The debate over whether online is a branding medium subsided long ago. These new media strategies cancel any doubts that online can also be a creative medium.
WINNER
Ripple Effects Interactive
VisitPA.com
This campaign is an example of a pioneering use of
both paid online media and consumer-generated outlets to extend a brand and a marketing message. "Real People, Real Road Trips," depicted six diverse groups of travelers, including a history
buff and a motorcyclist, taking short road trips across the state, and sharing their experiences via blogs on Visitpa.com. The online media plan included rich media and banners on major Web
properties. The agency leveraged blogs, discussion boards, and chat rooms to maximize the campaign. Traffic to the road tripper blogs on Visitpa. com soared by 939 percent, and traffic to road trip
itinerary pages on the site jump-ed 225 percent.
Agency: MediaVest
Client: Coca-Cola
Mediavest created the
scenario as the focal point for Sprite's presence on msn, merging music content with interactivity. The agency sought to create a music association that would reach urban influencer teens. Among other
activities, teens could create and share music playlists and chat via a custom-branded messaging interface. The Scenario has been averaging more than 2 million unique users per month, with a higher
proportion of African-Americans compared to overall msn and Internet usage.
Agency: Starcom IP, Biggs Gilmore
Client: Kellogg's
Pop-Tarts
Tto create a deeper bond with tween consumers for the Kellogg's Pop-Tarts brand, the Starcom ip team used word-of-mouth marketing and online sites. Starcom created
Crazy GoodSecret.com as a separate site from poptarts.com, housing content exclusively for tweens in-the-know. Pop-Tart loyalists could spread the word by sending content and the site password to
friends. Users that further spread word of the site would gain access to exclusive Pop-Tart information. In two months, the campaign drove over 40,000 loyal consumers to the site.