• Online Advertising Creativity: Search Marketing: SEM: Range Online Media; Gap, "Google Site Links"
    Range Online MediaGap, "Google Site Links"SEARCH MARKETING: SEMMoving and tracking consumer traffic between marketing channels has become critical for companies integrating a variety of media in search engine marketing campaigns. The Gap turned Google's latest concept, Site Links, into 24% more clicks to sites and 16% increase in conversion rates. Demand for Gap's products rose 54%, allowing the return on ad spend to increase by 23%, compared with the prior campaign. Tracking traffic movement from one SEM campaign to another on the backend confirmed Google Site Links pushed demand to a variety of online search ...
  • Integrated Online Campaign: Alcoholic Beverage: DDB Chicago; AB-InBev, "Bud United"
    DDB Chicago AB-InBev, "Bud United" ALCOHOLIC BEVERAGE Budweiser used the 2010 FIFA World cup to build worldwide emotional connection with the brand via a digital reality show following the interactions of 32 football fans (each representing a competing nation) living together in a "Bud House" in South Africa during the tournament. The show and its numerous social media networking/interactive tie-ins - viewers influenced events in the house and ...
  • Integrated Online Campaign: Technology & Web Services: TubeMogul; Symantec, "7 Steps to Windows 7"
    Symantec Symantec, "7 Steps To Windows 7" TECHNOLOGY & WEB SERVICES The release of Microsoft's Windows 7 created a unique opportunity for online security marketer Symantec to tap into the angst and questions new operating system users - especially midsized and large business managers - might have, and to put them at ease. Symantec accomplished this largely via a video series, "7 Steps to Windows 7," aimed at IT pros. A compressed, one-minute version was distributed on ...
  • Integrated Online Campaign: Technology & Web Services: Martha Stewart Living Omnimedia; Yahoo, "It's You"
    Martha Stewart Living OmnimediaYahoo, "It's You" TECHNOLOGY & WEB SERVICES Want to teach the greater unwashed masses of Internet users how to leverage the power of online services, features and tools on Yahoo? How about tapping a trend-setting lifestyle maker like Martha Stewart. That's what the Yahoo team did with their "It's You" campaign featuring Yahoo Web Life Editor Heather Cabot in a series of folksy video interviews conducted by Stewart ...
  • Integrated Online Campaign: Technology & Web Services: Covario; Intel, "Core Family"
    CovarioIntel, "Core Family" TECHNOLOGY & WEB SERVICES When chipmaker Intel launched its new 2010 "Core family" it leveraged paid search as the catalyst for and glue to pull together and integrate a multimedia campaign traversing such traditional outlets as TV, print, and retail in a way that was sure to generate awareness and build traffic.
  • Integrated Online Campaign: Travel & Tourism: R&R Partners; LVCVA, "Las Vegas Chinchilli Day"
    R&R PartnersLVCVA, "Las Vegas Chinchilli Day" TRAVEL & TOURISM Who would have thought cute furry animals doing amusing stuff would make for a good viral video? While many have tried, R&R Partners found itself with a runaway success with its Las Vegas Chinchilli Day campaign for LVCVA, in which an attempted chinchilla revolution is the raison d'etre behind a three day weekend in Las Vegas - trust us, it makes sense when you watch the video. The campaign garnered hundreds of ...
  • Integrated Online Campaign: Travel & Tourism: Initiative; Best Western, "Best Western/Disney's JONAS Summer 2009 Promotion"
    InitiativeBest Western, "Best Western/Disney's JONAS Summer 2009 Promotion" TRAVEL & TOURISM Targeting Gen X and Y travelers - or at least their tween kids - with a Jonas Brothers promotion last summer reaped big rewards for Best Western. The hotel chain worked with Disney to become the presenting sponsor of Disney Channel's original series "JONAS." A two-night stay anytime during the summer would net an additional night free as well as a Jonas pack and the chance to visit with the band on ...
  • Integrated Online Campaign: Travel & Tourism: Camelot Communications/VML/Yahoo; Southwest, "Bags Fly Free Campaign"
    Camelot Communications/VML/YahooSouthwest, "Bags Fly Free Campaign" TRAVEL & TOURISM Inevitably, you've seen Southwest's "Bags Fly Free" campaign - and really, bags should fly free. Leveraging the success of the TV campaign, Southwest sought to drive awareness online and looked to the NCAA basketball tournament and Yahoo Sports' homepage to accomplish the task. Employing a takeover of the homepage, Southwest netted 13MM impressions on March 17, the day before the tournament began, as well as a conversion rate ...
  • Integrated Online Campaign: Retail: OMD USA; Frito Lay, "Only in a Woman's World"
    OMD USAFrito Lay, "Only in a Woman's World" RETAIL Frito-Lay noticed it had a problem with women. They weren't connecting with the brand and they weren't picking up Baked Lay's, Flat Earth Veggie Crisps, and Smart Food at the store. Based on insights about women's emotions and how they relate to one another, OMD created "Only in a Woman's World," a lightly branded entertainment concept that resembles a cartoon version of Sex in the City. Distributed through myriad channels in many ...
  • Integrated Online Campaign: Retail: Macy's, Yahoo and MEC; Macy's, "Memorial Day eCircular"
    Macy's, Yahoo and MECMacy's, "Memorial Day eCircular" RETAIL Macy's was looking for a way to make its annual Memorial Day circular come alive. It could no longer rely on newspapers to reach its target. PointRoll's dynamic pullover on Yahoo Mail let consumers flip through it just as they did with paper. But wait. Based on which behavioral targeting category a woman fell into, the circular would open to one of seven sections of the pullover ad ...
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