IAC Advertising Solutions OMD, AKQA/Visa/Visa Gohttp://www.iacadvertising.com/omma/visa/index.html User name: guest; Password: creative Finalist Financial Services Visa linked its "Go" branding message to content on several IAC properties, including Citysearch, Match.com and Evite. On Citysearch, for instance, Visa sponsored the "Things to Do Nearby" section of the page, helping consumers "Go" further when they're out. On Evite, the company sponsored the "Fast Track Party Planner," with a quiz that helped party hosts find the right invite, get ideas and …

Initiative Carl's Jr., “How You Eat a Burger”http://www.initiative.com/innovations/ Finalist Food & Beverage Looking to grab the attention of its target customers (young men), Carl's Jr. sought out a new kind of network buy with YouTube, with which it challenged the site's most popular "stars" to create videos showing how they would eat Carl's new Portobello Mushroom Burger. The idea was to create a community around Carl's Jr. to leverage the target's online behavior. Results? Per-store sales …

The Weather Channel Jose Cuervo Tequila, “Countdown to July 4th With Jose Cuervo”http://showcase.weather.com/cma/weather_and_Jose_Cuervo.ppt Finalist Food & Beverage The campaign featured a beautiful use of space on Weather.com, which partnered with Jose Cuervo to create a Countdown to July 4th section that was hypertargeted locally. Keying into the site's visitor's focus on local, the original content included "25 summer sippers for 25 cities," which brought up the weather forecast as well as 25 drink recipes to enhance relevance. The campaign resulted in a …

Empower MediaMarketing & Undertone Networks Long John Silver's http://www.undertone.com/showcase/undertone-longjohnsilvers.php Finalist Food & Beverage In its first online initiative, Long John Silver's set out to build awareness of two new products and went straight to mobile. The online ad, designed to enhance online banners, included the ability for viewers to locate a nearby restaurant by plugging in a ZIP code, and to download a coupon for the new products. Both were sent to the consumer's mobile phone. The expedited process …

Digital Pulp Bausch & Lomb,  “Goodbye Readers “http://ionicmedia.com/omma-award/ Finalist Health & Pharmaceutical Many women between the ages of 40 and 60 require reading glasses. This multilevel campaign addresses the hassles of glasses and offers an alternative: multi-focal contact lenses. Called  "Goodbye Readers, " the campaign placed banner ads on relevant Health & Living web sites (Oprah, DIY.com, Martha Stewart Living), as well as paid search and a Twitter  "ambassador " program under the name  "See a New …

Rosetta ACUVUE, CLEARhttp://siteawards.rosetta.com/acuvue/index.html Finalist Health & Pharmaceutical Through a social marketing initiative, Accuvue reached 13- to 24-year-old females who had astigmatism (a vision issue that often can't be corrected with contact lenses) by creating the fictional research institute, CLEAR (Contact Lens Enabled Astigmatism Research) that, despite the fact it was fictional, highlighted real-world ways to improve sight. Via Facebook outreach (including a retro-styled page and a application to share with friends), media banner …

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 …