SMG search used search to help ESPN capitalize on the hype surrounding the Mitchell report - the report that detailed the use of steroids among baseball players - with paid search listings that drove more than 33,000 clicks to ESPN.com within the first 12 hours of the report's release.

iCrossing used search as a medium to drive traffic to Lincoln Educational Services' new online hub, and as a key element in the development of the Web site itself.

Outrider's search campaign for The Tudors gets the nod because of its tight integration between search components and online and offline channels, including PR, TV spots, news, gaming and social media.

BMW of North America already controls much of the premium auto market. But it wanted to make inroads with 18- to 34-year olds with a social application to drive them to the automakers' new 1-series.

McDonald's wanted to increase sales of Dollar Menu items by appealing to 18- to 34-year-olds on the lookout for a deal. So, it partnered with gaming site IGN.com to deliver IGN's "Game Guides" for free for an entire year.

Fans of Battlestar Galactica are 85 percent more likely to be heavy DVR users. Fallon Minneapolis had to get more of them to watch live episodes of the Sci Fi Channel's mostly underground hit series, especially the premiere episode of its final season.

Chicagoans 21 to 34 years of age thought of Miller High Life as an irrelevant, old man's beer - when they thought of it at all.

The Sci Fi channel airs an original miniseries each year to bring in new viewers. Ads for 2007's Tin Man, a retelling of The Wizard of Oz, had to respect the original while positioning the miniseries as cool and new.

Lincoln Financial Group is typically outspent in advertising 4 to 1, so its new brand awareness ads had to be clever.

In a print-magazine first (and perhaps a last, since Condé Nast has rebuffed other advertisers looking to duplicate this feat), MediaVest and DraftFCB created a special masthead for the May issue of Bon Appetit to promote Starbucks coffee sold in grocery stores.