• by Staff Writers , September 5, 2008

Finalist - Interactive TV/Enhanced TV

MPG: Gisela Germano; Farrell Crowley.Arnold: Nancy Allen.

To draw in a younger demographic, Comfort Inn used NBC's "Awkward Moments" site, which lets users compete for prizes by offering up video of their own embarrassing moments. Comfort Inn positioned itself as the antidote to uncomfortable situations by creating 15 videos, all with interactivity, the first custom content sponsorship on the NBC video player. Users could send an "Express Your Stress" e-card, play an online game and visit a microsite.
Comfort got more than 380,000 video streams, second only to Jay Leno's Garage, and 14 percent higher than NBC's average. Tracking showed 80 percent of viewers recalled the campaign ads, outpacing the category average of 63 percent.