Geared to the younger, affluent consumers Lexus was targeting with its CT200h hybrid, Team One developed a branded entertainment platform focused on six up-and-coming creative types including a songwriter, a "paper sculptor," and fragrance designer. Each was challenged to create convention-breaking original art in 24 hours. The video-centric Fresh Perspectives campaign was anchored by a dedicated MSN site, but relied on Microsoft's Xbox Live and Kinect platforms.

To promote the TD Canada Trust Jazz Festival, and connect with music-loving TD customers, Starcom packaged a set of performance videos by established jazz artists. Distribution efforts included the first video engagement on MSN.ca and re-messaging ads to remind consumers of regularly refreshed jazz video content. When the Bing homepage featured the Montreal Jazz Festival, it provided direct links to the acoustic video sets in search results. The effort delivered 122 million impressions.

Mediacom launched a Discover-branded, nationwide contest searching for original videos showcasing the most rewarding moment for a young hockey player. The prize? A chance to spend the day with the Stanley Cup, the most venerated trophy in sports. A two-minute video showcasing the 13-year-old winner Christian LaMonica's day with the Cup was aired during Game 2 of the Stanley Cup Finals in June on NBC. The campaign also utilized YouTube and Twitter to boost exposure.

An ice cream brand unknown to the U.S. market made itself known by placing the art of emotional eating on a stage. Magnum ice cream created three online videos starring Rachel Bilson and directed by Karl Lagerfeld. Bilson dances, models and takes an art class. Each event is emotionally trying for her. The solution: a Magnum ice cream stick to bring her clarity. Magnum has grown the Super Premium Sticks category 67% year to date.

JetBlue thought outside the bag, the luggage bag, for a Los Angeles-based initiative promoting the policy that first checked bag flies free on the airline. The brand asked celebrities to donate piece of luggage for a charity auction. In addition to print and online ads, an interactive video unit displayed at Santa Monica Place showcased the celebrity bags and included a QR code that brought consumers to the auction site. Celeb tweets from Kelly Osbourne and Brittany Snow, didn't hurt, either.

When stranded in shark-infested waters, don't shave with a disposable razor. Gillette used scare tactics to increase sales for its Fusion ProGlide by partnering with Discovery Channel's "Shark Week" to create "The World's Scariest Shave" video. Two men, side-by-side in shark cages, begin shaving, one with a disposable razor, and the other with Fusion ProGlide. The man using a disposable razor nicks himself and soon finds his cage surrounded by sharks. Rich Media click through rates increased 125% and ProGlide sales increased 294% over last year.

Intel made an entrance into Web-enabled interactive with marketing blanketing 80% of space in Penn Station. The bus/tunnel signage, and subway banners asked consumers to download an Android application before attending a demonstration. A digital screen recognized participants by name as they arrived. Seventy percent of those who downloaded the application traveled to Penn Station to experience the demo. The program garnered 552 million impressions, and the Mobile Storefront drew 21.4 million impressions.

The Tomorrow Moves Project created for CSX, a freight rail transporter, along with Nat Geo, History, Science, BBC America and others, engaged viewers via TV, social, and QR codes on national cable channels. It meant educating network partners and viewers. The campaign asked fans to share how they would help protect the environment for a chance to win $5,000. Within 24 hours there were close to 500 comments, and the brand received more than 1,500 Facebook Likes.

AXE and Brightline created and ran the Excite campaign for 10 weeks across DISH, PlayStation, Xbox Live and Havoc VOD to about 79.8 million homes during summer 2011. From TV to video games, models in AXE commercials fell to Earth inviting gamers to play Unilever's first-ever game in PlayStation Home. Players earned prizes for avatars and the experience generated 2.39 million views, 56 million impressions, 1.2 million downloads, and 1.77 million minutes of game play.

Even though JetBlue allows passengers to check their first bag free, the airline wasn't getting credit from a key market: Los Angeles. To draw awareness, mediahub from Mullen created the "Think Outside the Bag" media plan which invited celebrities like Lindsay Lohan and Brittany Snow to donate a piece of luggage for an auction benefitting a Los Angeles charity. The auction was promoted via ads in the Los Angeles Times, Variety and People magazine and on key entertainment sites and blogs. A powerful element of the plan was a customized interactive video, which showcased the celebrity baggage at Santa Monica …