Campaigns that offer an opportunity for consumers to engage with and enjoy a brand accentuated by the possibility of winning something cool.
Scott Barker, Software Engineer; Terry May, Multimedia Specialist; Darrin Brege, Designer; Adam Messing, Designer; Jen May, Interface Developer
The "Whack-a-Soprano" promo, designed to increase HBO subscriptions going into Season Six of the series, offered an instant-win challenge: to whack a "Sopranos" character with a virtual club, à la the carnival staple Whac-a-Mole. The agency promoted the advergame via a Google media buy. Show clips and a reminder about the new season appeared on screen throughout the game.
More than 80,000 visitors registered with demo-graphic data, and more than 60 percent of players opted to receive news and offers from HBO and Cinemax. The game itself received nearly 417,000 plays.
Procter & Gamble/Prilosec OTC
Jessica Johns Pool, Content Developer; Pradipta Chatterjee, Technical Consultant; Jesika Land, Project Manager; Sarah Harsdorff, Information Architect; Mary Malooly, Account Manager; Michael Piekarski, UED/Creative Director
The agency targeted country music-loving female heartburn sufferers with the message that they could experience an adventurous "life on the other side of heartburn" by popping a Prilosec.
The sweeps included prizes like going on the road with musical group Big & Rich or attending the Country Music Awards. As of Aug. 10, page views were up to 450,000-plus for a seven-day period, with a conversion rate of 25 percent (measured in sweepstakes entries to the database).
Click here to view IMC2's brief.
MTV Networks' The N
MTV: Seth Madej, Producer, TheN.com
Masterfoods: Lisa Smith, brand marketing manager (Skittles and Starburst)
MediaVest: Andrea Fasulo, Senior Director, Promotions Marketing; Tony Zito, Director of Online Production and Product Development; Samantha Budnick, Assistant Media Director
With "Video Mixer," TheN.com and Skittles gave 12- to 17-year-old viewers access to high-quality clips, music, and graphics to enrich their experience with brands and to leverage user-generated content. The campaign included a video incorporating a 10-second Skittles video pre-roll ad. A six-month on-air campaign supported Video Mixer. The N featured a user-generated "video of the month." As of July 31, users had created more than 131,700 video mash-ups.
For more information about the OMMA Awards ceremony go here.