Catapult Action-Biased Marketing Mars Petcare, US / PEDIGREE®http://www.pedigree.com/03Adoption/superbowl/Finalist Retail It's no surprise that Catapult's Super Bowl promotion propelled Pedigree to its highest dollar sales and volume gains ever - every facet of the Web site spoke to dog lovers with just the right touch of game-day gaiety, while still harnessing the heart-tugging mission of its adoption drive.  Whether it's the "meals donated" counter on the landing page, the user-generated mosaic ads, the excellent search and content features for …

Isobar Reebokhttp://www.reebok.com/US/#/womens?view=home Finalist Retail Reebok uses its intriguing new Jukari workout - a trapeze-type exercise created in partnership with Cirque de Soleil - as a way to relaunch its women's apparel site. But even women who will never fly the air can watch how the apparel actually performs. There are viewing demonstration videos, as well as the ability for visitors to navigate around the instructors for a full range of views and motions after the thorough …

About.com About.comhttp://www.about.com/ Finalist Reference About.com's home page is clean, simple and features a prominent "search" space. Users can also browse the site by "Channel" "Topic" and "What's Hot Now," to get access to the site's 800 expert Guides on more than 70,000 topics (making up more than 2 million articles). Based on your search term, the site makes useful suggestions for other topics and articles you might be interested in.  The About Group: Cella Irvine, CEO.

HowStuffWorks.com HowStuffWorks.comhttp://www.howstuffworks.com/ Finalist Reference HowStuffWorks.com is great for finding things you didn't know you were looking for. "The random zone" offers facts, image galleries, videos and quotes for the curious, and quizzes, puzzles and polls add an interactive element for the active. Search queries return a nice combination of pictures and text that is easy to navigate. HowStuffWorks.com: Dawn Whaley, Executive Vice President, Marketing and Strategic Relations; Kathryn Kelly, Vice President, Media and Marketing. 

Demand Media eHow.comhttp://www.ehow.com/ Finalist Reference Enter "how to cut a mango" in eHow.com and you will get several user friendly step-by-step instructions from some of the site's 45 million monthly viewers, rated by other users that can be easily printed or emailed, and their "other articles like this" and "more by this author" sidebars make for useful browsing. Users can also easily search by category, author type (member or professional), text or video, skill level and rating.  …

IAC The Daily Beastwww.thedailybeast.com Finalist Politics Just five days after its launch, The Daily Beast defined itself as a political force when it published a story written by William F. Buckley Jr, titled, "I'm Sorry, Dad, I'm Voting For Obama." The site features viewpoints across the political spectrum, with regular contributors such as Buckley Jr., Megan McCain, and, of course, Tina Brown, herself. The Daily Beast: Tina Brown, Editor-in-Chief; Edward Felsenthal, Executive Editor; Caroline Marks, General Manager. …

New Media Strategies C-SPANhttp://dnc08.c-span.org/http://rnc08.c-span.org/ Finalist Politics The debate and convention hubs created by CSPAN to cover the 2008 presidential election included full video coverage (with live and archived video), blogger coverage and Twitter feeds all integrated with on-air coverage on the cable station. Twitter hashtags generated over 30,000 tweets, the Convention Hub inspired over 220 blog posts, and the 440 C-SPAN videos reached over 670,000 online viewers. New Media Strategies: Leslie Bradshaw, Director, Engagement. Jess3: Jesse Thomas, …

Interlex Pan American Development Foundationhttp://www.itooamhaiti.org/ Finalist Politics  With a name inspired by Langston Hughes' poem "I, Too, Sing America," this Web site seeks to create awareness of, and put a stop to, human trafficking and abuse in Haiti. The site features children telling stories, in their own words, who have been exploited. In addition to the stories and a forum, the site provides community tools to enable anyone to take action.  Pan American Development Foundation: Michael …

IAC The Daily Beast http://www.thedailybeast.com/ Finalist News   The Daily Beast calls its coverage "poly-partisan," and while its reach is broad, it keeps readers grounded with a neat and eye-catching front page, and just four cleverly defined sections: Cheat Sheet, The Big Fat Story, Buzz Board, and Blogs & Stories. Tina Brown's latest media project combines daily articles of original commentary and reporting with a tightly edited set of the latest "must-reads from all over." At just two …

Dow Jones & Company The Wall Street Journal Digital Network, wsj.comhttp://www.wsj.com Finalist News In the past year, The Wall Street Journal unveiled so many online features you could almost forget the stock market had tanked: It introduced Journal Community, small business how-to guides, a management section, and integrated content from MarketWatch and Dow Jones Newswires, for starters. Its mobile reader sends stories and market data to smartphones, and it launched an iPhone app in the spring. …