, Digital Media & Marketing Betsy.Burkett@mattel.com Phone: 310-252-4104 Travis Harding, Manager, Digital Media & Social Media Travis.Harding@mattel.com Phone: 310-252-5493 Lindsey Kugler, Digital Media & Social Media Lindsey.Kugler@mattel.com Phone: 310-252-5637; FritoLay All-Natural Campaign by OMD for FritoLay, Lay's, SunChips and Tostitos
The FritoLay Farmville partnership combines the scale and engagement of social gamers, mixing paid, owned and earned media. FritoLay's decision to use all-natural ingredients in a variety of its chips prompted OMD to design a place in Zynga's Farmville where players could harvest FritoLay crops and see the all-natural ingredients come to life on the farm. In return for their help, players could enhance their game play. The campaign delivered 1,876,933 new "likes" generated in 24 hours, the results making their way into the Guinness Book of World Records for the fastest growing brand page within a 24-hour time period, ousting former record holder Oreo. Today, the Facebook page has 2,185,457 fans and growing.
Credits: Kristen Colonna, Group Account Director, Communications Planning, OMD Stephen McKnight, Supervisor, Communications Planning, OMD Adam Gendleman, Strategist, Digital, OMD

Social: Creative Use of Facebook Self-Serve Ads: Red Square Agency Facebook Ads by Red Square Agency for Red Square Agency
Red Square Agency wanted to see if ridiculous, entertaining ads would outperform a consistent, well-crafted campaign, and the answer came back as a resounding "yes." As part of a larger Red Square Agency branding campaign, they targeted the personal Facebook pages of CMOs and other marketing decision-makers to see if their ads, (sample copy: "This ad features a cat") would stand out. Based on the CTR and CPA, they had beaten the competition by 78 percent after five weeks, proving that it's still possible to create a standout Facebook ad.
Credits: Rich Sullivan - Executive Creative Director Ryan Lundy - Designer Nick Ewertz - Copywriter Jeff Whitlock - Producer Karen Sullivan - Producer Jarrod England - PR Manager Niki Lim - PR Manager; I Heart Shopping by Zimmerman Advertising/ICED Media for QVC
Zimmerman Advertising went minimalist for QVC by using limited copy plus brandtailing to drive results among tough demographics. A simple red heart was the main focus of the ad series, with the message that if you love shopping, then you will love QVC. The to-the-point series helped QVC enjoy a 12 percent growth to its Facebook fan base. The .163 percent click-through rate (CTR) outperformed display industry standards, and was more than triple the average CTR for Facebook ads (according to Webtrends).
Affiliated Agency: ICED Media
Credits: Scott Thaler, EVP Chief Interaction Officer, Zimmerman Advertising Rose Marie Adamo, AVP Managing Director of zdigital, Zimmerman Advertising Courtney Heffernan, Digital Client Manager, Zimmerman Advertising Scott Rosenblum, Account Director, Iced Media Eleni Tavantzis, Associate Marketing Manager, QVC Karen Adams, Manager of New Market Strategy & Analysis, QVC

Social: Use of Single Platform: The Coca-Cola Facebook Community by 360i for Coca-Cola
With the largest community of any brand on Facebook, Coca-Cola still works to make the user experience personal for all of its 33 million members. Living by the mantra of "Fans First," the site welcomes engagement from its vocal, passionate brand advocates from around the world who are eager to connect with both Coca-Cola and one another. The sense of community is promoted by fans sharing their experiences with Coca-Cola (and millions of their closest friends) via a fan-centric editorial calendar, consistently exposing them to fresh content.
Affiliated Agency: 360i, social strategy & community management
Credits: Michael Donnelly - Group Director, Worldwide Interactive Marketing, The Coca-Cola Company Brad Ruffkess - Interactive Strategy, User Experience, The Coca-Cola Company; Windows Phone 7 Facebook Demo by Deep Focus for Microsoft/Windows Phone 7
To illustrate the biggest benefits of the new Windows Phone, Deep Focus created a multiphase campaign using social media to get the device in peoples' hands. Because the phone's biggest strength is most evident when populated with user information, Deep Focus created a tool allowing users to try the phone virtually, incorporating their Facebook data and essentially turning it into what their phone would look like after months of use. By letting people experience the power of this new product, they were able to create the leading driver of online leads to their carriers (intent-to-buy).
Credits: Team List (all from Deep Focus): Ian Schafer, CEO Ken Kraemer, Executive Creative Director Brian Kelly, Associate Creative Director Daniel Shaw, Executive Producer Nikkayla Hyder, Account Executive Ryan Brown, Creative Director Chet Lombardo, Designer Scott Jones, Developer Sean McGaughan, Associate Producer Meredith Mandel, Junior Designer Tom Dehnel, Producer Justin Palma, Senior Developer Jason Garrett, Senior Developer; Game of Thrones - Facebook Page by HBO for HBO
In order to turn existing loyal fans of the Game of Thrones book series into supporters of the TV adaptation, HBO crafted a social media strategy that focused on advance word-of-mouth, specifically targeting those fans. Users were able to share in the adaptation process through Facebook and YouTube presences early on, then share their excitement over the upcoming premiere with friends and newcomers to the fandom. After its launch, the Game of Thrones Facebook page grew to 150,000 connections before the show even premiered, and has now broken 1.1 million connections.
Credits: tbd

Social: Twitter Campaign: Kia Optima Jam by Initiative for Kia
Faced with the task of building buzz about the Kia Optima during the NBA All-Star Game, Initiative partnered with twtmob to reach consumers over Twitter leading up to and during this live event. A branded twitter hash tag was created to drive buzz and encourage mentions of the brand, as well as engage relevant athletes and celebrities, and paid celebrity tweets were used as well. As a result, Kia saw 12 percent more social media buzz on All-Star weekend than Super Bowl weekend.
Affiliated Agency: twtmob: partnered with Initiative to secure talent relationships and supplied technology platform
Credits: • Jason Deal – SVP, Initiative • Labi Bemanian, VP, Initiative Rebecca Krawcyzk, Account Director, Initiative Sejal Patel, Supervisor, Initiative Crystal Strong, Supervisor, Initiative Mikaela Trunnell, Planner, Initiative Raquel Krouse, SVP, Prophesee Social Media Solutions Evan Cunningham, Social Media Coordinator, Prophesee Social Media Solutions; Twitter Firsts by Mullen for JetBlue
Social is an integral part of how JetBlue thinks, acts and behaves - therefore it makes perfect sense for them to be a "first call" for new Twitter opportunities. Using Twitter, JetBlue was able to gain great results in several new advertising launches, such as being among the first to utilize promoted trends when the product was still in beta. This partnership follows JetBlue's DNA of an airline that is first to market with new offerings, and continues to help juxtapose them against the more conservative legacy airlines.
Credits: John Moore, Chief Media Officer Katie Thompson, VP Associate Director Digital Media Tracy Barahona, Senior Digital Media Planner; @trubloodhbo by HBO for HBO
In building hype for its upcoming fourth season, HBO's True Blood played off of the show's rabid fanbase. What started with a #TBwithdrawal hashtag eventually grew to tbwithdrawal.com, which became the one-stop location for fans to "feed their addiction" as they waited for the new season. Tbwithdrawal.com, the tease campaign landing experience and tweet aggregator, received over 160,000 page views over the course of the campaign. The 24-hour Promoted Trend on May 31 garnered 94.8 million trend impressions, generated 26.6 thousand mentions of #trueblood and10.3 thousand mentions of #TBwithdrawal.
Credits: tbd

Sponsorship: DeLonghi & JustLuxe 2010 Holiday Campaign by JL360 Media for DeLonghi
DeLonghi wanted to position its products as the perfect gift, as well as drive users in specific markets to in-store demos. JL360 worked with the RGM property, justluxe.com, to develop a program that could meet both needs. As a result, for the key 2010 holiday season, DeLonghi was the justluxe.com Gift Guide sponsor. The sponsorship offered users good value, strong content, and a sweepstakes that attracted about 10,000 contest entries. As the guide sponsor, DeLonghi was featured on the site's home page, as the primary advertiser on all Gift Guide pages, and as the first amongst the site's gift picks.
Affiliated Agency: JustLuxe.com (RGM Group)
Creative Agency: 160over90
Credits: JL Media Sean Black - CEO, JL360 Media Daniella Hoffer- Managing Director, JL360 Media Cate Harrison - Ad Sales Manager, RGM Group Dan Giroux - Account Supervisor, 160over90 Paula Brooks - Director of Client Services, JL Media; NICKELODEON PLAY TO DONATE by Publicis Modem for General Mills/BETTY CROCKER FRUIT FLAVORED SNACKS
By utilizing current site content, Nickelodeon's shockwave.com and Betty Crocker Fruit Flavored Snacks changed the familiar activity of game play into a new, innovative way to reach moms in a community event by incorporating two things close to their hearts: games and giving back. Shockwave.com and Betty Crocker Fruit Flavored Snacks' Win One, Give One Play to Donate campaign showed strong user engagement and creative, cross-platform, philanthropic execution of a branding initiative. The campaign included Shockwave online, social and CRM promotion to encourage users to play games to win and virtually donate tokens. For every 3 million tokens donated, Betty Crocker Fruit Flavored Snacks donated a laptop to a child in Africa through the One Laptop organization.
Credits: Julie Berger Account Executive Tom Potts Account Executive Jessica Zuhlke Sales Service Executive Liz Devlin Dir Promotions Marketing Kristen Rumph Sr Marketing Manager; Amazing Starts with the Heart by OMD for Quaker Oatmeal
In the face of strong competitive pressure, limited budgets, and eroded share of voice, Quaker had to quickly change perceptions of its brand and regain momentum in heart health. The brand was woven into a custom, sponsored, content-rich destination that brought relevant, interesting tools and information to consumers to help them improve their lives. Everydayhealth.com therefore was the perfect partner for Quaker to draft off of positive and proactive health conversations. External support for this custom content destination included standard banner media, cobranded digital units leveraging EH, mobile ads, and Twitter and Facebook communication. By year's end, guaranteed visitors to the hub is expected to hit 750,000, while time spent on the center is 76 percent higher than any other similar Everyday Health destination.
Credits: Shauna Lotz, Associate Director, Digital, OMD Mandy Murawsky, Supervisor, Digital, OMD Karen Bennett, Group Director, Communications Planning, OMD Kristen Colonna, Group Account Director, Communications Planning, OMD

Video: Brand Integration/Product Placement: "The LeBrons" by Believe Entertainment Group for HP & Intel
HP & Intel hooked up with the hoopster everybody loves to hate and two-time NBA MVP LeBron James to sponsor his cartoon Web series (pitched as "a modern-day 'Fat Albert' "). Not only did HP & Intel nab title sponsorship for every episode and construct short interstitials integrated throughout the series in which characters from the show used HP & Intel products, but they also got live-action LeBron talking about how Intel & HP solutions made the very production of the show possible.
Credits: Dan Goodman - Executive Producer, Believe Entertainment Group Bill Masterson - Executive Producer, Believe Entertainment Group Mark Rubin - Sales and Marketing Manager, Believe Entertainment Group Phil Venuti - Global Partner Marketing Manager, HP Mark Vaiciulis - Global Partner Marketing Manager, Intel LeBron James - Creator and Executive Producer Maverick Carter - Executive Producer, Spring Hill Productions; Make My Life Ultra by Demand Media / LIVESTRONG.COM for Michelob Ultra
It's a well-known fact that cyclists like their suds almost as much as they like to stay fit. Michelob Ultra is designed for this very dichotomy - which spokes-cyclist Lance Armstrong diplomatically refers to as "balance." Michelob Ultra integrated its talk-show-like spots into Demand's LIVESTRONG property, with the man himself hosting (conducting interviews over a couple of frosty Ultras, of course). And it worked perfectly, since not only is Lance Armstrong the most well-known American cyclist in the world, but he may be the cyclist Americans would most like to get a beer with.
Credits: Dan Brian - GM LIVESTRONG.COM Joanne Bradford - Chief Revenue Office Erika Nardini - SVP Sales & Marketing; Internet Explorer 9 Launch: Mike Tompkins Video by Bradley and Montgomery (BaM) for Microsoft
Instead of going the usual route of placing its product in the hands of a well-known celebuTuber, Microsoft went one better and placed the YouTube star in the product. The brand created an online remix experience for a video of Katy Perry's "Firework" by Mike Tompkins, who makes covers of popular songs using only his voice (think a hipster Bobby McFerrin) and posts the resulting videos to his popular YouTube channel. To encourage people to download the latest release of Internet Explorer, BaM and Microsoft turned the video into an immersive and interactive experience designed to utilize and highlight features of the browser when viewed using it.
Affiliated Agency: Archetype (Site demo programing and code development)
Credits: Ben Carlson (Chief Strategy Officer, BaM) Brian Harris (Creative Director, BaM) Craig Moore (Creative Director, BaM) Lindsay Lackey (Campaign Manager, BaM)

Video: Branded Entertainment: HP & Intel Present Summer Beats by OMG / McCann Worldgroup for Hewlett-Packard
To support the launch of HP's BEATS Audio equipped Envy laptops, DBG and HP (along with McCann Worldgroup and OMG) created a summer concert series in New York?s Times Square. The interview and performance show was shot live in the Reuter's Studio and broadcast live on the massive Reuters and NASDAQ digital billboards in Times Square, streamed live on HP?s Facebook page and streamed live within HP and Intel Branded Video players across the DBG Video Network. The live footage was edited down into webisodes that were distributed across the DBG Video Network and found their permanent home on the HP's Facebook page.
Affiliated Agency: McCann World Group, creative agency
Creative Agency: OMG, media agency
Credits: Gregg Backer, Executive Producer, DBG Joseph Gomes, Executive Producer, DBG Bradley Werner, Associate Producer, DBG Michele Kennedy, Marketing Manager PSG, Hewlett-Packard Jeff Tetrault, VP of Sales, Central, DBG; Playtex Bra Makeover by Night Agency for Playtex
Working off the research insight that 70 percent of women wear the wrong bra size, Night Agency and Playtex created a series of Webisodes to address issues of comfort women face with their bras. The Playtex Bra Makeover series began life as a social media-driven contest in which nearly 3,000 women vied for 10 makeover spots. The Webisodes chronicled the winners' makeovers, and demonstrated Playtex's expertise not by parading "angels" across a stage, but by solving fit problems real women have.
Credits: Night Agency; Dirty Shorts by Starcom USA/Energy BBDO/Dig Communications for Wrigley, Orbit
Starcom USA and Wrigley teamed with Arrested Development cult icons Jason Bateman and Will Arnett (and the actors' production company DumbDumb) to create a series of humorous shorts called, appropriately enough, "Orbit Dirty Shorts." Each raunchy scenario (one features Bateman posing as a female stripper and another has a middle-aged Arnett character dating a teenage girl) prominently uses the Orbit gum as a device to clean up the slimy situations the characters created.
Affiliated Agency: Electus
Creative Agency: BBDO
Credits: Starcom USA: Robyn Stellmach, Karen Umeki, Jennifer Morgan, Erin Houg, Donna Sharp, John Schaefer and Matt Jimenez

Video: Campaign: Fox Home Entertainment, Fight Club Spoof by Break Media for Fox Home Entertainment
I am Jack's funny bone. Tickle me and Jack may buy your movies on Blu-ray. If senior citizens performing the "I want you to hit me as hard as you can" scene from Fight Club make Jack laugh, well, then he very well may go around clicking through to watch a high schooler's video rendition of the dog-fighting scene from There's Something About Mary and any of the other five videos Fox Home Entertainment and Break Media made to promote Fox's back catalog of films. Just remember: You are not your Blu-rays.
Credits: Jon Small, SVP/ Editorial Director, Break Media; You Above All by Mullen for JetBlue
To relaunch the JetBlue brand online, Mullen created a new concept it felt was core to the brand: "You Above All," highlighting the airline's lauded customer service. The campaign rolled out with a series of hidden-camera style videos depicting everyday scenarios with typical airline aggravation (such as a cabby who charges $25 baggage fees). The campaign launched with a YouTube takeover that played along with the conceit - and asked users to pay to watch the channel that day (then followed with a message about how JetBlue offers free inflight entertainment while other airlines ask you to pay).
Credits: John Moore, Chief Media Officer Katie Thompson, VP Associate Director Digital Media Tracy Barahona, Senior Digital Media Planner Michelle Feely, Account Supervisor Mark Wenneker, Managing Partner, Chief Creative Officer Tim Vaccarino, SVP, Group Creative Director David Weist, SVP, Group Creative Director Jamie Ferreira, SVP, Digital Creation Jesse Blatz, SVP, Associate Creative Director Elena Romeu, Copywriter; Serenading Unicorn by Evolution Bureau for Juicy Fruit
What do you do once you have people emailing around their personalized serenading unicorn videos to one another and you've already tackled the likes of Michael Bolton covers? Juicy Fruit and Evolution Bureau branched out with their equine friend, cannily giving fans ways to insert him into Facebook conversations with originals like the doo-wop "Please Take That Post Down" and another round of social media-ready star-powered covers, like Aerosmith's "Angel" with Sarah Silverman.
Affiliated Agency: PARTIZAN, PRODUCTION COMPANY
Creative Agency: JIM HENSON'S CREATURE SHOP, PUPPETEERS
Credits: UMLAUT, POST-PRODUCTION 4th AGENCY OTHER: BLACK IRIS, MUSIC Stephen Goldblatt Evolution Bureau Executive Creative Director Geno Burmester Evolution Bureau Art Director Ryan Durr Evolution Bureau Copywriter Craig Batzofin Evolution Bureau Executive Producer Patti Bott Evolution Bureau Broadcast Producer Cary Savas Evolution Bureau Director of Account Services Emily O'Hara Evolution Bureau Project Manager Lindsay Bohdanowicz Evolution Bureau Assistant Project Manager Ryan Leong Evolution Bureau Production Assistant Aaron McGuire Evolution Bureau Director of Technology Nick Mitrousis / Aaron Clinger Evolution Bureau Developer Hiro Murai Partizan Entertainment US Director Larkin Steiple Partizan Entertainment US Director of Photography Sheila Stepanik Partizan Entertainment US Executive Producer Allan Trautman / Tim Blainey Jim Henson's Creature Shop Puppeteers Leonard Levitt / Aida Caefer Jim Henson's Creature Shop Wranglers Inome Callahan Umlaut Films Editor Gina Locurcio Umlaut Films Executive Producer Kelly Gibbs Umlaut Films Producer Vicki Tripp Black Iris Music Producer

Video: Video Appearing in a Banner, Expandable Banner or Interstitial: Transformers VIB Takeover Plus by Tremor Video for Paramount
Aiming to create an interactive video takeover experience for Paramount's Transformers: Dark of the Moon that went beyond the standard expanding ad unit norms, Tremor incorporated the flick's aesthetic to create expandable ad units that felt just as much a part of the world of the movie as the video playing within them. The team utilized Flash, ActionScript, CSS, HTML, and Javascript elements to ensure that the unit would resize and work for all of the various browsers and devices it might be played on.
Credits: Leandro Silva - Designer / Developer, Tremor Video Allen Blickle - Art Director, Tremor Video David Sanderson - Director of Creative Services, Tremor Video Joe Tripodo - Creative Manager Amy Eicher - Interactive Coordinator, Paramount; Hulu Video by Marcus Thomas LLC for Homax Products/Goo Gone
Looking to stand out in the increasingly crowded flood of Hulu video interstitials, Marcus Thomas and Homax came up with a simple but clever spot to promote Goo Gone(R) that plays with context. A scrolling list tallies off all the usual things that Goo Gone(R) removes, but then when "Bad Acting" rolls by, the commercial jarringly stops and rewinds backs, grabbing the viewer's attention with the simple joke, adding: "We're working on that one."
Credits: Director of Digital Production: Tom Nolan, Marcus Thomas LLC Creative Director: Jim Sollisch, Marcus Thomas LLC Art Director: Brian Roach, Marcus Thomas LLC Copywriter: TJ Prochaska, Marcus Thomas LLC Producer: Jerrod McMillin, Marcus Thomas LLC Studio Artist: Justin Weese, Marcus Thomas LLC Retoucher: Eric Thailing, Marcus Thomas LLC User Experience: Jason Perkowski, Marcus Thomas LLC; Magic Johnson Journey to Comfort Rich Media by Ryan Partnership for Unilever
When Magic Johnson talks, basketball fans listen. The expandable ad unit Ryan Partnership and Unilever created to promote Dove for Men counts on this premise to get people to open it and spend time with the message. After a brief logo treatment, Magic is talking within the video, which encourages people to open it to hear what he's talking about. Turns out he's sharing personal recollections of his life and career and pondering the difference between "Magic" and "Earvin."
Affiliated Agency: Mindshare (Media) – Joseph Maceda, 212.297.7127, joseph.maceda@mindshareworld.com
Creative Agency: Davie Brown (Video Production) – Tom Meyer, tmeyer@daviebrown.com
Credits: Google DoubleClick (Rich Media Ad Serving) - Nithya Sowrirajan, 212-565-6049, NSowrirajan@google.com Jennifer Miller, VP/Executive Creative Director, Ryan Partnership Brady Coffey, Creative Director, Ryan Partnership Keith Varni, Art Director, Ryan Partnership Dean Yeager, Art Director, Ryan Partnership Rob Gainer, Director of Web Development, Ryan Partnership Chris Harris, VP/Group Account Director, Ryan Partnership Robert Brown, Management Supervisor, Ryan Partnership Noelle Picard, Sr. Program Manager, Ryan Partnership David Cavallaro, Sr. Producer, Ryan Partnership

Viral Campaign: The Last Exorcism Chatroulette Reactions on YouTube by The Visionaire Group for Lionsgate
To promote its horror film The Last Exorcism, Lionsgate teamed up with digital agency The Visionaire Group to spread word of the film's August release. The most unique component of the marketing campaign was the Chatroulette reaction video on YouTube, a best-of compilation of user reactions recorded in real time. Users thought they were getting a treat when the cute girl chatting with them teasingly unbuttoned her blouse, but it proved to be more of a trick when she suffered what appears to be a complete demonic possession. The reaction video on YouTube received over 1 million views within 72 hours of posting - and with no supporting paid media. So far, the stand-alone video has surpassed 5.5 million views and is still climbing.
Affiliated Agency: The Visionaire Group (Digital creative agency)
Credits: The Visionaire Group Creative Director: Dimitry Ioffe Producer: Maria Chung Video Animator: Michael Beynart Sound Designer: Christophe Eagleton; Kicking Across America by Situation Interactive for Madison Square Garden - Radio City Christmas Spectacular
The Radio City Christmas Spectacular has been "America's favorite holiday show" for over 75 years, but it was up to Situation Interactive to get people into the spirit in August. Tying-in with Madison Square Garden's Garden of Dreams nonprofit charity, they began call-outs on social media driving to a landing page, which included a ticker announcing their goal of collecting 1,000,000 kicks by August 30. The campaign invited audiences to virtually participate in a Christmas in August kickline. Fans were able to "kick" by being at one of the national live events and uploading a video, texting, kicking via Twitter and posting a status update, and using the Kicking Across America application on Facebook. On the day of the Christmas in August nationwide event, they then allowed for content to stream live from each event as people "kicked" from their home computers.
Credits: Damian Bazadona - Situation Interactive - President Tom Lorenzo - Situation Interactive - Creative Director Taylor Goddard - Situation Interactive - Senior Designer John Lanasa -Situation Interactive - Director of Account Services Miriam Naggar - Situation Interactive - Senior Account Executive Angie Gannon -Situation Interactive - Social Media Manager; The Franchise Fan Cave Catch by OMD for Showtime
To promote the upcoming series premiere of The Franchise: A Season with the San Francisco Giants, Showtime reconfigured the popular location-based service Foursquare to dispense baseballs from an out-of-home unit. Not only did consumers receive an official MLB branded ball immediately upon checking-in on Foursquare, but they instantaneously shared the action with their social graph. The unit therefore invented a never-before-seen local, social and mobile advertising platform. By doing so, Showtime changed the way mobile, social and OOH advertising work together with a seamless execution that drove word-of-mouth buzz with a new and groundbreaking activation.
Affiliated Agency: Monster Media
Credits: Trevor Guthrie - OMD: Director, Ignition Factory East Kevin Howard – OMD: Group Account Director Jay De La Cruz – OMD: Channel Planning Director Joel Balcita – OMD: Director, Outdoor Media Group Jason Wolf – OMD: Strategist, Sheila Mills - Showtime Networks Inc.: Director of Marketing, Sports & Event Programming George DeBolt - Showtime Networks, Inc.: Senior Vice President - Media, Promotions and Partnership Marketing Paul Nichols – Showtime Networks, Inc.: Vice President, Print & Broadcast Production Kjerstin Beatty – Showtime Networks, Inc.: Senior Director Media

Web Site Excellence

Apparel & Fashion: “Fruit Guy Fans” by Click Here, Inc. for Fruit of the Loom
Click Here Inc. created a glimpse into the world of Fruit of the Loom Fruit Guys with the launch of their fruity and fantastic world "Fruitlandia." The site allows fans to learn about The Fruit Guys' passion for music and Fruit of the Loom products through four floating islands - Harmonium, Bio Dome, Perfectionarium and Comfortonia. Fans can run engaging and humorous product tests involving petting cats and sending turtles through time, explore the fields where crops blossom into Fruit of the Loom products, watch the band's great music videos, play games and learn how to fold a shirt .
Affiliated Agency: The Richards Group
Credits: Jamie Squires, Art Director Christina McKinley, Producer Shawn Scarsdale, Flash Programmer Charlie Nguyen, Programmer; Armani Jeans by Armani Jeans "The Room": Kirshenbaum Bond Senecal + Partners' The Media Kitchen and Spies & Assassins for Armani Jeans
With just two videos and two images, KBSP created an immersive world to showcase the Armani Jeans brand in a voyeuristic way to meet all of Armani's objectives: fan base growth, data capture, awareness via video views and traffic to macys.com. On the Web site, the Armani Jeans collection was hidden throughout the virtual hotel rooms of celebrities Megan Fox and Cristiano Ronaldo. While watching videos of the celebs, site visitors could snap photos and share with friends on Facebook, or enter to win the wardrobes of the stars. As site visitors discovered clothes, they had the choice to buy immediately or shop/share the collection.As a result, the Armani Facebook fans grew a whopping 66.5 percent and accumulated 64,000 Facebook responses with 26,000 sharing the site through Facebook and added more than 5,000 users to Armani's email database.
Affiliated Agency: kbs+p The Media Kitchen: Media Buying and Planning Agency; kbs+p Spies & Assassins: Creative and Digital Production Agency
Creative Agency: kbs+p The Media Kitchen
Credits: kbs+p Spies & Assassins Ed Brojerdi, Co-Chief Creative Officer, kbs+p Izzy DeBellis, Co-Chief Creative Officer, kbs+p Marc Hartzman, Creative Director, kbs+p Anthony Monohan, Creative Director, kbs+p Greg Valvano, Senior Art Director, kbs+p Alejandra Garibay, Art Director, kbs+p Hilary Hudgins, Senior Copywriter, kbs+p Barry Lowenthal, President, kbs+p The Media Kitchen Darren Herman, Chief Digital Media Officer, kbs+p The Media Kitchen Andre Woolery, Associate Digital Director, kbs+p The Media Kitchen Evan Kantor, Director, Technical Production, kbs+p Spies & Assassins Shawn Noble, Director of Media, Giorgio Armani Dominic Ferro, Director, Content Production, kbs+p Katherine Olsen, Content Producer, kbs+p Caroline Tseng, Social Marketing Associate, kbs+p Jason McKim, Developer, kbs+p Ron DeSilva, Developer, kbs+p kbs+p Spies & Assassins, Production Company; SunglassHut.com by SapientNitro for Luxottica Group
With over 2,000 stores across the globe, sunglasshut.com has become the destination for the top brands, latest trends, exclusive styles and comprehensive sunglass service. Sapient Nitro's work on sunglasshut.com brand spans countless Web site enhancements to elevate the design aesthetic and user experience, while staying focused on driving sales in the e-commerce channel and increasing site stickiness. Site enhancements included redesigning existing page templates (home page, product catalogue, product detail page, Social Sun experience, etc.), improvements to site navigation, creating a new shopping cart experience, and a new and improved Trends section. In order to remain relevant and fashion-forward, celebrity blogs like Rachel Bilson's were added to the site.
Credits: Chief Creative Officer – Gaston Legorburu Executive Creative Director – Alan Pafenbach, Barry Fiske Associate Creative Director – Allison Sarno Copywriters – Emily Sullivan, Natalie Jackvony Art Directors – Michelle Melino, Liz Collins, Erika Kane, Sarah Meech Client Executive – Peter Cundall Account Director – Tyler Muñoz Program Manager – Todd Kozan Project Managers – Fei Wu, Sara Veldman Social Media Strategists – Jeannie Christensen, Kaitlin Maud Information Architects – Linda Mateos, David Sutton, Meredith Lambert Developers – Joe Morgan, Ed Cordero, Justin Schwenk Flash Developer – Jon Grassis

Automotive: Jeep Grand Cherokee 2010 by SapientNitro for Chrysler Group LLC
Phil Jansen, the chief engineer for Grand Cherokee, appears in multiple videos and radiates trust, passion and pride in the brand as he describes cutting-edge features. It may be the site's most compelling aspect. In the videos, where he speaks to the camera, he's perfectly interspersed with spectacular footage of the Jeep inside and out. The site also offers scintillating 3-D images of the Jeep's assembly process. And it doesn't forget Jeep's rich brand heritage, with a video that zips through its history.
Credits: Creative Directors: Jose Reyes, Chiny Chewning Associate Creative Directors: Jake Wheeler, Carol Montoto Senior Copywriters: Chris Churchill, Kylin Johnson, Douglas Tracy Designers: Miranda Peterson, Jessy Kennedy Senior Art Director: Carolina Cairone Art Director: Rony Cinco Account Director: Gregor Barry Creative Project Manager: Marisa Jones Senior Program Manager: Lisa Kile Senior Associate, Program Management: Mark Waks Producer: Mike Diaz Senior Editor: Andres Ripoll Senior Interactive Developers: Alejandro Villanueva, Steve Cucinotta Interactive Developer: John Paul Tarry; Nitto Tire Website Relaunch by Cie Studios for Nitto Tire USA, Inc.
The site does a superb job with videos of the tires used at high levels both on the race track and difficult, off-road terrain. It also smartly offers a "Tires 101" video for the inspired, who may not know how to proceed. Credit also is in order for making a Twitter feed prominent on the home page. A photo gallery offers enticing images of the tires on race cars, but also on street vehicles such as Mustangs. The site succeeds in its aim at targeting both enthusiast and mainstream audiences.
Credits: Gloria Miyamoto (Nitto Tire, marketing Manager), Stephen Leu (Nitto Tire, Marketing Research and Events), Edward Yu (Cie Studios, President), Lisa Przybylski (Senior Designer); SLS AMG Roadster Webspecial by blacQube for Mercedes-AMG
The site's "Visualizer" feature offers a perfect blend of the aspirational and transactional. It allows visitors to view how the shimmering roadster would look with all types of colors and variations - both the exterior and interior. There are shots from multiple angles, even how it looks from the front and behind with the lights on. But the best part is an opportunity to hear the engine rev as if it is exploding forward as the light turns green.
Credits: Scott Preacher, CEO and Chief Strategy Officer Michael Dural, COO and Chief Delivery Officer Wade Forst, CD Moritz Bosselmann, ICD Matt Cooley, AD Robert Pierce, PM Matt Wallace, Dev

Beauty/Cosmetics: Campaign: BOSS Bottled. Night by Blast Radius for Procter & Gamble - Hugo Boss
Hugo Boss aimed to "Bottle the Night" with their new fragrance for men, and Blast Radius was tasked with creating a Web site that would evoke the spirit of the fragrance. Using the night sky, real-time infographics and a soundtrack, Blast Radius effectively translated the notes of the scent into a visual and aural experience.
Affiliated Agency: b-reel
Credits: Blast Radius Amsterdam B-Reel; MakeUp.com by Moxie for L'Oreal

L'Oreal's makeup.com site seamlessly integrates L'Oreal products with high-quality content. Visitors can find editorial content and tutorials with tips on how to achieve celebrity and seasonal looks, as well as general beauty advice for every part of the body. The vibrant graphics create an inviting environment for users to spend time with the site and gain exposure to L'Oreal products.
Credits: Rhiannon Apple, Manager, Trends Paulette Chafe, VP, Planning Brian Sherwell, Director, UX Danielle Reardon, VP Katie Degentesh, Creative Director; Maybelline.com by HUGE for Maybelline
For Maybelline, digital agency huge created a stunning Web site to showcase products. Spokesmodel Christy Turlington stumps for their age-erasing product in a video on the site's home page. Exploration of the site turns up everyday beauty tips and snapshots from the streets of New York.
Credits: Creative Team: Abigail Gray – HUGE, Experience Director Andy Thomas – HUGE, Creative Director Meghan Thompson – HUGE, Art Director Jorge Balarezo – HUGE, Senior Visual Designer Amarides Montgomery – HUGE, Visual Designer Yuji Sakuma – HUGE, Visual Designer

Blogs: MintLife by Mint.com for Mint.com
With more than 1 million monthly visitors, MintLife delivers in-depth features and advice about how to better manage money. The magazine-style blog comes from leading online personal finance service mint.com, and has grown rapidly since its July 2009 launch. Interactivity, data-driven infographics, easy-to-understand videos and tips on a variety of financial issues are all part of the content aimed to help Americans save and do more with their money.
Credits: Jennifer Coogan, Managing Editor, MintLife; How I Fight MS by Greater Than One for EMD Serono
Howifightms.com is a pharma-sponsored community Web site that allows people with multiple sclerosis to share their stories, insights and experiences through things such as blogs, v-logs, photos and playlists. Additionally, it's an outlet for people suffering from MS to find more information about their disease. Launched recently, the site has already been well received by users, as measured by high rates of sign-up for premium content, views of video content, awarding of "kudos" to content, and participation in polls and quizzes.
Credits: Pilar Belhumeur, Director User Experience, Company: Greater Than One Geesun Lee, Senior Art Director, Company: Greater Than One Stephan Armstrong, Director Medical Content, Company: Greater Than One Steve Longbons, Director Technology, Company: Greater Than One Scott Mari, Front-End Developer, Company: Greater Than One; Momformation Blog by BabyCenter for BabyCenter
Relaunched by BabyCenter in July 2010, momformation.com is now a Top 10 parenting blog (ABIE index) that provides information about all aspects of parenthood. The blend of helpful tips, stories, news items, recipes, and giveaways makes it an all-around efficient and useful destination for parents online. Less than one year after its relaunch, Momformation has doubled its unique users and page views and was chosen as a 2011 Webby Honoree for Best Cultural Blog.
Credits: Scott Adler - Managing Editor/blogger Dina Freeman - Senior Social Media Marketing Manager / blogger Amy Graff - Editor/ blogger

Business-to-Business Campaigns: BanyanBranch.com by Banyan Branch for Banyan Branch
Banyan Branch's Web site aims to provide an inviting interface for their clients, potential clients and visitors. The goal was to show that not all social media sites are created equal; thus, the company created a high-quality Web site that reflects the unique and innovative work its clients are doing. The result is a beautiful, engaging site that drives business.
Credits: Jostin Darlington, Director of Interactive Dave Hanley, Co-Founder Blake Cahill, President Jess Estrada, Director of Marketing; Achieve What's Ahead by Firstborn for The Hartford for Rodgers Townsend
The Hartford for Rodgers/Townsend site created by Firstborn attempts to demonstrate that the insurance agency is a friend to small businesses. It shows that they empathize with their small-business clients: they know that even a small loss in business could mean big things for a small company. Hartford's tagline, "Achieve What's Ahead," appears throughout the site, making clients feel welcome and engaged.
Credits: Firstborn - Digital Agency Rodgers Townsend - Agency Partner; Corporate Website by Ready Set Rocket for Univision
Univision's corporate site appeals to businesses targeting the young Hispanic-American demographic. Its front page cites a Census Report that Hispanics are fueling the growth of America. The site evokes a young and fresh feeling and showcases the hottest stars featured on the network. The site is easily navigated and boasts that it is the "no. 1 place to reach Hispanics."
Affiliated Agency: Ready Set Rocket digital agency, developed and advised on site
Credits: Ruth Gaviria, SVP, Corporate Marketing Diana Terry-Azios, Director, Corporate Marketing Hector Estrada, Creative, Corporate Marketing

Best Relaunch of Causes/Charity/Non-Profit Organization Website: SPENT by McKinney for Urban Ministries of Durham
The Urban Ministries of Durham created SPENT, a game that uses the social characteristics of games like Farmville, to completely upend the way people think about poverty and homelessness. The goal: Start with $1,000 and make it last through one month with money left, while facing medical, social and employment dilemmas. The game includes social tie-ins to ask for help with messages like, "I can't pay all my bills this month. Can I borrow some money?", which also helped spread the word about the game and poverty awareness. Players who finish the game are invited to donate and learn more about Urban Ministries of Durham's mission. SPENT has been played more than 1 million times in 194 countries and was featured on major news outlets (ABC,CNN and NPR, among others). SPENT has raised more than $20,000 for Urban Ministries of Durham.
Credits: McKinney: Jonathan Cude, Chief Creative Officer; Jenny Nicolson, Copywriter; Nick Jones, Art Director; Carmen Bocanegra, Producer; Lizzie Ruiz, Production Coordinator; Josh Barber, Programmer; Matt Hisamoto, Programmer; Joseph Levinski, QA Specialist; Karla Mickens, Studio Artist; Able Parris, Designer; Janet Northen, Director, Agency Communications; Joel Richardson, Agency Communications Manager; WhiteNoise | Lab: Roger Lima, Sound Design; You Can Go by Armchair Media for College Board
The College Board and Armchair wanted to reach and engage kids who had the desire to go to college but didn't think they could get there. Working together, they designed an interactive Web site that is organized around videos featuring interviews with students discussing their main concerns and obstacles. By using documentary-style video interviews as core content, student visitors could get authentic information directly from their peers who are now on the path to success. Colorful infographics and custom-drawn type bring life to valuable information about financial aid, courses, careers, and the different paths that led these students to college. Additionally, an interactive quiz lets students vividly see and influence the number of college opportunities available to them.
Affiliated Agency: Armchair Media (Digital Interactive Agency/ Created the site)
Credits: Stefan Kjartansson/Creative Director/Design Armchair Media Farbod Kokabi/ Senior Designer/ Armchair Media Aaron Byrd/Designer & Animator/ Armchair Media Kevin Byrd/ Art Director / Armchair Media Nate Steiner/ Senior Technologist / Armchair Media Mariel Childes/ Designer/ Armchair Media Acree Graham/ Copywriter / Armchair Media George Carless/ Developer/ Hot Sauce Studios Jamie Allen/ Copywriter/ Chronicle; The Social Hackathon by Deep Focus for Microsoft
Deep Focus worked with Bing, MSN and donorschoose.org to create "The Social Hackathon," an event where the tech and social industry's top minds got together to create real social media and design solutions for donorschoose.org's marketing and business problems. With 40 experts locked in a room, the agency videotaped it and wrote everything down to produce the "The Goodness Engine," a free e-book that details everything that was learned so that the entire nonprofit community could take advantage of this powerhouse of knowledge. All of the content was collected in a simple but knowledge-rich Web site. The project not only benefited donorschoose.org (and the 3 million+ kids they help) but myriad other nonprofits.
Credits: Team List (all from Deep Focus): Ian Schafer, CEO Ken Kraemer, Executive Creative Director Ariel Broggi, Associate Creative Director Cory Everett, Associate Art Director David Irons, Senior Interaction Designer Ellen Karas, Copywriter Matthew Stellato, Front-End Developer & UI Designer Chet Lombardo, Designer Meredith Mandel, Jr. Designer Daniel Shaw, Executive Producer Kehvon Didehbani, Senior Producer Sean McGaughan, Associate Producer Christian Borges, VP of Communications Joanna Firneno, Communications Manager Lina Sinishtaj, Communications Manager

Entertainment: Games/Music/Movies: GameRevolution by GameRevolution for GameRevolution
GameRevolution's Web site has been around since the Dark Ages of the Internet. Launched in 1996, the site has garnered a loyal audience by providing gaming news, reviews and information alongside exclusive content and editorial features. It also contains original video programming and utilizes Evolve's Springboard Video technology to deliver more than two million content streams a month.
Credits: Paul Hanges- Managing Director- GameRevolution Mike Dodge- President- AtomicOnline; truPIDITY by Mekanism for truTV
trutv's campaign to promote the network's hit show, trutv presents: WORLD'S DUMBEST TRUPIDITY, utilized various promotional forms including short videos, banner ads and newsletters. The online banner ads encouraged users to click through to play a game. Engaging the user in the campaign, trutv was successful in promoting the show.
Affiliated Agency: Mekanism
Credits: · Mary Corigliano SVP, Brand Strategy & Digital Content/Multi-Platform Development, truTV · Jason Valentzas VP, Digital Content & Multi-Platform Development, truTV · Kathi Palminteri Executive Director, Brand Strategy & Digital Content/Multi-Platform Development, truTV · Kelly Hughes Director, Brand Strategy & Digital Content/Multi-Platform Development, truTV; SPENT by McKinney for Urban Ministries of Durham
McKinney's "spent" campaign for Urban Ministries of Durham engaged the user through a video and game. The game took the user through a simulation of living for one month on $1,000. The user was asked to make a series of life choices and sacrifices based on their finances. In one example, the user was faced with getting a low-paying job, choosing whether or not to get health care and working or going to their child's school meeting.
Credits: McKinney: Jonathan Cude, Chief Creative Officer; Jenny Nicolson, Copywriter; Nick Jones, Art Director; Carmen Bocanegra, Producer; Lizzie Ruiz, Production Coordinator; Josh Barber, Programmer; Matt Hisamoto, Programmer; Joseph Levinski, QA Specialist; Karla Mickens, Studio Artist; Able Parris, Designer; Janet Northen, Director, Agency Communications; Joel Richardson, Agency Communications Manager; WhiteNoise | Lab: Roger Lima, Sound Design

Entertainment: Movies/TV (Non-News): HBO "Game of Thrones" Viewer's Guide by Behavior for HBO
Behavior teamed up with HBO to create this elaborate Viewer's Guide as an online companion and reference tool for the new series Game of Thrones. The goal of this project was to satisfy the loyal fans of the novel the series was based on, as well as to orient new fans. The guide's content is strategically tied to the relevant points of each episode, and deep links encourage fans to share their enthusiasm by giving them the ability to "like" and tweet every page and screen.
Credits: Jeffrey Piazza, Creative Director, Behavior Alison Zack, Lead Visual Designer, Behavior Matthew Knight, Lead Design Technologist, Behavior Maya Hassieb, Project Manager, Behavior Adam Dubov, Executive Producer, HBO Paul Sacchetti, Product Manager, HBO; Saw 3D: Homepage Takeover by Break Media for Lionsgate / Saw 3D
This past Fall, Lionsgate partnered with Break Media to activate the digital marketing campaign for the seventh and final installment of the Saw franchise. By creating a custom animated homepage takeover on Break.com, Break Media helped Lionsgate achieve its campaign objectives by driving tens of thousands of trailer views and leading Saw 3d to the top the of the box office charts in it's opening weekend.
Credits: Jonathan Small, SVP/Editorial Director, Break Media; HBO Connect by RED Interactive for HBO
Designed to be a social media playground for HBO subscribers, HBO Connect allows users to do just that: connect. It's a real-time hub for all HBO-related content across the social Web. See what HBO users are clicking on in real time, check out branded feeds that include the latest tweets, trending topics, and keywords, encouraging user interaction about specific programming. Combining all the power of social networks into one place, it allows viewers to feel more engaged and, therefore, more willing to tune in.
Credits: tbd

Entertainment: Music: P!nk's Official Site by Sony Music Entertainment, Direct To Consumer for Sony Music Entertainment, Jive Label Group, P!nk
P!nk's pizzazz oozes from the get-go and throughout. The landing page is simple and inviting with links to a menu of her songs for listening and her Twitter feed. There are ample full-screen colorful images and a bank of her videos - both the MTV-style traditional one and doing revealing interviews - bringing further fan engagement. Throughout the site, there is a heavy emphasis on generating fan interaction, seeking comments and personal photos and art.
Credits: Dan Pelson, Sony Music Entertainment, EVP, Direct to Consumer Jonas Selenis, Sony Music Entertainment, VP of Web production Daniel Frydman, Sony Music Entertainment, VP / Global Creative Director of Design, Content and UX Manya Kuzemchenko, Sony Music Entertainment, Senior Designer Laurie Mucciolo, Sony Music Entertainment, Creative Director Richard Liriano, Sony Music Entertainment, Interactive Designer Dave Wilson, Sony Music Entertainment, Product Photographer Bruce Hartley, Sony Music Entertainment, Executive Producer Ryan Sucoff, Sony Music Entertainment, Project Manager John Refano, Sony Music Entertainment, Front End Dev Frank Carey, Sony Music Entertainment, Developer Josh Miller, Sony Music Entertainment, Developer Subson Mittal, Sony Music Entertainment, Developer Molly Byrnes, Sony Music Entertainment, Manager of Marketing & Production Jenn Marzulli, Sony Music Entertainment, Marketing & Production Shawn Gregg, Sony Music Entertainment, Manager, Web Production Sam Roon, Sony Music Entertainment, Associate Director, Quality Assurance Brandon Boucher, Sony Music Entertainment, Quality Assurance Kevin Ennis, Sony Music Entertainment, Quality Assurance Greg Taylor, Sony Music Entertainment, Systems Administrator Gilbert Gatchalian, Sony Music Entertainment, Director, Systems & Infrastructure Dave Bell, Jive Label Group, VP Digital Marketing Bailey Usdin, Jive Label Group, Digital Marketing; Pitbull's Official Site by Sony Music Entertainment, Direct To Consumer for Sony Music Entertainment, RCA Label Group, Pitbull
Pitbull's coolness factor shines in a captivating photo of him that dominates the home page. The site gives off the aura of a fun nightclub. It is also easy to navigate, with a prominent menu offering links to news, videos and more. The artist tries to engage fans almost immediately with profiles of some of them lined up not far below the top.
Affiliated Agency: Gravitek Labs, Production
Credits: Dan Pelson, EVP, Direct to Consumer Jonas Selenis, VP of Web production Daniel Frydman, VP / Global Creative Director of Design, Content and UX Joel Wasserman, Art Director Laurie Mucciolo, Creative Director Bruce Hartley, Executive Producer Ryan Sucoff, Project Manager Joey Groh, Front End Dev Chris Clark, Front End Dev Jeff Crisamore, Front End Dev Chris Bloom, Front End Dev Frank Carey, Developer Josh Miller, Developer Subson Mittal, Developer Molly Byrnes, Manager of Marketing & Production Jenn Marzulli, Marketing & Production Shawn Gregg, Manager, Web Production Sam Roon, Associate Director, Quality Assurance Brandon Boucher, Quality Assurance Kevin Ennis, Quality Assurance Greg Taylor, Systems Administrator Gilbert Gatchalian, Director, Systems & Infrastructure Matthew Poehls, Digital Marketing Coordinator, RCA Label Group Chris Boghigian, Director of Digital Marketing, RCA Label Group Jennifer Fowler, VP of Digital Marketing, RCA Label Group; Jay-Z Hits Collection by AgencyNet and Island Def Jam for Jay-Z
It's hard to top a site that greets visitors with the smash hit "Empire State of Mind" matched with spectacular images of New York icons. The strategy of allowing fans to follow Jay-Z's path to superstardom and career via videos, photos and more is a smart way to build excitement for a greatest hits album. The liberal use of black-and-white photography is a nice understated departure from some artist sites - Jay-Z does not need hype. The best part: there is always music playing no matter where you go.
Credits: Team at AgencyNet

Entertainment: News/Information: Examiner.com by Examiner.com for Examiner.com
This series of hubs for local communities is well done. Each of the hundreds of geographic locations covered - from San Diego to Syracuse - has a group of contributors writing on topics such as nightlife and public transportation, as well as filing breaking news. The design is content-first and pleasantly unflashy. Once a visitor gets the hang of it, finding desired content is easy and the navigation simple. Yet the most impressive accomplishment is simply getting something this ambitious off the ground, putting itself in position for growth as local news becomes more and more important.
Credits: Justin Jimenez - Senior Director, Marketing, PR & Social Media; U.S. Navy Blue Angels by EffectiveUI for Microsoft Corporation, U.S. Navy Blue Angels
The site is high-energy from the start as visitors are greeted with inspirational music and a spectacular, full-screen video of pilots readying for takeoff and then in the air. Its most impressive accomplishment is the opportunity to view the planes doing 37 separate maneuvers on three separate cameras in a way that gives viewers a sense of being in the pilot's seat. There's also a 3-D model of a jet that a visitor can rotate to get different perspectives.
Credits: Project Manager: Cindy Vanover Account Manager: Mahe Rellos Creative Director: Tim Wood Design: Roman Blagovirnyy, Development: Chad Bakeman, Ryan McGinty, Corey Schuman Video/3D Production: Anthony Walt, George Robinson, David Baca, Nathan Crutchfield; Expedition Titanic by Firstborn for RMS Titanic, INC.
A spectacular production, where the agency took the subject of unlimited attention and fascination - and compellingly added to both. The site gave a visitor a feeling of how far below the shipwreck site is, and the magnitude of the dive the scientists and others undertook in their discovery journey. Through colorful text, photos and videos, there's massive content to learn more about the ship and the expedition. Multiple 3-D renderings are exceedingly captivating. A social media hub was established and then a live feed from below was set up during the expedition.
Credits: Client: RMS Titanic Inc. Digital Agency: Firstborn

Family/Parenting/Womens Interest: Cozi by Cozi for Cozi
This online family calendar and organization system helps families manage schedules and activities, track grocery and to-do lists, and even organizes household chores, among other things. The intuitive, easy-to-navigate site makes life easier for the busy head of household, as evidenced by its nearly 4 million users. Because of Cozi's unique presence at the center of family life, popularity among women and families is soaring, with a nearly 300 percent increase in sign-ups year-over-year.
Credits: Web Site Excellence Award -- the whole Cozi family!; Education.com by Education.com for Education.com
Education.com is an easy-to-use destination for parents to find the most credible and up-to-date information available to help answer their parenting questions, letting them know how to be more effectively involved in their child's life. The site includes free access to tens of thousands of articles, has helpful activities and videos with parenting tips, a school-finder tool, as well as a user-generated Q&A. Launched in 2007, education.com now has more than 4 million unique visitors each month.
Credits: Dr. Ronald Fortune - CEO Danielle Wood - Editor in Chief Robert Brown - Vice President of Engineering Todd Schwartz - Chief Marketing Officer; SheKnows by SheKnows for SheKnows
With more than 50 million unique visitors, SheKnows delivers daily content for women ages 18 to 54 on any number of subjects such as parenting, health, beauty, love, and home. Editorial content focuses on providing the best advice and information in a friendly, up-front way, while also making sure to incorporate reader feedback and opinions. Lately, SheKnows has expanded into the world of online video with SheKnows TV, and social media with SheKnows Connect.
Credits: Kyle Cox- General Manager- SheKnows Alison Bills- Managing Editor- SheKnows Tara Schmitt- SVP Sales- SheKnows Mike Dodge- President- AtomicOnline

Financial Services/Banking/Investments: Moss Adams by Catalysis for Moss Adams
The site is exceedingly practical and easy to navigate, while blissfully uncluttered. Visitors are greeted with - to borrow some newspaper lingo - enticing links above-the- fold, which offer information and advice (such as how to ease a tax burden). The site also highlights Webcasts on pertinent topics that visitors can join. And there's the chance to drill down into particular industries - 15 of them - serving as an example of just how much content is available. Moss Adams is a complex company and the site does a good job in bringing organization to it.
Credits: Art Director & Designer: Naomi Menahem Development: Andres Mendez, Casey Griggs, Eli Robinson, Kevin Albrecht, Ben Pettijohn, Rick Pierce, Scott Mader, Vivian Lim, Yuehua Yang Deployment: Derek Gates Content: Caren Young, David Crabtree Account Manager: Grant Good; Globalize Your Thinking by EURO RSCG Worldwide for OppenheimerFunds
Investors ignoring potential in India, China and other developing markets do so at their own peril. So, a Web site dedicated to that need - separate from the main Oppenheimer one - is a smart idea. And it does an excellent job, with a wealth of well-produced videos that are easy to understand and convey trust. Also, a link to an Oppenheimer Twitter feed is crucial, allowing an investor to get important updates as the market turmoil of 2011 continues.
Credits: Chris D'Rozario - EURO RSCG New York, Creative Director / Copywriter Alec Vianu - EURO RSCG New York, Creative Director / Art Director Philip Parrotta - Oppenheimer Funds, SVP Integrated Marketing & Brand Development . Kirti Srikant - Oppenheimer Funds , AVP Brand Marketing Tatiana Sochurek , EURO RSCG New York, Account Director; Live Solid Network by Solutions for Sun Trust
Coming at a time when some investors are fearful, the inspirational and not overbearing music that greets a visitor before a warm voiceover is welcome. Overall, the site brings a sense of humanity to financial services. A search box that pops up is inviting, and so is the chance to access the most popular topics. There is a seemingly endless amount of content, but smartly the site aimed at moms is not all about finances - for example, how to find a good babysitter. An easy-to-use tool to calculate whether a person is saving enough for retirement is a standout.
Credits: Group Creative Director, Rob Rizzo Creative Director, Chris Abidian Associate Creative Director, Dave Kane Art Director, Jason Prince Copywriter, Chris Abidian Designer, Su Young Kim Software Engineer, Eben Chaffee Project Managers, Kristen Haan & Elin Lamb & Kate Santos & Lisa Poma User Experience, Neeta Goplani & Boon Sheridan Strategy & Analysis, Andrew Colberg Account Executives, Jennifer Almeida & Meaghan Murphy Account Managers, Jeff Trachsel & Emily Moss Account Director, Geoffrey Underwood Art Buyer, Karen Sawyer Interactive Studio, Hazel Elgart Technology, David Nie & Amol Ghanekar & Andre Algureo & Zaid Al Rashid & Christina Currier & Stephen Friedland

Food/Beverage/Restaurants: Roots Pizza by envisionit media for Roots Pizza
By highlighting the freshness of the food at Chicago's newest pizza joint, the site conveys the usp of handmade everything as well as innumerable choices in toppings and salads. It also differentiated Roots Pizza by emphasizing the "Quad Cities" style, drawing a comparison to the ubiquitous deep dish style of the Windy City. The site's tone, laid back and sassy, appealed to its target audience of young, urban adults in a freshly engaging way.
Credits: Todd Brook, CEO Keith Solomon, Director of Integrated Marketing Mikky Wright, Senior Account Manager Anna Ramsey, Account Manager Ari Franklin, Project Manager Jason Goldberg, Creative Director Catherine Quillen, Lead Designer Deborah Fellinger, Copywriter Maria Kuznetsova, Production Artist Scott Tsar, Lead Developer; Gatorade.com by VML for Gatorade
Two goals - to introduce the product to the target audience and to increase sales - were met by showing interactive videos wherein "g athletes" (those using Gatorade's g Series) make winning plays. The underlying message: you can become a winner by drinking g series. Unique interaction gave users control over the scene and their experience, another plus when considering the target's psychology. Showing how hydration has evolved athletic performance spoke to that as well.
Credits: Tony Snethen, Creative Director VML Nick Allegri, Assoc Creative Director VML Aaron Weidner, Assoc Creative Director VML Joel Henning, Sr Copywriter VML Chad Green, Sr Art Director VML Alli Peirce, Copywriter VML Linda Bumgarner, Group Creative Director VML Debbi Vandeven, Executive Creative Director VML Tyler Smith, Executive Producer VML Norry Niven, Director Stone Core Films T2, Editing House; Lonely Lobster by VML for Quiznos
Brilliant is one way to describe the way VML turned an ordinary coupon for a Lobster & Seafood Salad Sub into an engaging experience. It set up a site where people could watch lobsters being added to a tank according to coupon downloads, Facebook "likes" and retweets. At the end of the promotion, four lobsters were returned to the Maine waters, 1.2 million views from ten countries had been recorded and the average viewer spent an astounding seven minutes watching the live stream.
Credits: Kyle Taylor, Sr Art Director VML Travis Kleiner, Sr Art Director VML Derek Anderson, Sr Copywriter VML Chi Hiu Yim, Art Director, VML Jason Calloway, Producer VML Debbi Vandeven, Executive Creative Director VML

Healthcare & Fitness: Blue Cross and Blue Shield of Nebraska Website Redesign by Bozell for Blue Cross and Blue Shield of Nebraska
Bozell created a Web site for Blue Cross and Blue Shield of Nebraska that focuses on the individual health care consumer and what they are looking for when they visit their health insurance Web site. The interface was structured to focus on the consumer first, as they are the primary audience for the Web site resources, with additional navigation leading to areas specific to agents, providers and employers. With a streamlined, more efficient site, Blue Cross and Blue Shield of Nebraska hopes this reflects their updated, progressive identity and forward thinking in the health insurance market.
Affiliated Agency: None
Creative Agency: None
Credits: None Richelle Simmons - Account Director (Bozell) Dan Greve - Interactive Designer (Bozell) Nathan Anderson - Web Developer (Bozell) Brian Wetjen - Partner in Charge, Interactive (Bozell); How I Fight MS by Greater Than One for EMD Serono
Howifightms.com is a pharma-sponsored community Web site that allows people with multiple sclerosis to share their stories, insights, and experiences through things such as blogs, v-logs, photos and playlists. Additionally, it's an outlet for people suffering from MS to find more information about their disease. Launched recently, the site has already been well received by users, as measured by high rates of sign-up for premium content, views of video content, awarding of "kudos" to content, and participation in polls and quizzes.
Credits: Pilar Belhumeur, Director User Experience, Company: Greater Than One Geesun Lee, Senior Art Director, Company: Greater Than One Stephan Armstrong, Director Medical Content, Company: Greater Than One Steve Longbons, Director Technology, Company: Greater Than One Scott Mari, Front-End Developer, Company: Greater Than One; LIVESTRONG.COM by Demand Media \ LIVESTRONG.COM for LIVESTRONG.COM
LIVESTRONG.com offers content that engages and informs, providing users with practical tools that make living healthy an easy and sustainable process. The idea of the site is to teach, not preach, and enable members to discover the practices that work best for them. With over 3 million members, LIVESTRONG.com provides information, encouragement and success stories, as well as peer-to-peer support through their member forums. They are consistently dedicated to helping their members realize their potential so that they can help others do the same.
Credits: Dan Brian - GM LIVESTRONG.COM Larry Fitzgibbon - EVP, Media Erika Nardini - SVP, Sales & Marketing Joanne Bradford - Chief Revenue Officer

House/Home Campaign: Kitchen of the Year by Hearst Digital Media for Housebeautiful.com
TV house-design personality Tyler Florence explains in videos how to design some inspiring kitchens on this site. Can't afford one? No problem. A new 3-D design dragging-and-dropping tool lets you create hundreds of possibilities to drool over. Stuck with your smallish kitchen? You can read about the best "tricks" for those tiny cooking rooms. Lots of videos, and more importantly 140-character Twitter recipes. A fast read and even quicker to cook.
Credits: Jen DeRose, Web Editor; Mitsubishi Electric Website Redesign by Definition 6 for Mitsubishi Electric
Ductless air conditioning? The question was how to get consumers emotionally involved - even if they can't buy the product directly. Two Web areas were created: one for consumers, which features snappy interactive tools and video, the other for installation pros. The response? Increased total Web site contact conversion rate and sales versus the previous year. In a one-month time span, 28,774 consumers looked for a dealer and 20 percent of people who came to the site contacted a contractor.
Credits: Michael Johnson - Account Director Stacie Oden - Account Coordinator Asa Sherrill - Creative Director Greg Vincent - Development Lead; Bliss Website Redesign by Definition 6 for Beaulieu of America
Not all carpet is the same. But how do you tell that to consumers? The goal: showing the realities of everyday living. A new site for the Bliss carpet brand allows for creating custom designs, comparing colors, as well as the unique ability to let customers place carpeting in room scenes. The result was more consumer time on site - up 81 percent from their previous Web site, a four-fold increase in consumer requests, and double the requests for locating dealers versus the old site.
Credits: Executive Creative Director: John Harne Art Director: Katie Turcotte Designer: Andrea Foster Production Manager: Lisa Seals Account Executive: Michael Johnson Programmer: Dmitry Harnitski

Medical & Pharmaceutical: I Pick My Nose by Digitas Health for MedImmune/FluMist
Flu shots? Yuck. Better to have, say ... a flu spray. Via the campaign, "I Pick My Nose," MedImmune's friendly looking site sells the idea to kids and moms. Custom content from kids TV programmer Nickelodeon fostered easy association, and video content included a 60-second commercial and three stories about faux neighborhoods with flu issues. Nearly 260 million online impressions and 900,000 video views were generated - as well as kids owning up to doctors about picking their noses.
Credits: Creative Team Graham Mills – Managing Director/ECD – Digitas Health Jacqueline Nolan – SVP/ECD – Digitas Health Brian Lefkowitz – SVP/CD – Digitas Health Emily Spilko – ACD – Digitas Health Sarah Miller – Lead Creative (Art Director) – Digitas Health Francisco Garcia-Tunon – Lead Creative (Copywriter) – Digitas Health Jonathan Klein – Copywriter – Digitas Health Sarah Cobb – Art Director – Digitas Health Production Maria Amato – Digitas Health Media Chris Andrew – SVP/GD Media – Digitas Health Planning Jeffrey Werbylo – VP/D Account Planning – Digitas Health Marketing Team Eva Heyman – Managing Director/Marketing – Digitas Health Scott Tannenbaum – VP/GD Marketing – Digitas Health Claire Foster - VP/D Marketing – Digitas Health Lizzy Mangold – Manager Marketing – Digitas Health Meghan Rose – Manager Marketing – Digitas Health Tina Mathew – Sr. Associate, Project Management – Digitas Health Tech Team Scott Henry – Associate Director – Digitas Health Anna Armentrout – Principle Software Engineer – Digitas Health Greg Beliczynski – Senior Software Engineer – Digitas Health John Vacca – Senior Software Engineer – Digitas Health; Omnaris by Greater Than One for Sunovion Pharmaceuticals Inc
Nasal allergy medicines can leave you slow and sleepy. Not only that, but many smell or taste funny. Amid many medications, Omnaris is a smell-free, taste-free, alcohol-free product. With many products similar to one another, some of these differences were important to consumers. The effort pushed consumers - driving ROI - due to the product's unique compound. If consumers still aren't convinced, funny advice from the site's "Allergy Dudes" might do the trick.
Credits: Patrick Rorke, Group Account Executive, Company: Greater Than One Christa Toole, Director SEM, Company: Greater Than One Ashley Manzano, Assistant Media Planner, Company: Greater Than One Pilar Belhumeur, Director User Experience, Company: Greater Than One Scott Mari, Front End Developer, Company: Greater Than One Ryan Dreifke, Associate Strategist, Company: Greater Than One Therese Burke, Senior Project Manager, Company: Greater Than One; ProCure.com Website by Heartbeat Ideas for ProCure Treatment Centers, Inc.
Proton therapy isn't new for cancer patients - it's been around since the 1950s. But for some, its precision works better than more harmful radiation therapy. The site focuses around the search areas, as well as walking the patient through every step of the treatment process. Highly personalized patient care found at a ProCure facility comes from patient videos and other content on the site. Results have shown the conversion rate - the completions of a "Request a Consultation" form - have increased 32 percent.
Credits: Lindsay Hass, Account Supervisor Marissa Zenie, Associate Director, Production Jamie Koh, Senior Producer Adrienne Imbriaco, Video Producer James Talerico, SVP, Executive Creative Director Grace Magarelli, Creative Director Elizabeth Glaessner, Senior Designer Chris Cocking, Tech Lead Matt Adelhock, Senior Web Developer

Retail/E-Commerce: Westlake Hardware Website Redesign by Bozell for Westlake Hardware
On the home page of the new Westlake Hardware Web site, you won't see a picture of a hammer, a piece of sheet rock, ceiling fan, or a remodeled kitchen. Leave that to big-box operators like Home Depot or Lowe's. At this Midwest hardware chain, people and services are more important. Hundreds of how-to videos offer small project info and experts at the ready, meeting consumer needs. And if you want a hack saw, truck spark plug, or a bird feeder, you can find that as well.
Affiliated Agency: None
Creative Agency: None
Credits: None Brian Wetjen - Partner in Charge, Interactive (Bozell) Kim Mickelsen - Managing Principal (Bozell) Dan Greve - Interactive Designer (Bozell) Ryan Weidman - Web Developer (Bozell) Cliff Watson - Creative Director (Bozell); Manduka eCommerce Platform by Cuker Interactive for Manduka
A whimsical Web site design with a personal and community mission is at the core of the Manduka yoga mats and products. Usual products and store locations are featured - as well as a yogi on the front page showing off an impossible forearm backward bend. The copy: "Meet Simon. Gravity is a silly law. Break it." Why not? The proud eco-conscious message of Manduka's gear comes across loud and clear. Online sales doubled in the first year.
Credits: Aaron Cuker - CEO, Cuker Interactive Sky Meltzer - CEO, Manduka; Cesar® Canine Cuisine Digital Relaunch by Catapult Action Biased Marketing for Mars Petcare US
Dog-food sites shouldn't exist in a vacuum. There's a growing need to interact with other pet owners. The Cesar food brand Web site intent is to blur the lines between a brand Web site and the social Web. A big feature included here is a section on therapy dogs. Cesar targets small-dog owners who are in need of a better connection. But it's not just meant for other owners: Cesar has built an area where it can listen and respond regularly to consumers.
Credits: Heather Huffnagle, Management Supervisor, Catapult Action Biased Marketing Kristen Jones, Senior Producer, Catapult Action Biased Marketing Rob Kurfehs, Associate Creative Director, Catapult Action Biased Marketing Brian Garofalo, Web Designer, Catapult Action Biased Marketing Maelina Frattaroli, Copywriter, Catapult Action Biased Marketing Joseph Ansah, Senior Art Director, Catapult Action Biased Marketing Brandon Fitzpatrick, Senior Developer, Catapult Action Biased Marketing Mike Rogers, Director of Technology, Catapult Action Biased Marketing

Social Networking: Share The Little Things by The CementBloc for Share The Little Things sponsored by Celgene
Women with metastatic breast cancer and their caretakers are an under-served population that is often overshadowed by larger breast-cancer awareness campaigns, which typically emphasize early stage breast cancer and prevention. To give a voice to and empower this frequently overlooked segment, the CementBloc and client Celgene created a social community focusing on the "little things" that count for patients battling an ongoing illness not in remission. The centerpiece of the campaign was a ShareTheLittleThings Web site enabling visitors to post a story, a photo, a piece of art - anything that pays tribute to living and coping with metastatic breast cancer. The site also featured high-level information about the disease and an extensive list of online resources. A Web banner campaign drove awareness and traffic to the site, which generated more than 32,000 visits and deep engagement with content (four pages per visit and an average of 1.5 minutes per visit).
Credits: Creatives: Elizabeth Elfenbein, Partner and Creative Director, The CementBloc Rochelle Chamlin, ACD Copy, The CementBloc Andrew Marvel, Group Copy Director, The CementBloc Margaret Lubalin, Group Copy Director, The CementBloc Keith Matland, VP, ACD Art, The CementBloc; BabyCenter Community by BabyCenter for BabyCenter
Every day, hundreds of thousands of moms visited the BabyCenter Community seeking a trusted place to share parenting challenges, advice and wisdom. BabyCenter's stage-based focus connected parents in the exact same stage of pregnancy or parenthood to ensure they get the answers they need, when they need them. Unlike other social networks, BabyCenter Community was powerfully linked to BabyCenter's award-winning, personalized age- and stage-based content. This professionally created health- and development-focused information was approved by BabyCenter's Medical Advisory Board. The blend of expert content and mom-to-mom wisdom was a comprehensive experience moms couldn't find elsewhere on the Web.
Credits: Rebecca Michaels - BabyCenter Community Manager; Copia by VML for DMC
In an effort to leverage the untapped potential of the digital reading experience, DMC asked VML to build Copia based on a simple idea: if a book is worth reading, it's worth discussing. More than an app, Copia was an advanced social reading experience, combining a series of e-reading apps, a social reading community and an e-book marketplace into one integrated platform. All your books. All your friends. All in one.
Credits: Robb Smigielski, Creative Director VML Michael Eppelheimer, Assoc Creative Director VML Nate Hofer, Art Director VML Derek Anderson, Sr Copywriter VML Debbi Vandeven, Executive Creative Director VML

Sports: Follow Me to the US Open by Omnigon Communications, LLC for The United States Tennis Association
Omnigon Communications' "Follow Me to the us Open" site for the U.S. Open played off a simple idea and leverages one of the most visible elements of the Open's experience: the concept of "making the draw," by creating a "social draw" that enabled an unlimited selection of participants who could earn points, and status, by engaging in the conversation around the campaign. Before the actual 2011 U.S. Open began, Omnigon seeded the top 128 in an actual bracket where they will face off against one another and win or lose based on their social media activity and enabling visitors to follow and scroll through the "river of news" around the 'Follow Me to the us Open' campaign. Participants also had a chance win a package of 2011 U.S. Open tickets, access to players, sponsor goodies and more.
Credits: David Nugent: SVP, Business Development, Omnigon Communications Nick Arcuri: PMP, Omnigon Communications Peter Dopkin: Director Business Development & Production - USTA Nicole Jeter West: Director, Marketing - USTA; MLB.com by MLB Advanced Media, L.P. for MLB.com
MLB.com is the premiere online destination for everything baseball, serving as a portal around live baseball, as well as the ability to alter modes between pre-game, live and post-game to help build awareness and excitement. A primary focus of the live baseball theme is MLB.tv, one of the most successful online subscription products on the Internet that is now available in true high definition video with DVR functionality. There are plenty of video options for fans to choose from as the main panel rotation includes the ability to play video directly from within each panel. The MLB.com homepage, which also includes a customizable news headline option, is clean, easy-to-read and maintains the same navigation conventions across the network for an efficient user experience. Those original articles, approximately 150 every day of the season, are delivered in real time by an experienced team of reporters positioned around the country. MLB.com is successful in its delivery of baseball to fans because it has been designed to appeal to fans across generations. There is engaging interactivity for every baseball fan young, old and in between.
Credits: Bob Bowman, President & CEO Noah Garden, EVP, Revenue Dinn Mann, EVP, Content; HBO Boxing by HBO for HBO
The HBO Boxing website featured an experience that mirrored HBO Sports' broadcast style. Seeking to give fans added event coverage from a unique insider position, the official HBO Boxing site educated fans on Boxing history, rules and cultural context as they learned personal details about their favorite fighters. Fans were also encouraged to share their own opinions and join in the conversation.
Credits: tbd

Technology/Web Services: Counter Identity Theft by Response Marketing for McAfee
While McAfee is well established in the world of online security, getting into the personal identity protection service was a natural extension of their brand. CounterIdentityTheft.com was established to help launch the service and educate consumers about identity theft. The site utilized the alarming facts about identity theft as the forefront to make users aware of how frequently it happens. Using one of the facts - that an identity is stolen every three seconds - McAfee developed a dynamic counter that displayed how many identities had been stolen during the amount of time the user had spent on the site. The homepage was stamped with facts about identity theft that rotated, along with real-world cases of identity theft, effectively communicating what identity theft is and how one could help prevent it, while also providing resources for users to see if they were at risk.
Credits: David Klineberg, VP, Client Services, Response Marketing Cassie Swartwout, Art Director, Response Marketing Carolyn Walker, Partner, Response Marketing Chandra Sekar, Consumer Marketing, McAfee Inc.; blenderbox.com by Blenderbox for Blenderbox
Brooklyn-based digital independent shop Blenderbox creates intuitive, functional and extremely esthetic Web sites for a wide range of clients, but its entry in the technology category was for the agency's own site, leveraging its mastery of html 5/css programming in a makeover of its older, Flash-based site. Blenderbox created a design that effectively showcased their portfolio but also conveyed their visual style and technical chops through an intuitive interface,
Credits: Blenderbox Internal Team; HowStuffWorks.com by Discovery Communications- HowStuffWorks.com for HowStuffWorks.com
Now getting to 25 million users a month, HowStuffWorks offers some funky explanations - everything from cell phones to stem-cell research. More importantly, it's entertaining. HowStuffWorks has video, podcasts and in-depth blogs that make learning about things, even weird stuff, a pleasure - not a school assignment. Special content blocks break a subject down in several formats. And it's all vetted by the pros. Best topics: How Foreclosures Work and How Wiretapping Works. Any connection?
Credits: Conal Byrne: VP - Interactive Media & GM, HowStuffWorks.com Matt Crenshaw: VP - Marketing and Analytics

Travel/Tourism: “Meet the Ambassadors of Affordability” by Click Here, Inc. for Go RVing
Anyone who harbors a humdrum, bland image of RVing will be struck by the site's colorful images of America's great outdoors that await travelers in the large cruisers. Good videos give a sense of what life on the road is like, while there's also a clever touch with a lengthy list of "recipes" for the road. The site executes a nice balancing act between upgrading the image of RVs, while hammering home the vacation affordability they can offer.
Affiliated Agency: The Richards Group
Credits: Michael Harman, Creative Director Christina McKinley, Producer Bryan Vorel, Digital Artist/Animation Michael Peck, Programmer; “Welcome to the World’s Largest Christmas Lost and Found” by Click Here, Inc. for The Biltmore Company
This does an excellent job of marketing the famed Asheville, N.C., mansion as a destination to celebrate the holiday season, using fantastic images and superb design, matched with practical information. It would have been easy to use less artistry and a more direct roster of activities. Yet, that may not have fit with the stately Biltmore and its heritage. Instead, there is a discovery process, which can help a visitor realize just how much the Vanderbilt home offers - as they might come across information about a red wine and chocolate-tasting experience, or a seminar on crafting wreaths.
Credits: Brian Linder, Creative Director Danielle Gable, Producer Jonathan Miller, Programmer Jake Smith, Programmer; Golden Nugget website rebranding by Acxiom Integrated Agency for Golden Nugget
Las Vegas is so saturated with top-notch casino resorts it can be hard to stand out, but the Golden Nugget does an impressive job distinguishing itself here (as well as its Laughlin, Nev., and Atlantic City properties). The site melds the classic elegance of a resuscitated Vegas landmark with a new hip vibe. What stands out is the slew of enticing 360-degree virtual tours offered in Las Vegas and Laughlin - be it of a pool, lounge or the inside of a suite.
Affiliated Agency: Acxiom Integrated Agency provided creative and execution services
Creative Agency: n/a
Credits: n/a Lori Kittle, VP of Information Technology, Landry's Restaurants, Inc. Amy Chasey, VP of Marketing and Advertising, Golden Nugget Berge Yeghyayan, Director of Internet Marketing, Golden Nugget Rich Patterson, Associate Creative Director, Acxiom Joelle Belmonte, Art Director, Acxiom Mark French, Global Creative Director, Acxiom Kimberly Brizzolara, Creative Director, Acxiom Rob Lovato, Developer, Acxiom Aram Anthony, Senior Copywriter, Acxiom Jeannie Lambert, Account Director, Acxiom Jaime Konzelman, Account Manager, Acxiom Brittany Erskine, Project Manager, Acxiom

Youth: www.ChannelOne.com by Channel One News for Channel One News
Channelone.com combines fun and educational content with appealing, creative and intelligently targeted marketing initiatives that make their clients' products part of the fabric of their teen users' lives. With a wide variety of programs, channelone.com works hard to make sure everything seamlessly blends in order to improve their users' online experience. Successfully pulling off everything from video competition movie tie-ins to pledging not to text while driving, channelone.com has kept users engaged and involved.
Credits: Kent Haehl, CEO, Channel One Network Meredith Walters, Vice President of Marketing and Promotions (Channel One Network) Steve Tiszenkel, Product Manager, ChannelOne.com (Channel One Network); Pretty Amazing by Hearst Digital Media for Seventeen
A multiplatform celebration of confidence and personal style, the Pretty Amazing Campaign for Seventeen started with 30,000 girls submitting photos, essays and videos online for a chance to win a $10,000 college scholarship. The campaign grew through social media, and with an MTV special documenting the finalists. Loyal Seventeen readers could also vote for their favorite finalist, submit themselves for a "Pretty Amazing Girl of the Week" feature on Seventeen's Facebook profile page, or even see how they would look on the cover of Seventeen with the Cover Creator photo upload tool.
Credits: Ann Shoket, Editor-in-Chief Joanna Saltz, Executive Editor Carissa Rosenberg, Entertainment Director Julie Hochheiser Ilkovich, Site Director Tammy Tibbetts, Social Media Editor Crystal Bell, Freelance Editor Nicole O'Donnell, Senior Integrated Marketing Manager Erin Sauchelli, Campaign Manager Kim Reiter, Director Sales Development Laura Schooling, Director of Marketing Services Kristine Welker, Chief Revenue Officer Geoff Schiller, National Sales Director; Smosh.com by Alloy Digital for Smosh.com
Recognized by Time magazine as "the Saturday Night Live of the Internet," Smosh is comprised of original content such as sketch videos, music, sweepstakes, polls, contests, casual games, and merchandise. With dedicated young adults and teens behind the site's copyright-clear, brand-safe content, it became the No. 3 most subscribed channel currently on YouTube. With over 1.1 million registered users, 45 million page views per month, and over 10 million unique visitors per month prove that Smosh is providing engaging, entertaining content that users can't get enough of.
Credits: Ian Hecox, Founder, Smosh Anthony Padilla, Founder, Smosh Barry Blumberg, President Smosh

2011 Finalists

Integrated Online Campaign

Online Advertising Creativity

Web Site Excellence