• by September 26, 2005

It was a branded entertainment bonanza, with finalists finessing clever product integrations and placements in video games, TV shows, text messages, and more. No signs of creative sluggishness here.

WINNER

Agency: GM Planworks

Client: General Motors' Pontiac

What would a branded entertainment award be without a Mark Burnett show? While many advertisers have cited big gains after appearing in a "Survivor" or "The Apprentice" episode, perhaps none have been more successful than Pontiac Solstice. On an episode of the third season of "The Apprentice," the competing teams had to create a brochure about the Solstice. Pontiac actually used the sales brochure that the winning team created, reaffirming the brand's connection to the show. The goal was for the Pontiac episode of the show, which featured a custom 60-second spot, to drive people online, with the first 1,000 cars sold in one hour. The actual time to reach this goal was 41 minutes.

Agency: Atom Shockwave

Client: Mattel Hot Wheels

Mattel sought to update its Hot Wheels brand by moving its traditional offline efforts online for the launch of its newest product, Battle X. Mattel partnered with Shockwave.com in targeting boys 8 to 10 by building a downloadable Battle X-themed game. Online vehicles and characters were modeled after the actual toy. Three-D technology and animation enabled kids to test-drive Battle X vehicles that put them in the thick of the storyline. Effects were fast-moving, with 2.3 million game plays and massive reach for the commercials.

Agency: OMD

Client: Cingular

Video games may be one of the most logical venues for branded entertainment -- but figuring out exactly how to engage young adults can send marketers down a cold trail. Up until now the typical effort was placement of billboards and logos in the games' video-play screens. But players yawn at these branded entertainment efforts. Cingular went to the next level by making use of its product crucial to playing the game: In this case, Electronic Arts' "Need For Speed Underground 2." Players needed to read text messages sent by Cingular to advance in the game. The Cingular logo was present on-screen during every moment of game-play. Because average users played the game at least 10 hours weekly, the time spent per medium was incomparably better than other media. Other in-game elements included cars wrapped in the Cingular name. The campaign delivered over 23 million impressions.