Tribal DDB Mountain Dew Voltage, "Be a Power Player"http://awardshowentries.com/mountaindewvoltageFinalist Contest/Promotion/Sweepstakes Tribal DDB's "Be a Power Player" invited their target audience - teens - to play games, earn sweepstakes points and win free stuff - just by clicking. Links to social media sites heightened brand awareness among friends, and promoted their favorite flash games, straddling the line between pure pitch and fun. "Power Player" successfully encouraged users to replay, as more than 541K interactions were logged over …

iCrossing Vail Resorts, snow.comhttp://www.snow.com/ Finalist Travel In a site lousy with flash, but still navigable, Vail Resorts group destination snow.com is designed to give snow-junkies a jones. And it does so with Web cams of seemingly every gondola at every resort, edited snow-porn video shorts and constant conditions updates and maps.   iCrossing: Stephen Thompson, Executive VP, Creative.

Razorfish Sun Products, "Laundry Fairy"http://slant.razorfish.com/showcase/showcase/all/index.htmlFinalist Contest/Promotion/Sweepstakes For this Razorfish and Sun Products collaboration, Melissa Rivers starred in a mockumentary about Laundry Fairy Union Local 32, a collective of stain-fighting characters who help stressed-out mothers. The product, subtly noted at the end, is All detergent. Viewers were driven to all-laundry.com by TV commercials following Celebrity Apprentice. The site had more traffic in the first 14 days of the program than it normally sees in six months: …

Yesmail HP "Monster Sale"http://preview.4at5.net/email_domains/hhos/7000/hhos_7000.html Finalist Email: Campaign   HP teamed up with Dreamworks for an email campaign featuring characters from the Dreamworks film, Monsters vs. Aliens. Four different emails sent over a ten-day period promoted HP's "monster" sale by utilizing different characters from the film. Revenue for the Monster Sale campaign was 80% higher than an email campaign HP launched earlier that same quarter. In addition, click through rates were 37% higher than messages delivered during that same …

Comedy Central Comedy Central, Important Things with Demetri Martinhttp://f.chtah.com/i/15/1082541074/demetri_martin_email_campaign.html Finalist Email: Campaign The launch of Comedy Central's Important Things with Demetri Martin became an important email campaign for the network. Over the course of six weeks, Martin appeared in recipients' inboxes and, in one email, used a pointer stick to point at clickable links embedded in the email. Users could watch a video, download a series-branded widget or simply learn the show's airtime. The campaign …

The Phelps Group Monrovia, “Plant Savvy”http://look.thephelpsgroup.com/monrovia/Emails_OMMA/ Finalist Email: Campaign How does a wholesale plant grower that only sells its product via independent garden centers, compete with large chain stores? It uses its advertising budget to drive consumers to independent garden centers. Monrovia launched Plant Savvy, an email newsletter targeting gardeners, offering tips, trends and embedded links throughout content that led consumers to Monrovia's site, where gardeners can learn more about flowers and find a place …

Yesmail HP, Newsgram Digital Photography Newsletterhttp://p.p0.com/YesConnect/HtmlMessagePreview?a=cBdIe2SEHLWbbnIr1Dl&msgVersion=web Finalist Email: Standalone The updated HP Digital Photography newsletter, designed to deliver value and promote products, hoped to optimize user participation. It was easy to navigate and loaded with helpful step-by-step tips on scanning and transferring digital photos, a boon for novices. The photogram made photography fun and interesting - and it offered cool, free projects, like downloading movie posters. While showcasing HP's product inventory, it also educates customers - a win-win. …

Responsys: Julian Scott, Creative Director; Lynn Baus, Art Director; Patrick Colalillo, Designer.

Responsys Lenovo, Earth Day Promo http://host.responsys.com/DRG/Awards/2009/Lenovo/LEN_apr21_v03.html Finalist Email: Standalone Earth Day has a new twist - it's an incentive to get a computer discount. The goal was to promote greener PC choices, which supported a larger environmental message. Translation: Save money and save the planet, as evidenced by the Eco Geek testimonial. The free trial of Lenovo's Online Back Up program encouraged relationship-building and further product discovery. Thanks to a clear image - computer, price, discount …

Razorfish Microsoft/Search Marketing/Binghttp://wsjdigital.com/solutions/gallery/pushdown/bing/Finalist Home Page Takeover The goal here was to create high-impact experiences that introduced a new brand, Bing, to reinforce the benefits of the search engine with ample trial opportunity, and a clear call to action. To do that, a customer-centric approach was taken to spark awareness and interest among users and ultimately driving to trial of product. Appealing to key decision-makers in the business community, the creative stood out without seeming …