McKinney Qwest Communications, "Protect Ur Rep" CONTENT INTEGRATION Qwest Communications wanted to increase consideration for their services among videogame enthusiasts - a demographic that is cynical about advertising, tends to view brand presence as an intrusion and therefore, demands ingenuity. Qwest got the target audience to seek out ads by turning the groups' game-playing ability into bragging rights. Protect Ur Rep, a six-week integrated online/in-game campaign targeting Xbox LIVE gamers, offered players the chance to plaster …

Hearst Digital MediaDelish.com Food and BeveragesThis Hearst/MSN owned site, which serves as the food/recipe channel for the MSN portal, consistently ranks among the top 10 comScore food sites and boasts the highest average engagement times and repeat visits in this highly competitive category. Functionality and convenience drive both the content features/tools and food/recipe offerings (over 30,000 from leading chefs/Hearst magazine brands, all …

Firstborn and EVBWrigley's, 5React.com Food and Beverages Wrigley's 5react.com takes online technology and offline integration to impressive levels. Users log in through Facebook Connect and go through a door to see if they've been "chosen." They enter an alternate 3-D universe in which they're surrounded by images/messages pulled from their Facebook profiles, populating virtual television screens. When a "chosen" message appears, a man puts something in a black envelope showing …

Definition 6VeriFone, PAYware Mobile Site Financial Services/Banking/Investments Well, dang, what will they think of next? The product is a no-brainer, a device that uses the iPhone to allow credit card transactions wherever the seller is - at a flea market, a festival, a tag sale! The site offers a two-minute video that shows precisely how this works. Other links offer answers to just about any question, a video showing how contractors can use …

Spark Communications/Razorfish Purina/ ALPO, "The Walk"BANNER: STANDARD, FLASH OR RICH MEDIAWho doesn't want an adorable little dog frolicking across their computer screen? Especially if you happen to own a dog and are searching on Yahoo for dog-related content. The ALPO banner was able to target potential consumers of its wet dog food by linking Al, a playful pup, to unique editorial content produced by Yahoo …

Moxie Interactive20th Century Fox, "Avatar DVD Release"BANNER: STANDARD, FLASH OR RICH MEDIA The banner ad promoting the DVD release of Avatar looks less like an ad and more like something a visitor to ESPN, FoxSports or the movie site UGO would actually want to look at. Six different trailers and scenes from the film stream in the banner and an interactive …

Maude MTV, "MTV Movie Awards"BANNER: STANDARD, FLASH OR RICH MEDIATo build excitement for its annual Movie Awards, MTV wanted to engage with potential viewers away from the boob tube. The banner ad created by Maude was highly interactive, packed with content that movie fans and MTV viewers care about, but it was not intrusive or disruptive. Different tabs within the banner allowed visitors to watch video clips, …

Hill Holliday Liberty Mutual, ResponsibilityProject.com Financial Services/Banking/Investments A good idea made great. Liberty Mutual created this content-rich site following positive response to its TV spots depicting a "pay it forward" theme. Fresh content and an easily navigable presentation make it easy and fun to "explore what it means to do the right thing." Information about products is interwoven with content in a subtle way. The company reports average …

Organic, Inc. Kimberly-Clark Corp., "U by Kotex" ADVERTISING/PROMOTION WEB SITE OR MICROSITE The U by Kotex web site is such a colorful, engaging, interactive site, it's hard to believe it is about such a taboo topic as menstruation. In keeping with the product's new look (bright colors, more discreet packaging) the site is clearly aimed at the younger consumer and features videos, including instructions for using the …

Lending Club/ Mule Design Lending Club, Rebranded Site and User Experience Financial Services/Banking/Investments Get a loan without a bank involved? Super! The web site explains how the process works in clear, understandable language. It promises a transparent process as well. I liked the section featuring people who got loans with great photos and prose that sounds like they actually might have said the words. The blue and green colors are …