Winners

2009 Best in Show

Integrated Online Campaigns

How You Eat a Burger by Initiative for Carl’s Jr

Initiative
Carl's Jr., “How You Eat a Burger”
http://www.initiative.com/innovations/
Finalist Food & Beverage


Looking to grab the attention of its target customers (young men), Carl's Jr. sought out a new kind of network buy with YouTube, with which it challenged the site's most popular "stars" to create videos showing how they would eat Carl's new Portobello Mushroom Burger. The idea was to create a community around Carl's Jr. to leverage the target's online behavior. Results? Per-store sales of the featured burger doubled from the period before launch. Nice buy, if you can get it.

 

Initiative: Ezra Cooperstein, Vice President, Director, Innovations; Robert Holtkamp, Senior Vice President, Planning; Jason Meil, Executive Vice President, Director, Innovations; Martini Paratore, Manager, Innovations; Karintha Touton, Manager, Innovations; Talia Skaletsky, Senior Planner, Digital.

Affiliated Agency: Initiative—CKE’s Media, Marketing and Digital AOR

Credits: Ezra Cooperstein, VP, Director, Innovations, Initiative Robert Holtkamp, SVP, Planning, Initiative Jason Meil, EVP, Director, Innovations, Initiative Martini Paratore, Manager, Innovations, Initiative Karintha Touton, Manager, Innovations, Initiative Talia Skaletsky, Senior Planner, Digital, Initiative

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Web Site Excellence

ESPN.com by ESPN for ESPN

ESPN
ESPN
http://www.espn.com/
Finalist Sports

Serving as an online home for content from ESPN's various television stations, radio network and print magazine, as well as much Web-only content, ESPN.com has become a respected amalgam of its various parts.  In addition to an enviable roster of regular writers and contributors, the site touts its video capabilities, reporting that videos watched on the ESPN site account for nearly half of all sports-related video viewed on the Web.

 

ESPN Digital Media: John Kosner, Senior Vice President, General Manager; John Zehr, Senior Vice President, Production & Product Development. ESPN.com: Rob King, Vice President, Editor-in-Chief; Patrick Stiegman, Vice President, Executive Editor.

Credits: John Kosner, SVP, General Manager, ESPN Digital Media John Zehr, SVP, Production & Product Development, ESPN Digital Media Rob King, VP, Editor-in-Chief, ESPN.com Patrick Stiegman, VP, Executive Editor, ESPN.com

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Online Advertising Creativity

Next to Normal: The Twitter Performance by Situation Interactive for Next to Normal

Situation Interactive
Next to Normal, “Next to Normal, the Twitter Performance”
http://www.situationinteractive.com/omma2009/
Finalist Social: Use of Twitter


The curtain rises, cue the music... send the tweet? Situation Interactive successfully drove conversation about social media in the theatre world by truly giving Broadway fans a peek inside. By performing Next To Normal on Twitter the team won over 500,000 followers - and growing. The show was nominated for 11 Tony awards. Next To Normal shines because they engaged their followers, they didn't just aggregate tweets and promote the message. The production's attendance and gross steadily increased, week by week, and, the week of June 8, the original cast recording made the Top 10 Albums on iTunes and Amazon.

 

Situation Interactive: Tom Lorenzo, Interactive Director; Jeremy Kraus, Account Supervisor; Brian Yorkey, Librettist/Lyricist; Aaron Coleman, Senior Copywriter; Steve Rovery, Senior Designer; Ashley Guillaume, Designer; Jessica Dacchille, Assistant Account Executive; Chris Powers, Creative Director; John Lanasa, Director of Account Services — East; Damian Bazadona, President; Kevin Kitzpatrick, Senior Project Manager.

Credits: Tom Lorenzo, Interactive Director, Situation Interactive Jeremy Kraus, Account Supervisor, Situation Interactive Brian Yorkey, Librettist/Lyricist, Next to Normal Aaron Coleman, Senior Copywriter, Situation Interactive Steve Rovery, Senior Designer, Situation Interactive Ashley Guillaume, Designer, Situation Interactive Jessica Dacchille, Assistant Account Executive, Situation Interactive Chris Powers, Creative Director, Situation Interactive John Lanasa, Director of Account Services - East, Situation Interactive Damian Bazadona, President, Situation Interactive Kevin Kitzpatrick, Senior Project Manager, Situation Interactive

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2009 Member's Choice

Integrated Online Campaigns

Throw Boring Overboard  by Empower MediaMarketing & Undertone Networks for Long John Silver's

Empower MediaMarketing & Undertone Networks
Long John Silver's
http://www.undertone.com/showcase/undertone-longjohnsilvers.php
Finalist Food & Beverage


In its first online initiative, Long John Silver's set out to build awareness of two new products and went straight to mobile. The online ad, designed to enhance online banners, included the ability for viewers to locate a nearby restaurant by plugging in a ZIP code, and to download a coupon for the new products. Both were sent to the consumer's mobile phone. The expedited process encouraged engagement and interaction with the ads rose. During the campaign, more than a third of interested consumers opted to receive more communication from the brand. And, completion rate was 2.27 percent, nearly 2.5 times higher than average.

 

Empower MediaMarketing: Jim Price, Vice President, Media Innovation; Mike Adams, Director of Digital Marketing; Molly E. Roth, Digital Media Strategist. Undertone Networks: Jason Askinasi, Account Executive; Russ Bley, Director of Sales. 

Affiliated Agency: Spongecell
Creative Agency: Air2Web

Credits: Mitch Dunn, VP, Client Strategy, Empower MediaMarketing Mike Adams, Director of Digital Marketing, Empower MediaMarketing Kristyn Pulford, Digital Strategist, Empower MediaMarketing Kyl Boggs, Mobile Strategist, Empower MediaMarketing Timothy Engel, Lead Designer, Empower MediaMarketing Tim Glover, Digital Media Manager, Empower MediaMarketing Amber Bondick, Digital Search & Analytics Strategist, Empower MediaMarketing Emily Guthrie, Client Strategy Director, Empower MediaMarketing Jim Price VP, Media Innovation, Empower MediaMarketing Jason Askinasi, Account Executive, Undertone Networks Russ Bley, Director of Sales, Undertone Networks Ben Kartzman, CEO, Spongecell Marc Guldimann, Chief Strategy Officer, Spongecell Anthony Yam, Vice President of Engineering, Spongecell Air2Web

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Web Site Excellence

WWD / Women's Wear Daily by Razorfish for WWD / Women's Wear Daily

Razorfish
WWD / Women's Wear Daily
http://www.razorfish.com/showcase/nycreative/wwd/index.html
Finalist Family/Parenting/Women's Interest


 Women's Wear Daily wanted to go from the fashion industry's print bible to online global news platform, and its online redesign succeeds. A dramatic new layout puts international news in easy reach, a clear priority on images gives users a front-seat view of the latest in fashion, and an image archive includes 15 years of WWD exclusive photos. The redesign also put a premium on improved ad opportunities and targeting. During launch week, unique visits were up 129 percent year-over-year. With the first two months of the launch, unique visitors were up 8.6 percent.    

 

Razorfish: Holly Mason, Program Director; Cindy Beyer, Senior Functional Analyst; Bryan Hamilton, Experience Lead; Daniel Chen, Associate Creative Director; Michael Tagle, Creative Director; Jibi Scaria, Technology Director; Thomas Bailey, Senior Presentation Layer Architect; Eric Moore, Vice President Client Partner. WDD: Greg Remillard, General Manager; Leslie George, Product Manager; Amy DiTullio, Online Managing Editor. 

Credits: Holly Mason, Program Director, Razorfish; Cindy Beyer, Sr. Functional Analyst, Razorfish; Bryan Hamilton, Experience Lead, Razorfish; Daniel Chen, Associate Creative Director, Razorfish; Michael Tagle, Creative Director, Razorfish; Jibi Scaria, Technology Director, Razorfish; Thomas Bailey, Sr. Presentation Layer Architect, Razorfish; Eric Moore, VP Client Partner, Razorfish; Greg Remillard, General Manager, WDD; Leslie George, Product Manager, WDD; Amy DiTullio, Online Managing Editor, WDD

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Online Advertising Creativity

"Don't Miss It" by Razorfish for H&R Block

Razorfish
H&R Block, “Don't Miss It”
http://slant.razorfish.com/creativity/hrb_youtube.html
Finalist Social: Advertisement as App


H&R Block somehow managed to make tax time fun, or at least less painful, with a game on YouTube that uses the sites' video annotation technology to detect subtle differences in two similar images. The idea was to draw a link between not missing anything in the pictures and H&R Block not missing any deductions reviewing taxes. The tax preparation giant also slips in tax-related messages tied to the images during game play. The "Don't Miss It" game generated much higher-than-expected user interaction and persistence rates, with nearly half of those who start the game completing it.

 

Razorfish: Jonah Gellert, Senior Art Director; Martha Dixon, Copywriter; Sara Giessen, Designer; Annie Brennan, Senior Project Manager; Miguel Muelle, Video Designer.

Credits: Senior Art Director: Jonah Gellert Copywriter: Martha Dixon Designer: Sara Giessen Senior Project Manager: Annie Brennan Video Designer: Miguel Muelle

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Integrated Online Campaigns 2009 Winners

Apparel/Fashion

Hoodie Remix by Night Agency  for Champion USA

Night Agency
Champion USA, “Hoodie Remix”
http://www.hoodieremix.com/
Finalist Apparel, Fashion


The Hoodie Remix design competition, made possible by Night Agency for Champion, spoke directly to hip, young consumers everywhere who love the idea of customizing and designing their own apparel. The sleek and simple interface allowed users to mix-and-match colors and patterns on a Champion hoodie, and was eye-catching enough to be featured in Nylon and Teen Vogue magazines. The average time spent on the site was 5 minutes and some consumers designed over 100 hoodies. The winner was voted on, and the winning design will be made available as a limited-edition product.

 

Night Agency: Executive Creative Director, Scott Cohn; Executive Producer, Darren Paul, Evan Vogel. 

Affiliated Agency: Starcom, Media Agency

Credits: Creative Agency: Night Agency Media Agency: Starcom Executive Creative Director: Scott Cohn Executive Producer: Darren Paul, Evan Vogel

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Automotive

Volvo Twitter by MediaContacts  for Volvo

MediaContacts
Volvo, Twitter
ftp://ftp.us.mediaplanning.com
User Name: Mediapost - Password: Mpost123

Finalist Automotive


For the launch of its first-ever crossover vehicle, Volvo developed a campaign that included a complete homepage takeover of YouTube, and incorporated a live Twitter feed from the New York Auto Show. The YouTube takeover (a first for an automaker) also included the first expandable ad unit on YouTube's home page, linking consumers to videos, photos and a game that highlighted the car's unique City Safety feature. Other placements included lifestyle and news channels with banners that touted the City Safety feature, as well. In just three days, the campaign garnered 170 million impressions, 50,000 clicks, 17,000 hours of brand engagement and interaction rates 88% higher than the rest of the industry.

 

MediaContacts: Alyson Yaffe, Account Director; Jing Du, Taylor Wynne, Supervisor; Priva Patel, Planner; Kristin Yelin, Assistant Buyer/Planner; Lindsay, Entsminger, Search Marketing Specialist.

Affiliated Agency: Euro RSCG
Creative Agency: MPG

Credits: Mobext Alyson Yaffe, AD Jing Du, Supervisor Taylor Wynne, Supervisor Priya Patel, Planner Kristin Yelin, Assistant Buyer/Planner Lindsay Entsminger, Search Marketing Specialist

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Business-to-Business Campaigns

Germs Unite by Pavone  for Sani Professional (formerly Nice-Pak Commercial)

Pavone
Sani Professional, “Germs Unite”
http://www.germsunite.com/
Finalist Business-to-Business

 

Sometimes the best way to be remembered is to cause an elaborate scene. That's exactly what Sani Professional (formally Nice-Pak Commercial) did during the National Restaurant's Tradeshow in Chicago. The characters, Eli Coli, Lizz Teria, Ryan O'Virus, Ann Fluenza and Sally Monella were costumed, disgruntled germs that walked the show with protest signs and handouts against Sani Professional's products, since they kill germs. The buzz was generated there, and continued through microsite, Germsunite.com, and the germs' personal profiles on sites like Facebook, and Twitter (where it's ranked in the top 10 percent).

 

Pavone: Paul Murray, Touchpoints Director; Beau Faulkner, Promotions Strategist and Manager; Robinson Smith, Design Director; Ian Hutchison, Account Supervisor.

Affiliated Agency: Jen Kilander - costume designer

Credits: Paul Murray - Touchpoints Director, Pavone Beau Faulkner - Promotions Strategist and Manager, Pavone Robinson Smith - Design Director, Pavone Ian Hutchison - Account Supervisor

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Consumer Packaged Goods

ConAgra Healthy Choice Fresh Mixers/ Working Lunch by MediaCom  for ConAgra, Healthy Choice Fresh Mixers

MediaCom
ConAgra, Healthy Choice Fresh Mixers “Working Lunch”
http://biclients.com/extranet/sites/index.html
Finalist Consumer Packaged Goods

 

Is there anything duller than lunch at your desk? ConAgra realized that most desk-bound workers want something to look at while they scarf down that PB&J. So, they gave them original online entertainment that tied to the company's Healthy Choice Fresh Mixers it wanted them to sub out for the PB&J. In partnership with MSN, it created live improv that played on typical office tasks. Viewers had "agenda items" acted out. Even better for brand awareness, they sent "care packages" to friends. More than 3.5 million visits later, Fresh Mixers has market share equal to half of the category leader: awareness reached 41% of the target group.

 

Kathleen Quinn, Managing Director; Jill Langan, Managing Director. 

Credits: Kathleen Quinn, Managing Director Jill Langan, Managing Director

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Financial Services

Media Refund Maximization – TurboTax Tax Year 2008 by Initiative  for Intuit - TurboTax

Initiative
Intuit - TurboTax, Media Refund Maximization
http://look.daileyads.com/2009_submissions_INI/
user: 2009 pass: awards

Finalist Financial Services


TurboTax developed custom opportunities with a broad range of vendors such as AOL, Digg, Google, Weather.com, MySpace and Yahoo, with customized creative. For AOL, TurboTax sponsored a tax navigation bar on the AOL Homepage that led to a TurboTax sponsored section. On Weather.com, a rich media execution featured "maximum refund forecast," leading to a specially designed landing page. Promotions on Yahoo included a rich-media "TurboTron" featuring interactive video, customer reviews, live tax Q&A and a contest. The promotion led to a broader audience reach, an 80% increase in site traffic and a 32% increase in online sales.

 

Initiative: Danel Ho, Paulina Tomsia, Martin Moore. Daily & Associates: Rebecca Arnal, Alice Choi, Eric White. Inuit: Seth Greenberg, Brian Hovis.

Affiliated Agency: Digital Agency: Initiative
Creative Agency: Creative Agency: Dailey

Credits: Intuit: Seth Greenberg Intuit: Brian Hovis Initiative: Daniel Ho Initiative: Paulina Tomsia Initiative: Martin Moore Dailey: Rebecca Arnal Dailey: Alice Choi Dailey: Eric White

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Food/Beverage

How You Eat a Burger by Initiative  for Carl’s Jr

Initiative
Carl's Jr., “How You Eat a Burger”
http://www.initiative.com/innovations/
Finalist Food & Beverage


Looking to grab the attention of its target customers (young men), Carl's Jr. sought out a new kind of network buy with YouTube, with which it challenged the site's most popular "stars" to create videos showing how they would eat Carl's new Portobello Mushroom Burger. The idea was to create a community around Carl's Jr. to leverage the target's online behavior. Results? Per-store sales of the featured burger doubled from the period before launch. Nice buy, if you can get it.

 

Initiative: Ezra Cooperstein, Vice President, Director, Innovations; Robert Holtkamp, Senior Vice President, Planning; Jason Meil, Executive Vice President, Director, Innovations; Martini Paratore, Manager, Innovations; Karintha Touton, Manager, Innovations; Talia Skaletsky, Senior Planner, Digital.

Affiliated Agency: Initiative—CKE’s Media, Marketing and Digital AOR

Credits: Ezra Cooperstein, VP, Director, Innovations, Initiative Robert Holtkamp, SVP, Planning, Initiative Jason Meil, EVP, Director, Innovations, Initiative Martini Paratore, Manager, Innovations, Initiative Karintha Touton, Manager, Innovations, Initiative Talia Skaletsky, Senior Planner, Digital, Initiative

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Health/Pharmaceutical

Goodbye Readers by Bausch & Lomb  for Bausch & Lomb Multi-Focal Contact Lenses

Digital Pulp
Bausch & Lomb,  “Goodbye Readers “
http://ionicmedia.com/omma-award/
Finalist Health & Pharmaceutical


Many women between the ages of 40 and 60 require reading glasses. This multilevel campaign addresses the hassles of glasses and offers an alternative: multi-focal contact lenses. Called  "Goodbye Readers, " the campaign placed banner ads on relevant Health & Living web sites (Oprah, DIY.com, Martha Stewart Living), as well as paid search and a Twitter  "ambassador " program under the name  "See a New You. " The campaign resulted in exceeding sales goals by 83 percent, 68,000 free trials from direct response, and a nearly 9% lift in brand favorability (as well as increased likelihood to follow-up with eye doctors or on the web).

 

Digital Pulp: Gene Lewis, Creative Director; Susan Reiter, Marketing Director; Tara Mattera, Account Executive; Katherine Saunders, Senior Graphic Designer. Ionic Media: Mark Evans, Managing Director; Dee Dee Wolverton, Senior Client Account Manager; Jiho Chung, Digital Planner; Shimal Dhanjee, PPC Manager; Allan Kingdom, SEO Manager. 

Affiliated Agency: Digital Pulp (online marketing)
Creative Agency: Ionic Media (online marketing & media)

Credits: Brand Building Communications (public relations) 4th agency: Gotham (offline creative) Digital Pulp • Gene Lewis – Creative Director • Susan Reiter – Marketing Director • Tara Mattera – Account Executive • Katherine Saunders – Senior Graphic Designer Ionic Media • Mark Evans – Managing Director • Dee Dee Wolverton – Senior Client Account Manager • Jiho Chung – Digital Planner • Shimal Dhanjee – PPC Manager • Allan Kingdom – SEO Manager Brand Building Communications • Lina Shustarovich - Account Manager • Vijay Lalwani - Vice President • Kelly Lynch - Senior Vice President Gotham • Monte Mathews – Managing Partner, Group Creative Director • Carl Ceo – Managing Partner, Group Creative Director • Ethel Uy – Account Supervisor • Lyle Tick – Director of Account Leadership, Managing Partner • Neal Bergman – Broadcast Producer

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Media & Entertainment

District 9 by Universal McCann  for Sony Pictures Entertainment

Universal McCann
Sony Pictures Entertainment, District 9
http://www.umww.com/submissions/sonydistrict9/
Finalist Media & Entertainment

 

Bringing the movement to ban non-humans from Sony's sci-fi film District 9 to life, the campaign to generate early buzz about the film (and make clear that it was different than Peter Jackson's long-rumored Halo project) utilized social media, a fake blog, Web site portal, videos, a participatory video game, and even a hotline so fans could relay non-human sightings. The end results were unprecedented: 394k hotline calls, fan-created videos on YouTube, a Facebook fan base that grew from 1,500 to 85,000, and 90% positive buzz online.

 

Sony Pictures: Stefanie Napoli, Executive Vice President; Elias Plishner, Senior Vice President.

Credits: Stefanie Napoli, EVP, Media Sony Pictures Entertainment Stefanie_Napoli@spe.sony.com 310-244-4832 Elias Plishner, SVP Worldwide Digital Media Sony Pictures Entertainment Elias_plishner@spe.sony.com (310) 244-3393 Kelley Puckett, Account Executive OSI kelley@outdoorservices.com (323)900-7212

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Retail: Offline Outlets

Protégé Launch 2008 by MediaContacts  for Kmart/Protégé

MediaContacts
Kmart/Protégé
ftp://ftp.us.mediaplanning.com
User Name: Mediapost - Password: Mpost123

Finalist Retail: Offline Outlets


Whoa! A display CTR that surpassed benchmarks by 531%, rich media interaction by 133%, and mobile CTR by 221%? How? Kmart rebranded its footwear department, starting with the new Protégé line, backed by N.Y. Knick Al Harrington. It placed ads around the court on NBA Live and on stage in Guitar Hero, where male teens gather. Through multiple digital media platforms - site sponsorships to mobile to in-game - Kmart was able to prove its urban, hip hop, rap creds in partnership with MySpace. Alliance with BET and a robust mobile effort engaged the target and sealed the deal.

 

MediaContacts: Sabine Cummins, art Director; Matt Horton, Supervisor; Christa Chavez, Media Planner; Jessica Rodd, Assistant Media Planner/Buyer.  

Affiliated Agency: MPG
Creative Agency: DraftFCB

Credits: Sabine Cummins AD, Matt Horton Supervisor, Christa Chavez Media Planner, Jessica Rodd Assistant Media Planner/Buyer.

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Technology

$5 Cover by MTV Networks  for AT&T

MTV Networks
AT&T, “$5 Cover”
http://www.fivedollarcover.com/
Finalist Technology


MTV and AT&T's multiplatform approach to hyping $5 Cover - a new MTV franchise created by Hustle and Flow director Craig Brewer - was relentless, utilizing countless angles to hit consumers on-air, online, and on the ground. The site for the short-form dramatic web series has over 70 pieces of content, from short documentaries to music videos, and it was featured on iTunes, MSN, Veoh, game consoles and more. Plus, the show used artists on "Live and Mobile from SXSW" on mtv.com to stream live coverage of the music festival on their AT&T mobile devices.

 

MTV: John Shea, Executive Vice President, Integrated Marketing & Partnerships, Music & Logo; Kate Keough, Vice President, Integrated Marketing; Michael Scogin, Vice President, MTV Wireless; Anna Liza Bella, Vice President, Integrated Marketing; Benjamin Wagner, Vice President, MTV News; Asher Rapkin, Manager, Integrated Marketing; Karen Schuchardt, Director, Key Accounts Sales, MTVN Digital; David Gale, Craig Brewer, Executive Producer; David Harris, Producer; Jen Ringel, Co-Producer.

Credits: John Shea, EVP Integrated Marketing & Partnerships, Music & Logo Kate Keough, VP Integrated Marketing, MTV Michael Scogin, VP, MTV Wireless Anna Liza Bella, VP, Integrated Marketing, MTV Benjamin Wagner, VP, MTV News Asher Rapkin, Manager, Integrated Marketing, MTV Karen Schuchardt, Director, Key Accounts Sales, MTVN Digital David Gale, Executive Producer Craig Brewer, Executive Producer David Harris, Producer Jen Ringel, Co-Producer

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Travel/Tourism Campaigns

Vegas Bound by R&R Partners  for LVCVA/LVCVA/LVCVA

R&R Partners
LVCVA/LVCVA/LVCVA
http://casestudies.rrpartners.com/cases/case.cfm?caseID=1009
Finalist Travel


Does the word "recession" make anyone want to play blackjack? With bookings falling, Las Vegas had to boost tourism at a time when any discretionary spending - let alone in Sin City - seemed kind of ... immoral. So the campaign took the high road, and found the hardest-working little town in America: Cranfills Gap, Tex., pop 358, and sent them all to Vegas. "Vegas Bound" videos aired on YouTube generating 600,000 views, raising traffic by 6 percent in a month, and property referrals increased by 36 percent - all while making sure some deserving people got to pole dance, hot tub and gamble their hearts out.

 

R&R Partners: Fletcher Whitwell, Corporate Media Director; Dave Kersey, Associate Media Director; Brandi Skrtish, Lindsey Patterson, Jenna Cassell, Media Planner; Kim Downing, Group Account Director; Arnie DiGeorge, Group Creative Director; Sean Corbett, Corporate Director of Digital Marketing; Aurrice Duke, Group Public Relations Director. 

Credits: Fletcher Whitwell, Corporate Media Director, R&R Partners Dave Kersey, Associate Media Director, R&R Partners Brandi Skrtish, Media Planner, R&R Partners Lindsey Patterson, Media Planner, R&R Partners Jenna Cassell, Media Planner, R&R Partners Kim Downing, Group Account Director, R&R Partners Arnie DiGeorge, Group Creative Director, R&R Partners Sean Corbett, Corporate Director of Digital Marketing, R&R Partners Aurrice Duke, Group PR Director, R&R Partners

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Best Small Marketer Campaign

Pulse Smartpen in Facebook by StepChange Group  for Livescribe

StepChange Group
Livescribe, Pulse Smartpen in Facebook
http://stepchangegroup.com/images/StepChange_OMMA.pdf
Finalist Best Small Marketer Campaign

 

This integrated campaign generated more than 100,000 responses to a survey, grew Livescribe's Facebook fan base, engaged active users of its engagement app and drew nearly 700 comments in its first three days. How? Seeking to reach high school seniors headed to college, the most likely users of its Pulse "smart pen," it built a Facebook page and wall, added a social "Where are you going to college?" engagement app that spawned a viral competition, a "Social Product Page" for the Pulse and "Social Landing Pages" for Facebook promos with direct links to retail partners. Made it look easy, too.

 

StepChange: Kevin Tate, Founder and Principal; Jenn Lynch, Director of Services; Michael Jones, Director of Technology. Livescribe: Bryan Fox, Senior Developer. Facebook: Peter Yewell, Account Executive.

Affiliated Agency: Facebook - advertising placement

Credits: StepChange - Kevin Tate, Founder & Principal - Jenn Lynch, Director of Services - Michael Jones, Director of Technology - Bryan Fox, Sr. Developer Facebook - Peter Yewell, Account Executive

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Web Site Excellence 2009 Winners

Automotive

Dodge Ram Challenge by BBDO New York/BBDO Detroit  for Chrysler/Dodge Ram

BBDO New York/BBDO Detroit
Chrysler/Dodge Ram
http://ram.mekanism.com/
Finalist Automotive


Chrysler found a new way to speak to an old audience that was well aware of the depressive state of the auto market. To inspire sales, they decided to personalize the Dodge Ram, a truck they wanted to be seen as the toughest truck on the road. To do this, they created a web-reality show with obstacle courses and racing competitions that gave people the chance to win the new truck. By doing this, the site gained 4.4 billion impressions, surpassing the target by nearly 1 billion.

 

BBDO New York: David Lubars, Bill Bruce, Chief Executive Officers; Brian DiLorenzo, Director of Integrated Production; Jeff Beverly, Nicholas Gaul, Agency Producers. BBDO Detroit: Rick Dennis, Executive Creative Director; Gary Pascoe, Creative Director; Steve Glinski, Art Director; Tim Thomas, Copywriter. RSA Films: Tony Scott, Director. 

Affiliated Agency: Production Company: RSA Films
Creative Agency: Interactive Company: Mekanism

Credits: Interactive Company: Organic Chief Creative Officers: David Lubars/Bill Bruce, BBDO New York Executive Creative Director: Rick Dennis, BBDO Detroit Creative Director: Gary Pascoe, BBDO Detroit Art Director: Steve Glinski, BBDO Detroit Copywriter: Tim Thomas, BBDO Detroit Director of Integrated Production: Brian DiLorenzo, BBDO New York Agency Producers: Jeff Beverly/Nicholas Gaul, BBDO New York Director: Tony Scott, RSA Films

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Beauty/Cosmetics

EsteeLauder.com by Organic, Inc.  for Estee Lauder

Organic, Inc.
Estee Lauder
http://www.undergroundaward.com/omma_2009/estee_lauder/
Finalist Beauty & Cosmetics


 The new esteelauder.com has a sophisticated appearance which is easy to navigate. The interactive features,  "Skin Care Finder" and "Foundation Finder," are perfect for finding the right products for users' individual needs, and Get the Look offers more editorial insight by teaching consumers how to apply products, in addition to making items easy to purchase. Loyal customers who know exactly what they want will have no problem finding it.  

 

Lead agency: Conor Brady, Vice President, Creative; Victoria Thorpe, Group Director; Tracy Parker, Account Director; Andrew Khor, Creative Director; Bill Brissette, Caroline Celis, Daniel Silva, Darci Manley, Elizabeth Rohtbart, Jasen Dickan, Jeff Wong, Design; Charles Zicari, Information Architect; David Albright, David Freedman, David Hohusen, Max Zabramny, Kenji Nakajima, Technology; Elise Moyse, Copy; Fang-Yu Lin, Information Architect; Hugh Elliott, James R. Bachalo, Flash Development; Karen Dahlstrom, Senior Copywriter; Betsy Marinaro, Account Manager; Stephen Tanguay, Todd Fraser, Flash Development.

Credits: Conor Brady, VP Creative Victoria Thorpe, Group Director Tracy Parker, Account Director Andrew Khor, Creative Director Bill Brissette, Design Caroline Celis, Design Charles Zicari, Information Architect Daniel Silva, Design Darci Manley, Design David Albright, Technology David Freedman, Technology Elise Moyse, Copy Elizabeth Rohtbart, Design Fang-Yu Lin, Information Architect David Hohusen, Technology Hugh Elliott, Flash Development James R. Bachalo, Flash Development Jasen Dickan, Design Jeff Wong, Design Karen Dahlstrom, Senior Copywriter Max Zabramny, Technology Kenji Nakajima, Technology Betsy Marinaro, Account Manager Stephen Tanguay, Flash Development Todd Fraser, Flash Development

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Blogs

Mint.com and MintLife by Mint.com  for Mint.com

Mint.com
MintLife
http://www.mint.com/blog/
Finalist Blogs


Mint.com started out as a friendly way to manage your money online, and now it's a friendly way to learn and talk about money, too, thanks to the multi-talented MintLife blog, launched in July. Under tags like "Student Life," "Frugal Living," and "Becoming Wealthy," experts write about little-known credit card perks, how to spend less and eat out more, and understanding Roth IRA conversions. Big names like Guy Kawasaki and Motley Fool bring weight and credibility. And in keeping with the Mint philosophy, the blog content is all free, which helps it attract more than 300,000 monthly visitors. 

 

Mint: Aaron Patzer, CEO and Founder; Jason Putorti, Justin Maxwell, Designers.

Credits: Aaron Patzer, CEO and Founder, Jason Putorti and Justin Maxwell, designers

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Business-to-Business Campaigns

Cityscape by BBDO New York  for Motorola

BBDO New York
Motorola
http://www.motorola.com/secondnature
Finalist Business-to-Business


Visit the Second Nature microsite, click on "threat surveillance," and you'll be whisked to a subway station where an unattended backpack has been caught on video. A dispatcher sends the video feed to an officer's PDA, who then apprehends a suspect. Another officer then arrives and, using Mobile AFIS, fingerprints the suspect for an on-the-spot identification. It's all part of a campaign that uses virtual reality imagery to promote Motorola's public safety offerings to police chiefs, fire chiefs and chief information officers of mid-to-large cities. The platform was built using CGI technology, flash and HTML. 

 

BBDO New York: David Lubars, Bill Bruce, Chief Creative Officers; Mike Boulia, Creative Director, Art director; Brian Donovan, Creative Director, Copywriter; Alexis Bellow, Copywriter; Jon Rosenberg, Agency Producer.

Affiliated Agency: Production Company: Soul Police

Credits: Chief Creative Officers: David Lubars/Bill Bruce, BBDO New York Creative Director/Art Director: Mike Boulia, BBDO New York Creative Director/Copywriter: Brian Donovan, BBDO New York Copywriter: Alexis Bello, BBDO New York Agency Producer: Jon Rosenberg, BBDO New York

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Other Entertainment (Excluding TV and Movies)

SouthParkStudios.com by Schematic  for South Park

Schematic
South Park
http://www.southparkstudios.com/
Finalist Entertainment

 

Speaking of fans -- super or otherwise -- South Park sure knows how to reward their loyalty. Launched last year and designed by Schematic, southparkstudios.com sets the bar for putting fans first, while simultaneously capturing the essence of the cartoon. A comprehensive collection of beginning-to-end episodes (Hulu who?), video clips, an episode guide, news updates, games, an avatar creator, and a "scene mixer" app all provide ample ways for today's unemployed masses to pass their time. (And gold star to whomever dreamed up the "Lemmiwinks!" intestinal game.)

 

South Park Digital Studios: Trey Parker, Matt Stone, Co-Creator; Anne Garefino, General Manager; Greg Kampanis, Senior Vice President; Christopher “Crispy” Brion, Creative Director; M. Halpin, Director of Software Engineering & Architecture; Todd Benson, Senior Producer; Brandon Levin, Art Director; Angus Perkerson, Junior Programmer; James Siciliano, Media Coordinator. Schematic: Andrew Solmssen, Executive Vice President; Jimmy Chen, Art Director; Emily Boisvert, Project Manager.

Affiliated Agency: Schematic, Web Development

Credits: Trey Parker Matt Stone Anne Garefino, General Manager, South Park Digital Studios Greg Kampanis, Senior Vice President, South Park Digital Studios Christopher "Crispy" Brion, Creative Director, South Park Digital Studios M. Halpin, Director of Software Engineering & Architecture, South Park Digital Studios Todd Benson, Senior Producer, South Park Digital Studios Brandon Levin, Art Director, South Park Digital Studios Angus Perkerson, Junior Programmer, South Park Digital Studios James Siciliano, Media Coordinator, South Park Digital Studios Andrew Solmssen, Executive Vice President, Schematic Jimmy Chen, Art Director, Schematic Emily Boisvert, Project Manager, Schematic

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Family/Parenting/Women's Interests

BabyCenter.com by BabyCenter  for BabyCenter

BabyCenter
BabyCenter
http://www.babycenter.com/
Finalist Family/Parenting/Women's Interest


 BabyCenter is one of those can't-look-away sites - the lively message boards alone are captivating, whether you're still TTC (trying to conceive), looking for tricks to induce labor, or you're about to do the BD (the baby dance) in hopes of getting lucky. The site reaches more than 78 percent of new and expectant moms in the United States, and that's the secret to BabyCenter's success: It's one big community of women advising and supporting each other, even posting streams of support and updates during ER visits and miscarriage scares. It's as authentic as community gets. 

 

BabyCenter: Tina Sharkey, Linda Murray, Scott Adler, Ann Crady, Brian Lee, Dave Weiss, Ken DeLong.

Credits: Tina Sharkey, Linda Murray, Scott Adler, Ann Crady, Brian Lee, Dave Weiss, Ken DeLong

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Food/Beverage

FineCooking.com by The Taunton Press  for Fine Cooking

The Taunton Press
Fine Cooking
http://www.finecooking.com
To view premium membership content, login with the following username: awards@taunton.com and password:

Finalist Food & Beverage


 Fine Cooking unveiled a new clean and easily navigable look this year. Not just slicker and easier though, the site also got better in significant ways, adding conversational tools that make it seem intimate. Users interact with bloggers, editors and each other, for a site experience that is framed in expert content, but never seems inaccessible — even if the name sounds snooty.

Affiliated Agency: The Taunton Press

Credits: Sarah Breckenridge, Producer Matt Berger, Executive Producer Anatole Burkin, Vice President, Digital Content Jason Revzon, Vice President, Interactive

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Health/Wellness Website

The Alzheimer's Project by Behavior  for HBO

HBO
"The Alzheimer's Project"
http://www.hbo.com/alzheimers/
Finalist Health, Wellness


HBO's groundbreaking documentary, "The Alzheimer's Project" merges together scientific information, support, and advice to people affected by the second most feared disease in America. The website for The Alzheimer's Project, which consists of video and the latest research, is a comprehensive, informative guide to people searching for some answers, or looking to reach out to others.

 

HBO.com: Sabrina Caluori, Director of Marketing and Promotions; Adam Dubov, Executive Producer; Carla Labianca, Supervising Producer; Jim Marsh, Marketing Manager; Chris Peditto, Producer; Kevin Pearce, Senior Editor.
Behavior: Mimi Young, Principal, Client Services; Jeff Piazza, Principal, Creative Director. 

Affiliated Agency: Behavior

Credits: Adam Dubov: Executive Producer, HBO.com Carla Labianca: Supervising Producer, HBO.com Jim Marsh, Marketing Manager, HBO.com Chris Peditto: Producer, HBO.com Kevin Pearce: Senior Editor, HBO.com Sabrina Caluori: Director of Marketing and Promotions, HBO.com Mimi Young: Principal, Client Services, Behavior Jeff Piazza: Principal, Creative Director, Behavior

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House/Home Campaign

Time to Slash Prices by LBi  for Spectracide Solutions

LBi
Spectracide
http://www.spectracide.com/solutions/

Finalist House & Home

Spectracide's interactive microsite is truly an immersive web site experience. Between the eye-catching vivid colors and live-action graphics of bugs wriggling around under the mouse, it seems as though the visitor is doing something way more exciting than looking for a solution to their ant mound or Japanese Beetle conundrum. LBi created the microsite in order to increase brand penetration, and purchase intent. It did. There was a dramatic increase in sales, and the in-house off-the-shelf offers and coupon program also saw significant growth.
 

LBi: Thurston Yates, Executive Creative Director; Matt Daly, Associate Creative Director; Gina Jones, Account Manager; Chris Rebel, Senior Flash Developer; Alex Kurth, Senior Art Director.

Credits: Thurston Yates, Executive Creative Director Matt Daly, Associate Creative Director Gina Jones, Account Manager Chris Rebel, Senior Flash Developer Alex Kurth, Senior Art Director

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News

The Daily Beast  by IAC  for The Daily Beast

IAC
The Daily Beast
http://www.thedailybeast.com/
Finalist News

 

 The Daily Beast calls its coverage "poly-partisan," and while its reach is broad, it keeps readers grounded with a neat and eye-catching front page, and just four cleverly defined sections: Cheat Sheet, The Big Fat Story, Buzz Board, and Blogs & Stories. Tina Brown's latest media project combines daily articles of original commentary and reporting with a tightly edited set of the latest "must-reads from all over." At just two months old, the Beast was breaking story after story in the Madoff scandal, and within 10 months of launch, it had grown to 2.8 million unique visitors per month.

 

The Daily Beast: Tina Brown, Editor-in-Chief; Edward Felsenthal, Executive Editor; Caroline Marks, General Manager.The Daily Beast: Tina Brown, Editor-in-Chief; Edward Felsenthal, Executive Editor; Caroline Marks, General Manager.

Credits: Tina Brown, Editor-in-Chief, The Daily Beast Edward Felsenthal, Executive Editor, The Daily Beast Caroline Marks, General Manager, The Daily Beast

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Politics

The Daily Beast by IAC  for The Daily Beast

IAC
The Daily Beast
www.thedailybeast.com

Finalist Politics

Just five days after its launch, The Daily Beast defined itself as a political force when it published a story written by William F. Buckley Jr, titled, "I'm Sorry, Dad, I'm Voting For Obama." The site features viewpoints across the political spectrum, with regular contributors such as Buckley Jr., Megan McCain, and, of course, Tina Brown, herself.

 

The Daily Beast: Tina Brown, Editor-in-Chief; Edward Felsenthal, Executive Editor; Caroline Marks, General Manager.

Credits: Tina Brown, Editor-in-Chief, The Daily Beast Edward Felsenthal, Executive Editor, The Daily Beast Caroline Marks, General Manager, The Daily Beast

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Reference, Education

eHow.com by Demand Media  for Demand Media

Demand Media
eHow.com
http://www.ehow.com/
Finalist Reference


Enter "how to cut a mango" in eHow.com and you will get several user friendly step-by-step instructions from some of the site's 45 million monthly viewers, rated by other users that can be easily printed or emailed, and their "other articles like this" and "more by this author" sidebars make for useful browsing. Users can also easily search by category, author type (member or professional), text or video, skill level and rating. 

 

Demand Media: Richard Rosenblatt, CEO. eHow.com: Greg Boudewijn, General Manager. 

Credits: Greg Boudewijn, GM, eHow.com Richard Rosenblatt, CEO, Demand Media

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Retail

Puma L.I.F.T by Firstborn & Droga5  for Puma

Firstborn & Droga5
Puma
http://focus.firstbornmultimedia.com/?puma_lift
Finalist Retail


 Through a full-screen video interface, two people demonstrate the lightness of Puma's new athletic shoe by weighing the shoe on a fulcrum against some everyday (and some not-so everyday) objects. The site highlights the shoes features, while never being overly technical, and brings humor and a human touch to a sneaker launch, which makes sense for technical gear that has a fashion following.

 

Droga5: Duncan Marshall, Executive Creative Director; Scott Witt, Creative Director; Kenny Kim, Brennan Boblett, Art Director; Kevin Brady, Copywriter; David Ross, Agency Producer; Thomas Beug, Agency Producer. FirstBorn: Juan Delcan, Multimedia Director (Nola Pictures); Joon Park, Creative Director; Hannah Lee, Art Director; Jens Fischer, Lead Flash Developer; Dan LaCivita, Executive Director; Melissa Jarosz, Senior Producer; Will Russell, Lead 3-D Designer, Animation; Eric Eng, Studio Producer; Mike Kuzmich, Animation, Video Post Production; Andrew Jerez, 3-D Modeling.

Affiliated Agency: Firstborn - Digital Agency
Creative Agency: Droga5 - Agency Partner

Credits: Agency: Droga5 ECD: Duncan Marshall CD: Scott Witt AD: Kenny Kim AD: Brennan Boblett CW: Kevin Brady Agency Producer: David Ross Agency Producer: Thomas Beug Development Partner: FirstBorn Multimedia Director: Juan Delcan - Nola Pictures Digital Agency: Firstborn Creative Director: Joon Park Art Director: Hannah Lee Lead Flash Developer: Jens Fischer Executive Director: Dan LaCivita Senior Producer: Melissa Jarosz Studio Producer: Will Russell Lead 3D Designer/Animation: Eric Eng Animation/Video Post Production: Mike Kuzmich 3D Modeling: Andrew Jerez

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Social Networking

Lowe's Creative Ideas by Lowe's  for Lowe's

Lowe's
Lowe's
http://www.lowescreativeideas.com/Home.aspx
Finalist Social Networking (Excluding Facebook, MySpace)

 

 The home improvement center continues to revitalize its Creative Ideas brand with the addition of tools that let proud homeowners showcase their projects, from weird to semi-pro. The clean design and simple organization reinforce the brand message while helping consumers find the information they seek, or encouraging them to browse the galleries. Project journals highlight products available in the stores, providing valuable consumer recommendations, while professionally produced articles mingle with user-created stories to make customers feel part of the brand.

 

Lowe's: Sandy Culver, Director of Affinity and Education Program; Matt Mitchell, Digital Editorial Manager. Tribal DDB:  Tiffany Dundon, Account Director; Heather VanStechelman, Account Supervisor; Jim Kim, Associate Creative Director; Matt Metropolis, Art Director; Sam Spicer, Senior User Experience Architect; Lee Reeves, Lead Developer; Paul Dain, Technology Director; Jacob Rice, Project Manager; Zulema Ortiz, Web Developer; Pluck Enterprise: Marc Medrano, Senior Engagement Manager; Hunter Sinclair, Senior Solutions Engineer; Erik Noble, Senior Solutions Engineer.

Affiliated Agency: Tribal DDB -- Digital Marketing Agency; Pluck Enterprise -- Social Media Platform Software

Credits: Lowe’s Sandy Culver - Director of Affinity and Education Program Matt Mitchell - Digital Editorial Manager Tribal DDB Tiffany Dundon - Account Director Heather VanStechelman - Account Supervisor Jim Kim - Associate Creative Director Matt Metropolis - Art Director Sam Spicer - Sr. User Experience Architect Lee Reeves - Lead Developer Paul Dain - Technology Director Jacob Rice - Project Manager Zulema Ortiz - Web Developer Pluck Marc Medrano - Sr. Engagement Manager Hunter Sinclair - Sr. Solutions Engineer Erik Noble - Sr. Solutions Engineer

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Sports

ESPN.com by ESPN  for ESPN

ESPN
ESPN
http://www.espn.com/
Finalist Sports

Serving as an online home for content from ESPN's various television stations, radio network and print magazine, as well as much Web-only content, ESPN.com has become a respected amalgam of its various parts.  In addition to an enviable roster of regular writers and contributors, the site touts its video capabilities, reporting that videos watched on the ESPN site account for nearly half of all sports-related video viewed on the Web.

 

ESPN Digital Media: John Kosner, Senior Vice President, General Manager; John Zehr, Senior Vice President, Production & Product Development. ESPN.com: Rob King, Vice President, Editor-in-Chief; Patrick Stiegman, Vice President, Executive Editor.

Credits: John Kosner, SVP, General Manager, ESPN Digital Media John Zehr, SVP, Production & Product Development, ESPN Digital Media Rob King, VP, Editor-in-Chief, ESPN.com Patrick Stiegman, VP, Executive Editor, ESPN.com

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Travel/Tourism Campaigns

iCrossing Builds Creative Connections for Vail Resorts by iCrossing  for Vail Resorts

iCrossing
Vail Resorts, snow.com

http://www.snow.com/

Finalist Travel

In a site lousy with flash, but still navigable, Vail Resorts group destination snow.com is designed to give snow-junkies a jones. And it does so with Web cams of seemingly every gondola at every resort, edited snow-porn video shorts and constant conditions updates and maps.

 

iCrossing: Stephen Thompson, Executive VP, Creative.

Credits: Stephen Thompson, Executive VP, Creative, iCrossing iCrossing Creative team Vail Resorts team

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Video-sharing (Excluding YouTube)

BabyCenter Video by BabyCenter  for BabyCenter

BabyCenter
BabyCenter
http://www.babycenter.com/2_inside-pregnancy-weeks-1-to-9_10302602.bc
Finalist Video-Sharing


It's pretty much a given that pregnant women are hungry...for information, that is. Why not show them cool, animated 3-D videos depicting what the baby looks like at any and all stages of pregnancy? Then, under the "not for the squeamish" category, they can watch videos of moms giving birth. One of the most popular sites for moms, BabyCenter reaches 78 percent of new and expecting online moms in the U.S. and has seen traffic to its videos jump by 300 percent over the last year. Many of the videos are sold out when it comes to ads. 

 

BabyCenter: Linda Murray, Jenny DesJarlais, Jonathan Ball, Ty Gerhardt.

Credits: Linda Murray, Jenny DesJarlais, Jonathan Ball, Ty Gerhardt

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Online Advertising Creativity 2009 Winners

Advertising/Promotion Web site or Microsite

LivingSasquatch.com by Carmichael Lynch  for Jack Link's Beef Jerky

Carmichael Lynch
Jack Link's Beef Jerky
http://livingsasquatch.com/
Finalist Advertising/Promotion Web site or Microsite

LivingSasquatch.com brought Jack's links signature character (from the "Messing With Saquatch" commercials) to consumers desktops - and desks. Using augmented reality technology, site visitors could make a video with their Web cams, controlling and interacted with the 3D Sasquatch. Videos could then be ranked and viewed on the site and shared on social networks and YouTube. Thus far, nobody has reenacted Harry and the Hendersons, but they have had karate fights with Sasquatch, pitted him against a gorilla in a dance off, had him pop out of a cuckoo clock, fed him ice cream, and tickled him.

 

Carmichael Lynch: James Kim, Director of Digital, Joe Grundhoefer, Director of Integrated Production; Pete Mertz, Director of Digital Production; Brock Davis, Group Creative Director/AD; Tim Blevins, Senior Writer; Sy Harris, User Experience Architect; Genna Freeberg, Associate Digital Producer; Adam Smith, Technical Architect; Jenna Tietje, Account Director; Beth Myers, Account Manager.

Credits: • James Kim, Director of Digital, Carmichael Lynch • Joe Grundhoefer, Director of Integrated Production, Carmichael Lynch • Pete Mertz, Director of Digital Production, Carmichael Lynch • Brock Davis, Group Creative Director/AD, Carmichael Lynch • Tim Blevins, Senior Writer, Carmichael Lynch • Sy Harris, User Experience Architect, Carmichael Lynch • Genna Freeberg, Associate Digital Producer, Carmichael Lynch • Adam Smith, Technical Architect, Carmichael Lynch • Jenna Tietje, Account Director, Carmichael Lynch • Beth Myers, Account Manager, Carmichael Lynch

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Banner: Standard/Flash/Rich Media

SPRINT NOW (INTERNET) CAMPAIGN by GOODBY SILVERSTEIN & PARTNERS  for SPRINT

Goodby, Silverstein & Partners
SPRINT, "Sprint Now"
http://cdn.eyewonder.com/100125/marketing/demos/sprint2/index.html
Finalist Banner: Standard, Flash or Rich Media

When the "Sprint Now" banner begins, it's already an elegant visual treat. But the interactivity is where the ad really amazes. An extension of their similarly impressive "Sprint Now" Web site, the banner ad emphasizes living in the moment by streaming different real-time statistics, weather, sports and even playable mini-games into the pint-sized unit. Building awareness for the main Web site and the overall brand, a three week run of the banner resulted in 700,000 visits and almost 340 million impressions.

 

Goodby, Silverstein & Partners: Christian Haas, Creative; Aaron Dietz, Art Director; Mandy Dietz, Copywriter; Franklin Tipton, Group Creative Director; Margaret McLaughlin, Senior Interactive Producer; Tena Goy, Producer; Derek Richmond, Executive Producer; Teymoor Ghashghai, Interactive Producer. EyeWonder: Adam Smith, Sales Director; Canaan Schladale-Zink, Sales Director; Jill Kramer, Campaign Team Lead; Lindsay Dukes, Campaign Manager; Rooth Blackman, Campaign Manager; Meng Zhu, Director of Creative Technologies; Mike Kellogg, Programmer, Facefaceface, and KC Austin, Programmer, Bzor. 

Affiliated Agency: EyeWonder (Rich Media)

Credits: Christian Haas – Creative Director – Goodby, Silverstein & Partners Aaron Dietz – Art Director – Goodby, Silverstein & Partners Mandy Dietz – Copywriter – Goodby, Silverstein & Partners Franklin Tipton – Group Creative Director – Goodby, Silverstein & Partners Margaret Mclaughlin – Senior Interactive Producer – Goodby, Silverstein & Partners Tena Goy – Producer – Goodby, Silverstein & Partners Derek Richmond – Executive Producer – Goodby, Silverstein & Partners Teymoor Ghashghai – Interactive Producer – Goodby, Silverstein & Partners Adam Smith – Sales Director – EyeWonder Canaan Schladale-Zink – Sales Director – EyeWonder Jill Kramer – Campaign Team Lead – EyeWonder Lindsay Dukes – Campaign Manager – EyeWonder Rooth Blackman – Campaign Manager – EyeWonder Meng Zhu – Director of Creative Technologies – EyeWonder Mike Kellogg – Programmer – Facefaceface KC Austin – Programmer – Bzor Mike Kellogg - Programmer - Facefaceface KC Austin - Programmer - Bzor

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Content Marketing: Single Execution

Nurse Jackie on Kindle by OMD  for Showtime / Nurse Jackie

OMD
Showtime / Nurse Jackie  on Kindle
Support Online Link 
Username: TMVNOMMA2009 Password: OMDOMMA09 Key Individuals:

Finalist Content Integration

Think Amazon.com's Kindle is devoid of advertising? Think again. Showtime was debuting a new series, Nurse Jackie, one week before HBO's season premiere of True Blood. Showtime advertised its premium cable series via Kindle by offering the pilot script of Nurse Jackie as a free download. The script included show scheduling, and users could watch the pilot episode on Amazon.con or Sho.com once the script was read. Two days after the launch, the Nurse Jackie script made its way into the top 20 Kindle downloads, and ratings for Nurse Jackie gave Showtime its highest ratings for an original series.

 

OMD: Jon Haber, US Director, Ignition Factory; Paul Leys, East Coast Director, Ignition Factory; Trevor Guthrie, Project Manager, Ignition Factory.

Credits: OMD / Jon Haber (US Director, Ignition Factory), Paul Leys (East Coast Director, Ignition Factory), Trevor Guthrie (Project Manager, Ignition Factory)

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Contest/Promotion/Sweepstakes

all by Razorfish  for Sun Products

Razorfish
Sun Products, "Laundry Fairy"
http://slant.razorfish.com/showcase/showcase/all/index.html
Finalist Contest/Promotion/Sweepstakes


For this Razorfish and Sun Products collaboration, Melissa Rivers starred in a mockumentary about Laundry Fairy Union Local 32, a collective of stain-fighting characters who help stressed-out mothers. The product, subtly noted at the end, is All detergent. Viewers were driven to all-laundry.com by TV commercials following Celebrity Apprentice. The site had more traffic in the first 14 days of the program than it normally sees in six months: over 140K unique visitors, spending an average of almost five minutes on the site. Every time a viewer sent a video to a friend, All donated 50 cents to charity. That's a clean machine.

 

Razorfish: Marc Lucas, Executive Creative Director; Peter Knierim, Creative Director; Mike Nuzzo, Associate Creative Director; Daniel Adrain, Art Director; Tim McCormack, Senior Copywriter; Justin Bilicki, Senior Art Director; Ong Arttasan, Senior Art Director; Kjell Reigstad, Designer; Mira Sestran, Designer; Adam Jones, Director; Bé Garrett, Agency Producer; Andrew Swee, Executive Producer; Dave Bradley, Editor; Deb Korono, Senior Account Director; Nicole Victor, Account Planning Director; Indira Vaidy, Account Planner; Angela Fung, Program Director; Liz La, Project Manager; Nicole Labrosciano, Project Manager; Jim Butler, Project Manager; Adam Heimlich, Search Director; Andrew Babaian, Presentation Layer Architect; Dennis Hall, Senior Presentation Layer Developer; Heleena Culbreth, Functional Analyst; Jamie Ross, Lead Search Account.

Credits: Marc Lucas — Executive Creative Director Peter Knierim — Creative Director Mike Nuzzo — Associate Creative Director Daniel Adrain — Art Director Tim McCormack — Senior Copywriter Justin Bilicki — Senior Art Director Ong Arttasan — Senior Art Director Kjell Reigstad — Designer Mira Sestran — Designer Adam Jones — Director Bé Garrett — Agency Producer Andrew Swee – Executive Producer Dave Bradley — Editor Deb Korono — Senior Account Director Nicole Victor — Account Planning Director Indira Vaidy — Account Planner Angela Fung — Program Director Liz La — Project Manager Nicole Labrosciano — Project Manager Jim Butler — Project Manager Adam Heimlich — Search Director Andrew Babaian — Presentation Layer Architect Dennis Hall — Senior Presentation Layer Developer Heleena Culbreth — Functional Analyst Jamie Ross — Lead Search Account

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Email: Single Execution

Free Ride Alert by Responsys  for Harley-Davidson

Responsys
Harley-Davidson, “We Ride Free” Alert
http://host.responsys.com/DRG/Awards/2009/Harley-Davidson/HAD_July_NL.html
Finalist Email: Standalone


Strong Harley graphics underscore the brand's independent, all-American legend, so does the copy: "We've Got a Guarantee Made of Iron." Responsys crafted an email campaign to build awareness of the Ride Free promo for current subscribers. It speaks succinctly and directly to their needs; plus, it encourages sales of new cycles at local dealers with a compelling trade-in offer that should speed sales. Open and click-through rates of the Free Ride campaign were nearly double the current retail benchmarks.

 

Responsys: Julian Scott, Creative Director; Lynn Baus, Art Director; Patrick Colalillo, Designer.

Credits: Julian Scott - Creative Director Lynn Baus - Art Director Patrick Colalillo - Designer

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Email: Campaign

Important Things with Demetri Martin by Comedy Central  for Comedy Central

Comedy Central
Comedy Central, Important Things with Demetri Martin
http://f.chtah.com/i/15/1082541074/demetri_martin_email_campaign.html
Finalist Email: Campaign


The launch of Comedy Central's Important Things with Demetri Martin became an important email campaign for the network. Over the course of six weeks, Martin appeared in recipients' inboxes and, in one email, used a pointer stick to point at clickable links embedded in the email. Users could watch a video, download a series-branded widget or simply learn the show's airtime. The campaign reached more than 1.3 million users, boasted a 25% average open rate and drove 20,000 clicks. Important Things with Demetri Martin gave Comedy Central its highest-rated premiere since Chappelle's Show.

 

Comedy Central: Deena Stern, Consumer Marketing Vice President; Jeffrey Carroll, Digital Marketing Manager; Amy Schuster, Digital Marketing Coordinator. Viacom Entertainment Group: Don Steele, Digital Marketing Vice President.

Credits: Deena Stern, Comedy Central Consumer Marketing VP Jeffrey Carroll, Comedy Central Digital Marketing Manager Amy Schuster, Comedy Central Digital Marketing Coordinator Don Steele, Viacom Entertainment Group Digital Marketing VP

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Home Page Takeover

The Day The Earth Stood Still by The Visionaire Group  for 20th Century Fox

The Visionaire Group
20th Century Fox, The Day the Earth Stood Still
http://www.thevisionairegroup.com/showcase/dtess/takeover/preview.html
Finalist HOME PAGE takeover

The goal of Fox and TVG's MySpace homepage takeover for The Day the Earth Stood Still was high impact, showcasing the power of the film's humanoid robot, Gort. With special approval from MySpace co-founder Tom Anderson, the agency altered MySpace's logo in a way that had never been done, resembling Gort. On top of that, the overlay incorporated a high-quality clip from the film that affected nearly the entire page. 

 

The Visionaire Group: Armando Llenado, Creative Director; Tony Possobon Flash Developer; Deonna Perry, Project Manager.

Credits: Armando Llenado Creative Director The Visionaire Group Tony Possobon Flash Developer The Visionaire Group Deonna Perry Project Manager The Visionaire Group

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Mobile: Single Execution

Pizza Hut iPhone App by Pizza Hut  for Pizza Hut

Pizza Hut
Pizza Hut, iPhone App
http://www.pizzahut.com/iphone
Finalist Mobile Marketing: Creative, Single Execution

The killer app for your appetite, Pizza Hut's foray onto the iPhone allows the initiated to order pizza, pasta and wings right from the palm of their hand. While the app uses GPS to track which Pizza Hut is closest, the real fun is in putting together an order. Users pinch to select a size, drag-and-drop toppings, and if you add too much, the pizza blows up, sending toppings across the screen. A real taste explosion that led to over 150k downloads in the first 30 days.

 

Pizza Hut
Bob Kraut – VP, Marketing Communications
Bernard Acoca - Senior Director Digital Marketing, Promotions & Gift Cards
Tressie Lieberman – Associate Manager, Digital Marketing
 
imc²
Scott Lindsey – Group Creative Director
Ralph Pici – Account Director
Shelly Adamcik – Account Manager
Scott Clemmons – Technology Manager
Erich Lopez – Interactive Designer
Pamela Parker – Senior Writer
Vadim Dolt – Group Technology Director

Affiliated Agency: imc2

Credits: Pizza Hut 1. Bob Kraut – VP, Marketing Communications 2. Bernard Acoca - Senior Director Digital Marketing, Promotions & Gift Cards 3. Tressie Lieberman – Associate Manager, Digital Marketing imc² 1. Scott Lindsey – Group Creative Director 2. Ralph Pici – Account Director 3. Shelly Adamcik – Account Manager 4. Scott Clemmons – Technology Manager 5. Erich Lopez – Interactive Designer 6. Pamela Parker – Senior Writer 7. Vadim Dolt – Group Technology Director Materials List (to be provided): • Press release • PizzaHut.com Landing page • Facebook communication promoting the app • Twitter page featuring the announcement • Youtube Demo video • Visual of iPhone app page in iTunes store

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Mobile Marketing: All Mobile Campaign

World's First Shakable Ad by Medialets  for Dockers

Medialets
Dockers, “iPhone Shake”
http://www.medialets.com/campaignentry/
Finalist Mobile Marketing: Campaign


Dockers shook up mobile advertising and its staid image with the first "shakable ad" that used the iPhone's motion-sensitive technology to engage consumers in a novel way. The "Shakedown 2 Get Down," campaign featured urban street dancer Dufon Smith, a.k.a. Orbitron, wearing Dockers Vintage Workwear Khakis in the ad that appeared in iPhone apps including "iBasketball," "iGolf" and "iBowl." At various points, users had to shake the phone to get Dufon to do his thing. The campaign, targeting 30-something tech-savvy males, averaged 42 seconds of engagement per viewer, and one-third of those who saw the ad, shook it. (Possibly making the "shake" a new mobile metric.) It also led to a 300% gain in positive brand conversations about Dockers in social media as well as widespread media coverage.

 

Medialets: Eric Litman, CEO; Rana Sobhany, VP Marketing; Theo Skye, Creative Director. OMD: Jamie Wells, Group Director, Mobile.

Affiliated Agency: OMD - Media Buying
Creative Agency: Razorfish - Creative

Credits: Eric Litman, CEO, Medialets Rana Sobhany, VP Marketing, Medialets Theo Skye, Creative Director, Medialets Jamie Wells, Group Director, Mobile, OMD

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Mobile Marketing: SMS Campaign

2008 Gossip Girl Season Launch by OMD  for The CW / Gossip Girl

OMD
The CW, 2008 Gossip Girl Season Launch
Support Online Link
Username: TMVNOMMA2009 Password: OMDOMMA09

Finalist Mobile Marketing: SMS Campaign


To keep the scuttlebutt at a maximum for the premiere of Gossip Girl's second season on The CW, OMD viewers were able to opt-in to receive text messages from the Gossip Girl herself (OMG!) that were identical to the text messages the characters were receiving on-air, and in real time. Plus, fans could engage with an online widget to send a Gossip Girl call to their friends from the main defamer herself, Kristen Bell. The premiere outperformed the 2007 season average by 44% on young adults - its best ratings ever with Adults / Women 18-34. And, averaged 3.4MM viewers, 1MM higher than last season's average.

 

OMD: Susie Vye, Group Account Director; Jackie Stasi, Group Director, Digital; Jon Haber, Director, Ignition Factory.

Credits: OMD / Susie Vye (Group Account Director), Jackie Stasi (Group Director, Digital), Jon Haber (Director, Ignition Factory)

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Mobile: Integration Cross Platform

Priceless Pep Talks with Peyton Manning by MasterCard Worldwide  for MasterCard Worldwide

MRM Worldwide
MasterCard Worldwide, "Priceless Pep Talks with Peyton Manning"
http://www.mrmworldwide.com/awards/mastercard/peyton/
Finalist Mobile Marketing: best integration cross platform


Everyone needs a little encouragement now and then, and MasterCard's Priceless Pep Talks let users push customized coaching vignettes from Peyton Manning to friends' phones via MMS videos. The system even used online technology to insert the recipient's name into the advice. The medium worked seamlessly with the message by relaying a personalized call from the coach. The mobile delivery closed the loop on the theme of a TV, print and digital campaign and resulted in 113,000 video downloads.

 

MRM Worldwide: Michael Jacobs EVP, Executive Creative Director; Craig Richards, VP, Director of Web Technology; Craig Bagno, EVP, Worldwide Account Director; Susan Berris, SVP, Account Director; Melissa Trought, Management Supervisor. MasterCard Worldwide: Amy Fuller, Group Executive, Worldwide Consumer Marketing & Sponsorships; Cheryl Guerin SVP, Group Head, Global Digital Strategy & Marketing; Sharon Maddaloni, VP, Business Leader, Global Digital Strategy & Marketing; Chris Jogis, SVP, Group Head, US Consumer Marketing; Antonella Alaimo, Business Leader, US Brand Development. McCann Erickson: Joyce King Thomas EVP, Chief Creative Officer;
Matthew O'Rourke SVP, Group Creative Director; Mat Bischer VP, Associate Creative Director; Jason Schmall VP, Associate Creative Director; Liz Grandillo SVP, Group Director Strategic Planner; Mark Strong EVP, Group Managing Director; Allison Foley Account Supervisor. GSD&M Idea City: Ellie Williams Media Director, LJ Kobe Interactive Associate Media Director, Jodie Dover Associate Media Director, Zach Small Interactive Media Supervisor.

Affiliated Agency: MRM Worldwide – Digital/Mobile Marketing
Creative Agency: McCann Erickson – Traditional Advertising

Credits: GSD&M Idea City - Media MasterCard Worldwide Amy Fuller Group Executive, Worldwide Consumer Marketing & Sponsorships Cheryl Guerin SVP, Group Head, Global Digital Strategy & Marketing Sharon Maddaloni VP, Business Leader, Global Digital Strategy & Marketing Chris Jogis SVP, Group Head, US Consumer Marketing Antonella Alaimo Business Leader, US Brand Development MRM Worldwide Michael Jacobs EVP, Executive Creative Director Craig Richards VP, Director of Web Technology Craig Bagno EVP, Worldwide Account Director Susan Berris SVP, Account Director Melissa Trought Management Supervisor McCann Erickson Joyce King Thomas EVP, Chief Creative Officer Matthew O’Rourke SVP, Group Creative Director Mat Bischer VP, Associate Creative Director Jason Schmall VP, Associate Creative Director Liz Grandillo SVP, Group Director Strategic Planner Mark Strong EVP, Group Managing Director Allison Foley Account Supervisor GSD&M Idea City Ellie Williams Media Director LJ Kobe Interactive Associate Media Director Jodie Dover Associate Media Director Zach Small Interactive Media Supervisor

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Rich Display Media: Single Execution

TurboTax TurboTron Rich Media by Dailey  for Intuit

Dailey
Intuit, TurboTax's "TurboTron" 
http://look.daileyads.com/omma_submissions/turbotron/
Finalist Rich Media: Single Execution


Capitalizing on the 2009 Super bowl weekend, the football-themed ad from Intuit starts off with a literal and metaphorical explosion as a TurboTax football helmet goes head to head with a tax helmet and wins. Then things get really crazy. The ad unit opens into a giant jumbotron, packed with testimonials, a video from YouTube star Tay Zonday, a panel for asking tax questions, an offer to win $25,000, and a clock counting down the number of days until taxes are due. Built specifically for the Yahoo! homepage, the "Turbotron" broke ground as one of their single-most interacted-with ad units.

 

Dailey: Nick Collier, Vice President, Interactive Creative Director; Jason Simon, Vice President, Director of Interactive Services; Eric White, Associate Creative Director; Rebecca Arnal, Vice President, Management Supervisor; Alice Choi, Program Manager. Intuit: Seth Greenberg, Director, Online Advertising and Internet Media; Brian Hovis, Online Advertising Manager; Christine Morrison, Social Media Marketing Manager; Cheryl Hassoldt, Group Marketing Manager.

Credits: Nick Collier – VP, Interactive Creative Director, Dailey Jason Simon – VP, Director of Interactive Services, Dailey Eric White – Associate Creative Director, Dailey Rebecca Arnal – VP, Management Supervisor, Dailey Alice Choi – Program Manager, Dailey Seth Greenberg - Director, Online Advertising and Internet Media, Intuit Brian Hovis - Online Advertising Manager, Intuit Christine Morrison - Social Media Marketing Manager, Intuit Cheryl Hassoldt - Group Marketing Manager, Intuit

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Rich Media: Campaign

WALL-E Home Entertainment Online Campaign by Deadline  for Walt Disney Studios Home Entertainment

Deadline
Walt Disney Studios Home Entertainment, WALL-E
http://www.dead-line.com/awards/2009/omma/
Finalist Rich Media: Campaign

Leave it to Pixar and Walt Disney Studios to dream up (along with Deadline) an advertising campaign with plenty of character. In this case, that character is Wall-E, central star of a series of ads designed to tout the Pixar movie's move to Blu-ray and DVD. The campaign was comprised of several rich media components that culminated in a takeover of Amazon.com. Shoppers could play a widgetized game of three cups with the lovable robot or just sit back and watch an animation of Wall-E clumsily cracking the computer screen. It is an endearing animated treat that perfectly compliments the hit movie.

 

Deadline: Matthew Hockman, Producer; Eric Kahn, Creative Director. Walt Disney: Mia Fletcher, Sr. Campaign Manager.

Credits: Walt Disney Studios Home Entertainment - Mia Fletcher – Sr. Campaign Manager Deadline - Matthew Hockman – Producer - Eric Kahn – Creative Director

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Search Marketing: SEM Campaign

Exceeding Expectations With Relevant Consumer Segmentation by MediaCom Search  for Century 21

MediaCom Search
Century 21
http://www.outrider.com/MediaComSearch/OMMA2009/
Finalist Search Marketing: SEM Campaign


 

MediaCom Search gets the nod for moving Century 21's national television advertising budgets and resources to online marketing. Budget constraints limited search media to paid search on Google, Yahoo, MSN and AOL, so daily budgets were allocated to provide terms associated with loyalty. Terms and phrases found lower in the marketing funnel got higher daily budgets to support increasing lead volume that rose 40 percent, year-over-year, while the average monthly cost-per-lead declined 32 percent. The results tied into optimization improvements. Average monthly cost-per-click decreased year-over-year by 20 percent.

 

MediaCom Search: Mike Wachsnicht, Search Director; Alessandra Wallace, Associate Search Director; Michael Solomonov, Search Manager; Stephanie Nahas, Search Specialist. Century 21: Evan Blittner, Senior Online Marketing Manager.

Credits: Mike Wachsnicht, Search Director, MediaCom Search Alessandra Wallace, Associate Search Director, MediaCom Search Michael Solomonov, Search Manager, MediaCom Search Stephanie Nahas, Search Specialist, MediaCom Search Evan Blittner, Senior Online Marketing Manager, Century 21

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Search Marketing: SEO Campaign

Combining SEO & Social Efforts Doubles Natural Revenue  by Range Online Media  for Cole Haan

Range Online Media
Cole Haan
http://www.rangeonlinemedia.com/awardentries/general/2009/Cole-Haan.aspx
Finalist Search Marketing: SEO Campaign


Range Online Media increased revenue with an uptick in Cole Haan's Web revenue by reaching out to bloggers and deploying a SEO strategy. The blogger campaign helped the company gain inbound links to specific product and category pages that improved the search position and clicks. Inbound link reports suggest the campaign generated 2,700 site visits from referring Web sites not garnered in the previous year. Cole Haan brand name searches were up 50% year-over-year, according to Google Trends.  

 

Range Online Media: Andrea Wilson, Account Director, Herndon Hasty, Sr SEO Evangelist, Range Online Media Alison Childers, Account Leader, Range Online Media. Cole Haan: MJ Murphy, Sr Ecommerce Director

Credits: MJ Murphy, Sr Ecommerce Director, Cole Haan Andrea Wilson, Account Director, Range Online Media Herndon Hasty, Sr SEO Evangelist, Range Online Media Alison Childers, Account Leader, Range Online Media

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Social: Advertisement as App

 by RAPP  for Travel Channel

RAPP
Travel Channel, “Kidnap!”
http://agencyawardwork.com/OMMA2009awards/
Finalist Social: Advertisement as App


To build a younger audience and drive traffic to TravelChannel.com, the cable network knew it had to do anything but use traditional marketing to reach its target demographic. The result was its travel-themed Kidnap! app for Facebook which challenges users to "kidnap" their friends to their favorite hideout city using a variety of methods. To escape and kidnap their own friends, players have to answer a travel trivia question. Kidnap! became the top-branded app on Facebook and to date has amassed 2 million users, two-thirds of which are aged 18 to 35. By incorporating TravelChannel.com into game play, the company also boosted brand exposure and site traffic.

 

RAPP: Camilo LaCruz, Colin Glaum, Executive Creative Directors; Tina Antonion, Ben Kirkendall, Art Directors; Dan Brill, Peter Fleming, Copywriters; Rich Whalen, Interactive Creative Director; Meg Smith, Client Service. 

Credits: 1. Executive Creative Director – Camilo LaCruz / Colin Glaum 2. Art Director – Tina Antonion / Ben Kirkendall 3. Copywriter – Dan Brill / Peter Fleming 4. Interactive Creative Director – Rich Whalen 5. Client Service – Meg Smith / Matt 6. Context Optional - Scott Kelper 7. Context Optional - Kevin Barenblat

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Social: Campaign Across Platforms

Barbie's 50th Anniversary by Razorfish  for Mattel

Razorfish
Mattel, "Barbie's 50th Anniversary"
http://www.razorfish.com/showcase/sfcreative/barbie/
Finalist Social: Campaign

 

Tweets wrapped in glossy pink lipstick, Facebook updates slathered in fashion and bling-studded giggles - all delivered by the new, digital, Kanye sunglasses swaggering, blunt-cut-bang sporting Barbie. Her blond ambition got an upgrade as she delivered her new modern self through social media channels while staying loyal and true to the Barbie brand.  Her pals include @KimKardashian and helps promote partners like Yogaglo and Heidi Klum. Buzz generated 67 percent domestic U.S. awareness of Barbie's birthday. Fans from 178 countries engaged at least one touchpoint, and sales on the microsite were high.

 

Razorfish: Adam Connelly, Creative Director; Amanda Lewis, Assoc. Creative Director; Andrea Bozeman, Copywriter; Jeffrey Bond, Project Manager; Sandy Kuang, Account Supervisor; Jill Druschke, Account Director; Kristen Jacobs, Media Planner; Sean Kelley, Art Director; Lin Ong, Art Director; Juan Leguizamon, Interactive Designer; Mia Hu, Project Manager; Steven Lammers, Presentation Layer Developer; Nathan Burazer, Rich Media.

Credits: Adam Connelly, Creative Director, Razorfish; Amanda Lewis, Assoc. Creative Director, Razorfish; Andrea Bozeman, Copywriter, Razorfish; Jeffrey Bond, Project Manager, Razorfish; Sandy Kuang, Account Supervisor, Razorfish; Jill Druschke, Account Director, Razorfish; Kristen Jacobs, Media Planner, Razorfish; Sean Kelley, Art Director, Razorfish; Lin Ong, Art Director, Razorfish; Juan Leguizamon, Interactive Designer, Razorfish; Mia Hu, Project Manager, Razorfish; Steven Lammers, Presentation Layer Developer, Razorfish; Nathan Burazer, Rich Media, Razorfish

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Social: Twitter Campaign

Next to Normal: The Twitter Performance by Situation Interactive  for Next to Normal

Situation Interactive
Next to Normal, “Next to Normal, the Twitter Performance”
http://www.situationinteractive.com/omma2009/
Finalist Social: Use of Twitter


The curtain rises, cue the music... send the tweet? Situation Interactive successfully drove conversation about social media in the theatre world by truly giving Broadway fans a peek inside. By performing Next To Normal on Twitter the team won over 500,000 followers - and growing. The show was nominated for 11 Tony awards. Next To Normal shines because they engaged their followers, they didn't just aggregate tweets and promote the message. The production's attendance and gross steadily increased, week by week, and, the week of June 8, the original cast recording made the Top 10 Albums on iTunes and Amazon.

 

Situation Interactive: Tom Lorenzo, Interactive Director; Jeremy Kraus, Account Supervisor; Brian Yorkey, Librettist/Lyricist; Aaron Coleman, Senior Copywriter; Steve Rovery, Senior Designer; Ashley Guillaume, Designer; Jessica Dacchille, Assistant Account Executive; Chris Powers, Creative Director; John Lanasa, Director of Account Services — East; Damian Bazadona, President; Kevin Kitzpatrick, Senior Project Manager.

Credits: Tom Lorenzo, Interactive Director, Situation Interactive Jeremy Kraus, Account Supervisor, Situation Interactive Brian Yorkey, Librettist/Lyricist, Next to Normal Aaron Coleman, Senior Copywriter, Situation Interactive Steve Rovery, Senior Designer, Situation Interactive Ashley Guillaume, Designer, Situation Interactive Jessica Dacchille, Assistant Account Executive, Situation Interactive Chris Powers, Creative Director, Situation Interactive John Lanasa, Director of Account Services - East, Situation Interactive Damian Bazadona, President, Situation Interactive Kevin Kitzpatrick, Senior Project Manager, Situation Interactive

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Social: Use of Widgets

TurboTax SuperStatus Campaign by Dailey  for Intuit

Dailey
Intuit, "TurboTax SuperStatus Campaign"
http://look.daileyads.com/omma_submissions/superstatus/
Finalist Social: Use of Widgets


This innovative campaign asked people to solve simple tax-themed challenges by updating their status via Facebook, MySpace, or Twitter with their answer in 140 characters or less. The effort centered on an embeddable widget allowing users to grab and share the contest via social networks. By submitting clever responses, players gained the chance to win prizes, from cash rewards to trips to New York and L.A. The SuperStatus widget delivered over 6 million impressions during the tax-season campaign.

 

Dailey: Nick Collier , VP, Interactive Creative Director; Jason Simon, VP, Director of Interactive Services; Eric White, Associate Creative Director; Rebecca Arnal, VP, Management Supervisor; Alice Choi, Program Manager. Intuit: Seth Greenberg, Director, Online Advertising and Internet Media; Brian Hovis, Online Advertising Manager; Christine Morrison, Social Media Marketing Manager; Cheryl Hassoldt, Group Marketing Manager.

Credits: Nick Collier – VP, Interactive Creative Director, Dailey Jason Simon – VP, Director of Interactive Services, Dailey Eric White – Associate Creative Director, Dailey Rebecca Arnal – VP, Management Supervisor, Dailey Alice Choi – Program Manager, Dailey Seth Greenberg - Director, Online Advertising and Internet Media, Intuit Brian Hovis - Online Advertising Manager, Intuit Christine Morrison - Social Media Marketing Manager, Intuit Cheryl Hassoldt - Group Marketing Manager, Intuit

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Sponsorship

America's Cheer by Organic, Inc.  for Bank of America

Organic, Inc.
Bank of America, “America’s Cheer”
http://www.undergroundaward.com/omma_2009/americascheer/
Finalist Sponsorship


Bank of America, a sponsor of the US Olympics since 1992, turned to Organic to help build awareness about its sponsorship in an immensely creative way. They built the site, America's Cheer, which allowed fans to shower their support onto the Olympic team via videos, photos, and text messages on YouTube, Flickr, and Facebook. This interactive experience proved to be successful because one could watch all of the "cheers" of all varieties on the site. The results of this were 5,300 cheers and 18 million cheer views, all before the games started. Though media exposure from NBC's Today show could have a lot to do with that.

 

Organic: Brian Hull, Creative Director; Conor Brady, Executive Creative Director; Elizabeth Stewart, Associate Creative Director; David Gifford, Exec. Director Engagement Management; Laura Buchannan, Manager Engagement Management; Patrick Dunphy, Sr. Interface Developer; Craig Goodwill, Video Director; Michael Convery, Creative Director; Marlies Gielissen, Sr. Content Contributor; Todd Fraser, Sr. Interface Engineer; Dan Neumann, Assoc. Contributor, Strategy; Theresa Bloise, Content Contributor; Allard Schipper, Dir. Engagement Management; Adam Turinas, EVP Client Engagement; Roberto Somellera, Manager Engagement Management; Elise Moyse, Sr. Content Contributor; Chris Page, Associate Creative Director; David Wilson, Art Director; Margo Lewis, Sr. Contributor, Engagement Management; Leah Salt, Engagement Manager; Karen Dahlstrom, Sr. Copywriter; Erich Boyer, Sr. Designer; Daniel Silva, Sr. Designer; James Kewageshig, Sr. Interface Developer; Stephan Tanguay, Sr. Contributor Integrated Media; Sebastian Monney, Assoc. Creative Director; James Crawford, Sr. Designer; Jeff Wong, Sr. Designer; Heather Dunphy, Studio Manager; Scott McFayden, Designer; Nigel Ader, Sr. Copywriter; Kayoung Lee, Associate Content Contributor; Matt Cribbs, Dir. Project Engineering; Mike Finn, Music Composer; Max Zabramny, Interface Engineering Mgr.; Bill McDermott, Interface Engineer; Peter Balogh, Dir. Engineering; Anna Nash, Sr. Contributor, Developer; Phillip Baruc, Sr. Contributor, Developer; Eugene Lubman, Sr. Contributor, Proj. Engineering; David Freedman, Sr. Server Engineer; Matt Ternoway, Designer; Patrick Dunphy, Sr. Interface Developer; Nadia Walji, Senior Project Manager; Michael Anderson, Sr. Contributor Developer 1. Bank of America: Craig Auerbach, Sponsorship Executive; Michael Bailey, SVP, Online Media; Lisa Friedrich, VP, Online Marketing; Elizabeth Gentry, Sr. Brand Specialist.

Credits: Brian Hull, Creative Director Conor Brady, Executive Creative Director Elizabeth Stewart, Associate Creative Director David Gifford, Exec. Director, Engagement Management Laura Buchannan, Manager, Engagement Management Patrick Dunphy, Sr. Interface Developer Craig Goodwill, Video Director Michael Convery, Creative Director Marlies Gielissen, Sr. Content Contributor Todd Fraser, Sr. Interface Engineer Dan Neumann, Assoc. Contributor, Strategy Theresa Bloise, Content Contributor Allard Schipper, Dir. Engagement Management Adam Turinas, EVP, Client Engagement Roberto Somellera, Manager, Engagement Management Elise Moyse, Sr. Content Contributor Chris Page, Associate Creative Director David Wilson, Art Director Margo Lewis, Sr. Contributor, Engagement Management Leah Salt, Engagement Manager Karen Dahlstrom, Sr. Copywriter Erich Boyer, Sr. Designer Daniel Silva, Sr. Designer James Kewageshig, Sr. Interface Developer Stephan Tanguay, Sr. Contributor, Integrated Media Sebastian Monney, Assoc. Creative Director James Crawford, Sr. Designer Jeff Wong, Sr. Designer Heather Dunphy, Studio Manager Scott McFayden, Designer Nigel Ader, Sr. Copywriter Kayoung Lee, Associate Content Contributor Matt Cribbs, Dir. Project Engineering Mike Finn, Music Composer Max Zabramny, Interface Engineering Mgr. Bill McDermott, Interface Engineer Peter Balogh, Dir. Engineering Anna Nash, Sr. Contributor, Developer Phillip Baruc, Sr. Contributor, Developer Eugene Lubman, Sr. Contributor, Proj. Engineering David Freedman, Sr. Server Engineer Matt Ternoway, Designer Patrick Dunphy, Sr. Interface Developer Nadia Walji, Senior Project Manager Michael Anderson, Sr. Contributor, Developer 1 Craig Auerbach, Sponsorship Executive (Bank of America) Michael Bailey, SVP, Online Media (Bank of America) Lisa Friedrich, VP, Online Marketing (Bank of America) Elizabeth Gentry, Sr. Brand Specialist (Bank of America)

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Video: Video Appearing in a Banner, Expandable Banner or Interstitial

Mummy III Online Media Campaign by Ignited  for NBC Universal Home Entertainment

Ignited
NBC Universal Home Entertainment, Mummy III
http://cruise.ignitedla.com/omma2009/index.html
Finalist Video: Video Appearing in a Banner, Expandable Banner or Interstitial


Charged with creating banner units to hype the DVD release of The Mummy III, the box- office and critical bomb, Ignited decided to promote the one aspect of the movie that was positively received, the non-stop action. Their team edited together the most visually stunning action scenes the movie had to offer and created a roadblock that commanded the viewers' attention. The unit performed 17% better than the average roadblock, all the more impressive considering the movie's theatrical premiere garnered such a terrible reception.

 

Ignited: Gabrielle Weinman, Creative Director; Jean Yap, Senior Flash Designer; Brenda Castelo Radtke, Interactive Producer. NBC Universal HE: Mike Wokosin, Vice President Digital Marketing. 

Credits: Ignited: Gabrielle Weinman, Creative Director Ignited: Jean Yap, Senior Flash Designer Ignited: Brenda Castelo Radtke, Interactive Producer NBC Universal HE: Mike Wokosin, VP Digital Marketing

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Video: Standalone Video

History of the Internet by Bradley and Montogomery  for Microsoft Windows Internet Explorer

Bradley and Montogomery
Microsoft Windows Internet Explorer, “History of the Internet”
http://www.microsoft.com/windows/internet-explorer/nethistory
Finalist Video: Standalone Video


For the launch of Microsoft's Windows Internet Explorer 8, Bradley and Montgomery created a series of Web-only videos featuring comedians and Web personalities like the Ninja from "Ask a Ninja" to describe the "History of the Internet." The series, which was actually created as an introduction for the official release of IE 8 at the Mix 09 conference in Las Vegas, quickly became a huge hit on Twitter, appearing at one point as one of the 10 most tweeted items of the day. From there, it received mentions on several major tech pubs, including CNET, ZDNet, Gizmodo and the LA Times. With no money spent on its introduction, the "History of the Internet" eventually garnered over a half a million views.

 

Bradley and Montgomery: Mark Bradley, Scott Montgomery, Principle; Ben Carlson, Chief Strategy Officer; Lisa Diederich, Account Manager; Brian Harris, Writer; Craig Moore, Rachel Frederick, Art Director; Jason Pitman, Web Designer; Nakia Rinehart, Producer.

Credits: Mark Bradley, Principle, Bradley and Montgomery Scott Montgomery, Principle, Bradley and Montgomery Ben Carlson, Chief Strategy Officer, Bradley and Montgomery Lisa Diederich, Account Manager, Bradley and Montgomery Brian Harris, Writer, Bradley and Montgomery Craig Moore, Art Director, Bradley and Montgomery Rachel Frederick, Art Director, Bradley and Montgomery Jason Pitman, Web Designer, Bradley and Montgomery Nakia Rinehart, Producer, Bradley and Montgomery

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Video: Campaign

GEICO VIRAL VIDEO CAMPAIGN by The Martin Agency  for GEICO

The Martin Agency
GEICO, Gecko Viral Video Campaign
http://www.martinagencyawards.com/2009/geicoviral
Finalist Video: Campaign


 You know the Gecko - by now everyone does. But did you know he now appears in some of the most popular viral videos ever? He's now translating for talking cats, taking a picture of himself every day, and holding hands with an otter. In a clever twist on viral videos - and one that actually doesn't hide the brand at all - Geico's efforts led to more than 54 million impressions and more than 4.1 million video views during the 9-week campaign.

 

The Martin Agency: Cliff Sorah, SVP/Creative Director; Ron Villacarillo, Senior Art Director; Mike Lear, Writer/Associate Creative Director; Alex Scheer, Agency Broadcast Producer; Molly Souter, Agency Executive Producer; Dean Jarrett, SVP/Director of Marketing Communications; Liz Toms, Account Supervisor; Rad Tollett, Senior Strategic Planner; Angela Wilson, Project Manager; Theresa Dunn, Media Relations Account Executive.

Credits: THE MARTIN AGENCY TEAM Cliff Sorah, SVP/Creative Director Ron Villacarillo, Senior Art Director Mike Lear, Writer/Associate Creative Director Alex Scheer, Agency Broadcast Producer Molly Souter, Agency Executive Producer Dean Jarrett, SVP/Director of Marketing Communications Liz Toms, Account Supervisor Rad Tollett, Senior Strategic Planner Angela Wilson, Project Manager Theresa Dunn, Media Relations Account Executive

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Gaming

Mercedes-AMG – The Ice Luge Holiday Game by blacQube  for Mercedes-AMG

blacQube
Mercedes-AMG, "The Ice Luge" 
http://www.mercedes-amg.com/webspecial/games/luge/
Finalist Use of Gaming

 

It's hard to stand out in the flood of mediocre advergames in the auto category, but piloting a 500 horsepower Mercedes down an ice-covered luge track successfully breaks through the clutter with its sheer inventiveness. The game play is simple enough for anyone to drop in and become a contender in seconds. More than just silly (but we applaud it for that, too), the dissonance of a car on ice actually piques curiosity in ways a straightforward racer does not. With hundreds of thousands of unique game plays to its credit, the Mercedes-AMG Ice Luge Holiday Challenge takes first in a crowded field.

 

blacQube: Scott Preacher, Client Partner; Michael Dural, Engagement Lead; Wade Forst, Creative Director; Moritz Bosselmann, Interactive Creative Director; Ash Warren, Flash Development Lead.

Credits: Scott Preacher - Client Partner Michael Dural - Engagement Lead Wade Forst - Creative Director Moritz Bosselmann - Interactive Creative Director Ash Warren - Flash Development Lead

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Viral Campaign

Design a Coach Tote by Brickfish  for Coach

Brickfish
Coach, “Design a Coach Tote”
http://www.brickfish.com/fashion/Coach?tab=overview
Finalist Viral Campaign


Coach used the 3,200 entries for their "design a Coach Tote" as inspiration for an entire new line of products. Visitors could also vote on designs and share with their friends through social networks. The campaign reached over 8,000 URLs. 

 

Brickfish: Nichole Goodyear, CEO/president and co-founder; Jamie Dicken, EVP of Sales; Misty Phillips, Director of Client Services. Coach: Raina Penchansky, DVP Global Communications; Vanessa Flaherty, Public Relations.

Credits: Nichole Goodyear, CEO/president and co-founder, Brickfish Jamie Dicken, EVP of Sales, Brickfish Misty Phillips, Director of Client Services, Brickfish Raina Penchansky, DVP Global Communications, Coach Vanessa Flaherty, Public Relations, Coach

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