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, …

Razorfish Intel, Digital Drag Racehttp://digitaldragrace.razorfish.us/ User name: racer Password: raceonFinalist Technology To hype the launch of the Intel Core i7 processor (though doesn't the sexiness of processing speed sell itself?), Razorfish invited motion designers to create an original 70-second video after being given a theme, three required design assets and just 70 minutes to complete the task. Users submitted their own race entries to the Digital Drag Race YouTube channel, voted on feature …

MediaVest Continental Airlineshttp://www.mediavestww.com/omma/continental.htmlFinalist Travel Continental needed to help its online ads break through the clutter, generate a larger share of voice, and convert clicks to sales. The resulting campaign has only one trick, but it's a doozy: Ads are tailored not just to highly-read sites, but to its specific content. A banner ad headlined "Mind if we go the extra mile?" is placed over The New York Times marathon coverage; "Work that runway" appears on style.com coverage of …

MediaCom JetBlue, LAX Service Launch http://www.howcast.com/videos/196200-How-To-Stay-Fabulous-When-You-Fly-Coast-To-Coast Finalist Travel To promote its new flights to LAX, JetBlue came up with a solution perfect for paparazzi-obsessed Angelinos, and invited bloggers and social media stars to plug the route for them. Among the best results is a "how to" video, starring Delphine, a Ford  model, explaining how to stay fabulous on the long flight, from her artfully draped pashmina, carefully spritzed skin, and even some etiquette pointers. (Don't hog the …

R&R Partners LVCVA/LVCVA/LVCVAhttp://casestudies.rrpartners.com/cases/case.cfm?caseID=1009Finalist Travel Does the word "recession" make anyone want to play blackjack? With bookings falling, Las Vegas had to boost tourism at a time when any discretionary spending - let alone in Sin City - seemed kind of ... immoral. So the campaign took the high road, and found the hardest-working little town in America: Cranfills Gap, Tex., pop 358, and sent them all to Vegas. "Vegas Bound" videos aired on YouTube generating 600,000 …