BzzAgent Take Care Health Systemshttp://about.bzzagent.com/word-of-mouth/company/press/type/3/ident/14293Finalist Health & Pharmaceutical To dispel the myth that in-store health clinics offer second-rate care, BzzAgent recruited 8,000 unpaid, unscripted volunteers to try the clinics and share their experiences. Direct mailings included an educational guide, a coupon book worth $50 in savings, and materials such as mugs and hand sanitizer. BzzAgent also created a community networking site where participants could add, rank and discuss brand-related content. The program reached more than 450,000 people total (with …

Universal McCann Sony Pictures Entertainment, District 9http://www.umww.com/submissions/sonydistrict9/ Finalist Media & Entertainment  Bringing the movement to ban non-humans from Sony's sci-fi film District 9 to life, the campaign to generate early buzz about the film (and make clear that it was different than Peter Jackson's long-rumored Halo project) utilized social media, a fake blog, Web site portal, videos, a participatory video game, and even a hotline so fans could relay non-human sightings. The end results were unprecedented: …

The Martin Agency Newseum, “Where the News Comes to Life”http://www.martinagencyawards.com/2009/newseum Finalist Media & Entertainment  Tasked with building awareness of the Newseum's new location and expanded offerings on the National Mall in Washington, D.C.,, The Martin Agency created viral videos, a new Web site and rich media ads that coordinated with local print and out-of-home ads. Online ads and viral videos drove ticket sales and awareness, leading to record-setting attendance during its first weeks. The Martin Agency: Joe Alexander, Creative Director; …

Campfire HBO, True Bloodhttp://campfirenyc.com/hbo_casestudy/ Finalist Media & Entertainment In order to create anticipation for HBO's vampire series True Blood, Campfire orchestrated the telling of an elaborate back story across several media and using multiple online executions, including getting bloggers to participate in a viral campaign. Bloggers competed to unlock portions of a True Blood hub, using their own sites, True Blood's, and posting videos to YouTube. Campfire: Greg Hale, Executive Creative Director; Brian Cain, Creative Director; Jenn …

MediaContacts Kmart/Protégéftp://ftp.us.mediaplanning.com User Name: Mediapost - Password: Mpost123Finalist Retail: Offline Outlets Whoa! A display CTR that surpassed benchmarks by 531%, rich media interaction by 133%, and mobile CTR by 221%? How? Kmart rebranded its footwear department, starting with the new Protégé line, backed by N.Y. Knick Al Harrington. It placed ads around the court on NBA Live and on stage in Guitar Hero, where male teens gather. Through multiple digital media platforms - site sponsorships …

Atmosphere BBDO AT&T, Valentine's Day "Pepe"http://atmospherebbdo.com/att_valentine/ Finalist Retail: Offline Outlets It never hurts to involve Pepé Le Pew. The loveable cartoon character steals the show in this online effort for AT&T's Samsung Propel. How important is it for lovers to remain connected via text? Monsieur Le Pew lets you know as you hit different keys on the keyboard and he responds with seduction. Print ads, TV spots, banner ads, a microsite and a Twitter feed, all …

MediaContacts Kmart/Protégé ftp://ftp.us.mediaplanning.com User Name: Mediapost - Password: Mpost123Finalist Retail: Offline Outlets  Whoa! A display CTR that surpassed benchmarks by 531%, rich media interaction by 133%, and mobile CTR by 221%? How? Kmart rebranded its footwear department, starting with the new Protégé line, backed by N.Y. Knick Al Harrington. It placed ads around the court on NBA Live and on stage in Guitar Hero, where male teens gather. Through multiple digital media platforms — site sponsorships to …

MPG Sears, "Arrival Lounge"ftp://ftp.us.mediaplanning.com User Name: Mediapost - Password: Mpost123 (case sensitive)Finalist Retail: Offline OutletsAny retailer that can boast surpassing CTR benchmarks by 350% and keeping teens on site for nearly five minutes deserves closer inspection. But when it's Sears we're talking about and not, say, Abercrombie & Fitch, well then, we dive in. "Don't Just Go Back ... Arrive" describes Sears' effort to connect with teens who want to make that good first impression, and its …

MTV Networks AT&T, “$5 Cover”http://www.fivedollarcover.com/ Finalist Technology MTV and AT&T's multiplatform approach to hyping $5 Cover - a new MTV franchise created by Hustle and Flow director Craig Brewer - was relentless, utilizing countless angles to hit consumers on-air, online, and on the ground. The site for the short-form dramatic web series has over 70 pieces of content, from short documentaries to music videos, and it was featured on iTunes, MSN, Veoh, game consoles and more. Plus, …

National CineMedia Sprint, “r8 it”ftp.ncm.com/r8it/ user: client, pass: cli3ntFinalist Technology Maybe "r8 it" should consider changing their name to "bombardment." By uniting online, in-lobby, on-screen and mobile, r8 it's aim to deliver advertisers access to moviegoers before (online), during (when you get your ticket at the box office) and after (text in the name of the viewed film and get sent a click-through to a WAP site with advertising) is a welcomed assault for movie buffs. Better yet, …